Pipe Dreams

- A Plumber's Journey To Digital Dominance

Journey with Luke, a London plumber, as he transforms his traditional business into a digital success. Learn how to carve a unique online identity, tap into customer needs, and nurture loyal relationships. If you're ready to shine in the digital world, this book is your guiding light.

The book is a fascinating blend of friendly conversation and expert guidance as it walks you through the world of digital marketing in the shoes of a London plumber named Luke. 

Chapter 8: The Gift of Immediate Value

A few days later, Sam and Luke found themselves back in Sam's cosy office, a steaming cup of tea on the table. Luke's mind was abuzz with all the insights and information he'd gleaned over the past week. He felt like he was getting the hang of this digital marketing thing, one lesson at a time.

Today, Sam had something else to discuss. "You remember our chat about lead magnets and giving immediate value, right?" He asked.

Luke nodded. "Absolutely. I've been working on a downloadable guide about common plumbing issues and their quick fixes. I think it's a great way to provide immediate value to visitors."

Sam beamed. "That's fantastic, Luke. But you know what's even more impressive than a lead magnet? A loyal customer base."

Luke looked intrigued. "Go on."

Sam leaned back in his chair, a thoughtful look on his face. "Well, imagine you have a long-term maintenance contract with a client. You're not just providing a one-time service; you're building a relationship based on trust and repeated positive experiences. That's how we create a loyal tribe online."

Luke looked thoughtful. "So, you're saying that attracting new customers is just the first step. The real game is to keep them coming back?"

Sam nodded, a pleased look on his face. "Exactly. And that's what our next lesson is about—nurturing relationships and building a loyal tribe. Ready to dive in?"

Luke's eyes sparkled with determination. "Absolutely, let's do this."

Sam pointed towards his computer screen. There on display was a colourful pie chart, the percentages neatly labeled. "See this, Luke?" Sam started, "Over 95% of potential customers aren't ready to buy right away, and only 15% are ready to buy in the next 90 days. An astounding 85% of prospects only buy after 90 days Luke."

Luke raised an eyebrow in surprise. "That's a lot of waiting around, and how can I be sure they'll come back to me whe they're ready?" he commented.

Sam chuckled, "Well, that's where the art of nurturing relationships comes into play. While they may not be ready to buy immediately, keeping them engaged and interested through regular, valuable content ensures they come to you when they are ready."

"Like giving them useful tips and reminders about plumbing maintenance?" Luke suggested.

"Exactly! And you can automate this process by setting up an email marketing campaign with your lead magnets.

With each valuable email, you'll remind your potential customers about your business, helping to keep your brand at the top of their minds. 

Plus, this continued engagement builds trust. They'll see you not as a salesman, but as an expert who genuinely wants to help them solve their plumbing problems."

Luke nodded, the wheels in his head clearly turning. "So it's not just about drawing them in, but also about giving them a reason to stick around?" he asked.

"Spot on!" Sam confirmed, "And remember, while it might seem like a long game, the results are incredibly rewarding. Once they trust you and have experienced the value you provide, they are more likely to recommend your services to others, expanding your customer base organically."

Luke leaned back, a thoughtful expression on his face. He had always believed in the power of word-of-mouth and repeat customers, but he had never considered applying that philosophy to his online presence.

As the day's lesson sunk in, Luke realised that creating a loyal tribe online was the digital equivalent of establishing long-term maintenance contracts with clients – a continual, reliable source of business.

With a newfound sense of purpose, Luke was ready to take the next steps in his digital marketing journey, building not just a customer base, but a loyal tribe.

"Let's dive in, Luke," Sam proposed, "We're going to start building your digital tribe."

Over the next few days, Sam took Luke through the steps of setting up an email autoresponder and marketing campaign. They started with identifying their target audience - the homeowners and property managers in need of plumbing services.

Luke, with his years of experience, had a clear understanding of their needs, problems, and desires, which made the process easier.

Next came the creation of the first 'lead magnet' - a free downloadable guide on 'Top 10 Plumbing Maintenance Tips Every Homeowner Should Know'.

It was a clever way to attract leads by offering immediate value. Luke was initially hesitant, thinking, "Why would anyone need a plumber if they knew how to maintain their plumbing themselves?"

But Sam reassured him, "This is about building trust and showcasing your expertise.

Remember, people are more likely to hire professionals who not only solve their current problems but also help them prevent future ones."

As Luke wrote the guide, he realised he was enjoying the process. He was able to share his years of experience and knowledge in a way that was beneficial to his potential customers, and that gave him a sense of fulfilment.

With every tip he wrote, he was not just marketing his business but also helping people, and that felt good.

Once the guide was ready, Sam helped Luke set up an email subscription form on his website, which offered the guide in exchange for the visitor's email address.

Sam explained, "This is your first step in building your tribe. By offering them something of value right off the bat, you're beginning your relationship on a positive note."

With the infrastructure in place, they moved on to crafting the first few emails. They were designed to provide more value, like DIY tips for simple plumbing fixes, warning signs of potential issues, and seasonal plumbing maintenance reminders.

Each email ended with a gentle reminder of Luke's services and how he could help if the need arose.

As Luke wrote each autoresponder email, he felt a sense of accomplishment. He was no longer a simple plumber waiting for the phone to ring.

He was now an active participant in his business's success, nurturing relationships, and building a loyal tribe that could ensure his business's stability and growth in the digital age.

This was not just a pipe dream anymore; it was becoming a reality.

Continue to the next chapter