This year, there’s no one single issue dominating the marketing game for pressure washing companies. But there’s a common denominator: Power washing companies need to take a holistic, 360-degree approach to marketing.
All of your digital marketing campaigns contribute to a memorable service experience for customers in a crowded home services landscape. And with so many companies competing for the loyalty of local homeowners, it pays to take a comprehensive approach.
So, how can you differentiate your brand and dominate the competition?
News flash: It’s time to stop selling to yourself. Instead, you need to sell to your ideal customer. While we’ve found that most of our clients are budget-oriented, most of their buyers are value-oriented.
The pandemic has reshaped the way homeowners shop for home services—and your customers have more options at their fingertips than ever before. They’re reading reviews, scrolling through social media, and researching their options before making a decision. How can you add value to their lives?
To captivate your target audience and spark their curiosity, you need to figure out what makes your business unique. You can showcase your company’s value and prevent homeowners from “shopping” around for quotes from your competitors. It’s all about figuring out what sets your brand apart so you can transform your services from commodities into luxuries.
Not sure where to start? Take a step back and think about your competitors. What promise are you willing to keep that your competition would never make? Maybe you bring more power washing expertise to the table or use the latest equipment for a precise wash. Maybe you’re dedicated to giving back to the community. Once you’ve figured out what sets you apart, make that the point of leverage in your marketing.
You want to make it as easy as possible for searchers to understand what your pressure washing company does and how to contact you, even if they never click on your website.
That’s where Google Local Services ads change the game. At the top of the search results page, Google displays a few local pressure washers that searchers can book directly from Google without ever visiting the company’s website. Instead of clicking on an ad, visiting your website, and then figuring out how to schedule an appointment, Local Services ads make it easier than ever for searchers to connect with your business.
Even if you’re a marketing newbie, Local Services ads can help you generate more leads. Google Ads are built with entrepreneurs in mind, so you won’t have to spend hours managing your campaigns, adjusting your ad spend, and tracking your performance. Still, it never hurts to spend some extra time fine tuning your Google Ads to step out in front of the competition.
For the best results, you’ll also want to keep all your social media channels and your blog (if you have one) updated regularly. It’s a turn-off to see neglected platforms or misinformation, and the little things are why people choose the competition over you.
Your customers want a personalized shopping experience from start to finish. According to the State of Global Customer Service report, 78 percent of younger consumers expect customer service reps to know their purchase history and contact information as soon as they pick up the phone.
Personalization starts with knowing your customers, and there’s little room for error: 68 percent of younger consumers have stopped doing business with a brand after a poor customer service experience. So, what’s the secret to a personalized experience?
It’s simple: customer relationship management (CRM). Maybe you already have a CRM tool, but you’re not tapping into its full potential. To avoid falling behind, your power washing business needs to provide the most convenient experience for your customers. If you want to make a splash in your service area this year, you need to start collecting the right data.
With the right CRM, you’ll be able to use customer information to personalize your marketing efforts and target relevant customer segments. This way, you can scale your power washing lead nurturing strategy with targeted content for every stage of the sales funnel.
Reviews are social proof that you deliver on your promise—and they’re only going to get bigger in 2022. The majority of customers read at least one online review before making a purchasing decision. That means you can use the reviews you already have on Google, Yelp, and Facebook to attract more leads.
The best part? It’s easy to leverage your online reviews for lead generation. And if you don’t have any time to spend on marketing, this strategy doesn’t take a lot of time or effort. Just set aside a few minutes each day to reply to your online reviews—both good and bad. In fact, it’s even more important to respond to negative reviews.
The more reviews you collect, the better. You can get more reviews by asking your customers for them in a follow-up email or text. Platforms like Max Feedback can automate the process, making it easy to collect reviews. No matter how you ask, make sure your customers know how much their feedback means to you. Of course, it never hurts to offer an incentive, like a discount on a future driveway wash.
Power washing marketing isn’t just about broadcasting messages to your target audience and hoping they stick. The most impactful campaigns engage your audience with customized messaging to inform their decision-making process and show them why you’re worth hiring.
By leveraging real-time information about your customers, you can target them with relevant content that can be delivered at the precise moment when it offers the most value. And if you want to target the right people at the right time with the right messaging, programmatic is the best tool for the job.
Programmatic is the secret weapon you need to transform your digital presence in 2022. It combines intuition with machine buying to plan, optimize, and target ads. You already know that more people search for pressure washing services when the weather is sunny and warm. Now, it’s time to combine that knowledge with programmatic algorithms to determine when and how to show your ads to local homeowners.
In 2021, The Gutter Boys and Pristine Clean, two Northeast Ohio-based home services companies, put programmatic advertising to work for their business. With strategic weather-based ads, they engaged leads in real-time, adjusting their spending on rainy days when nobody was searching for power washing services. Ultimately, targeted ads captivated new customers and left a lasting impact.
Whether you’re trying to attract more leads or boost your marketing ROI, it’s time for an upgrade. You can’t afford to stick to your old-school marketing plan in 2022—you need a comprehensive strategy to avoid falling behind.
Ready to wash away the competition? We’ve partnered with some of the biggest names in the industry to craft calculated marketing strategies that drive results. If you have any questions about your power washing strategy, don’t hesitate to reach out to our team.
