Running a house cleaning business is no walk in the park, and promoting it is another ball game altogether. You always have to be at your A-game to constantly hunt clients so that you always have more work in the pipeline, which can be backbreaking work. What if we told you that you could get multiple clients through the door if you have the right marketing strategy in place?
What qualifies as the “perfect” marketing strategy for a small home cleaning business? There’s no one right answer to that question, but there are a few evergreen marketing strategies you can use to promote your cleaning business. However, keep in mind that every business is different, so you might have to tailor them to your specific target audience to get the best results. Read on to learn about the best marketing strategies for promoting your home cleaning business.
Create a conversion-focused website
Your website is one of the most important tools in your marketing arsenal. It’s the first place potential customers will go to learn about your business, so it’s important to make sure it’s informative, user-friendly, and up-to-date.
Include clear information about your services, pricing, and contact information. And be sure to showcase your work with before and after photos or customer testimonials. If you don’t have the time or resources to create a website from scratch, you can use a platform like WordPress or Wix to build a professional-looking site quickly and easily.
If you’re offering limited-time discounts, make sure to mention them on a vibrant flyer on your website’s front page and make them stand out so it’s the first thing a potential customer sees when they visit your website. You can craft stunning posters in a few clicks using an online graphic design tool like PosterMyWall, which contains several dozens of home cleaning flyers.
Build a website blog
Content is the fundamental building block of all things digital marketing. Without good content, you won’t get traction, and without traction, you can’t promote your brand. One of the best ways to increase customer engagement is by having a website blog, where you share your brand’s story and educate your target audience by posting valuable content.
Remember, the articles you post should add direct value to your potential customers. For example, you could write an article on the best vacuum cleaners in the market that can halve the time an average homeowner spends on cleaning. Such content shows that you’re genuinely invested in serving your customers and are serious about your work.
Not only does this make you appear as the expert in your industry but also exudes your brand’s authenticity and reliability. Of course, you can subtly segue into advertising your services and highlight what you offer that the competition doesn’t. You could make a promotional video about your services and embed it at the end of the article, but make sure you aren’t overly sales-y as that will only repel potential customers.
Join the right social media platforms
You must have heard marketers constantly rave about how great social media marketing is. It actually is, but you need to be at the right place to make it work. Most business owners wrongly assume that the more social media platforms you can market on, the better. Truth be told, that’s not an effective strategy.
You need to narrow down your social media marketing efforts only to those platforms where your target audience is hanging out. For example, the best place for a recruitment company is LinkedIn. Similarly, a luxury apparel brand would do well on Instagram. As a home cleaning business, you might find your audience on Facebook or Instagram because they’re the most widely used social media platforms today.
Use social media to your advantage
Once you have figured out which social media platforms to focus your marketing efforts on, it’s time to get on with the hard work — building traction on your channels. It can take a lot of time and patience to build a social media following, and unfortunately, there’s no shortcut for that. The key ingredient to a successful social media marketing strategy is valuable content and audience engagement.
As mentioned earlier, content is the bread and butter of digital marketing. You need to regularly post on your social media channels to keep the audience engaged. You could post the URLs of articles on your website blog and insert a catchy caption relevant to the blog post. Alternatively, you could post a banner advertising your upcoming discount for the first 50 customers. Use these Instagram post templates to make your digital discount flyers stand out.
Once you’ve built traction, you could speed up your leads with paid social media ads. These are exceptionally beneficial because they target users who are most likely to buy your services. That’s because social media platforms monitor their users’ search interests and show them ads based on their interests.
Email marketing can give you a big boost
People normally underestimate the power of email marketing and consider it an obsolete marketing tool. However, when used correctly, it can push your business to great heights! What most businesses do wrong is they fail to segment their target audience before sending out the “perfect email.” First, you have to understand which email to send to whom.
Every business has different segments of target audiences. For example, as a home cleaning business, you could be catering to a family living in their own house, a single person living in a studio apartment, a landlord who wants cleaning services for a bunch of properties, or commercial clients that need their office cleaned thrice every week. All these audiences have subtle differences, so sending one email to all of them won’t work.
What you need to do is craft an email for each market segment, specifically tailored to their needs. Your email should be concise and have visuals. People are too busy to read your email and would rather look at an image containing the message you’re trying to convey. I suggest using dynamic email templates from PosterMyWall’s catalog and incorporating them into your emails. Customize the email in their easy to use Email Maker, download the HTML email file and use it for your email campaign.
SEO can take you to the moon
Search Engine Optimization (SEO) is perhaps your biggest opportunity to shine. For those of you who don’t know what it is, it’s a set of best practices that improve your website’s ranking on Google. Every business’s main aim is to get their websites listed on Google’s first page results. The higher the ranking, the more visitors you’ll get to your website, and the higher the chances of you securing leads.
SEO isn’t a one-time thing but a continual effort to keep your website afloat with Google’s ever-changing algorithms. As a rule of thumb, all your website blog articles, YouTube video captions, and social media posts should contain relevant keywords. Keywords are the most searched phrases on Google, and if you incorporate them into your content strategy, your SEO rating would automatically improve.
Another thing that improves your site’s SEO score is its user-friendliness and responsiveness. A great user experience (both on desktops and phones) would mean visitors would stay at your website for longer. Google considers that a good sign and gives you bonus points for that.
Online reviews can make quite the dent
When people search for a product or service on Google, they almost always search for reviews from other users who have used it before. Reviews are the key to gaining honest insight about a product for a potential customer. Therefore, you must have positive reviews from your customers on your Google My Business page or other review sites.
Of course, you can’t force someone to leave a positive review, so the only way you can get them is by offering exceptional customer service and after-sales service. When you go above and beyond to ensure your clients receive a satisfactory service, your clients will surely return the favor by giving you a positive review.
These positive reviews will snowball into more and more clients over time. Just make sure your level of dedication to serving customers doesn’t decline over time — you wouldn’t want too many bad reviews about your home cleaning service as that will hurt your brand image.
A final piece of advice
Crafting a marketing strategy and figuring out the marketing mix that works just right for you can be a cumbersome process. You’ll certainly have to experiment with several strategies and tailor them to your business to see what works for you. The process can be akin to finding a needle in the haystack, but you can circumvent that (at least a little bit) by researching your competition’s marketing strategy.
For example, you could look up another home cleaning business in your area and see what kind of content they post, how large their social media following is, and what social media platforms they’re on to narrow down your options. This will give you a clear idea of the playing field you need to concentrate on — if it works for them, it’ll work for you too.
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