In the ever-evolving digital landscape, your trusty toolbox now needs a smartphone alongside that wrench.

Social media video platforms like Instagram, TikTok, and YouTube can transform your business from a hidden pipe in the wall to a shining beacon of expertise and engagement. These platforms have the potential to unclog your marketing woes and shower your business with success if you know how to utilize them.

From drips to downpours: Platforms like Instagram Reels reach billions of users every day, allowing you to cast a wider net beyond the typical local directories that everyone is in. You can target specific demographics, like homeowners in your region, or tap into niche communities interested in DIY tips or renovation and building. With the right hashtags and engaging content, your business now has the potential to go viral, bringing a flood of potential customers to your digital doorstep.

Building brand authority: Relying on word-of-mouth can work if you have a lot of customers already. However, if you don’t have a lot of customers or are ready to get more, social media videos let you showcase your expertise and build trust with viewers in your area. You can share quick tips on unclogging drains, explain the intricacies of water pressure systems, or offer insightful advice on preventing leaks and clogs.

By demonstrating your knowledge and passion, you position yourself as a reliable resource, not just a contractor on call. You are showcasing real stories in the life of your business. This builds brand authority, making potential customers feel confident in choosing your services because you are a real person out there doing the work.

Go from pipes to personality: The work you do might be about pipes and valves, but your business is about people. Social media videos allow you to show the personality of your brand. Show off your team on the job, crack jokes and offer glimpses into your company culture. These humanizing touches foster trust and connection, making your business feel approachable and relatable. In a field where trust is paramount, this personal touch can make all the difference in the world to a customer who needs reassurance to invite you into their home.

Take your boring brochures to eye-catching clips: Gone are the days of static brochures and dull website copy. Instagram Reels, TikTok, and YouTube Shorts offer bite-sized bursts of attention-grabbing content. Showcase quick fixes in under 60 seconds, reveal the satisfying process of unclogging a drain, or create humorous skits around common plumbing woes. The job is to create engaging content that will break through the scroll-happy fatigue and get viewers invested in your brand and wanting more.

Don’t fear the DIY deluge: While you want to promote your services, not everyone faces a catastrophic plumbing event every day. Many people want to try at least to fix their issues if they can.

Offer simple tips on fixing leaky faucets, replacing showerheads, or maintaining toilets. These videos not only position you as an expert but also educate potential customers, making them more confident to handle minor issues themselves. Remember, a happy DIYer today could be a customer for major work tomorrow.

The knowledge reservoir and lead magnet: While Reels and Shorts offer quick thrills, YouTube provides a platform for in-depth content. Create comprehensive tutorials on complex repairs, offer detailed product reviews, or host Q&A sessions with viewers. This longer-form content establishes you as a thought leader in the plumbing and drain cleaning world, attracts viewers with specific needs, and generates valuable leads who are already warmed up to your expertise. If you show how difficult, dirty, or time-consuming something is to repair, they are more apt to give you a call and let you do it.

Go from guesswork to growth strategy: If you are posting on social media platforms and aren't paying attention to the treasure troves of data, you are missing out on some valuable information. Analytics tools provide insights into your audience demographics, engagement metrics, and content performance. Track which videos resonate most and identify underperforming areas, then tailor your content strategy accordingly. Having a data-driven approach ensures you're not just shouting into the void but creating content that your audience really wants to see.

Collaborations and cross-promotion: It’s hard when it’s just you or a small team. However, if you look at the online world as a collaborative space it opens up possibilities beyond your small world. Partner with local hardware stores, interior design influencers, or even disaster relief organizations for joint video projects. Cross-promote each other's content so you can tap into new audiences and expand your reach. These local collaborations not only bring fresh perspectives and prospects but also create a larger online presence for your business.

From sprinkles to showers of leads: While organic reach is powerful, a strategic ad spend can amplify your results. Instagram and YouTube offer targeted advertising options, allowing you to reach specific demographics, interests, and even locations. Use paid promotions to boost your most engaging videos, promote special offers, or drive traffic to your website. Remember, if done right, a small investment can generate a significant return in terms of brand awareness and leads.

Measure your success beyond vanity metrics: Engagement is great, but ultimately you're in the business of fixing leaks, not chasing likes. Track conversions to measure your social media success. Making sure all your hard work with video and social media is turning into dollars is the real goal so do not skip this step. 

About the Authors

Carter Harkins and Taylor Hill are the authors of Blue Collar Proud: 10 Principles for Building a Kickass Business You Love and the owners of Spark Marketer, a "no bull" digital marketing company that’s been getting sh*t done for home service businesses across the nation for a decade. They’re trusted thought leaders in the industries they serve, which is why you’ll find them regularly speaking at service industry trade shows and conferences and writing for trade magazines. Tired of empty promises and ready for focused digital marketing and balls-to-the-wall dedication that gets your business seen? Visit www.sparkmarketer.com.