For many linen and uniform service companies, online marketing seems like an overwhelming task. And in many ways, it is. Platforms are always changing, new media is continually debuting, and how do you know if what you’re doing is even effective?
But not all of it has to be complicated.
In fact, there are a few extremely simple things that you can do quickly and easily that will make a huge difference in your laundry marketing efforts – both right now and in future endeavors.
1. Add a click-to-call phone number to your website.
It’s hard enough to get people to your website, so don’t make it too complicated for them once they’re there! Adding a click-to-call button makes it easy for web visitors to contact you on their mobile devices. They can simply tap the button on your website and their phone will automatically call your business.
Make sure that this click-to-call option is prominent on every page of your website header, so no matter where your visitors land or where they go, a direct line to your business is immediately accessible!
2. Track everything, always.
Without accurate, up-to-date information on all of your laundry marketing endeavors, you’re not going to be able to figure out what’s working and what isn’t. If you don’t know, for example, that your cost per lead is about five times higher through print advertising than through online ads, but you continue to pursue both equally, then you’re spending a lot of unnecessary money paying for an expensive advertising medium that just isn’t effective.
Have your web developer add the Google Analytics code to your website (it will only take about 10 minutes). This will allow you to review the results of your marketing initiatives. It’s pretty easy – we promise.
3. Create social media accounts, using your business name.
Facebook, Twitter, Google+ and LinkedIn are all social media platforms that you should definitely create accounts for with your business name. It’s best if you can use the same version of your company name for each account so that everything is consistent. For example, if your website URL is www.excellentlinen.com, then create a Twitter account with the handle @excellentlinen.
If you want to stay on top of the latest in social media, make sure to create an Instagram account and invest in Instagram marketing. In June of this year, Instagram announced that it had over 1 billion active monthly users – users that you could be reaching with your products and services.
4. Claim and update all online directories and verify your business information.
Nothing makes a customer lose interest in your business faster than incorrect information. If they find your business online through Google My Business, Yelp! or linenservices.com and your phone number is incorrect, they’re not likely to invest substantial time and energy into finding the right number. Instead, they’re probably going to call the next linen or uniform service company on the search results page.
So, it’s important that prospects searching for a linen or uniform service company can find accurate information about your company, no matter where they’re searching online. The last thing you want to do is make it harder to reach your company than it needs to be! If you would like to see how your business appears across the web’s largest directories, you can scan it for free by visiting www.infinitelaundry.com/free-scanner.
5. Check your domain name and expiration.
Did you know that a student bought Google.com back in 2015 for $12? If Google can forget to renew their domain name, so can your company. If you don’t keep track of when you need to renew, another person or even a competitor could purchase your domain name. You might have to pay a lot of money to get it back or you might not get it back at all!
Renewing your domain isn’t a complicated process, but it is easy to forget, and losing your domain name changes everything when it comes to online marketing.
See? That wasn’t so bad.
Laundry marketing isn’t always about complicated algorithms and in-depth market research – sometimes the best marketing strategies are the ones that just make sense: keep your information consistent across all platforms, don’t make getting in touch more difficult than it needs to be, and keep track of everything that you’re doing.
Good luck in all of your laundry marketing endeavors!
Originally published in the CSCNetwork News.
February 07, 2019