Informational Marketing – Askmrrooter.com Plumbing Questions And Answers Blog
How to make plumbing sexy and interesting online? I have been writing for over ten years about how sales and marketing are changing due to the 
empowerment of the internet shopper. The information age, in my humble opinion, has completely outdated many sales techniques and practices that involved feeding a customer through a funnel forced on them by the fact that the vendors, once upon a time not long ago, could control the distribution and availability of information and products and services, thereby controlling and even dominating the market.
Here I am telling you again that those days are gone: just as you cannot force somebody to come onto a car lot to buy a car, as many auto dealers are finding out ‘the hard way’, you can not control the market by controlling the free flow if information.
Now, instead, you must become the provider of the information, and the market will find YOU: case in point: askmrrooter.com, the local MrRooter Plumbing Services Contractor franchisee for three counties in Southern California: San Diego, Ventura, and Santa Barbara counties.
As owners of three franchises and growing, the Southern California Mr. Rooter franchisee (my client), like most franchisees has tried all conventional forms of advertising, including PPC (pay-per-click) on Google.
Contrary to popular belief, P.P.C. actually almost always works, for a little while: more and more, people use Google and the other search engines as a replacement for the yellow pages, actually calling the first number that comes up without visiting the website. Heck: I sell websites, and lately I am getting calls from organic search where they have not even visited my website! So paid search works, until the inevitable happens:
- Your competitors eventually see what you are doing, so they do it.
- The words are on a bid basis, so the cost per click goes up from the competition
- As the cost increases, ROI decreases until the profit stays with Google.
Now ask yourself this question: how often do I click a sponsored link or pop-up banner? Chances are you answer is either rarely or never!
By using what I call ‘permission based marketing’, or the informational dissemination technique, our client has found a way to garner user generated, user filtered content, and dominate the organic search results (that is correct, I am calling it ahead of time again) for plumbing Ventura California, plumbing contractor San Diego, California, drain service Santa Barbara California and many other related searches.
They bought our bundle that includes video and social media marketing for $999, and added article marketing so that we will generate the 56 weekly plumbing how-to questions and answers, and they will rank on those searches too: and the video we are making as part of the project will increase lead conversion and show on video search results with a thumbnail on Google, Youtube and others.
Eventually, they may be able to sell the lead generation machine back to the franchiser!
As part of the bundle, we will also submit them also to local search on Google, Bing and the others – making them come up for free (for now) on search results with the map and telephone number.
If you are a franchisee, consider this approach to your own lead generation website: and everybody knows already that http://askmrrooter.com is the place to ask your plumbing how-to questions!
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