The commercial and residential cleaning business is lucrative because it is relatively recession-proof, requires low investment to take off, and is less competitive. However, continued growth and smart marketing are critical aspects for any cleaning business to survive and grow.
If you are thinking of starting a cleaning business or if you are already a cleaning business owner looking for some fresh marketing ideas to generate leads and grow your business, have a look at these marketing strategies:
7 Ways to Market Your Cleaning Business
1. Know Your Target Customers
You need to be extremely thorough with your target audience. If you fail to identify your target market, all your marketing effort, budget, and time will go down the drain. Here’s what you can do to reach your target audience:
- Start by researching who can use your services. Your target audience could be in a specific area or in a specific type of business.
- Check out who your competitors are and with whom they are communicating.
- Understand the demographics of your target audience – age, gender, and location.
- Keep your marketing message personal and relatable.
2. Customize the Cleaning Experience for Each Client
When cleaners show up, do their job and just leave, they display a very impersonal attitude. Customizing the cleaning experience shows your customers that you care about them. For example, you can personalize the customer experience by keeping the same cleaning team for each client. Having the same people clean their house every time brings in familiarity and gives them a personalized experience.
3. Have a Website and Social Media Presence for Your Cleaning Business
In today’s times, having an online presence is crucial to a business. Many businesses rely on their website to generate leads and grow their business. Social media platforms are also a great way to lure in your potential customers. These are places where your potential clients are; so, you need to be there to spread your brand and entice them to book a cleaning service with you.
4. Earn More Business With Email
Businesses have been successfully using email marketing for years. It’s still a successful way to market your business. But, you can now get more mileage out of your email marketing campaigns – instead of sending a single standard email to all your customers, you can segment your customers and send them customized emails. Through customer segmentation and targeting email campaigns, you are more likely to convert a prospect into a customer or engage customers for repeat business.
5. Invest in Effective CRM Software
Cleaning services software allows you to schedule your appointments and track your clients effectively. It can also streamline your cleaning services processes by enabling you to maintain and store customer information, schedule appointments, send quotes and estimates, and assign tasks to your staff.
6. Focus on Customers at each step of the marketing cycle
The marketing cycle consists of customer awareness (they know about you and are not sure what you offer), discovery (they learn more about you), engagement (they know they could use your services, but it may or may not lead to a sale), action (they book your services), and referral (they are so happy that they refer you to others).
You are likely to have prospects at every step of the marketing cycle. Have a plan in place that focuses on customers at each step of the buying cycle.
7. Manage Your Reputation
Your business reputation is what will bring in referrals and more repeat customers. So, institute best practices to maintain the reputation of your business. Make sure your staff understand your customers’ needs and work to fulfill them.
The technological innovations have made it easier for cleaning service businesses to put out their message clearly and market it effectively through CRM devices, SEO-optimized website, social media, and other conversion tools. So, make use of them to earn new customers, attract repeat business, increase your bottom line and grow your business.
Akhil Rajan is a Customer Success Specialist at Zuper, an intelligent workforce management platform for service-oriented businesses. Working with customers on a daily basis, he has a deep understanding of their needs and pain points and so he is able to contribute to the marketing strategies for Zuper with the content he writes. He is often found buried in books or playing chess in his free time.