You have the proper training, state-of-the-art equipment, and a ‘can-do’ attitude. You are ready to get to work, but the phone is silent and your inbox is empty. It’s time to rethink your marketing strategy.
Good marketing campaigns are built on three things: research, planning, and implementation. But remember, good marketing campaigns also take time to work, so move steadily and don’t get discouraged if leads don’t come pouring in the first day your Facebook ad goes live or your email campaign begins.
First, you need to do some good old fashioned research. To begin, you need to figure out where you are currently positioned in the market and how it compares to your competitors. Next, figure out your Unique Selling Proposition (USP). Finally, create your ideal customer persona, this will direct your future marketing efforts. But, if you don’t know how to go about all that, don’t worry, we’ve got some ideas for you.
A quick SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is a simple yet effective way to begin analyzing your place in the market. Be as honest as you can about where your company excels and where it falls short. Place your ego aside for this and (if possible) enlist an employee, a trusted friend, or business partner to help you brainstorm.
Get a free template to guide your SWOT Analysis here.
To figure out your unique selling proposition look back to your SWOT analysis. What strengths does your business have that no one else does? Keep in mind that if a competitor can truthfully say “me-too” then it’s not your USP.
Micheal Hinderliter, the internationally recognized “Dean of Power Wash,” suggests certifications/training, the quality of your staff, and your business’ involvement in the community as possible USP’s.
Hinderliter says, “The one thing you've got to keep in mind is that everybody wants to do quality service, everybody says they're going to be the best price, everybody has uniforms. If everybody can do what you do, they're probably going to do it. You're all fighting over the same things.”
The final part of the research stage is to create your ideal customer persona. Start with listing basic demographic information about the people you are trying to reach and then expand your research to be as specific as possible. The goal here is to create an imaginary person that embodies all the core characteristics of your ideal customer. The more complete a profile you create, the more effectively you will be able to target your marketing efforts. A good way to start is by looking at who your current customers may be, or if you are new to the business, who do you see that’s hiring other power washers. You can then use the demographics and characteristics of those people to determine who are typical customers, i.e., where do they live, what kind of homes do they live in, how old are they, and any other details you can identify about them.
Get a free template to guide your customer persona here.
Often you will find that you have several ideal customer types. That’s great! Focus first on your strongest customer base and then move onto secondary and tertiary demographics.
We’ve given you a lot to think about. Start doing your research and building your customer personas. You can use the free templates we’ve provided or build your own! Keep in mind these are ‘living documents’ so they will grow and change as your business evolves.
You aren’t done quite yet! You know how and what to begin researching, in our second part of this blog, coming next week, we will help you begin planning your strategy and offer best practices for implementing your campaign to reach your goals!
In the meantime, we suggest checking out these other blogs on marketing.
Generate More Leads From Your Website - https://www.powerwash.com/blog/tips-to-generate-more-leads-from-your-pressure-washing-business-website/
Crafting a Better Auto-Response Email - https://www.powerwash.com/blog/is-your-auto-response-email-missing-an-opportunity/
How to Hire a Professional Photographer for Your Website - https://www.powerwash.com/blog/how-to-hire-a-professional-photographer-for-your-pressure-washing-website/