Is it easy to sell a cleaning service since everyone wants a cleaner these days? However, once you start, it may appear difficult to distinguish yourself from countless other businesses that provide the same offerings and services. Therefore, how do you differentiate yourself?
Cleaning Marketing involves more than just selling your service – it encompasses selling an entire experience. In order to gain the trust of your clients and allow your employees into their personal spaces, it is crucial to make dedicated efforts in building that trust. Failing to establish a connection between your employees and clients will result in them being perpetual strangers, and ultimately, replaceable.
Your main objective as a cleaning service provider is to comprehend customer demands and cater to them. It is crucial for your cleaning business marketing plan to convey that your business will adjust its offerings based on customer needs. Considering that cleaning a two-bedroom apartment and a high-rise office space require different approaches, it is also important to differentiate your marketing strategies for these two types of clients.
Promoting your cleaning business requires careful planning and extensive experimentation. Not every promotion strategy is suitable for your cleaning business, so you can exclude ineffective steps based on your brand and marketing budget. It is advisable to define your brand, target audience, and marketing channels before investing in any promotional or marketing tool. This will assist you in determining the most effective approach to reach your clients.
Even though it may appear challenging due to numerous factors to take into account, having a detailed guide will greatly assist you in completing this task. That is precisely what we aim to offer! Within this blog, we will lead you through all the preliminary work required to develop a marketing strategy and various approaches to effectively implement it.
Show that your Facebook is active
It is highly important to be active on Facebook as potential customers rely on your social media presence to determine if you are the right service provider. Having an active account, with regular posts and comments, shows that you are easily accessible and interact with your customers frequently. Sharing customer feedback and reviews is an effective way to generate content. Reviews play a significant role in influencing potential customers’ buying decisions, as shown by a study from BrightLocal which indicates that 93% of people read online reviews before making a choice. Therefore, it is crucial for 93% of your customers to see that you have reviews online and base their decisions on them. By sharing reviews, you not only keep your profile active but also increase your chances of winning more work. Facebook has a “reviews” tab that allows your customers to provide glowing 5-star reviews about your company. You can then share these reviews on your Facebook page. Additionally, if your customer agrees, you can include a quote from the review alongside a related image. These images enhance the review’s credibility and encourage engagement from people who may know the featured customer or can relate to the image. For instance, using a picture of a woman with a dog can attract pet owners, who may be part of your target market. Remember to always include your branding and contact details clearly so that anyone who sees it can easily get in touch with you.
Tag other local businesses.
By tagging people in your posts, you increase the chances of your content being seen, as the tagged individuals are likely to share it with their followers as well (since it requires minimal effort for them!). You can write a post and tag your acquaintances, such as electricians, painters, decorators, and builders, with a positive message like “Local Business Friday!”. To tag someone, all you need to do is use the “@” symbol and type their handle (e.g. “@smartcarpetcleaning”).
Don’t share your personal opinion (relevant news, politic opinions…)
Sharing this sort of information on your company page is not suitable as it can potentially alienate people and harm your business. Nevertheless, you are free to share it on your personal page, where it is more appropriate, without the risk of losing customers. Visitors to your company page are primarily interested in learning about cleaning and your business, not seeing news articles or your personal opinions.
Define Your Service
Although it may resemble a section in a dull marketing manual, comprehending these concepts is undoubtedly valuable. It is highly likely that you have already utilized a few of these tools when establishing your cleaning business.
When providing your cleaning service, ensure that it is intangible and customizable, taking into account your client’s needs.
It is crucial to anticipate your client’s concerns in advance. For instance, if your client has an allergy to specific cleaning products, it would be extremely unprofessional if your employees did not consider this before reaching the destination.
When considering how to market a cleaning business, it is crucial to consider the price. It is advised to take into account the prices charged by your competitors, but it is essential to base your pricing on the value of your service. Offering prices that are too low for the purpose of affordability is not a sustainable approach.
If you operate a commercial cleaning service, it is important to conduct a cost analysis to determine the cost per cleaning per hour. This will allow you to establish the minimum price for your services when considering your base price and desired profit. Furthermore, you may consider offering bundled services at a discounted rate.
When deciding where to offer your services, it is important to consider your target audience and transportation budget. By understanding your target market, you can determine the most suitable areas for providing your services. For instance, if your clients in the suburbs have a high paying capacity, they may be interested in booking you for weekly or bi-weekly cleanings. On the other hand, if your target market consists of commercial clients, it would be advisable to offer your services in urban spaces.
Later, we will observe that the channels through which you market and promote your service to your audience depend on various factors such as the type of audience and your marketing budget. For your convenience, we have gathered a comprehensive inventory of ideas for promoting cleaning services, allowing you to select the most suitable options for your business.
Your service cannot be disconnected from the individuals who provide it. The quality of your employees, who clean residential and commercial areas, determines the level of excellence of your business. The foundation of your cleaning company’s marketing plan relies on your company’s policies, and the way you establish these policies will impact the way your clients perceive you.
A service-based company has the ability to provide a personalized product, however, it is crucial to ensure that the process is clearly comprehended during each client interaction.
One possible approach for improving the efficiency of your cleaning business employee could be as outlined below:
- Schedule the appointment well in advance
- Do inventory management the night before the appointment
- Show up ten minutes early to set up
- Confirm details of services and products with the client
- Follow a simple script to greet the customer and make them comfortable
- Run a checklist of all the cleanings to be done and estimate the time for the same
- Finish the shift on time
- Thank the client
- Take Feedback
- Move to the next appointment.
Decide a Company Name and Logo
If your cleaning business does not currently have a logo, it is necessary for you to create one right away. It is common for cleaning companies to choose blue and green colors when designing their logos. This preference is not a mere coincidence. The cool colors of blue and green are associated with health, balance, and security – all characteristics that your cleaning business should represent. Additionally, these colors evoke a feeling of purity and cleanliness.
Know Your Audience
In order to demonstrate that your cleaning business is superior, you must identify the various reasons why different customer segments would want to purchase the same set of cleaning services.
Differentiate House Cleaning Marketing from Commercial Cleaning Marketing
If your company provides both commercial and residential cleaning services or only one of them, your marketing plan for each type of client will differ significantly. For instance, when promoting your residential cleaning service, it may be more appropriate to use a slightly informal tone to convey a sense of trust and friendliness. On the other hand, when pitching your commercial service, emphasizing efficiency and professionalism would be more suitable.