There was a time when cleaning services could exist on word-of-mouth to generate enough business to keep them up and running. In this day and age of ever-increasing technology and digital marketing, however, word-of-mouth is no longer sufficient. Granted, it’s a definite plus for a company if real people talk positively about real companies in real time with good references… But it’s hardly enough. Today, word of your services needs to reach as many potential customers as possible. But how is that done?
The answer: digital marketing for cleaning companies.
Why Use Digital Marketing?
Other than the fact that your competitors are definitely taking full advantage of current digital marketing techniques, the following are some reasons you might want to consider exploring the world of digital marketing for your cleaning company:
- You want to achieve bigger and better things.
- You’d like to connect with more customers online.
- Sales are currently slacking.
Where Do People Go?
Particularly now, with COVID-19 still a concern for many, people are spending more and more time on the Internet – and that’s where your cleaning company’s visibility needs to be most prominent. In order to connect with potential customers, one of the best methods today is with online marketing. But why is this? To investigate services they may be considering, search engines are turned to by over 50% of adults!
So, how does a cleaning company take advantage of this statistic? Below, we’re going to take a look at some effective Internet marketing strategies for today’s cleaning companies.
Assure the Public of Your Digital Marketing Expertise
Success stories are frequently highlighted by magazines, local newspapers, etc. In their Business Section, columns entitled “Ask the Expert” frequently feature guests. If you’re a good writer, or have one on your team, you may want to think about a marketing pitch such as this.
Another way to show your expertise, while letting the public know you care, is with an active blog. These blogs can boost your leads and broaden your reach where marketing is concerned. Topics can revolve around the cleaning industry and either be current event centered, helpful hints related, or significant in some historical manner. All should be informative.
The Use of Data is a Great Tool for Targeting Your Ads
Particularly with medium to small businesses, an extremely useful method of advertising is through Facebook. It’s a great way to target audiences and boost your presence. In areas where you see possible company growth potential, your ads can be targeted in specific locations. Once your most profitable customers have been identified you can do the following:
- In specific areas, know what type of customer to target.
- Also in specific areas, be better acquainted with which customers you appeal to most.
- Know the best way to make advertising work for your company.
Note: For targeted ads, also consider working with Yelp.
Traffic Can Be Boosted and Leads Increased with Local SEO
As Google supports smaller local businesses, SEO grows and becomes even more crucial. What does that mean for your marketing strategies? This is the perfect time to incorporate more location-specific words and phrases to boost your impact. Additionally, Angie’s List, Yelp, Facebook, Google+, etc. should have your company’s profile, which is comprehensive and constantly updated. Your profile should also contain the following:
- Your contact information
- Businesses you serve
More leads and digital traffic will be driven right back to your website through the use of local SEO.
Digital Marketing Can Help You Use Metrics to Your Advantage
To kick things up a notch, you will be using real-time reporting metrics. Additionally, however, to find out what’s working with your inbound marketing strategies, you should have tracking software for analysis.
Here’s what we’re talking about: In your region, what are the number of social media link clicks you are experiencing? In some areas, are patterns emerging or is there significant growth? In order to make the most detailed analysis possible, you need as much information as you can get.
Show the World Your Value
Think about your business ideals. How are they showcased in what you do? As an example, does your company practice environmentally safe cleaning and are they certified “green”? If this is the case, the common ground with your clients would be your concern for the environment. After all, “green certification” does not apply to all cleaning services. For advertising, social media, and your blog, it can be an impressive discussion point.
Talk about who you are – discuss the products and methods you use. What other aspects of your company have a great deal of marketing value and exemplify your values?
“Opening Up” to the Public Is Easier with Digital Marketing
To more easily connect with potential customers and to build trust, use your website to share your story. Talk about who and what your business is and be transparent. Here are some examples:
- Share your company’s vision and company culture through some antidotes or funny stories.
- Talk about how you created the amazing company that exists today, even though you started out as a tiny business with the cards stacked against you.
- Family-owned businesses are a big deal so if you are one, promote that.
Show the World You’re Hip and Trendy with an Impressive Social Media Presence
YouTube, LinkedIn, Pinterest, Twitter, Facebook. What do all of these social media channels have in common? Answer: it’s very likely that each and every one of your employees are already on some or all of them. Your company should be on them as well – the very least, a couple of them.
The first thing you should do is put together a Facebook business page. Facebook connections for businesses is something that most of today’s web users have become extremely accustomed to. Include a mini description of your services on your Facebook business page.
Make sure that essential elements are not left out. This can include the following:
- How many years you’ve been in business
- The services you offer
- Any specials you may be running at the time
- How to reach you
These differentiators will encourage potential customers to send you an email, call you, and at the very least, read more on your Facebook page.
Once Your Facebook Page Is in Existence…
As the world discovers your cleaning service (thanks to your Facebook business page), keep in mind that this is going to give customers the opportunity to review your service. Your company may well be critiqued by some of your Facebook followers. There are negative and positive reviews for every business, so don’t take it personally. Do, however, make sure to give negative critiques a timely response. Let people know that their satisfaction is your utmost concern and that you are willing to work with them to resolve any problems that may have arisen.
What Should You Post on Your Facebook Business Page?
There is practically no limit to the things that can be posted on Facebook, regarding your business. Here are a couple of examples:
- “Helpful Tips” videos (one-minute videos are very popular right now – i.e. The Best Way to Clean Out Your Oven).
- “Before and After” cleaning pictures (make sure that you get clearance from your customer to use these pictures before you post them).
At least a few times per week, write new posts. Once you’ve got the hang of it, another social media account shouldn’t be out of the question. For piggybacking on trending hashtags, as well as adding your own hashtags, for real-time tweeting, Twitter is great. LinkedIn might be a better choice if commercial cleaning is your forte. If you’re enjoying posting those before and after pictures, the place for today’s images is Pinterest.
How Is Your Website?
Your website should be straightforward but thorough and maintain those characteristics consistently. Basic pieces of information must be included on a successful website. Your potential customers need to know why they should choose you over your competition. Regarding the services and packages you offer, be very specific. On your website, discuss them clearly. On the subpages, you can delve into each service on a more in-depth basis.
To put the minds of your clients at ease, you may wish to discuss your personnel – hiring practices, whether or not you screen your employees (i.e., drug testing, security checks, etc.). Also promote the fact that you’re bonded/insured, if it applies. Particularly today, security is a big deal and many of your customers are going to want to feel secure in the fact that you and your employees can be trusted.
Naturally, there will be pictures, testimonials, and a “contact us” page on your website, as well. Don’t forget those blogs!
So, what would be the biggest lessons that have been discussed here to help a cleaning service business utilize the Internet and more to its fullest? We’ve boiled it down to these:
- Take professional pictures of your work.
- Consistently update your social media.
- Regarding your services, customer service, etc., encourage customers who have enjoyed your service to post positive reviews.
- Be easy to find, visible, and accessible on the web.
- Be sure to create a significant social media presence.
- For an added punch, utilize paid advertising options.
- Be sure to post blogs that are current, informative, and interesting to show the public that you care about them, the environment, your employees, etc.
Need Help with Digital Marketing?
As you can see, there are many aspects to Internet marketing strategies. If you would like help with your paid advertisements, social media accounts, your website, or some other form of digital marketing, contact us at SmartSites. Our award-winning digital marketing agency can help your cleaning business grow and reach more customers.