Snow Marketing: The Complete Guide

Published on October 9, 2019

Snow marketing is one of the best ways to consistently cultivate long-term business growth.

In fact, marketing experts say it takes at least 7 touches before a client converts. While 7 touches might seem like an intimidating task, this snow marketing guide will help you get there.

Use this complete snow marketing guide to simplify the top key marketing strategies and help get those elusive 7 touches … and more

In this guide, you'll get expert snow marketing strategies to help

  • Beat the competition
  • Increase conversions
  • Build online presence
  • Improve client relationships
  • Expand social media presence
  • Automatically win more clients
  • Prepare your business for scalable growth

Now, let's talk about how to take advantage of the most effective ways to ramp up snow marketing efforts and quickly win clients.

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Expand Reach With Social Media Marketing

While, social media for snow businesses might seem like a daunting task.

The concept behind social media marketing for snow removal businesses is quite simple. If you balance posts between sales and useful content, then audience and engagement will follow.

Remember, if you only publish social posts touting what you do and how great the business is, then you'll likely alienate the target audience.

Instead, try implementing the 50-30-20 rule for Facebook, Instagram, Twitter, and LinkedIn. 

The 50-30-20 Rule

Here's a quick rundown of the 50-30-20 rule of social media:

  • 50% of posts should be top funnel and engage the audience.
    • This should be content you don’t own, from other pages and/or people. 
    • Every day, think about the issues that affect clients. Find articles, videos, images, or memes that would be most beneficial to them but still tie, directly or indirectly, into your business. 
  • 30% of posts should be middle funnel and genuinely aim to educate and inform clients.
    • This should be content you do own (content you or someone on the team wrote and/or designed) that is relevant to the audience. However, make sure it's not too sales focused.
      • Think blogs, a quick explanation of snow removal services, infographics, third-party reviews, etc. 
  • 20% of posts should be bottom funnel and focus on selling your snow removal service.
    • Overly brazen advertisements don’t fare too well on this medium. 
    • Instead, clever, fun, and more subtle ads see more engagement and conversion. So, have fun with this and avoid overselling your brand to avoid losing followers. 

Disclaimer: While I heartily believe the 50-30-20 rule to be an excellent social media marketing outline to follow, it is not absolute.

Keep in mind, every business is unique and needs its own specific formula to find social media success. However, the 50-30-20 rule is a great place to start.

Therefore, I suggest spending time testing different ways to engage the audience, solve their problems, and then move forward from there. 

Set aside time each day, some in the morning and in the evening, to connect with followers. 

  • Answer questions.
  • Respond to concerns.
  • Like what they share. 
  • Share their content. 

You’ll be surprised by the impact these simple acts will have on your snow and ice removal business.

Reach Clients With Email Marketing

No matter what you hear on those snow-filled streets (or icy sidewalks), email marketing is NOT dead. 

In fact, it's still one of the most engaging ways to reach clients. Not to mention, it's fast, inexpensive, and has proven successful time and again.

So, what are some things to consider when planning your snow and ice removal email marketing campaigns?

Here are some things to consider when planning snow email marketing:

Who Is Your Audience?

Define your audience by filling out a client persona template.

Then, consider who you want to target with your offer. For example, you could go after current clients, leads, or try to win back former clients.

Always remember, bad data in, bad data out. Make sure email addresses are up-to-date, or else you risk not reaching the audience.

What Is Your Offer?

Choose an offer that'll make the most impact on your audience. However, you'll want to stick to just one offer per email.

Here are a few example of potential offers you could make:

  • Get 20% off your first service when you sign up for driveway snow plowing before [insert date].
  • Sign up for driveway snow plowing before [insert date] and get free sidewalk de-icing on your first service!

As always include a CTA (i.e. Call-to-Action) in all emails. For example, it can be as simple as "Call us today!" or, "Get a free estimate!" Never forget to instruct the audience on the next action you want them to take.

What Should You Say?

No matter what you choose to say, it's important to engage the audience by showing a genuine desire to help.

Remember, it's important to share what you have to say both quickly and with authority.

When Should You Send It? 

  • Tuesdays and Thursdays are still the best days.
  • Between 10 a.m. and 2 p.m.
  • At the start of the season.

In general, Tuesdays and Thursdays are the best days to send emails. In addition, it's best to send emails between 10 AM and 2 PM.

Also, it's a great idea to start sending emails at the start of (or even a little before) each snow season.

Pro Tip! Did you know Service Autopilot’s Automations automates and simplifies the email marketing process? 

Take advantage of the easy-to-use, “done-for-you” email templates to help create, send, and track email campaigns to prospects and clients.

Plus, Service Autopilot allows you to tag leads and clients, segment them, and automatically send them emails based on what services they have (or have not) bought from you.

Automations is the  #1 way to follow up  with clients. If you’re not using it, your business might still be successful - but it won’t grow. 

Start Automations Tour

In Service Autopilot, our automations send emails and texts to:​

Every lead after an estimate is completed
Clients after their property has been serviced​
Remind leads and clients to send you customer feedback​
Update outdated or declined payment information​
Inform them when a service can’t be completed due to unforeseen circumstances (i.e. weather)​
Remind them of maintenance tips (i.e. putting a cover on the outdoor faucet before the winter)​
Start Automations Tour

Add Digital Advertising to Your Snow Marketing Strategies

Take a look at a few of the most effective digital advertising strategies you should add to your snow marketing efforts.


SEO (i.e. search engine optimization) plays a huge role in where your website ranks on Google, Bing, Yahoo, etc.

The main goal is to get your website to rank well within these search engines by using top SEO strategies. Then, leads can organically discover your snow business in search engine results.

Simply put, 3-5 choose top-ranking, local keywords, and then target it using your website.

Paid Facebook Advertising

Many snow business owners buck at the idea of participating in social media.

Time and again, I hear business owners saying they don't have time to mess with social media. 

Unfortunately, that’s a backwards way of thinking when it comes to using this social media channel to promote your snow and ice removal business. 

However, clients do have time for Facebook (and LinkedIn, Twitter, and Instagram). In other words, these social media outlets potentially provide lucrative opportunities to grow your snow business

By advertising your snow removal business on Facebook, you’re taking advantage of daily interactions with clients by targeting them in their comfort zone.

An extra perk of Facebook’s dominance? Now, you can easily place Instagram ads via the Facebook app.

Programmatic Advertising

This type of digital marketing is characterized by the automated buying and selling of online advertising.

Programmatic advertising consists of many different strategies that all have the same goal…  Get your snow and ice removal business in front of online prospective clients throughout their buying journey.

However, keep in mind, these are considered advanced marketing strategies, and a good amount of money is required upfront. Also, it's not always guaranteed that clients will come swarming in.

If you decide to take advantage of these advanced marketing strategies, it's a good practice to use it in combination with other marketing strategies.

A few programmatic advertising strategies you should know about are:

  • Persona targeting
    • It's aimed at buyers who match the description of the ideal client. These are the qualities that make up target personas (e.g. age, gender, location, education level, hobbies, habits, etc.).
  • Behavioral targeting
    • It's aimed at ideal clients based on what they’ve recently searched for, articles they’ve recently read, or research they’ve conducted on the competition.
    • Consuming content about snow removal or de-icing services indicates these valuable prospects are showing buying behavior. Therefore, they’re the perfect target for your snow and ice removal service. 
  • Search Engine Marketing
    • It's based on intent, namely the keywords buyers are using to search for products and services.  

Remember, clients are predictable.

They do their research before ever contacting a company for services such as snow or ice removal.

In turn, getting in front of these clients at this research stage of their buying journey is essential to increasing buyer awareness and action.

Print Advertising Is STILL Effective

Digital marketers would have you believe that print advertising is no longer effective.

However, as you might already know, print advertising most definitely works in the snow and ice removal industry.

In fact, it can make quite an impact on the growth and sustainability of your snow and ice removal business.

When paired with digital, social, and referral marketing efforts, that impact is even larger

These are a few print advertising ideas to consider trying:

  • Door hangers and flyers
    • Include an unbeatable offer with a compelling CTA.
    • Place in mailboxes, doorknobs, doorstops, or local bulletin boards. 
    • It's inexpensive to print and easy to distribute. 
      • Consider 9-arounds: Where the crew distributes flyers to the houses around jobs, which increases route density.
  • Business cards
    • Must include:
      • Business name
      • Address
      • Phone number
      • Website
      • Social media handles
      • Referral offer
    • Pro tip:
      • Keep business cards in your wallet, with a larger stack for replenishment in the truck just in case. 
  • Newspaper ads

Helpful hint: Occasionally, mix in an informative article with newspaper advertisements.

Take Advantage of Local Marketing

You’ve heard the adage, “It takes a village to raise a child.” Such a solid, memorable quote. 

What if, for the purpose of this blog only, we tweaked it to, “It takes a community to grow a business?” Still works, right?

In other words, to have a successful, sustainable business, you must get involved in the community you serve. 

Here are some ways to get involved: 

  • Volunteer with local churches to provide special event sidewalk safety checks.
  • Join the local homeowners’ associations to offer advice for winter upkeep at their quarterly meeting.
  • Participate in a city fundraiser by offering your snow removal services as a giveaway to be auctioned off. 
  • Partner with the local high school to sponsor banners, signs, and program ads that support their athletic boosters or agricultural program. 

These small acts go a long way to building rapport with potential clients in the community. By showing up in places close to their hearts, you quickly endear yourself to them and their wintery plight.

Use Referral Marketing to Automatically Win Clients

It’s no secret that it’s getting more difficult to stand out among the competition in the lucrative snow and ice removal industry. 

That’s where referral marketing comes in - getting your already satisfied customers to do the marketing for you. 

Here's how to make referrals work for you:

  • Deliver high-quality experiences. 
  • Develop a rapport with repeat clients.
  • ASK for good reviews in places like Google, Yelp, and Facebook.
    • Most clients won’t actively go out of their way to leave a positive online review.

These are a few easy ways to ask for reviews:

  • Respond via email to positive emails and ask for a review. 
  • After a client compliments your work, ask in-person for a review. 

Pro Tip! Get signed permission from clients to post their raving reviews as a testimonial or graphic on your website and social media accounts.

Start Warm Calling

Warm calling is when you call people you may know, already do business with, or have already shown interest in your services. 

Though, it may seem a little old-fashioned, it's important to take advantage of the power of strategically placed, personal phone calls. 

While many people prefer to get reminders or marketing messages more passively, via opt-in services like email or social media, you can't forget about those who still appreciate the personal touch of a direct phone call. 

Plus, if you work with commercial snow clients, warm calling can serve as great practice for landing those accounts.

Though, it’s standard practice to have a call script prepared, it’s not always the most effective practice. 

Instead, consider using more of a call flow approach, where you allow the conversation to develop more organically based on the specific client. 

Since clients are often just as busy as you (or busier), texting is another avenue you might consider.

By having a strategic texting plan that involves timely reminders about services offered, payments due, and follow-ups scheduled, you're promoting your business in a more passive, less aggressive way that helps save time.

Use Video Marketing to Show Off Your Best Work

While video marketing might seem intimidating and time-consuming, it can be a very effective snow marketing strategy to capitalize on in today's digital age.

These can be as simple as capturing videos of the crew shoveling snow or plowing driveways and roadways.

Plus, with outlets like YouTube, Facebook, Twitter, and Instagram getting so much attention from videos, you’re missing out if you’re not creating videos promoting your snow removal business. 

Here are a few types of videos you could use to promote your snow business: 

Demonstration Videos

Use demonstration video to show clients and leads what your snow business does to make their lives easier.

Plus, did you know a lot of people actually get enjoyment and relaxation from watching a driveway buried with snow get plowed?

Company Videos 

Company videos are a great opportunity to introduce your team, culture, and story.

Plus, company videos help clients feel more connected to you and your snow removal business.

Educational Videos

Use educational videos to educate clients and help them understand why your high-quality snow services stand out from the competition.

In addition, you can explain the services you offer. For example, you can explain things like the differences in deicers, plowing vs. shoveling, or anything else that teaches and informs clients in a non-sales pitch manner.

Customer Testimonial Videos 

Customer testimonial videos are an excellent way to showcase your happiest clients.

For these videos, simply film your happiest clients talking about how your snow and ice removal services have helped their daily lives.

Even better, you can have clients explain why your business different from the other local snow and ice removal businesses.

Personalized Video Messages 

  • Thank your customers.
  • Invite your customers to an event you’ll be throwing or attending. 

Personalized videos messages are a fantastic way to thank clients. In addition, you can use these videos to invite clients to an event you'll be hosting or attending.

These are a few things to remember when creating personalized video messages: 

  1. Be authentic
    • No one is going to buy from a robotic, dehumanized company that seems out of touch with what clients want. 
  2. Make it funny
    • A good rule is, if they’re laughing, they’re not clicking away from your video. So, show your humorous side every now and then. However, don’t go too far, and be goofy in every video. Though, a little levity goes a long way. 

Always remember, it's important to cut to the chase in personalized video messages.

After all, you only have the audience's attention for about one minute on Facebook and two minutes on YouTube. For this reason, don’t be too long-winded, get to the point, and make every second count.

Create an Overall Business Branding

Visibility and recognition are two necessities for any successful snow and ice removal business. 

After all, people must be able to see and recognize your business to commit to hiring you. 

Here's how to achieve visibility and recognition:

Keep Your Snow Website Up-to-Date

When people find your service online and click to see your snow website, it needs to be:

  1. On brand
  2. Well-designed
  3. Immaculately written
  4. Mobile friendly (for mobile searches)

Plus, it's important to ALWAYS keep contact information updated.

Even though a well maintained website takes time and a bit of cost, it's an important investment into your success.

Also, if you don't already have a website and don't yet have the budget to hire a freelance web developer, consider setting up a website using something like Wix or Squarespace in the meantime.

Brand Your Snow Equipment 

In order to make your snow business visible and recognizable from anywhere, it's important to brand snow equipment with your logo and phone number.

Here are a few examples of snow equipment you can brand with wraps and stickers:

These are just a few of the many items you can brand with your contact information.

Make Sure Everyone Can See Your Snow Business Sign

If you decide to purchase a brick-and-mortar office, be sure your sign is clear and visible from all street and walking angles.

Also, keep the lettering and images large enough to be seen from great distances. Plus, consider lighting and visibility issues it either solves or creates.

Invest in Portable Snow Business Signs

Strategically placed snow business signs can be highly effective in expanding reach throughout the communities you serve.

Negotiate with some of your best clients with highly visible properties and ask for permission to place a branded business sign in front of their home or place of business.

As always, if you’re feeling unsure of when you’ll have the time to implement these marketing techniques while running your business, put Service Autopilot to work for you.

Streamline and automate the way you do business so you can spend more time working ON your business rather than for it.

Level-Up Your Business Using These Top Snow Marketing Strategies

Now, you know to use these top snow marketing strategies to successfully level-up your business with scalable growth.

Use these snow marketing strategies to:

  • Build branding
  • Increase reach
  • Win new clients fast
  • Improve selling effectiveness
  • Establish your business reputation

As you navigate your snow marketing journey, new ideas and techniques are bound to form. So, don’t be afraid to try something new. 

At last, you have everything needed to use these simple snow marketing strategies to start growing your business in no time!

Related: How Much to Charge for Snow Removal

Originally published Oct 10, 2019 2:00 PM, updated Oct 4, 2021 8:54 AM

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Service Autopilot is software that will help you grow - and automate - your service business. From Lawn Care, to Snow Removal, to Cleaning, we help owners learn how to run healthier, more profitable businesses, and give them the tools to win in their markets.


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