The pillars of the home services sector are professionalism, trustworthiness, and the ability to deliver quality work. However, if you fail to communicate the excellent work your team does, potential clients won’t know about it. Without visibility, expanding your business becomes challenging.
It is common for owners of small businesses to feel overwhelmed when it comes to promoting their cleaning businesses. However, the path ahead is more straightforward than it seems. The key to learning how to market your cleaning business is to take it step by step, utilizing available resources to reach your target audience while efficiently managing your employees and current customer workload. Let’s dive into the strategies:
Develop a comprehensive marketing plan. If you want to achieve satisfactory results from your marketing efforts, you can’t just go with the flow and do outreach whenever you have spare time. Set aside dedicated time to formulate a strategy for the next three months or years. Collaborate with reliable management in your cleaning company to answer critical questions:
Who is your target audience? Define your audience in detail, focusing on specific businesses based on size, location, or industry. Alternatively, consider targeting individual clients with recurring house cleaning needs. Knowing your target audience will facilitate more effective marketing efforts.
What defines your brand? Before developing a marketing plan, identify what makes your company different from your competitors and makes it unique, better, or the first choice. Determine the guiding principles and the customer experience you aim to provide. This exercise will help refine your brand, and develop a logo, a slogan, a colour scheme, and other images and motifs that differentiate your business.
Study your competitors’ marketing initiatives. Research your competitors’ activities and assess their strengths and weaknesses. Identify productive actions and avoid time-wasting endeavours. Engage your existing customers to determine the communication channels they prefer with home-services providers. Compile a list of successful strategies and allocate time each week to work towards your objectives.
Create a purpose-driven website.
Having a website is crucial for achieving your marketing goals. Whether potential clients encounter your content online or in person, you should direct them to your website. This is where you can showcase why they should trust your team and convert leads into contracts. Consider using a website builder to create a professional-looking and mobile-responsive website. Today’s customers expect seamless browsing experiences on both desktop and mobile devices. Ensure your website includes a homepage, a contact page, a services page, and a section for customer testimonials. Incorporate relevant keywords in blogs and website text to optimize your site for search engines and increase your visibility in search engine results. Make sure you share any details of cleaning insurance, business certifications, and business recognition you have in place.
Monitor and manage your ratings and listings.
Listing services like Google My Business, Facebook business pages, and Angie’s List will be crucial in attracting future clients. As someone who owns their own business, you are responsible for ensuring the accuracy of these listings. Begin by claiming your listings on each platform. If your company is already listed, review the information for any errors, especially in the contact details and Google Maps location. Complete every section to create a comprehensive listing. Regularly read and respond to customer reviews to demonstrate your attentiveness and professionalism. Express gratitude for positive reviews and handle negative feedback by acknowledging the issue, apologizing, and offering a resolution. Aim to respond to reviews promptly.
Efficiently build your professional network through social media.
Utilize social media platforms as powerful networking tools. Start by creating a business page on Facebook and linking it to your personal page. Use consistent text from your listings and website in the “About” section. Include a compelling call to action, such as a “Call Now” button, to encourage customers to contact your company. Your Facebook business profile should also provide valuable information and position your company as an industry leader. Address frequently asked questions, offer helpful advice, and establish a consistent communication method, such as a weekly “Tuesday Tips” post. You can also showcase your customers’ businesses or share relevant articles from reputable sources to engage your audience and demonstrate your expertise.
Invest in paid digital advertising.
Take advantage of platforms like Facebook and Google to create targeted paid digital advertising campaigns. Familiarize yourself with the back-end tools of these platforms to target specific audiences based on location, industry, or interests. Pay-per-click (PPC) campaigns ensure you only pay when users click on your ads. Experiment with different ad texts and images to determine what resonates best with your audience. As you identify successful ads, allocate more resources to maximize their impact.
Utilize email marketing to communicate with customers.
Start building an email list of your existing customer base as soon as possible. Email marketing offers a positive return on investment (ROI) and allows you to reach out to your customers regularly. Platforms like Constant Contact provide customizable templates designed for your industry. Consider initiating a referral campaign by sharing blogs, news, and exclusive discounts through email. Encourage your current customers to forward your emails to their contacts, potentially generating new business opportunities.
Explore additional avenues for outreach.
After putting a solid digital marketing strategy in place, consider incorporating traditional outreach methods to expand your reach. Distributing flyers in commercial areas, sending direct-mail pieces, and displaying billboards on service vehicles can effectively attract new customers. Explore various offline marketing channels and assess their effectiveness in reaching your target audience.
By following these comprehensive suggestions, you’ll be well-equipped to market your cleaning company effectively and achieve long-term success in the competitive home services industry. Take it one step at a time, adapt as needed, and remember that consistency and professionalism are key to building a strong brand and attracting loyal customers.