This is part two in the blog series “Marketing Basics for Power Wash Companies.” Find part one here.
You’ve done your SWOT Analysis and figured out your USP. You’ve researched and identified your target customer and made Customer Personas. Now it’s time for the fun part, planning your marketing strategy and implementing your plan!
Begin by addressing what kind of market you are going after, is it commercial or residential? These different markets will have very different marketing strategies.
If you are planning on servicing businesses, Micheal Hinderliter, the internationally recognized “Dean of Power Wash,” says, “On the commercial side, a lot of times cold calling works well or finding and joining business groups that are for specific industries. Those are good ways to go after them. Generally, cold calling is one of the best tactics.”
On the other hand, if you are planning to service primarily residential accounts, one good option is the traditional every door direct mail method or mass mailers. Don’t be afraid to be creative when reaching out to a residential customer though and using some offbeat tactics!
Hinderliter says, “I've even heard of guys driving through neighborhoods and throwing Frisbees in people’s front yards.” Of course, make sure all your contact information is correctly printed on a Frisbee or any other material you use to market.
Once you have your type of market established, combine that information with your customer persona. If you did thorough research you will find that marketing to a specific, ideal customer is a lot easier then marketing to “everyone.”
Begin planning your marketing activities to meet your target customers where they are. Get a FREE media planning template to help you stay organized as you manage your marketing here.
Identify the social media platform they are using (Facebook, Google, Instagram, Twitter...etc.), place online ads on websites they visit, tailor your email campaigns to include graphics that resemble them, and subtly pivot your writing to appeal to them. Get a FREE social media planning template here to help with this task.
Pew Research Center is a great resource to help with planning which social media platform will give you the greatest return on investment. Read their report here.
Most importantly, regardless of the type of customer you are trying to reach, having a strong, consistent online presence will do wonders to help potential customers find your business.
Hinderliter says, “You need to have a presence online because I have found that before you even get the first call, customers are researching you and it's more likely that they've made a decision before they ever picked up the phone to call.”
The final stage is implementation. Begin running ads on Facebook or Google, sending mailers, or scheduling social media posts. The most important thing you can remember here is to be patient, consistent, and don’t give up! Rome wasn’t built in a day and your business won’t be either (we wish!).
Finally, remember to track and measure your campaigns and be flexible enough to pivot and redirect resources away from a tactic that isn’t bringing the expected returns into a tactic that is. For example, maybe your social media campaigns are doing great but your printed ad in a newspaper isn’t generating enough leads. Learn from this, stop using the newspaper (or change the ad) and start directing your time and energy into the places where your voice is heard! You are an expert at power washing but marketing is a skill, and like all new skills, it takes time and practice to get it right.
Hinderliter says, “I think the stress of running a business can be very daunting, and I would encourage you to just stay calm, stay focused on your goals, and to give it time. Don't give up so easily.” That’s great advice for anyone starting a business.