Finding time to market your business can be a challenge with all the other responsibilities you have on your plate.
Now, you might be saying, “Hey, my company is doing just fine with word-of-mouth.”
That’s great. But, if you’re not settling for kind-of-clean houses and offices, why are you settling for only some business when you could have a much larger customer base?
Believe it or not, 72% of marketers said that having a good content strategy was a significant key to their success. Imagine what a good marketing plan could do for your cleaning company.
In this post, we’ll briefly explain a few marketing strategies that can help you reach new customers and build your business.
Let’s get started.
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1. Define your vision and purpose
Think of this as an extension of your business plan.
If you founded your cleaning company with the purpose to “Scrub every floor in San Antonio until they clearly reflect every Texan’s beautiful face,” then this is where you’d want to further develop that.
You want to make sure your customers understand why you exist and why they should choose you over the other cleaning companies in town. An example of a company vision is (and you can totally steal this if you want):
“We exist to provide exemplary, industry-leading cleaning services for commercial business buildings. We clean whatever and wherever your business or building needs.”
Figuring out precisely what you’re trying to sell will make it easier to actually build a marketing plan for your business.
2. Synchronize your brand
A big problem for many businesses is that their brand image isn’t consistent.
While your email footer has one tagline, your direct mailers may have another. Your website could have one look and feel while your business cards look entirely different.
Before actually sending out marketing materials, you need to have all your brand elements in place, including:
- Any other materials, such as email templates, website, posters, and mailers
A great way to ensure consistency with all your marketing is to simply have one person in charge of making sure it all looks the same. As the owner, maybe you own the brand. Or, you can hire a marketing pro to take care of that for you.
3. Create an online presence
Take in these numbers for a second. In 2020, 75.3% of U.S. businesses will use Instagram as a part of their marketing efforts. And, there are over 80 million small businesses globally that use Facebook Pages for their companies.
Those are no small numbers. That means, if you want to survive in this digital age, you’ve got to go digital. Thankfully, that’s not too hard to do. It just takes a little time and effort.
The best places to start would be Facebook, Instagram, Twitter, or Pinterest. You can post updates about your company, lists of services and their prices, any specials you have going at the moment, tutorials, and simple lifestyle shots of your team doing hard work. Or maybe just post photos of spaces after you’ve cleaned them.
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By building an online presence, you’re not only making it easier for people to find you, but you’re also creating more engagement with your business.
When someone has a cleaning need, and they’ve been seeing your company pop up every now and again, they could easily be your next client.
4. Newsletters are your best friend
Email is a powerful tool that can lead to a lot of revenue for your business. It’s a quick way to start a conversation with your clients and potential customers.
Think of it: If you’ve got a brand new window washing service, how do you get the word out to all your contacts?
By building a newsletter list and creating simple and engaging emails, you can create another point of contact for your business.
With services like Mailchimp and ActiveCampaign, creating simple emails for your customers has never been easier — regardless of the size of your cleaning company.
5. Digital marketing
This strategy is a bit more involved but can yield great rewards.
Digital marketing is a vast tool that, when done right, can increase your client list quite quickly.
The most common form of digital marketing is Google Ads. If you’re a smaller local business, you can simply market your services online to some local regions with text-only or visual ads. This keeps costs lower since you can focus on a smaller area.
For larger businesses, you can use online ads to really boost your outreach efforts and find more clients.
A big part of digital marketing is going to be SEO, which, we know, can seem confusing. The gist of it is this: If you use specific keywords in any of your content pieces, you’re more likely to get more people clicking on your ads.
This ensures the right people are looking at your stuff and that Google is promoting your posts over others.
6. Printed marketing materials
Even though we’re in the twenty-first century, mail and printed materials are still a top contender in the marketing world.
While you probably shouldn’t be sending out spam to everyone you know, there are a few good things you can send in the mail that could help your marketing efforts. Those things include:
- Postcard appointment reminders and thank you’s
- Seasonal specials
- New services
- Appointment reminders
- Collaborating business
- Bundles or cleaning packages
Another option that may not be the most traditional in the cleaning industry would be to use merchandise as a means of marketing. While most people probably won’t buy a t-shirt with “George and Son’s Cleaning” on it, giving away things like hats, koozies, and stickers can lead to free advertising around town.
If Dave is at the tailgate and sees Karen with a “Denver Cleaners” koozie, he may ask if she likes their services, which could lead to a referral.
Point is, you can’t beat free advertising, and merchandise is an easy one to hand out.
7. Organize yourself
This last one (and we promise it’s the last one) is a bit different than you may be expecting.
You can go big with your marketing — purchase all the ad spots, buy up radio and billboard space, and fire t-shirts out of a cannon at high-school basketball games — but if you’re not running a tight ship, odds are, others are not going to recommend your services.
The biggest hindrance to any business in our digital age is that everyone’s a critic. You show up late for one appointment, and you can bet Barbara’s going to leave you a nasty review on Yelp or Google.
A great way to make sure you’ve got your ducks in a row is by utilizing scheduling and team management software to handle all of your admin work.
Cleaning companies can use software like Hubstaff to track employee hours, send invoices, and schedule crewmembers for jobs.
One of the best features (in our opinion) is called Job Sites. This feature allows you to use geofencing technology to automatically clock your crew in and out the second they arrive on the job — right from their mobile device. This means they don’t have to try and remember when they came and left a job, and you don’t have to deal with paper time cards any longer.
Better yet, you can use this as a selling point for your business. When you’re trying to win over a potential client, you can let them know that your business uses Hubstaff to track hours so they will never be overbilled for your services. Plus, you don’t have to worry about time theft.
By making sure your team is tracking time accurately and that you’re able to streamline your scheduling, billing, and invoicing, you can ensure that Judy will only have five stars worth of good things to say.
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Building your marketing plan
The thing about a marketing plan is that it’s unique to each business.
You can use all the suggestions above and begin crafting your own unique marketing plan for your business and start raking in a bunch of new clientele.
Are you a mom-and-pop cleaning shop in rural Idaho? Maybe you don’t need to worry about purchasing ad space on local television.
Maybe you’re a commercial cleaning service in London, and your customer base doesn’t bother with the radio, so you won’t either.
Tailor your marketing plan to the kind of people you want to work with. If that’s everyone, then try to be everywhere. If that’s a particular demographic, then find where those people are and market to them.
Once you’ve got a plan in place, you can start cracking away at your marketing and welcome in new clients. Just remember to always stay true to your brand and stick with that original vision for your company.