Hey guys, my name is Jonathon Henderson with Pressure Washing Marketing Pros. In today’s video, I want to talk to you guys about the market activities that every pressure washing business needs to be doing in the wintertime. Because as we all know, it’s the dreaded winter where activity starts to slow down, we’re not getting any jobs. And so, that doesn’t mean that you just sit around and you twiddle your thumbs. Because it’s just like sports. And the offseason for basketball, football, what are those players do? In the offseason, they train to get their games better, so that in the regular season, in the playoffs, that they perform better. And so, that… and so, that’s the same thing that you need to be doing with your pressure washing business, is that in the offseason, just like right now in the winter, you need to do these marketing activities so that you prepare yourself for that springtime and for that busy season. So, in this video, I’m going to show you things that you need to be doing for your pressure washing business in the winter, so that you can crush it in the spring.
So, the first thing is going to be is, what marketing channels work best for you? You need to look into that in the wintertime, you need to look at this past year and what marketing channels work best for you. Was it your website? Was it Google ads? Was it SEO? Was it yard signs? Was it direct mail? Right? You need to look into that, because a lot of pressure washing businesses continue to invest their money into platforms that don’t work. So, for example, you don’t know how many times I’ve talked to pressure washing businesses? And I say, “How do you generate most of your jobs?” and they say, “Well, really, I don’t know. You know, I ran a couple of Facebook ads, and I put out yard signs. I just get phone calls.” And I say, “What do you mean, man?” And so, if you’re just selling a boat without a sail, you don’t know what to do. So, every year, you don’t have a plan on what you need to do in order to grow. And that’s what a lot of pressure washing businesses do, they just keep doing the same thing over and over again, because they don’t know what works.
And you know why they don’t know what works? Brings me to my second point, is because they don’t have tracking. So, my second point is, is you need to implement some type of tracking in your business. And if you already have tracking in your business, you need to refine it, right? So, that means on your website, you need to make sure that you have the basic essentials on your website when it comes to tracking, which is do you have a Facebook pixel on your website so that you can retarget people that visit your website on Facebook? Do you have Google Analytics on your website so that you can create goals and so that you can see how many people, you know, clicked on the contact form button? How many people clicked on the click to call button, right? You know, what was the demographic of the people that were on your website? These are basic things that you need to have on your website. And there’s even cooler things out there that I will link below, which is like heat map tracking, which you can actually see where most… you know, the marketing… not even marketing behavior, but the behavior of people on your website in real time.
And I actually implement this on some of our own client’s website, because it gives us a good insight. And some things that we found out from my heat map tracking is that a lot of people that the second most visited… the second most visited page on a website is actually About Us page. A lot of people look at the About Us page. And so those are little things that you can do where you can say, “You know what? I’m going to tweak my About Us page,” or, “A lot of people weren’t clicking on my contact form. Maybe I need to move it a little bit higher. Maybe I need to make the words bolder.” You know, those are little things that you need to do.
Also, every pressure washing business needs to have call tracking. I don’t care how big or small that you are. It only costs 15 or 30 bucks a month. And I know you guys have that. And this is the reason why, right? Because a lot of businesses, like I said, aren’t tracking what they’re doing. And so, if you’re sitting at EDDMs, and you’re sending… and you’re sending out, you know, yard signs throughout your city or throughout your town, how do you know if it’s working? Because a lot of… you know a lot of pressure washing business owners that I talked to, they’re like, “Man, we just put our yard signs, and we just get calls,” right? And I’m not saying that it may not be working, but you need to track that. You need to track it, “You know, we put out 100-yard signs, we got X amount of calls.” And so, that’s why resources like Call Rail, and I’ll say it again, Call Rail, and I’ll link it below. But resources like Call Rail will allow you to put a tracking number on a yard sign or a tracking number on an EDDM so that you know specifically, if somebody calls that phone number somebody calls from that, then, “Okay, I put this tracking number on a… you know, on a yard sign. So, therefore I know this call came from a yard sign,” or, “I put this one on our EDDM campaign, so I know that this call came from the EDDM campaign.” So, that you can track that stuff from year-to-year basis.
So, you can refine it and double down on it, or maybe eliminate it altogether because you know that you have 2 or 3 other things that are working even better in your pressure washing business, because that’s what it’s all about, doubling down on what you’re already good at so that you can grow, you know? Because the more marketing channels that you master, you know, the more that your business is going to grow, right? So, you need to know this information, and that’s what tracking does.
Now, my third thing is going to be utilize your CRM. And you might ask, what is the CRM? It’s a customer relationship manager, or customer relationship management. And as you guys know, there’s some top CRM out there that pressure washing businesses use, like House Call Pro, Market, Customer Factor, Job or Square. Basically, what a CRM is, is essentially where you store all of your customer’s data, like their name, their phone number, their email. And so, a lot of opportunities that you have like right now, for example, it is January right now, it’s the wintertime, so you know what you could be doing? If you have a CRM, where you’ve collected and you’ve done jobs for, let’s say, 300 people, you know, back in 2019, or even this past year, you did… you know, you do jobs for 400 people, right, and you track that in your CRM, and you have all that information, you know what you can do? You can send an email. You can send a text to those people right now, and you can use an offer, a special and say, “You know what? If you book right now, we’ll give you x amount, or x percentage off of, you know, any pressure washing service, if you book before February 15th,” you know? And even if you close at a 10% rate and you send out, you know, 400 emails at that point, that’s 40 people right there that went ahead, and you scheduled out, right? And I know for email, it’s usually not 10%, but you guys get the gist of it at that point, right? You can already set up yourself for the springtime right now in the winter.
And another thing that you can do is clean up your CRM. So, if you had gutter cleaning customers that you worked with this past year, you can sort those people out so that this upcoming year, in July and August time, well really August time and even beginning of September, those same people, you contact them again with a deal or a special and incentivize them so that they can go ahead and get jobs done. So, that you can go ahead, and not only acquire new clients, but also have your past customers buy from you as well. And so, that’s the key. And that’s the difference that, you know, a pressure washing business that stays busy throughout the year, and one that goes up and down just like this, is because they’re utilizing their CRM. They’re utilizing their current customers that they already have. And so, that’s what you need to be doing. You need to utilize a CRM. And if you don’t have one, this is the perfect time in the winner to go ahead and implement a CRM into your business, so that you can store your customer’s information, and so that you can hit them up on a routine basis as well and sort those things out, so that it can keep you busy, and even busier in the spring.
Now, number 4 is going to be consider getting a new website, right? So, if you’ve been pushing off getting a new website this whole time, the wintertime is the perfect time to get a new website. And the reason why I say that is because, in the spring, in the fall, you guys are busy, even in the summer, you guys are busy out there hustling. And so, the number one reason why I think that a lot of pressure washing business owners are dissatisfied with their website, is because there wasn’t that much communication between the agency and the owner of the pressure washing business, because you guys are so busy. And so, in the wintertime, when you have time to sit down, that is when you can get a new website. That’s actually the perfect time to get a new website too. Because at that point, you have time to go ahead, sit down with that agency. You have time to go ahead and sort out your pictures. You have time to go ahead and map out what you actually want. And so, a lot of pressure washing businesses in the spring, they’re like, “Hey, I’m going to hire this agency. They’re just going to make my website for me.” And what I realized is their dissatisfaction wasn’t because a marketing agency didn’t do their job, or because they’re bad at building websites, it’s because there was no communication on what the client wanted. And we understand, you’re busy people. And so, the wintertime is actually a good time to go ahead and reinvest into a new website. Because, at that point, you have the time to sit down and actually structure your website and communicate your needs and your wants for your website.
Now, the last thing is going to be, you could actually start search engine optimization, or SEO, which is basically the practice of ranking your website higher on Google. And so, with SEO, the perfect time is not to start in the springtime, like a lot of pressure washing businesses want to do, you know, they want to start SEO, search engine optimization, in the actual springtime. And that makes no sense because, by the time you see results, it’s going to be the wintertime, you know, the busy season for you guys are going to be over. And so, the perfect time to actually invest in SEO is going to be in the wintertime. Because if you’re doing it throughout the winter time or even late fall, you’re going to be able to see the dividends of that either in the beginning of the spring or smack dab in the… you know, in the middle of your busy season. And so, even with that, those are some things that you need to consider.
And number 6 is going to be reviews, right? So, I’m going to talk about reviews. And it’s… it goes back to the same thing with your CRM. You can… if there’s… if you feel like there’s clients that love you to death and they’ve worked for you for… or they’ve worked with you for 3 or 4 years and you have not gotten a review for them, this is the perfect time to just call them and say, “Hey, Ms. Nancy, would you leave me a review? Hey, George, you know, we’ve worked with you these past 3, 4 years. Have you left… have you left us a review on Google?” you know, this is the perfect time to do that, because that’s going to help your SEO, and that also deals with their CRM.
So, if there’s anything that you guys get from this video is going to be utilized your customer relationship manager, or management, your CRM, right? And if you don’t have one, implement one today. Also, tracking, you want to make sure that you’re tracking everything that you’re doing, so that you know where your money is going, and where it’s coming from, and what to double down on and what not to double down on, right, because that’s the name of the game. And so, like I said, if you guys need any help with your marketing, we’re here at Pressure Washing Marketing Pros to help you with that. You know, I hope this video provided you value, because, guys, like I said, this is the offseason This is the time to train. This is time to get better so that you can crush the springtime. So, if you guys want a free strategy call with myself where we go over your SEO, your Google ads, your website and other marketing platforms, go ahead and click the link in the description. But other than that though, I look forward to seeing you guys in the next video.
If you need help with your pressure washing marketing, please contact us today!