How to Re-Capture Pressure Washing Marketing Leads

13 MIN READ
How To: Recapturing Lost Leads for Pressure Washers

Imagine if every single lead converted into a paying customer.

Not someday in the future after they navigated your sales funnel (what we call the Pressure Washing Marketing Funnel), but right then on their first visit to your website. How much more profitable would your power washing business be?

The thing is, selling isn’t that easy. In today’s always-on culture of 24/7/365 engagement, your leads are getting distracted by never-ending streams of online content—from status updates to ads and news stories. With countless options at their fingertips, local homeowners can find everything they need online in an instant. Modern consumers are savvy—they’re reading your online reviews, checking your social media profiles, and researching the competition. How can you stand out from the crowd and capture their attention?

You need to start building relationships with your leads. This way, you can seal any cracks in your pressure washing marketing funnel and convert more leads into paying customers. No matter how successful your power washing marketing strategy is, if you’re not using lost lead tactics to your advantage, you’re leaving money on the table. After all, even if your leads are actually interested in your power washing services, 50 percent of qualified leads aren’t ready to buy.

The art of the lost lead recapturing requires a delicate tightrope walk. On the one hand, you’re assuming some degree of familiarity with your audience. On the other hand, you might need to start from scratch when informing them of your power washing services. Here’s how to strike the perfect balance.

 


 

Why You Should Stop Ignoring Lost Leads

Chances are, you’re already investing valuable time, money, and resources into your pressure washing lead generation strategy. You’re getting a steady stream of leads, but what happens when a lead stops engaging with your business? Most companies move on to the next lead, forgetting about their lost leads entirely. After a few years, that pile of lost leads can look more like a mountain of missed sales opportunities.

Sure, a few lost leads are inevitable, but you can prevent the majority of leads from becoming unresponsive with lost lead recapturing. Your main goal is to capture every ounce of value from every single lead. 

So, what can you do to keep leads from leaking out of your pressure washing marketing funnel? First, you need to examine your lead generation process to figure out where it’s breaking down. Maybe it’s too difficult to navigate your website—or your content is too boring. Are you flooding your website with hard sales pitches and stuffing your content with keywords instead of focusing on your leads?

Are you even targeting the right audience? This is important. If you’re trying to sell steaks to vegetarians, you’re only going to end up wasting money. So, make sure your target audience wants your power washing services and can afford what you offer.

No matter where your leaks are, you’ll need to look at lost leads recapturing as an ongoing process, not a one-and-done kind of strategy. Once you pair your lost lead tactics with a powerful lead nurturing strategy, you’ll start generating more revenue and stay top-of-mind as your leads make their buying decisions.

 


 

Lost Lead Tactics to Grow Your Business

Every business loses leads throughout the nurturing process—but your marketing team can significantly reduce the percentage of prospects that go cold with lost lead tactics. 

By positioning your brand as trustworthy and reliable, and creating reasonable customer expectations and following through with them, leads will feel more comfortable with your company. In turn, your company is less likely to lose out on valuable sales opportunities. So, how can you get started with lost lead recapturing?

 

1. Invest in Awareness During the Off-Season

Once you’ve captured leads, you need to maintain and grow your audience for future success. If you want to keep growing your business during your next peak season, off-season marketing is key to staying at the top of your leads’ minds.

If you’ve been in business for years, you already know how the weather forecast can impact your power washing business. On a cold, rainy day, nobody is picking up the phone to schedule a driveway cleaning. That’s exactly why you need to invest in awareness to keep your business alive year-round.

Consider brands like Apple, Coca-Cola, and Nike. One thing they all have in common is a strong brand identity. This was achieved by creating a captivating, inspirational, and memorable product and brand. To step out in front of the competition and convert more leads into paying customers, you’ll need to figure out what sets your business apart. Then, use that as a hook in your off-season power washing marketing strategy. Here are some of the best strategies for building brand awareness during the off-season:

  • Invest in programmatic advertising. With the power of programmatic advertising, you can quickly fine-tune your ad campaign based on the weather forecast. For example, Pristine Clean and The Gutter Boys, both owned and operated by the same management team, noticed a lull in business in April 2021 when Northeast Ohio was hit with late-season snow. Pristine Clean continued to run paid search ads so they would stay top-of-mind when the weather turned, but they quickly paused their programmatic campaign. Then, they identified the exact time and day to turn their campaign back on, anticipating when users would begin to search for local pressure washers again.
  • Get social. It’s essential to connect with your prospects throughout the year, not just during your peak season. Social media is one of the best ways to stay connected. Keep your social media accounts active with new posts, valuable content, and general engagement with your target audience. After all, social media is where most customers get information about your brand.
  • Ask for online reviews. Online reviews matter. That’s why you need to create a process that encourages your customers to leave reviews, monitors the reviews they leave, and manages any negative reviews you might receive. When you create a review process, you’ll start receiving more—and better—online reviews. As a bonus, customer feedback will help you run your business better.
  • Generate hype for the peak season. Just because your power washing services aren’t necessarily relevant during the winter doesn’t mean you can’t generate interest in your business. Keep leads engaged by delivering unique, informative content to their inboxes, updating your website with new content, and posting on social media. Then, when spring rolls around, you’ll be the first one they think of.

 

2. Strengthen Customer Relationships With Email Marketing

Email marketing can be a useful strategy to reconnect with lost leads, but only if you do it right. Your emails should serve a specific purpose—you should have a reason for reaching out to prospects that haven’t engaged with your business. 

According to Hubspot, relevant emails achieve, on average, 18 times more revenue than generic emails. Let’s face it: Things happen, and your leads might be so busy that they just forget about your business. Sometimes, a simple “hello” or an incentive is enough to win back lost leads.

To make the most of your email marketing campaign, you’ll need to choose triggers to reconnect with leads in a way that isn’t too intrusive. Then, you’ll have to segment your subscribers to personalize your strategy. It’s a cardinal sin of email marketing to waste your leads’ time with a re-engagement campaign that doesn’t properly segment your subscribers.

To get started, segment inactive users into a subset of your main users. This will be your re-engagement list. How you define inactive is up to you—it might be someone who hasn’t visited your website in six months or hasn’t opened your emails in three months. Once you’ve figured out your target audience, it’s time to craft your emails.

Of course, the body of your email is irrelevant unless you can get your leads to open the email. For re-engagement, this is usually the biggest challenge. After all, most cold leads might be sending your emails straight to their trash folder. You need to cut through the noise with a captivating headline that grabs peoples’ attention. If you’re not sure where to start, a nod toward your relationship will usually do the trick (e.g., “We miss you” or “Do you still want to hear from us?”). 

Then, it’s time to focus on the body of your email. Here are some different types of emails you can use to recapture lost leads:

  • Remind prospects what your business offers. The key to getting cold leads to respond to your email efforts is to tailor your power washing services and promotions to meet their specific needs. Your main goal is to show prospects how you can add value to their lives by appealing to their pain points. Make sure to reintroduce your business and provide some insight into how your offers can help improve your leads’ lives.
  • Show them how your business is improving. There’s a reason why a lead stopped interacting with your brand. Maybe you took too long to reach out after their form submission, or your website was too annoying to navigate on their smartphone. Here, you’ll want to show lost leads how you’re working to improve these issues. Back up your claims with data (like customer testimonials) to show how your brand’s changes have left others satisfied.
  • Offer incentives. What better way to capture your leads’ attention than with a discount or promotion on their next power washing service? Whether you’re offering a promotion on window cleanings or a discount voucher for their appointment, your incentives should provide value. Think about how many emails your leads probably get each day—and then figure out how to make your offer stand out from the crowd. 
  • Ask for feedback. If you’re not sure why so many leads are spilling out of your pressure washing marketing funnel, why don’t you just ask them? After segmenting your email list based on specific criteria (demographics, previous engagement, purchase history, etc.), send your lost leads an email survey. A short survey can help you pinpoint why leads are going cold so you can fix any holes in your nurturing strategy. To maximize survey engagement, don’t forget to offer leads an incentive for their participation.

 

3. Create Tailored Content for Every Stage of the Pressure Washing Marketing Funnel

Today, customers are researching brands online before making a purchase. They’re reading multiple pieces of content across different websites before moving from one stage of the buying journey to the next. You need to answer their questions, strengthen their relationship with your brand, and convert leads into paying customers. How can you start using content to your advantage?

You need to create content for every stage of the pressure washing marketing funnel—from the awareness stage to the purchasing decision. When you craft a great content marketing funnel, it’ll take your best customers and use them to refill the top of the funnel. It’s less of a linear progression and more of a sustainable, cyclical strategy that builds trust and credibility at every stage.

Paid search ads and social media ads are efficient, quick ways to boost your website traffic. According to Google, for every $1 spent on Google Ads, businesses earn an average revenue of $2. Before running your ads, you’ll need to spend some time figuring out your target audience and which keywords to use. You’ll also want to back up your power washing lead generation strategy with strong landing pages, informative blog posts, and captivating video content.

Obviously, once you’ve captured leads, you need to keep them engaged. Social media followers and email sign-ups are worthless unless you take the time to build your relationship. During this stage, you’ll want to focus on building trust with:

  • Informative, valuable website content, including DIY guides, “how-to” posts, white papers, case studies, and infographics
  • Social media posts, including eye-catching pictures and videos, company announcements, and client testimonials
  • Personalized email campaigns

 

4. Retarget People Who Have Engaged With Your Brand

Most of the time, prospects just aren’t going to convert during their first interaction with your brand. Around 97 percent of website visitors leave without buying anything and never return to a website—so what do you do? You retarget them. Retargeting helps your business reconnect with leads who have reached out to your brand but failed to take the next step.

With retargeting, you can show ads (through Google display or social ads) to people who have engaged with your company’s website or social media pages. Most people need to see your business a few times before they schedule a pressure washing appointment, and retargeting is one of the best ways to guide leads down the pressure washing marketing funnel.

Sure, retargeting might seem a bit passive if you’re used to cold calls and hard sales pitches, but it works. The average click-through rate for a Google search ad is 0.07 percent, while the average rate for retargeted ads is 0.7 percent. Plus, users who click through are 70 percent more likely to become paying customers.

You’ve seen retargeting in action if you’ve ever visited a website and then saw an ad for the same business a few hours later. Retargeted ads look just like normal ads, but they only target audiences who have already engaged with your brand.

Our clients often have success with social media retargeting, since leads are more likely to share, reply, and engage with content on platforms like Facebook. They can also see that your ads are posted from a real account instead of a small web banner ad. 

To create a retargeting campaign on Facebook, all you need to do is navigate to “Audience,” choose “Create Audience,” and then select “Custom Audience.” To target people who have visited your website, click “Website Traffic.” Then, you can choose to target anyone who has visited your website, people who have visited specific pages, or a custom combination.

With that said, web retargeting works better for impressions since the ads follow your lost leads throughout the internet instead of being restricted to a few specific websites.

 


 

messages icon Transform Your Marketing Strategy By Recapturing Lost Leads

Whether you’ve built your power washing business from the ground up or you’re just getting started, lost lead recapturing should be a non-negotiable component of your digital marketing strategy. With the right lost lead tactics, you can start plugging leaks in your pressure washing marketing funnel by building strong, loyal relationships with your prospects. Then, when they’re ready to schedule their next pressure washing appointment, you’ll be the one they call.

Not sure how to get started? Still working on your lead generation strategy? Our team is here to help you grow your power washing business at every step of the process.

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