Septic Service Marketing: Proven Business Growth Strategies

Why Do Septic Service Businesses Need Marketing?

In short, septic service businesses need marketing if they are to grow.

Specifically, you can reach customers at every stage of their purchasing journey using various marketing strategies.

This concept is called the marketing funnel, and it includes four stages:

• Awareness, where you attract new prospects;

• Consideration, where you educate potential customers about your services;

• Conversion, where you convince prospects to buy your services;

• Loyalty, where you nurture long-term customer relationships.

Focusing on all these stages ultimately helps you grow your customer base, nurture repeat business, and increase revenue.

Let’s explore this in more detail.

1. Awareness 

Most people don’t even know what a septic service company does and why they need such services.

By marketing your septic tank business, you can familiarize consumers with your services and educate them about common septic issues and preventive measures.

Thus, even if consumers don’t require your services, they’ll know what to do and who to contact when needed.

Moreover, according to Eliot Vancil, CEO of Fuel Logic LLC: “One of the main benefits of marketing septic services is the opportunity to turn what's often seen as a ‘dirty’ task into a crucial aspect of home upkeep. We can change how the industry is viewed by highlighting the need for consistent care of septic systems.”  

2. Consideration 

Once your audience is aware of their existing or potential septic services issues and the solutions, they’ll start researching different service providers.

Hence, the consideration stage is where you need to make your business stand out. 

However, since your company serves a niche market, competition is fierce.

Therefore, increasing your company’s visibility is of the utmost importance.

According to a 2024 Vistaprint report, 78 percent of small businesses experimented with digital and traditional marketing to reach new customers.

One way to achieve this is to optimize your search marketing. This will improve your business’s SERP ranking, making it one of the first options consumers see when searching for septic services on Google.

Another effective strategy is to use direct mail and social media ads to target specific audience demographics, such as homeowners in a certain geographic area who are more likely to need your services.

Furthermore, you need to position your business as an industry expert that many people rely on.

On the one hand, you can do this by providing your audience with valuable information on septic systems. 

For example, you can use video marketing to share educational videos explaining how to care for and maintain septic systems in good working order.

On the other hand, you can use case studies and customer testimonials to show prospects how your skilled team resolved complex septic issues.

All these marketing strategies help build credibility and trust, making potential customers more likely to choose your business.

3. Conversion

Convincing new prospects to purchase your services is no easy feat, but it can help you expand your customer base and generate more revenue.

One of the most effective solutions for converting potential customers is to offer them incentives.

After all, consumers are rarely able to resist discounts and special promotions.

Make sure you highlight new-customer promotions in your online and offline marketing campaigns.

Likewise, you can attract prospects by offering extended warranties on your services.

These warranties show your audience that you stand by your work, increasing their trust in your services.

4. Loyalty

After you convert prospects, you need to focus on nurturing long-term customer relationships and building loyalty.

After all, a satisfied customer will always return for additional services and refer your septic service business to others, helping your business grow.

Moreover, since your existing clients trust you, it’s easier to convince them to try new services.

To enjoy all these benefits, you need to keep your business top of mind and your clients engaged.

For example, you can use email or direct mail to keep in touch with your customers all year round and remind them to schedule regular maintenance work.

Likewise, you can send clients branded merchandise to show your appreciation, encouraging repeat business and referrals.

Still, the key to building loyalty is offering outstanding customer service.

That’s why we recommend using ServiceTitan’s Septic Service Software.

This software offers everything you need to improve the customer experience, from online booking to automated scheduling and dispatching to customer notifications and GPS tech tracking.

Now, let’s explore some of the most common types of marketing used by septic service companies.

What Types of Marketing Do Septic Service Businesses Use?

Septic service companies use various types of marketing to scale their businesses.

However, some marketing strategies stand out due to their frequent application.

• Digital marketing is one of the easiest and most effective ways to reach, engage, and convert your target audience.

Moreover, it offers measurable results that you can use to optimize future marketing campaigns.

• Print advertising, like local newspaper or niche magazine ads, allows you to reach highly targeted demographics.

This marketing strategy also works well with older consumers who consider print advertising more trustworthy.

• Car advertising is a cost-effective type of marketing that enhances brand visibility and recall in local communities.

Your car will act as a moving billboard that people can catch a glimpse of all over town.

• Direct mail marketing is still effective because it offers something tangible your audience can keep and use for a long time.

For instance, sending them an eye-catching magnet personalized with your septic service company info will likely stay on their fridge for years to come. That will keep your business top of mind.

Next, let’s see how you can promote your septic services online.

How Can I Market My Septic Service Business Online?

Here are the most effective digital marketing strategies for septic services:

Let’s take a closer look at each of these strategies.

1. Local Services Ads (LSAs)

Local Services Ads are paid ads displayed on local search result pages.

These ads usually include your basic business information, like company name, phone number, location, and services.

LSAs are incredibly effective as they allow consumers to contact your business directly from the ad by calling or sending a message.

Likewise, these ads appear at the top of search results. That increases the chances of users contacting your septic service company instead of your competitors.

Therefore, LSAs can increase awareness and conversions while offering a high-quality customer experience.

To streamline this process, you should use ServiceTitan’s Local Services Ads integration.

This integration lets consumers book your services directly from the ad. Then, it automatically adds those jobs to your ServiceTitan booking screen.

2. Google Search Ads

Google Search Ads are the first search results displayed by Google and are labeled as ‘Sponsored.’

This strategy is perfect for improving your company’s online visibility, generating leads, and encouraging repeat business.

As a general rule, Google chooses which septic service Google Ads to display based on various criteria, like bid amount, landing page, ad quality, and relevance.

ServiceTitan’s Marketing Pro Ads allows you to connect your Google Ads and Google Analytics accounts for better insights into your campaigns’ ROI.

3. Social Media Ads

Social media marketing for septic service businesses includes organic posting and paid ads.

While organic posting builds credibility and consumer trust, paid ads help you reach a wide consumer pool.

In fact, according to a 2023 Statista survey, global industry professionals consider increased exposure to be the biggest advantage of using social media for marketing purposes.

Moreover, paid social media ads allow you to target users who best fit your ideal customer profile, generating more leads and increasing conversions.

4. Email Marketing

According to Litmus, for every $1 spent on email marketing, you can generate a $36 return on investment (ROI).

Therefore, email marketing should be part of your septic tank business plan.

In addition, you can use this marketing strategy to educate your audience about the services you offer, common septic issues that can occur, or the septic tank tools required for maintenance.

You can also use email list segmentation and personalization to send special offerings or remind customers to schedule regular septic system maintenance.

However, executing and managing email marketing campaigns can be difficult and time-consuming.

Therefore, we recommend using ServiceTitan’s Marketing Pro – Email software.

Here are some of the software’s most practical features:

• Audience Builder helps you target specific audiences, like customers with aging equipment.

• Email Templates allow you to create personalized emails in no time without requiring any graphic design skills.

• Automated Campaigns save time by automatically sending welcome emails, maintenance reminders, and more.

5. SEO and Website Optimization

SEO and website optimization help your septic service business rank higher in search results without using paid ads.

As a result, consumers will view your company as a trustworthy industry expert and may, therefore, be more inclined to choose you as their service provider. 

You can improve your website’s SERP ranking by:

• Creating high-quality content and including the right keywords

• Building backlinks and citations

• Crafting a professional Google Business Profile and updating it regularly

• Creating an exceptional user experience

Dr. Gregory P. Gasic, Co-Founder of VMeDx, states, "Content marketing paired with local SEO works wonders. Creating informative blogs, how-to videos, and FAQs about maintaining septic systems can attract and engage a local audience. Optimizing this content for local search terms ensures that when someone in your service area looks for septic solutions, your business appears at the top of search results.”  ’

6. Video Marketing

A 2024 Wyzowl report offers indisputable proof of the effectiveness of video marketing. Here are some of the notable findings:

• 91 percent of businesses use video as a marketing tool.

• 88 percent of marketers say videos helped users understand their product or service.

• 90 percent of companies say videos increase their brand awareness.

For septic service companies, creating short educational videos is an excellent choice. They help make complex, technical information more easily digestible.

Consumers will understand how septic systems work, what issues they can encounter, and why regular maintenance is important.

Moreover, you can use engaging video ads to promote your services and offerings.

Once your audience better understands what you do, they’ll seek your services.

7. Online Reviews and Reputation Management

A septic service company's online reputation is based on information the business shares and customer reviews.

According to a 2023 BrightLocal survey, 98 percent of people read online reviews for local businesses.

Therefore, maintaining a stellar online reputation is essential for attracting and converting prospects and retaining your existing clientele.

ServiceTitan’s Marketing Pro – Reputation helps you manage and respond to reviews from your customers using a centralized dashboard.

A quick response will show customers you care about them, enhancing their satisfaction.

Marketing Pro – Reputation also allows you to send review requests to your clients, encouraging them to engage and building trust. 

8. Case Studies and Testimonials

Case studies and testimonials build credibility and trust, encouraging prospects to buy your services.

They showcase a specific septic issue a client faced and how your company solved it.

Likewise, clients can share their opinions on the overall customer experience.

Once they are ready, you can share these marketing assets on social media and your website, and in paid ads.

9. Tracking and Analytics

Tracking the performance of all your marketing campaigns is the only way to determine which ones are working and which are not.

Once you identify the strengths and weaknesses of your marketing strategies, you can optimize for better outcomes.

Of course, you won’t be able to track and analyze all this data manually, so you’ll need a digital marketing tool. And there are plenty to choose from.

For instance, ServiceTitan’s Home Services Marketing Software allows you to track each campaign’s ROI and the jobs it’s producing.

At the same time, the software can show you the locations where your campaigns have been most effective.

Using these insights, you can allocate your marketing resources better in the future.

While digital marketing can be very beneficial for your septic service business, you should always combine it with traditional marketing.

How Can I Market My Septic Service Business Offline?

Consider the following traditional marketing strategies for your septic service business:

Now, let’s explore these strategies in more detail.

1. Flyers and Brochures

Flyers and brochures are cost-effective for raising community awareness about your septic service business.

Whether you hand them out on the street, at the mall, or in waiting rooms for people to flip through, they work just as well.

The good news is that you don’t need special design skills, as you can use free tools like Canva that provide eye-catching templates.

2. Business Cards

Business cards denote professionalism and credibility and are perfect for networking and converting prospects.

On top of that, they are like small keepsakes that remind consumers of your septic service company.

Recipients can keep them in their wallet or on the fridge and give you a call whenever they require your services.

To ensure consumers keep your business card, choose a unique and visually appealing design and don’t overstuff it with information.

Alternatively, you can pique your audience’s interest with a modern digital business card.

3. Trade Shows and Local Events

Attending trade shows and local events allows you to connect with consumers more personally and build relationships.

It’s also an excellent opportunity to showcase your services to the local community and explain how they work.

You can even hold presentations on septic issues, innovations, and market trends to position yourself as an industry expert and enhance your business’s reputation.

4. Vehicle Wraps

Vehicle wraps are one of the most effective traditional marketing strategies because they offer 24/7 business promotion.

Your company vehicles constantly move from one location to another, exposing your brand to a broad audience.

Even when they are parked on a street overnight or over the weekend, passersby will still notice them.

Moreover, vehicle wraps offer a professional look that builds credibility and leaves a lasting impression on consumers.

5. Radio Ads

Radio ads are often more affordable and easy to produce than other types of advertising.

You just need to create a short script and develop a catchy jingle.

Likewise, since radio stations usually operate in specific geographical areas, radio ads help your septic service company reach local consumers.

These ads are broadcast several times daily, increasing the likelihood of people hearing them and remembering your business.

6. Television Ads

Even if on-demand streaming services, like Netflix, are gaining popularity, people are still watching traditional TV.

In fact, according to a Statista survey, in 2023, Americans spend an average of three hours daily watching TV.

Hence, television ads remain effective marketing tools.

They can reach a wide and diverse audience, and due to their frequency, they can increase brand recall.

Moreover, viewers can’t skip or avoid watching TV ads as they would with online ads unless they change the channel.

Therefore, your message is more likely to get through to them.

7. Outdoor Banners and Billboards

Outdoor banners and billboards are highly visible and grab people’s attention.

Still, to reach a wider audience, you need to place these advertising materials in high-traffic areas wisely.

Use high-quality images, bold colors, and easy-to-read fonts that will make your ad stand out and stay top of mind.

Also, don’t expect passersby to stop and write down your company’s phone number and address. It’s best to mention a nearby landmark so people can easily remember your business location.

8. Branded Merchandise

Branded merchandise can boost brand reach, recall, and awareness.

After all, when consumers frequently use or wear promotional products personalized with your company’s name and logo, others will notice them.

You can customize everything from T-shirts and hats to writing instruments and mugs.

However, you should know that the more unique the branded product is, the more attention it will attract.

Likewise, offering giveaways to your customers makes them feel special, strengthens your relationship, and encourages repeat business.

A one-of-a-kind giveaway can encourage clients to refer your business to friends and family and advocate for it.

A Vistaprint survey found that 43 percent of consumers are more likely to make brand referrals after receiving promotional products from a brand.

9. Direct Mail Campaigns

Sending promotional materials to your target audience by mail remains a highly effective marketing strategy.

In fact, according to a 2024 Vistaprint survey, 38 percent of consumers visited a local small business after receiving direct mail.

The reason is simple: tangible promotional materials are more memorable than digital ads and can trigger an emotional reaction.

However, for this to work, you must ensure the recipients don’t throw out your promotional items.

You can achieve this by personalizing your direct mail campaigns.

On the one hand, you can send a new customer an educational brochure on common septic issues and how to avoid them. Hence, they’ll be more inclined to book your maintenance services. 

On the other hand, you can send an old customer a flyer reminding them to book a seasonal septic tank inspection and a discount voucher. This shows your clients you haven’t forgotten about them, builds loyalty and encourages repeat business.

ServiceTitan’s Direct Mail feature automates this entire process, saving you precious time.

The Audience Builder lets you choose between sending direct mail to your existing customers or new prospects in a specific service area.

Moreover, you can segment prospects by property data or job information available in ServiceTitan.

Then, you upload your postcard and add text, and ServiceTitan takes care of printing and shipment.

The only thing left for you to do is use ServiceTitan’s analytics to keep track of your direct mail campaign performance and generated revenue.

10. Stickers and Magnets

Stickers and magnets are popular marketing tools because they are low-cost and produce long-lasting effects.

While business cards or flyers can be tossed in a drawer and forgotten, stickers and magnets are usually displayed in visible areas for a long time.

For example, a customer can place your magnet on their office fridge where all their coworkers will see it, enhancing brand awareness and recall.

Another benefit of these promotional items is that you can hand them out during septic service visits or local events or include them in your direct mail campaigns.

Before we wrap things up, let’s review the key components of a successful marketing strategy.

What Are the Key Components of a Successful Septic Service Marketing Strategy?

Here are the six key components of a successful septic service marketing strategy.

Now, let’s take them one by one.

1. Identify Your Target Audience

Before you can develop a marketing strategy, you must identify your target audience.

Are they homeowners, commercial clients, or property managers?

Each consumer has different needs and pain points that your septic service business should address.

Once you know your target audience's needs or wants, you can create custom septic service packages and start advertising them.

Moreover, identifying your ideal customer’s demographics will help you pick the right marketing channels to reach them.

For instance, older audiences usually prefer traditional marketing, while younger audiences prefer digital marketing.

2. Build an Online Presence

Consumers rely on the internet to find almost everything they need. Therefore, your septic service business can’t thrive without a strong online presence.

Start by creating a professional website that showcases your septic services, business information, and customer testimonials.

To increase visibility, create social media accounts and a Google Business Profile, and register your company in local business directories.

3. Use Online Advertising

Online advertising can increase brand awareness, lead generation, engagement, and conversions.

Use Local Services Ads, Google Search Ads, and SEO to position your septic service business at the top of search result pages.

It will make you stand out, build credibility, and increase conversions.

4. Adopt Email Marketing

Email marketing is essential for engaging your existing customers and encouraging repeat business.

By sending clients regular service reminders, newsletters, and special offers, your septic service business will stay at the top of their minds.

However, you must prioritize personalization to ensure customers open and read your emails.

For instance, instead of generic emails, you can send them educational emails or personalized offers for the specific septic system they own.

5. Apply Offline Marketing Tactics

Always combine online marketing with offline marketing for the best outcomes.

Everything from flyers and billboards to direct mail and vehicle wraps can help you reach local consumers.

The goal is to create a strong community presence so that people will know who to contact even before a septic issue arises.

6. Track and Measure Marketing Success

Regardless of your marketing strategies, you should constantly track and measure their performance.

It will help you determine which strategies work best for your septic service business, allowing you to allocate your resources more effectively.

Likewise, you’ll be able to identify potential weaknesses and optimize your future marketing campaigns.

Remember, you can use ServiceTitan Marketing Pro to track your campaigns’ performance, including their return on investment (ROI).

Let’s wrap this up.

It’s Your Turn Now

As you can see, septic service marketing is essential for scaling your business.

Online and offline marketing strategies can grow your client base, improve customer experience, and increase revenue.

Still, running multiple marketing campaigns while managing your septic service business is difficult.

You should let ServiceTitan Marketing Pro simplify some of these tasks.

Book a demo for more information on ServiceTitan’s email and direct mail automation, reputation management, and performance tracking.

ServiceTitan is a versatile tool that offers an all-in-one marketing automation solution for septic service businesses. You can use it to attract and convert prospects, increase customer satisfaction, and track the performance of your campaigns.