Reaching Potential Customers at Exactly the Right Time
December 18, 2018
Have you ever gotten a coupon in the mail for a major purchase right after you’ve made it? Right after you buy a truck, dealerships start dumping end-of-the-model-year sale ads in your mailbox. Right after you replace every light in your house, the home improvement stores are having a sale on those pricey LED light bulbs. It almost seems too common to just be chance bad luck.
Unfortunately, you’re not alone. If you’re using mailers or print advertising to get your painting business in front of people in your area, you’re going to catch more than a handful right after they’ve hired a painter. And, of course, you’ll reach many more people who aren’t looking for painting services at all.
In fact, only a small percentage of the people who read your postcard will be interested in your services. That’s not to say you won’t get any customers from those postcards (although your return on investment might be questionable). But those mailer companies can’t look at a person’s zip code and magically tell you how likely they are to need a repaint. Most people, no matter the zip code, are in-between paint jobs.
That’s the beauty of the internet. Unlike postcard mailing companies, Google does know if a person is looking for a paint job. Google has something much more powerful than a zip code – they know what a person is searching for. When Google sees someone search for “Painters near me” that’s exactly what they try to give them: websites for painting contractors in their area.
This is why a great website has a much better financial return than a mailer. If you pay enough, you can get your mailer to reach more people than your website – but most of those postcards are still going straight into the trash. When people visit your website, however, more likely than not it’s because they’ve searched for a painting contractor to paint their house. You’re not reaching them too early, and you’re not reaching them too late. You’re reaching them just in time. And in advertising, like most things in life, timing is everything.
To learn how ProPainter Websites can help you get more business online call us at 855-385-1134 or email us at Team_PPW@ProPainterWebsites.com.