How To Promote Cleaning Business – If you want to grow your cleaning business, you need to have a solid cleaning business marketing plan. Without a plan, you plan to fail. In this post, you’ll learn a simple 12-step cleaning business marketing plan that will help you get more customers for your cleaning company.
The first step in creating your cleaning business marketing plan is to know your difference. Basically, this means you need to know what separates your cleaning business from the competition.
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You are most likely one of dozens of cleaning houses in your area. Whether your average customer is a homeowner or you do commercial cleaning and it’s the local businesses and buildings around you, most people think that cleaning is clean.
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The average person you’re trying to reach may not really understand your subtle differences that make your cleaning company stand out. It’s your job to teach them what your cleaning business does best.
Really take some time to understand what your cleaning business does better than anyone else. Is this your customer service? The fact that your employees become like family with customers? Maybe it’s that your commercial cleaning business is one of the few that actually tracks and shares important metrics with customers.
Whatever it is, knowing your difference is a key part of your cleaning business marketing plan, as you’ll be coming back to it again and again. You will talk about it in your company line, in your content, with your employees and even in your advertising. Understand this first and it will help you down the road when you start marketing your cleaning business.
Another critical component of your cleaning business marketing plan is a complete understanding of your ideal customer and target market. If you don’t know your target market and niche, your marketing efforts will fall flat.
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For example, if you have a commercial cleaning business your target market is usually building owners and facility managers. For a residential cleaning business, a person in your target market could be homeowners who have extra disposable income and want to save time.
Start by creating an ideal customer avatar. This means you create a representation of your customer and what they do, where they live, how they operate, etc.
Knowing these things will help your messaging, and speak to the problems, needs and interests of your ideal customer. The right focus of your message makes a huge difference in success or failure when promoting your cleaning business.
Take the time to really understand your niche and target market and it will help in creating an effective cleaning business marketing plan.
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Digital marketing as a means of promoting your cleaning business is essential, but that doesn’t mean it’s the only option. Most cleaning business owners do not fully utilize the power of marketing their cleaning business offline as well.
Your cleaning business marketing plan should also include local chains as part of your overall marketing strategy. A great place to start is by joining your local Chamber of Commerce or other networking groups like BNI.
Don’t join these groups looking for something for nothing because it doesn’t work. You also don’t need to go to these groups in “pitch mode” where all you do is talk about selling your cleaning services.
You need to go to these networking groups to build relationships. When the timing is right, your cleaning business will go up and, if necessary, you can request the business or referrals.
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The idea behind networking is to participate and put yourself out there. As you develop relationships it can lead to new contacts and even leads and sales for your cleaning business. Make sure networking is part of your cleaning business marketing strategy.
Check out this post on offline marketing for your cleaning business to learn more. 30 effective offline marketing strategies for local businesses.
Getting traffic to your cleaning company website is important, but there’s more to getting cleaning clients online than just traffic. Once someone lands on your site you need them set up properly to actually generate leads and grow your cleaning business.
By using the key difference you discovered in the first step of the cleaning business marketing plan, you will have the foundation of messaging for your website. For example, you might have great customer service. You can set up a tagline on your page of something like “The cleaning company that’s always there when you need us.”
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Your branding is the first thing people see when they come to your site, and it’s likely the first reason they’ll stay on your site. You want it to resonate with your website visitor and create the feeling that people are in the right place and that you are the solution to their problems.
If you would like to learn more about optimizing your cleaning business website, check out this post. How to set up a website for a cleaning company that actually accepts cleaning clients.
Focusing on the benefits your service provides to your customers rather than just the features applies to all aspects of your janitorial marketing plan. A common mistake we see business owners clear up is that they often only talk about the features of a company or service.
For example, they say they provide janitorial services, and here’s what it is…bathroom cleaning, concrete floor polishing, auto detailing, etc. While these are good things to have on your site, in general, you need more than that to generate leads and sales of customers.
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During your market research in the second phase of your cleaning business marketing plan, you should have learned some of the benefits that your ideal customers are looking for. If you know the problems, pain points, and common questions of your target market, you can start talking about solutions to those problems and answers to their questions.
If you had a residential cleaning business, you might talk about saving time by having someone else do their cleaning. You can also mention things about stress relief by taking one more thing off a busy family’s plate.
When marketing your cleaning business focuses on highlighting benefits and not just features, the conversion rates of new cleaning customers will be much higher.
If you’re looking to increase sales and conversion rates, social proof should be part of your cleaning business marketing plan. Even if you had the best cleaning service in the world, people won’t necessarily keep your word.
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However, if your customers say you have the best cleaning service in the world, that’s another story. If a third party, like a satisfied customer, says your service is great, people are more likely to believe them. Along with this idea, people buy the stories of your customers and how your cleaning business has helped them.
For example, maybe you helped a building owner reduce his turnover rate because his tenants liked staying in a clean building. Maybe your clients have less stress because they can now spend their time with their family instead of cleaning.
When your customers share their stories, your potential customers may resonate with them and decide to buy your service. Use reviews and testimonials as a powerful marketing strategy to promote your cleaning business.
If you would like to learn more about our automated system for additional reviews and recommendations, click here for more information.
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When people visit your company website, they may not be ready to buy the first time. That’s fine, but most cleaning business owners drop the ball at this point.
Ready to buy, and all they have to do is accept a quote and the sales will take place. Unfortunately, this leaves a lot of money on the table and people who never return to your site.
That’s why building an email list is an essential step to your cleaning company’s marketing plan. When someone lands on your site for the first time, you need methods to retarget them with information about your business in the future.
If you don’t have a method of capturing this information, they will likely never come back again. With a lead magnet, (something of value that you give away for free), you can ask for the visitor’s name, email, and phone number to gain access to.
Specials — Pbj Cleaning Depot
People are often more likely to be in research mode and deciding which cleaning company to go to, the first time they visit your site. If you can capture their information and add them to your email list, you can continue to provide them value and build a relationship with them.
As you continue to do this, eventually when the timing is right, they buy your service instead of your competitors. For more information on email marketing check out this post. Tips for building your email marketing list
In conjunction with the final step of email marketing, you also need something to send to your email list. A common mistake we see people make is once they start building their email list, the only thing they send out is their offers, discounts or sales pitches
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