One of the world’s most popular social media platforms, Twitter, is used by businesses all over the world, large and small, to engage with audiences while promoting products and services. With 16.7 million users in the UK, Twitter can be a key channel for heating and plumbing businesses looking to connect with their customers says Ann Davis, Director of Marketing Operations at Wolseley.
Whether you’re new to the industry or you’ve been an installer for years, using social media platforms like Twitter to promote your plumbing services is effective, great, and best of all, they’re free.
Visibility is crucial for any business, particularly for self-employed plumbers or smaller companies, and being active across multiple social media sites, means that you can showcase your services to all demographics.
Here are five tips to help installers make the most out of their businesses and generate leads by promoting their services across Twitter:
1. Polish your profile
A Twitter page offers both regular and prospective customers the opportunity to gain a better understanding of an installer’s reputation and if your page doesn’t feel or look genuine, your plumbing services could appear that way too.
When it comes to how your profile looks, it’s handy if you can use as much branded material as possible. Whether that means using the logo of your plumbing business as your Twitter profile picture, or an image of your van with company details as your header image. Just remember, consistency is key so always use the same colours and images across the channel.
Without getting into the nitty gritty of image sizes, its important to make sure your profile picture for Twitter is 400 x 400 pixels and 1500 x 500 pixels for the cover image – prospective customers may have trust issues with companies that use blurry or stretched logos. You provide a professional plumbing service so ensure the level of detail you use on a job can be seen through your channel.
2. Learn something new
Although posting content that shouts about your plumbing services is great, it’s not always what your customers want to see. People don’t like to be sold to. Instead of writing tweets like “Just discovered this monstrosity in a customers kitchen!” think about sharing pro tips or workarounds that the average homeowner could fix themselves. This could be anything from bleeding a radiator to stopping a pipe from leaking while they wait for you to arrive – people value helpful content. You could also consider posting facts about how customers can do their bit to keep their plumbing and heating systems maintained safely and efficiently?
This also applies to the images you use. Don’t just post traditional images of showers, taps and boilers. Instead, upload demo videos, how-tos, or your thoughts on certain things. They don’t always have to be serious either. Try and be lighthearted – your customers and fellow installers are human too.
3. Targeted ads
If you’ve got a small budget for marketing your business, you may want to consider Twitter’s targeted ads. Not only can you increase your business’s reputation in the local area, you can increase the amount of leads coming into your business too.
With a location in mind, you can target your services to a wider group of people, having your ads appear to customers within a particular area or city.
After selecting the location, age and gender for the new customers that you want to target, ads will appear within their Twitter feeds, either informing them that you work in their local area or simply, marketing your non-urgent services such as bathroom installations or boiler maintenance services.
4. Don’t forget the hashtag
Hashtagging is the perfect way to grow, entertain and engage an audience whilst getting discovered by other users. When you add a ‘#’ in front of a word or phrase, it becomes linked to all other tweets that say the same.
Only think about hashtagging key words though, so words that instantly relate to the plumbing industry. Try thinking about what your customers may be searching for, such as #plumbers or #boilerbreakdown. Hashtags are also a great way to communicate with like minded businesses, to show off your best work, or to discuss best practice or workarounds on problems you might be having on a specific job.
5. Be sociable
The key to a successful business channel is being social. If a customer mentions you in a tweet or asks questions about things, ensure you are replying and interacting to them. Start following people like @pbplumber, @plumberparts or @cosywarmplumber on Twitter and get involved in conversations. That way, you’ll build brand awareness whilst noticing trends in the industry from other leading experts.
Think about following relevant installer businesses or solo trades people on Twitter as well, because chances are, if you comment, like or share their posts, they will most likely return the favour. It also demonstrates to potential customers your knowledge and enthusiasm for the profession.
Keeping on top of your social media accounts is fundamental for any plumber looking to create a company profile. The more often you sign in, respond to mentions, join in on conversations and post industry related content, the bigger you and your business become. A plumbing business who closely monitors their profile can improve relationships with their existing customers, forge connections with new ones and build their own reputation.
New to Twitter? Follow @WolseleyUK