I've seen this question asked a few times on the plumbing social media groups I follow on social media: “What method of advertising do you use for your company?” There’s never just one clear-cut answer; there’s always a slew of different responses.
Marketing isn’t a one-size-fits-all solution, especially in the plumbing industry. From social media and digital ads to newspapers, radio, TV and old-fashioned word of mouth, every method has strengths, drawbacks and a place depending on the company using it. Let’s take a look at some of them.
SOCIAL MEDIA AND DIGITAL MARKETING
Social media has become a powerful tool for plumbing companies, particularly those looking to build name recognition and stay top-of-mind. Platforms like Facebook, Instagram, LinkedIn, TikTok and Google allow contractors to showcase projects, highlight team members, share customer reviews and even respond to service calls in real time. The cost of doing these is relatively low, sometimes free and results can be measured quickly.
The downside? It takes time and consistency. Posting once a month won’t move the needle, and online visibility can be fleeting if you stop engaging. Digital marketing also tends to work best for companies willing to track metrics and adjust strategies regularly.
NEWSPAPER ADVERTISING
Print advertising still holds value, especially in smaller or rural communities where local papers remain a trusted source of information. Newspapers can reach an older demographic that may not be active online and often bring a sense of credibility to a company’s name.
However, print ads can be expensive and difficult to measure. Once the paper is printed, the message is locked in — and if readers skip the page, the opportunity is gone.
RADIO AND TELEVISION
Radio and TV advertising offer broad exposure and strong brand recognition. A catchy jingle or familiar voice can make a plumbing company instantly recognizable, even years later. These mediums work well for established companies looking to dominate a market or reinforce an existing reputation.
The challenge is cost. Production and airtime aren’t cheap, and smaller companies may struggle to justify the investment unless they’re seeing consistent returns. Like print, results can also be harder to track.
WORD OF MOUTH
Still one of the most powerful forms of promotion, word of mouth is built on trust. A recommendation from a neighbor or family member carries more weight than almost any ad. It costs nothing — but it must be earned through quality work and customer service.
The limitation is control. Word of mouth grows organically and can’t be scaled quickly. It’s a long-term strategy, not an instant fix.
SO WHAT’S BEST?
The key is knowing your business, your market and your goals. A one-truck operation may thrive on social media and referrals, while a multicrew company might benefit from radio or TV exposure. Most successful contractors don’t rely on just one approach — they blend several methods and adjust over time.
Marketing isn’t about chasing trends. It’s about finding what works for you — and sticking with it long enough to see results.
Have you found one that works best for your company? Let me know by emailing me at editor@plumbermag.com.
Enjoy this issue!
