7 Power Washing Marketing Tips for a Post-Pandemic MarketBy Allison Hester - PWNA
One of the top rules for marketing is that you never stop – even during a global pandemic.
When the nation begins to open back up and the pressure washing industry starts returning to work full force, one thing is certain. We’re going to be facing a new definition of “normal.” We are probably not going to return to business or life as we knew it for a while.
However, there is a silver lining.
For one thing, people are more aware than ever of the need for clean.
The bad news is that many in the industry have taken a financial hit due to COVID-19. That does not mean, however, you should stop marketing. It just means you need to get a little more creative in order to spend less. Even if your business makes it through the pandemic relatively unscathed, your original marketing plans and budget for 2020 may no longer be appropriate. It’s probably a good time to review and rework your marketing plan for the remainder of the year.
In case you’ve never written one, a marketing plan is a strategic guide to help you focus on getting and keeping customers. It provides all the resources and methods you plan to use to achieve your sales goals for the year. While it may sound complicated, it doesn’t have to be. There are plenty of resources online to help guide you through the process.
If you’ve never had a marketing plan, now is a great time to start. If you had one set up for 2020, you should review it and determine what changes need to made given the unexpected circumstances we’ve endured this year. Let’s look at 7 ways to do this:
1. Revisit your marketing message
COVID-19 has made it more important than ever to make sure your customers feel safe and secure in their choice to use your company. Right now, your marketing messages need to highlight all the health and safety precautions that your company takes, especially while the COVID-19 crisis is going on. If you have PWNA certifications or have completed other training, be sure to include that in your messaging, as well as the fact that you are insured. You should update all of these things on your website as well as in emails, Facebook, and so on.
One thing to be really careful of is overpromising what you can do. With COVID-19, a lot of power washers began marketing “disinfecting” and “sanitizing” services. While bleach and other disinfectants kill many viruses be sure not to “guarantee” anything. We provide a line of defense to reducing the spread of the virus but no more.
2. Reassess and Reallocate your marketing budget
As more people have been working from home and are spending time online, you may want to divert more funds into things like Facebook or Google ads. (That’s what the marketing experts are recommending right now.) Or if your website has not been SEO optimized, consider spending money there.
If you have the time and energy, there are also plenty of free or inexpensive courses that can teach you at least the basics of SEO optimization. Just make sure the courses are recent as Google algorithms regularly change. As always, figure out if your time and money would be better spent hiring someone versus doing it yourself.
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