Signpost Local Marketing Blog

Creating a Stronger Online Presence for Your Dry Cleaning Business To Attract More New Customers

August is Cleaning Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your cleaning service and driving more new and repeat business. 

Not a cleaning professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


ways to market cleaning business

With new technology,  equipment, chemicals, and approaches challenging you to keep current, running a dry cleaning and laundry business is no easy task. Tougher still is having to consistently generating new business and retaining the loyalty of your existing customer base, with so many competitors attempting to lure them away. It’s essential to remain diligent in your promotion efforts, which in today’s world translates into having a fortified online presence in order to capture more customers looking for dry cleaners or laundry services in your community.

There are more than 825,000 tons of clothes dry-cleaned, annually. It’s a need that most consumers have, though the capacity or specifics may vary. Traditionally, dry cleaners and laundry businesses have been able to stick to phonebooks and yellow pages to be discovered by new customers, but with those days long gone it’s time to get online. Luckily, there isn’t yet as much saturation as in other industries, so there’s great opportunity to maintain the competitive advantage by investing in your online presence.

It all starts with your website: What is your ideal target?

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Everything Local Business Owners Need To Know About The New Google Maps

You might’ve heard the buzz around Google’s announcement of improved advertising for local businesses looking to get more leverage out of Google Maps beyond the organic, local 3-pack. This next generation of Google Maps advertising is going to suher in a significant shift in approach, reach and engagement for local advertisers. Fear not, we’ll be reviewing all the most important features and options to catch you up to speed so you can be prepared to take full advantage as it goes live over the next few months.

The most unique and important aspect about Google Maps is its mobile audience and trajectory. The Google Maps mobile app was released originally in 2013 and has had over 1 billion installs since then (that’s right, Billion, with a “B”). For a while it was the most used smartphone app in the world, and continues to be amongst the top five, commanding over 54% of mobile audiences’ in-app usage. Here are a few other important facts that should be on your radar.

Google’s Challenge:

So, how can Google make advertisers more prominent without negatively impacting the experience of the end user (and potential customers for their advertisers)? Beyond the typical annoyance that users greet any form of ads with, there’s a staggering number of  people defaulting to the Google Map mobile app for directions when driving, making any distractions potentially catastrophic.

The result is a new way for advertisers to brand their business and vie for your attention, hoping to entice you into making a pitstop. So without further ado, here are the most important areas to familiarize yourself with:

Promoted Pins

A big ticket item on every local advertiser’s wish list, Promoted Pins will help businesses bridge the online-to-offline gap. These will be similar in look to the current pins Google uses to indicate a location (and usually a start or end point while navigating). However,

online-to-offline gap

The new Promoted Pins will be purple and include the business’s logo

instead of the usual red color, these will be purple, with a matching purple “Ad” banner in the business listing, in the coveted first spot, above the organic 3-pack. They’ll also feature the logos of businesses on the purple pins, and remain marked on the map, even when you’re driving or directing. With an ever-increasing number of searches with local intent, these will be a powerful customer acquisition tool.

As for which ads will be displayed to users at what time, you can expect a similar criteria as used to fuel the Google Display Network. What you really need to know is that it’s super smart and can learn from patterns, preferences and behaviors, to ensure it’s always displaying the most relevant ads to consumers.

New Local Search Ads On Desktop

Similar to mobile, ads will appear at the top of the list with a purple banner and purple pins. Now is a good time to add “Click to call” buttons for your business, to encourage even more customers to interact with it and hopefully stop by for an in-person visit.

Customizable Business Pages

Business pages will get an overhaul as well. The hope is that streamlining potential customers’ access to information about the business and an improved overall experience will encourage them to explore, engage and interact with it, pushing customers further down the funnel. The aim to do this in a couple of ways:

1. Searchable Local Inventory

Informed by research that Google conducted, which found that 25% of consumers won’t bother making an in-store visit if they’re uncertain whether or not the item or service they’re looking for will be in stock. It’s these types of data-driven optimizations, that have been historically absent from the local business ecosystem, and which will continue to provide a competitive advantage for the businesses that are at the forefront of implementing them.

Businesses will provide Google with their inventory feed, so customers will be able to perform searches and see what is in stock and available without having to call to check, or risk a visit.

2. In-Store Promotions

You will also have the option to include an exclusive offer to promote with the ad, that will be served to customers in realtime. They’ll be displayed below the logo on the map. Whether a special that you’re already running that might grab them, or an ongoing promotion to pair with the ad specifically, these will give you an opportunity to get in front of them, at the right time!

What can you do to prepare?

  • Make sure that all your business and contact info is updated on Google My Business, as you don’t want to lose any discoverability due to outdated info, and shouldn’t waste time fixing it after the launch when your competitors can get the advantage. It goes without saying that if you haven’t already, claim your business profile.
  • Set up location extensions for your Google AdWords search campaigns so your ads will be eligible to appear on all Maps results.
  • Keep an eye out as they continue to roll out features to bridge the online-to-offline gap with store visit conversions and attribution with the help of beacon technology. Here’s the info and requirements, but right now only limited to a small group of local businesses that are eligible Adwords advertisers.

How will your business be adapting to these changes? What are you most looking forward to? Let us know!

Text Message Marketing Tips to Promote Retention for Your Carpet Cleaning Businesses

August is Cleaning Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your cleaning service and driving more new and repeat business. 

Not a cleaning professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


As a professional carpet cleaner, you’re a miracle worker when it comes to erasing the stains, spills and other mishaps that life throws at us all. However, cleaning up your marketing strategy can require a similar combination of skill and elbow grease in order to keep your customers coming back.

Carpet Cleaners SMS Marketing For this reason, text message marketing (also known as SMS marketing) can be a powerful solution. It can allow you to keep clients engaged on their preferred method of communication —cell phones. Right now, SMS marketing is eight times more effective than email, making it a great tool to engage your customers keep your business on their mind during spring cleaning, and the rest of the year! We’ve aggregated our favorite tried-and-true SMS marketing tips and best practices to help you create a winning plan!

If you’re looking to get started with SMS Marketing, check out this series and make sure to include the opt-in code and number on ALL printed materials, from in-store signage, trucks, business cards, etc., so you can continue to grow your subscriber lists.

Continue Reading for texts to send leading up to an appointment.

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Pool Cleaning Businesses: Email Campaigns to Get More New and Repeat Customers

August is Cleaning Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your cleaning service and driving more new and repeat business. 

Not a cleaning professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


ways to market cleaning business

As we head reluctantly into the last month of summer, there is no more timely specialization than pool maintenance and cleaning! Depending on your geographic pool cleaning more customerslocation, there are varying degrees of seasonality associated with this type of business, which present its own host of challenges. It’s vital to keep customers engaged, even in the off-season, to make sure you make a splash (and that they remember you) when the thaw comes. Check out these email campaigns that will help you improve customer retention, and also help you bridge the online-to-offline gap to convert more new customers!

As we learned in last week’s post, promoting your pool cleaning business starts with a strong website, which is your hub for all marketing activities. You need a home base to direct current and prospective customers to introduce them to your company, services, pricing and reputation in the community. Your site should not only make the statement that you take your business very seriously, but is also a great way to collect leads and opportunities for new business. Every great email campaign, starts with a quality list!

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Promotion Ideas to Acquire New Customers for Your Cleaning Business

August is Cleaning Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your cleaning service and driving more new and repeat business. 

Not a cleaning professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


ways to market cleaning business

No matter what type of cleaning business you own, it’s essential to make sure your local marketing efforts are just as pristine as services you provide. While delivering quality service is an important first step, there are many other tactics you can incorporate or automate in your routine that will allow you to get more new and repeat business.

The importance of a modern, optimized website cannot be understated. On the technical side it should have fast load times and be mobile responsive, so that no matter where they come across your site, potential customers are guaranteed a great experience. Make sure you have buttons and links to your reviews on third-party sites like Yelp, Angie’s List, etc., as well as any social networks where your business has a presence, so they can choose to engage with you there, or find out more about your business from current clients. You should also have your business hours, contact information and pricing clearly displayed and consistent across all pages on your site. Your customers don’t want to have to search hard to find the answers to their questions, so provide as much info as possible. Because if your pricing isn’t clearly listed or requires a phone call, most consumers will move on to the next business on their list (or search results), rather than waste any additional time and effort. You should also include contact forms, whether for more information requests or a free estimate, these capture lead information so you can add them to your email marketing lists and increase their chances of conversion. Finally, include quotes or testimonials from current clients to boost conversions.

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Dental Practices: Boost Retention with These Email and SMS Marketing Campaigns

July is Health and Medical Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing best practices and strategies specifically for marketing your practice and driving more new and repeat business. 

Not a medical professional? Don’t worry, we’ll still be sharing insights that will help  you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


Health Services Marketing

No other industry has embraced the benefits of SMS messaging quite like a majority of dental practices across the country. And with studies showing SMS reminder or “recall” messages cut down on up to 80% of missed appointments, it’s clear that this type of engagement is essential to the future of appointment scheduling. It’s also one of the best tools in your arsenal to manage and encourage retention. Whether or not you’ve already made use of this type of system for recalls, there are a variety of creative campaigns you can employ — both via text message AND email —to boost your patient retention and keep your practice top-of-mind in between visits.

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Improving Your Online Presence to Acquire More New Patients for Your Chiropractic Business

July is Health and Medical Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing best practices and strategies specifically for marketing your practice and driving more new and repeat business. 

Not a medical professional? Don’t worry, we’ll still be sharing insights that will help  you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


Health Services Marketing

Online presence is the hub for all your digital word-of-mouth marketing. Oftentimes, practices can make the mistake of assuming that patients will find them, based on referrals from existing patients and their reputation, alone. However, even the best practices need to devote some time and effort to establishing and maintaining a strong online presence, in order to drive more new and repeat business. Make sure that your digital marketing is in perfect alignment by incorporating these tips to fortify your online presence.

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Get to Know Signpost: NYC HQ

Every day our NYC team filters into HQ and are greeted by this declaration of our core values. It’s a welcome reminder every morning that we’re empowering local businesses with our product. But this is only one of the many reasons that keep our team excited, focused, and motivated.

we fight for local businesses

We chatted with our some of our amazing co-workers at HQ to learn more about what first drew them to the company,  who inspires them, and their favorite aspects of working at Signpost!

Interested in joining the Signpost team? Check out our current openings and apply today!

 

Also check out these recent articles celebrating our fun office and sales traditions!

How Your Local Business Can Use Pokémon GO To Drive More Customers In-Store

Since being released last week to much fanfare, Pokémon GO has quickly become a sensation. The game app applies augmented reality to allow players to hunt around their neighborhood and beyond in pursuit of Pokémon to catch, train and go head-to-head against opposing teams. Blurring the line between online and offline, this trendy game presents a tremendous (if not unexpected) opportunity to local businesses.

The game alerts players by buzzing their smartphone whenever there’s a Pokémon in the vicinity, so they can try to catch them (all). In this model, players are essentially never NOT playing, as they go about their normal daily activities. Despite the PokéStops and Pokémon Gyms being predetermined, (with a combination of Google Maps and the game’s own algorithm) if your local business is one of the lucky ones to be in the vicinity of either type of location, you can take advantage to drive more foot traffic into your store or office.

Pokemon GO marketing

One of our favorite local businesses near our NYC office, creatively ties in their drink menu with elements of the Pokémon GO.

If your location is a hotspot for Pokémon trainers, make sure you take advantage. As we get deeper into July, heat waves are making Poké-pursuing a challenge. Why not offer water or discounted beverages to trainers passing by your storefront? Some businesses have gotten creative, offering discounts to a specific “team”, or those in possession of their favorite Pokémon. You can even set up “charging stations” to help out those in need of replenishment.

In addition to store signage, you can even go one step further. “Lure Modules” are objects within the game, that boost a PokéSpot or Gym, to attract more trainers for a period of 30mins. They cost about 99 cents, so are worth experimenting with! Try customizing a sale, drink, dish or product to market to this engaged audience, and set up a Lure. This can be especially helpful when you have a lull.

Don’t be afraid to get creative; this will become increasingly apparent as more businesses jump on the bandwagon of this trend, so be sure to differentiate yours with a unique approach. It isn’t limited to retail, coffeeshops and restaurants, either! If you have a lot of empty chairs at your Nail Salon on a Tuesday afternoon, why not offer a special rate for Pokémon GO trainers, or offer exclusive Pokémon-inspired nail art!

It will be interesting to see how the game continues to develop, and what options they include in the future. There is certainly a great opportunity to add more advertising or “Lure-like” options for businesses. We’ll be keeping an eye on this, and will be sure to update  you on the latest ways you can leverage this compelling trend!

Promoting Your Medical Practice

July is Health and Medical Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing best practices and strategies specifically for marketing your practice and driving more new and repeat business. 

Not a medical professional? Don’t worry, we’ll still be sharing insights that will help  you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


Health Services Marketing

As a medical professional, you’ve probably developed a reflex that causes your skin to crawl anytime you hear or talk about your work as a “business”. For many that’s what keeps you committed to serving your patients and carrying out the essential tasks to keep them healthy and safe. Sometimes it’s hard to remember that at the end of the day, your practice is a business like anything else, and as such requires a bit of diligence when it comes to promotion and marketing.  Patients are the lifeblood of any health and medical practice, and deserve your dedication, but at the same time you still need to keep the lights on.

Without sacrificing much of your valuable time, you can still stay on top of your marketing strategy. In order to do this, we’re prescribing the following promotion ideas, to keep your practice thriving, so you can focus on what really matters. Digest these tips, and if you’re still feeling queasy when it comes to your health marketing, call us in the morning.

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