Social media offers engineers, contractors and independent manufacturer representative firms a significant opportunity to connect with their audience, showcase their expertise and establish a robust online presence. Despite the potential, many smaller firms find allocating resources for marketing and social media activities challenging, often lacking a dedicated team member to manage these tasks.

The primary goal of social media engagement for plumbing professionals is to interact with potential clients and partners, increasing awareness and visibility for their firms. By effectively using social media, firms can publicize their achievements, enhance company awareness and connect with key industry decision-makers.

The Value of Time Spent Online

Neil Patel, a renowned New York Times bestselling author and SEO and branding expert, notes that the average user spends 95 minutes daily on short-form content. With a significant portion of Internet users’ time spent on social media, plumbing firms have ample opportunities to reach potential customers. Although social media may not directly generate profits, it plays a crucial role in building brand awareness, establishing thought leadership and generating leads, indirectly supporting sales efforts.

Chris Eyrich, CPMR, from Vernon Bitzer Associates and a representative for CircuitSolver thermostatic balancing valves, highlights the effectiveness of social media in promoting his firm’s activities and achievements, particularly on LinkedIn, which he finds instrumental in reaching both existing and prospective clients.

“Social media is an excellent way for me to communicate our capabilities as a manufacturers’ representative; we promote our activities and share posts regarding new products, case studies, training, tech tips, contests, etc., on behalf of our manufacturing partners,” he says. “I feel this helps tremendously with brand recognition and gaining trust. 

“My main social media platform for business is LinkedIn; I find this beneficial in reaching existing and potential clients and business partners. CircuitSolver provides creative and current content I regularly share to spread the word to my friends, future clients and partners.”

Emphasizing LinkedIn

This guide focuses on LinkedIn, acknowledging its unique position among social media platforms for professional networking. 

“As of 2023, 59 million companies worldwide have a LinkedIn page, with a very relevant 40% to 48% of visitors regularly engaging with the platform,” explains Audra Hammer Ross, senior branding specialist at LinkedIn-Makeover.com. “As someone who has spent more than a decade helping professionals shine on LinkedIn, I encourage business owners to complete their LinkedIn profile and company page fully. 

“It’s not about vanity — it’s about building trust, credibility and establishing a presence to collide with the opportunity for brand awareness that already exists on LinkedIn.”

Many small businesses struggle with the chores of LinkedIn or underestimate its value in elevating and enhancing their brand’s perception. However, by fully embracing this platform’s potential, you can transform your LinkedIn presence into an asset that sets you apart in the industry.

The Debate on AI-Generated Content

Though AI can simplify content creation, human-written content typically offers superior quality and engagement. Patel suggests that human-generated content is more effective than AI-written content in most cases. If AI is used, it’s crucial to tailor the content to reflect the firm’s unique voice and audience preferences. 

A good tip is to ask an AI program to rewrite your content with a specific tone: professional, formal, informal or for social media, among others. Comparing two versions of your content can equal a focused social media post or a more informative blog post.

Getting Started with LinkedIn

Plumbing professionals should begin by creating or updating their LinkedIn profile with a clear, professional image and comprehensive details about their business, including services, products and any notable achievements. Regular engagement, such as following partners and industry organizations, posting about company news, and sharing insights or completed projects, can significantly enhance a firm’s visibility and reputation.

Content should be carefully considered to address the audience’s needs and showcase the firm’s solutions to industry challenges. Regular posting and professional and engaging content can transform LinkedIn into a valuable asset for any plumbing business.

Key Considerations and Best Practices

Engage with partners, clients and industry organizations by following their profiles and interacting with their content.

Post regularly about your firm’s achievements, products and services, ensuring content is relevant and engaging to your target audience.

Use appropriate hashtags to increase visibility and connect with a broader audience, such as #valves, #plumbingsolutions, #plumbinglife, #construction, #engineers, #contractors and #plumbingservices.

Maintain a professional focus in all social media activities, avoiding personal or off-topic posts.

Remember:

Do tell the story of your company, products, services, employees and projects professionally.

Do keep your posts brief and to the point, with a picture to strengthen your story.

Don’t share personal or company information meant for employees only.

Do like and follow your customers’ and clients’ profiles.

Do engage with people when they comment on your posts.

Do continue to post on a schedule that works for you. 

By adhering to these guidelines and actively participating in social media, plumbing professionals can effectively communicate their value proposition, engage with their target audience and achieve greater visibility in the competitive market.

Christine Tarlecki works in marketing at ThermOmegaTech. She has more than 24 years of professional writing experience, more than five years as a professional writer in the manufacturing, plumbing and HVAC industries, and more than 10 years in social media marketing.