20 minute read
Get your business seen
Master Plumbers’ Daniel Carroll provides some insights into upping your digital game.
Traditional marketing and advertising can cost a lot of money. If you’re a smaller, locally-owned business, you want to see a quick return on investment (ROI), which means you need to be where the majority of your potential or return customers will find you. As of January 2020, there were 22.31 million internet users in Australia; 88% of the population. Of those 93% started their sessions with an internet search and 95% of those chose Google, which is why it is imperative that you optimise your online presence for local search. Businesses that fail to do so will have customers finding other providers before they find your business. Why? Because 75% of Google users won’t scroll past the first screen. For many local business owners, things like local SEO and website design are probably not where their expertise lies. Luckily, there are a number of low-cost, easy-to-use local marketing tools that will simplify the process of taking your business online. In this guide, we’ll outline five steps to crafting an online presence that will make your business stand out to customers and search engines alike.
1
Build a website
This first one might be too obvious: if your business doesn’t have a website, it’s almost like it doesn’t exist. Lucky for you, building a website for your business is super easy. You no longer need to have coding or design skills to build a slick, attractive website. There are a number of low-cost solutions like Wix, Squarespace and Wordpress that will provide you with templates and editors to do it all yourself. Before you get started, however, it’s important that you determine the purpose of your site. For plumbers, this is pretty straightforward and simple. It needs to accomplish two things:
1 It should be very informational in nature, with all your contact information and details on the products and services you offer, and
2 It needs to have an EASY and straightforward way for your potential customers to communicate with you, such as a quote request form and your phone number.
2
Choose a domain name (or ‘www’ address)
A business’s website is often referred to as its shopfront. And just like in the real world, if your business is hard to find, potential customers will probably move on to the next “shop”. That’s why it’s essential when securing your domain name that you make it simple and easy to remember.
Domain names are easy to register and cost around $20 per year to maintain. But before you pull the trigger, always do a search to see if it’s also available across social
Get your business seen
platforms. Using a consistent brand name across the internet will help your customers find you and only takes a few seconds.
3
Local Search Engine Optimisation (SEO)
When developing content to populate your website you should identify keywords that are important to your industry or business. In its simplest terms, ‘What are people going to type in a search engine when they are looking for a plumber?’. These searches would most likely be something like “Plumbers near me” or “gasfitting service in xyz city”. Whatever services you offer, make sure the associated keywords are on your website and Google listing. Optimising your website goes beyond just keywords. There are a number of factors that make up Google’s local SEO algorithm. Businesses that want to be found should make sure their name, address, and phone number (commonly referred to as NAP) are consistent across all business listings (especially on Google and Facebook). For local businesses, updating and accurately listing your business is one of the easiest ways to improve local search rankings.
4
Claim your business listings
Before the Internet, getting your business listed in all the right directories was much easier. Most businesses didn’t need to do anything except buy an ad in the local Yellow Pages, and maybe get listed in an industry-specific directory depending on the type of business they were in. Now there are a seemingly endless number of online directories to choose from. Finding the right one can be difficult. We recommend you start by claiming your Google My Business listing, setting up a Facebook page, and making sure your info is all correct on your Master Plumbers account for the ‘Find-a-plumber tool’. There are a lot of sites out there so it’s also important to do some of your own research to make sure you’ve covered everything, but those three are absolutely necessary. Once you’ve claimed or created your local business listings, it’s important to take the time to optimise them so that it’s attractive for both searchers and search engines alike. The first thing you should do is upload high-quality photos of your business. Photos are important because they help tell a visual story about your business. They let consumers see what it’s like to do business with you, so they know what to expect when they arrive. Uploading pictures will also draw searchers in and encourage them to click through to your listing. According to Google, profiles with pictures see 42% more requests for driving directions from Maps and 35% more click-throughs to your website than businesses that don’t. Photos also help increase engagement. When uploading images you should include pictures of your offices, branded fleet, team members and of course, your logo. You should also take the time to update the hours of operation for your business. Not having accurate hours of operation can be frustrating to the consumer. This is especially true if they have a leak and need a plumber asap, only to find that you’re closed. Impressive photography can only get you so far. If your customer experience is underwhelming your reputation and Google Reviews will eventually reflect that. Today, it’s more important than ever to have a review management strategy in place to keep up with the competition.
5
Collect and manage online reviews
In today’s digital age, social proof is more important than ever as many people will turn to social networks like Facebook and Google to learn from the experience of others and see where their money will be best spent. So, next time you complete a job well done, ask the customer to leave a review and help your business. Online reviews provide businesses with the dual benefit of boosting your local SEO ranking while also helping build trust and credibility with consumers. This makes it easier for consumers to find your business and impacts their buying decisions. Master Plumbers were joined by the team from Podium to discuss how to manage your online reputation in a recent webinar, check out the replay at https://wi.st/2QpeiuO
Why does an optimised online presence matter?
Traditional marketing and advertising are still an effective means of getting the word out about your business, but it isn’t enough. To take your business to the next level, you also need to emphasize your online presence and reputation. Doing so will pay huge dividends down the road. If you want to turn browsers into buyers, customers must be able to find, connect, and support your business.
Illegal & unqualified
Kate Jones finds out why qualified gasfitters are the only people who should be servicing gas appliances.
COVID-19 Stage 3 and 4 restrictions have seen many people forced to work, study and play at home. In the southern states this has seen gas heating appliances work hard; even though it is Spring! These appliances need to be regularly serviced and maintained by qualified and licensed gas fitters, but the industry is battling illegal unqualified workers who are decommissioning a high number of appliances that in many cases, just require correct servicing. Servicing gas appliances saves consumers from either long days and nights with no heating, gas cooktops or hot water systems, or from the expense of buying a new appliance when an appliance fails completely. Veteran plumber and long-time Master Plumbers member Rick Taylor said unqualified gas service workers are doing consumers no favours.
“There are third-party entrepreneurial companies going around checking, for want of a better word because they’re definitely not testing appliances,” he said.
An increased public awareness about carbon monoxide poisoning has alerted consumers to the importance of regular gas appliance servicing. However, it has also seen a rise in the number of disconnected appliances that simply need servicing rather than replacing. “These people will come on the premises to do a carbon monoxide check or gas safety check, and they will always find something, but they don’t do the repairing,” explained Taylor. “They’ll say, ‘You’ve got a problem with your heater, so I’ve got to turn the gas off and you’ve got to get someone to repair or replace it”. “You can’t just disconnect a heater unless it’s actually unsafe and you can’t do that without express permission of the owner. “A lot of these people are just cutting the gas off and doing stupid things like cutting the power cord to them so they can’t be used.” Master Plumbers Chief Technical Officer, Gary Bath, said there was another reason why properly licensed gasfitters should be carrying out servicing on appliances. He said gasfitters need to properly record and communicate issues with manufacturers and the technical regulator (Energy Safe Victoria (ESV)) to ensure the appliances continue to operate safely and efficiently. “Appliances operating with normal ‘wear and tear’ issues, can display faults that may not be readily identifiable in the appliance’s certification process, which is conducted in a laboratory,” he said.
Split flue connector The cardholder can only work in classes where registration is ticked and can only issue compliance where licence is ticked Main Classes Licence Registration Drainage Fire protection Gasfitting Irrigation (non-agricultural) Mechanical Services Roofing (stormwater) Sanitary Water Supply Restricted Classes Hydrants & hose reels Res & dom fire sprinklers Comm & indust fire sprinklers Fire system pump sets Gas - disconnect / reconnect Gas - restricted to type A appliances Gas - mobile homes Solid fuel heaters Duct fixing Single head split systems Class 10A roofing Domestic hot water services Refrig air-cond (basic) Refrig air-cond (intermediate) Refrig air-cond split systems Specialised Classes Gas servicing - type A Gas conversion - type A Type B gasfitting Type B gasfitting advanced Refrigerated air-conditioning Backflow prevention www.vba.vic.gov.au
“Recording and communicating these issues can lead to a formal investigation and possible testing by the technical regulator Energy Safe Victoria.”
Gary said the operating information gasfitters collect from their maintenance and service work is valuable for manufacturers.
“Our gasfitters get to see these appliances operating in a degraded state. They test the operational effectiveness of the appliance in reality rather than in pristine showroom condition. Often, after it has been installed but never commissioned, it can have issues.” he said.
“In these circumstances the person carrying out the service will also look for installation issues that, depending on the age of the appliance, the original installer should have rectified.”
Master Plumbers continues to advocate for qualified and experienced operators to undertake this specialised work. Qualified gasfitters must carry a photo identification card provided by the Victorian Building Authority. They will also have a unique identification number and expiry date listed on the card.
A Master Plumbers member will supply a service report as per the recommendations of AS4575 Type A Gas Appliance Servicing standard, which will detail what was carried out at the time of the service.
The perils of not getting a licensed gasfitter can be fatal, said Master Plumbers member and gasfitter Michael Tomlinson.
“It could result in potential death to the consumer as well as to the tradesperson if they’re not 100 per cent competent and haven’t been licensed by the regulatory body after doing their exams and their training,” he said.
“A lot of bosses let their apprentices and tradesman, who aren’t registered in that category, work off their license and that’s illegal. “We see a lot of people out there doing unregistered and unlicensed work in the industry. “We want to get rid of that type of work. We want everybody to be qualified and we want people to know what’s going on, and be aware of servicing and testing for carbon monoxide.”
He said many consumers weren’t aware of the differences between a plumber and gasfitter, but the easiest way to tell is by asking to see an ID card. The back of the card will indicate what plumbing work that person can legally carry out. “There’s a lot of mums and dads who think a plumber is a plumber and a plumber can do everything,” he said.
“They really need to see the license and see the tick on the back. So when you phone a plumber, ask the initial question about gasfitting on the first phone call and then sight the card on arrival.”
Plumbmaster pivots
COVID-19 has changed the way we live and work, and the folk at Plumbmaster has found safety the best asset. Kathryn Kernohan finds out the full story.
The COVID-19 pandemic has impacted all elements of our lives – including our work, our health and our community connection – and sadly the plumbing industry has not been immune.
When the team from Melbourne’s Plumbmaster received a query about COVID-19 from a real estate agent earlier in the year, they realised there was an opportunity to pivot their services to help during the crisis. “As the crisis started to unfold in February and March, we recognised that we would have to change our business practices. That’s because, as a maintenance-focused business, we were constantly in and out of people’s homes and we had to protect the health of our clients and our staff,” says Plumbmaster CEO Lisa Leening. “One day we had a call from a real estate agent who told us they had a tenant who was self-isolating and they needed urgent plumbing work. We weren’t set up to safely do that, which meant the poor tenant was dealing with a leaking roof and the landlord was unable to assist. We just thought, we need to find a way to help these people.” Lisa and her husband Adam Leening, Plumbmaster’s Director, spoke to Master Plumbers’ OH&S and Return to Work Manager Frank Geremia about the gap they noticed. They quickly found that there weren’t any other businesses set up at the time to provide plumbing services to COVID-positive sites or suspected COVID-positive sites. “We then went out and partnered with a company to find the best PPE [personal protective equipment] we could, superior to what they have in hospitals. Our team are safer in these suits, doing a job, than you would be going into the local supermarket,” says Adam. “Lisa is the one who is great with forward planning, more so than us plumbers. She was the one who first saw the opportunity where we could
Plumbmaster pivots
solve problems for clients and continue to provide plumbing services while ensuring the safety of everyone involved.” The Plumbmaster team has reached out to its domestic, commercial and industrial clients, including agedcare facilities, to inform them about the new service. Its first booked job utilising PPE was replacing a hot water system at a private residence. “This has not been about making money, it is more about serving our current clients safely and giving our clients the best opportunities to have their issues solved. We see it as a good solution for people who need to isolate for whatever reason,” says Lisa. Because Plumbmaster focuses on maintenance services for real estate agents, body corporates and private residences, Adam and Lisa have not seen a decrease in business requests during the pandemic, however like many other businesses have had several non-urgent jobs and projects put on the backburner. COVID-19 guidelines have meant the company has split its plumbers into three teams of three people, with teams kept separate from each other.
“It means if one person from a team gets sick, we can quarantine the whole team and the other two teams can continue to work,” says Adam. “It can be difficult in the sense that if we have one team in Brunswick and they need a lift or something, and we have another team nearby, they can’t help each other out like they would have before. “That said, our clients and other people we deal with are really understanding and appreciative because we are being so vigilant around the rules and guidelines, it makes them feel more comfortable.”
Like everyone, Adam and Lisa hope that life returns to normal as soon as possible, and have already thought about alternative uses for a potential surplus of PPE if that is the case.
“This period has highlighted opportunities of ways we might work differently in the future, for example we could use the suits working in a drug lab or similar sites. This has opened new opportunities for us, but of course we hope COVID ends soon and things can start to get back to normal.”
Get the right public liability cover
Whether you’re a new employee looking for plumbers’ insurance or reviewing your policy, this article can help you find cover that’s right for your plumbing business.
Most plumbers will agree that without the proper attention to the prep stage of your work, you could face issues down the track. The same goes for your liability insurance.
Before comparing new insurance solutions, gain a strong understanding of your risks. Jot down all the day-to-day risks. Make sure to include those that may occur on less frequent services. Remember, while many plumbing risks may involve damage or injury, they can also be in relation to client product advice offered as part of your service.
TIP Not all public liability insurance policies will cover plumbers for work completed on buildings over two-storeys high.
Be sure to include this in your risk assessment if you or a licensed plumber and your business performs this type of work. As well as reviewing your risks, it’s important to know the insurance requirements in your state or territory.
Comparing insurance policies With your risk assessment in hand, it’s time to find an insurance cover best suited to you. Things to review when obtaining quotes:
Limit of liability – This is the maximum amount that can be received under the insurance policy for a successful claim.
Excess – The sum paid by you in the event a claim is made on the insurance policy.
Inclusions – Does the policy include cover for all your business risks? For instance, claims cover for providing the incorrect product advice or liability cover for construction sites over two storeys.
Exclusions – These are situations or events not covered under the policy. Insurance providers can offer different cover terms in their policies, so through research, you may find a policy that’s more inclusive to your business risks than others. All this information and more can be found in a policy’s Product Disclosure Statement (PDS).
TIP Be aware that insurers can often assess domestic and commercial plumbing differently so ensure you correctly declare your activities. Don’t decide on premium alone The price of your insurance plays a big role when comparing different policies, however, plumbers should consider a side-by-side comparison before making a decision. Insurance providers can base a policy’s premium on the risks they take on and having a high number of exclusions can reduce these risks, which should result in a lower premium.
If you want to know more, ask Choosing a liability insurance policy for your business is an important decision and can sometimes mean the difference between being covered for a specific risk or not. If you have questions that can’t be found online, give your insurance advisor a call to ensure you thoroughly understand the insurance solution on offer.
At Marsh, we have a dedicated team of expert insurance advisors that are available to help answer your questions in respect of your insurance requirements including plumbers insurance.
To speak to one of our team members call 1300 300 511.
Notice: Master Plumbers Insurance Brokers (Aust) (MPIB) is a trading name of Marsh Advantage Insurance Pty Ltd (ABN 31 081 358 303, AFSL 238 369). MPIB arranges the insurance and is not the insurer. This article contains general information, does not take into account your individual objectives, financial situation or needs and may not suit your personal circumstances. Any statements concerning actuarial, tax, accounting, or legal matters are based solely on our experience as insurance brokers and risk consultants and are not to be relied upon as actuarial, accounting, tax, or legal advice, for which you should consult your own professional advisors. When arranging Public Liability Insurance, Marsh act under binding authority on behalf of Pacific Underwriting Corporation Pty Ltd (ABN 77 091 225 535, AFSL 237 270), who act as agent of the insurer, Chubb Insurance Australia Limited (ABN 23 001 642 020, AFSL 239 687). For full details of the terms, conditions and limitations of the covers and before making any decision about whether to acquire the product, refer to the specific policy wordings and/or Product Disclosure Statements available from Marsh Advantage on request. The Master Plumbers and Mechanical Services Association of Australia (MPMSAA) receives a financial benefit when a policy is arranged by Marsh Advantage, enabling it to continue to provide further services to the plumbing industry. LCPA 20/130
Cbus delivers a positive result despite a challenging year
It’s safe to say 2020 is proving to be a challenging year. In this year alone, we’ve experienced devastating bushfires in Australia and a global pandemic that caused unprecedented share market movements.
Despite the conditions, Cbus’ Growth (Cbus My Super) was able to deliver a positive result for the 2019/20 Financial Year of 0.75%*. The longer term 5 and 10-year returns were 7.13% and 8.54% respectively, an important reminder that super is a long-term investment. Looking ahead, the construction and building industry will play a major role in what will be a long, nation-building recovery. Cbus is determined to play our part by investing our members’ savings back into the industry, creating jobs and contributing to a stronger economy. Read the full investment update from Cbus’ Chief Investment Officer, Kristian Fok, at www.cbussuper.com. au/investment-jul20 Contact your local Cbus representative for business super needs
Daniel Tentser Business Development Manager, VIC/TAS 0439 372 365
daniel.tentser@ cbussuper.com.au
This update was brought to you by Cbus, the industry super fund for building, construction and allied industries. This information is about Cbus and doesn’t take into account your specific needs. You should look at your own financial position, objectives and requirements before making any financial decisions. Read the relevant Cbus Product Disclosure Statement to decide if Cbus is right for you. Call 1300 361 784 or visit cbussuper.com.au for a copy.
*Cbus’ crediting rate is based on returns minus investment fees, taxes, and until 31 January 2020, the percentage- based administration fee. Excludes fees and costs that are deducted directly from members’ accounts. Past performance isn’t a reliable indicator of future performance. Cbus’ Trustee: United Super Pty Ltd ABN 46 006 261 623 ASFL 233792 Cbus ABN 75 493 363 262
Local service and support
Our dedicated and experienced statebased teams can help get your super sorted so you can get on with running your business.
Contact Daniel for your business super needs
Daniel Tentser –Business Development Manager, VIC
0439 372 365
cbussuper.com.au daniel.tentser@cbussuper.com.au
You should read the Employer Handbook, Cbus Industry Superannuation Product Disclosure Statement (PDS) and other relevant documentation to decide whether Cbus is right for you. Call 1300 361 784 or visit www.cbussuper.com.au Cbus’ Trustee: United Super Pty Ltd ABN 46 006 261 623 AFSL 233792 Cbus ABN 75 493 363 262.
