Use Multi Touchpoint Advertising To Get More Jobs in the Neighborhoods You Want to Work In
In order for your pressure washing advertising strategy to generate leads, you need to focus on reaching the same person multiple times. This is especially true if you are just starting your pressure washing business, local residents have likely never heard of your company. By running a hyper-targeted marketing campaign in specific areas, the people you are targeting will begin to recognize your company. Consistent exposure to your company creates familiarity which directly translates to a higher likelihood of calling your business when they need pressure washing.
Marketing research has shown that on average, someone needs to be exposed to a brand 8 times before buying. This number is subject to change based on the industry and the demand for the service or product — but the point still remains.
The best way to get multiple contact points between your business and a customer is to target smaller geographic areas. Since your marketing budget is limited, you can only repeatedly market to a specific targeted area a handful of times. Get in front of the same people over and over again so that they begin to think you are the local power washing company that everyone goes to.
Here are 10 contact points you can make with customers to ensure your phone is ringing off the hook and you are booked far in advance
A Wrapped Pressure Washing Truck
If you are doing a job in a neighborhood and your truck is parked out front then people walking or driving by will see it. If it is wrapped in your company’s branded colors and logo then you just got another touchpoint.
5 Around - Door Hangers
When you finish a job, have the team put door hangers on the doors of 5 houses to the left, 5 houses to the right, and ten houses on the other side of the street from the house that was just cleaned. You just potentially got 20 new leads and it required an additional 6 minutes of walking. In addition, these leads may have seen your truck while you were working. More touchpoints.
Yard Signs
When the customer is booking your service, you should always try and set up an arrangement where, if they are happy with the cleaning service, then you can put a yard sign in their yard for a 7-14 days. This is more touchpoints for neighbors who live in the area.
Bandit Signs
Put bandit signs at the entrance and exits of subdivisions that you have worked in. This is another touchpoint that people who live in the neighborhood will notice.
Send Jim Radius Bomb
This is a very useful software that sends direct mail flyers to a defined area of houses. You set the size of the radius and you set the location. All this can be done easily within the software in a couple of clicks. Remember that house you washed 3 days ago? By this point, those neighbors may have seen your:
-wrapped truck
-door hanger
-yard sign
-bandit sign
….And now you advertise to this household with a direct mail flyer. That is 5 total touchpoints so far.
Google Ads
You should be targeting this area with geographically targeted Google search ads. You can further target the people by other demographic factors like age, sex, and income to narrow down your advertising campaign.
Facebook Ads
Facebook ads targeting your service area can be a great way to get another touchpoint. Similar to Google ads, you can also retarget these people who viewed your ad to make sure your pressure washing business gets seen.
Local Facebook and Nextdoor Groups
Joining local groups and interacting with people in the community can be a great way to build more brand awareness in your service area and cost next to nothing.
EDDM
Every Door Direct Mail is a service offered by the United States Post Office that allows you to physically give USPS prepackaged direct mail flyers that meet their specifications. You can target specific postal routes which allows for very granular targeting of neighborhoods.
Word of Mouth
This is the single best way to scale a pressure washing business. If the Customer Acquisition Cost (CAC) is zero then you need to find ways to scale the marketing channel. A strong referral program is how this is accomplished. Neighbors talk and if your pressure washing company did a fantastic job and went above and beyond throughout the entire customer experience then you likely are getting free advertising. Incentivize referrals and watch your business scale.