It’s never easy to get new customers, especially for a new venture. Whether you are a new cleaning business looking for the very first clients or an established one aiming to expand your clientele, sticking to a marketing plan will help you reach there.
Here we will tell you how to expand your customer base if you have a cleaning business. For starters, you are in luck as the cleaning industry is booming. Many households and offices now employ commercial cleaning services that can do the job much better.
However, it’s not just about getting the job done. You need to do more than provide the best service to your clients. You have to be visible, persuasive, and secure potential customers with the best deals.
So, stay with us as we take you through a step-by-step guide to getting more clients through strategies and marketing campaigns that will help you stay at the top of the game.
Build a Professional Image
Customers want to see that you know everything about cleaning houses and facilities and that you take your job seriously. Unfortunately, most cleaning companies fail to do so because they don’t strive to achieve a professional image.
The first step towards professionalism is to get insurance for your clients. This is because security is the number one concern for residential and commercial businesses when hiring a cleaning crew.
Insurance coverage will protect the clients as well as employees in case things go wrong at any point. So it is a win-win situation for both!
The reason most people approach cleaning companies rather than individuals is the assurance of safety. Therefore, you must train your staff to be careful and keep the clients satisfied. They should also be trained about dealing with any accidents or mishaps on the job.
Moreover, your cleaning crew should have proper uniforms with your company’s logo on them. Proper attire goes a long way in establishing a business image. In the same way, train your staff to maintain a professional relationship with the clients and make them comfortable in their homes/workplaces.
Similarly, when approaching new clients, always ask them about allergies or other medical conditions that can be triggered by cleaning products. It’s a great idea to share a list of your regular cleaning supplies and always make sure that you use the best quality products.
Finally, invest in hygienic and well-maintained vehicles to provide transportation to your staff to and from the location. A van that efficiently holds your cleaning supplies will go a long way in establishing you as a professional company that ensures repeat orders and referrals.
Even before your staff sets foot on the premises, customers make a mental note of the kind of service they can expect looking at their vehicles.
Pay attention to tiny details and go the extra mile to establish your workforce as trained, learned, and able.
Build a Great Website
Perhaps the first thing you should focus on when you start a business is building an online presence. Begin by purchasing a URL for your brand name and set up a user-friendly, informative, and quick-loading website.
Your website content will work as a catalyst to attract new clients and help get the word out. Therefore, your landing page should have all relevant details, including your contact information and links to social media channels.
The good news is, you don’t need to be a web designer to have a great website. Instead, you can use premium Word Press themes pre-designed by top-of-the-line designers to build an eye-catching website. Then use Search Engine Optimization (SEO) techniques to bring in more prospects.
Use Google Analytics and other SEO tools to help you narrow down keywords to draw in your ideal client. Then, integrate those keywords into your page title, information, and sales page.
For example, if you are a carpet cleaning business in Ohio, your homepage title should be “XXX Carpet Cleaning- Cleaning Services in Ohio.”
At the same time, create a blog to rank higher on search engines. Many businesses have SEO-optimized blogs that generate organic traffic to their page. Regularly add informational content related to your service to attract new cleaning clients to your website.
Not to forget, your website should have testimonials from current clients. This is because potential clients are more likely to believe what others have to say about you rather than you telling them yourself.
Finally, include a live chat option to make your website alive and interactive. You’d be surprised at how much difference a real-time conversation can make.
Social Media Marketing
While making a strong website is important for any business, it’s just the first step of the journey ahead. Stepping up, you need to be active on relevant social media platforms to find your potential client.
Indeed, a strong social media presence is the key to marketing your cleaning business. Social media sites like Facebook, Instagram, Linked In, Tiktok, and Snapchat will bring you all the traffic you need.
Facebook is presently the largest social media platform around, with 2.7 billion active monthly users. So, needless to say, having a Facebook page is mandatory if you want to succeed.
A distinctive facebook page provides your clients with all essential details about your cleaning business. Keep it updated through interactive posts, fun quizzes, memes, and deals on a regular basis to maintain interest.
Use Facebook ads with attractive pictures, sales pitches, and deals to target potential clients. This way, you can get clients in the least possible time
Be a Walking Advertisement
Honestly, there is nothing wrong with promoting your cleaning services. So go to that diner on the corner of the street or talk to small vendors and tell them about your cleaning business.
Even if they don’t need your services, they can at least recommend you to someone in their circle.
Instagram and Linked In
Next in line is Instagram. Other than having an updated Instagram profile, you can use Influencer Marketing to amp your game. For example, as a cleaning business, you can target lifestyle influencers in your area and offer free services in exchange for a shout-out.
Remember to link your website, email, and Facebook so customers can reach out to you easily.
If you are targeting commercial clients, you should have a strong LinkedIn profile. LinkedIn is considered the holy grail for professionals. Therefore, companies that require your service will definitely be searching on LinkedIn.
Youtube
Youtube is ranked as the second-largest search engine, right after Google. It is also an essential marketing tool because videos/visuals are the most popular content formats. When your target audience searches for a cleaning company in their area, they are more likely to tap on a video than follow a webpage.
Therefore, creating an interactive Youtube channel should be on top of your marketing plan. Using Youtube’s SEO-friendly tags and descriptions is an awesome way to target your customers.
You can record your staff in action, play customer testimonials, or share fun facts about your service to humanize your business.
Remember, consistency is key with social media marketing. If you are away from your profile for even a few days, engagement goes down, and so does visibility. Other than that, paid advertising is crucial to bring in the first clients.
Build Your Email List
Email marketing is not dead, and neither is it going anywhere in the near future. In fact, according to research, the return on investment(ROI) through email marketing is twice as compared to other digital channels.
But no one likes spam emails, so you can forget about buying an email address list. On the other hand, no one will hand you their contact information on a silver platter. Owning your personal email list will help you keep track of all past and current clients.
What you need is a lead magnet. In simple words, you have to offer your clients something in return for their information. For example, most businesses offer educational content(free report/Ebook), discounts, or a free trial in exchange for signing up to the mailing list.
As a cleaning business, you can either offer a free trial for a small slot or a discount to attract your potential customer.
So, whenever you sign up a new client, ask them for their contact details. Finally, keep them updated about new additional services through emails.
Niche Down
If you are having trouble dealing with fierce competition, a wise marketing strategy is to niche down. It may sound like you are going to limit the number of potential customers. However, in actuality, it’s the other way round.
Your cleaning business will grow exponentially if you insist on learning the ins and outs of a single niche.
Consider this scenario. If you have cardiac trouble, would you rather go to a general physician or a cardiac surgeon? Yes, yes, you know the answer.
In the same way, commercial cleaning clients are always looking for specialists to do the job.
Businesses that specialize in a certain work area are generally busy and profitable. Not to forget, your whole marketing strategy should be based on your specialization.
For example, if you specialize in cleaning foreclosure homes, you should attend foreclosure auctions and contact real estate agents and banks that deal with these properties.
Similarly, target local businesses with evidently huge glass buildings if your specialty is window cleaning.
Here are some other areas you can niche down to.
- Carpet and sofa cleaning
- Window cleaning
- Laundry Services
- Chimney and wall cleaning
- Cleaning foreclosure homes
- Disaster cleaning
- Office cleaning
- Schools/Daycare cleaning
- Mold remediation
- Post-death and trauma cleaning
Niching down also means you have more burden on your shoulder. If you claim to be a specialist, you should have a properly trained workforce, adequate resources, gears, and cleanup tools. Excel in whatever service you provide. It will help you charge a handsome price too.
Referrals
The thing about referrals is: they work! They are also one of the most economical ways to get new clients. But how do you convince your clients to refer your cleaning service to a friend? Here’s a simple secret: Just do an awesome job and show them that you really care.
You must show your client that you want them to be happy and go to great lengths to earn their satisfaction. Only then will they be willing to connect you to their friends and family. No other form of persuasion will be enough to convince them.
Ask them for feedback and make changes according to their requirements. Once they are locked in, you can ask them for referrals.
Many cleaning businesses create referral programs to reward their clients or staff or anyone who brings in clients.
The reward can be a discount card, free cleaning for a limited time, or adding another service free of cost. You can hit two birds with a stone through a reasonable referral program. Existing customers are flattered, and new ones come on board.
When starting a referral program, always advertise it to your current clients. Give them all the information they need and explain exactly what’s in it for them. Hand over a few business cards, so they remember to pass them along.
Secondly, maintain a log of all referrals. This will help you track your best clients and the effectiveness of the campaign. Then, once you have achieved your target, you can work on another marketing strategy.
Maintain a Professional Network
Human beings cant survive alone, and neither can businesses. Therefore, it is important to be in touch with other cleaning businesses in your area or beyond.
If you want to go fast, go alone. If you want to go faster: go together!
It’s like keeping a group of friends. The only difference: you connect with like-minded individuals for professional growth. Nothing teaches you better than a voice of experience from professionals in the same field.
Therefore, always be up to date with conferences and trade shows in your region. This way, you can stay at the top of the game by staying abreast of the latest technology and challenges. You will also find various areas of growth and market trends.
Don’t underestimate the importance of business cards, especially when you are at networking events. In the fast-paced world, a tangible business card will go a long way for other cleaning business owners to reach you.
Moreover, it’s always a good idea to collaborate with other specialist firms. You can put in a good word about them to your clients and ask them to do the same for you.
This strategy can help both businesses earn more customers by influencing their buying decision. Just make sure you are confident in the service the other cleaning company provides.
Don't Undersell
A common mistake new cleaning businesses make is they undercharge their services. It would be best if you remembered that commercial cleaning clients or households are not looking for the cheapest option to get their spaces cleaned.
They are looking for the best people to work with. Therefore, charging too low will make you look desperate. In fact, some business clients might even find you shady. Not to mention, you will be barely covering costs and will have no room for investment.
Create a decent pricing plan that covers your labor costs and cleaning supplies. Charging a reasonable price will also help you pay your employees well. It is, in reality, the only way to attract professional cleaners who know their job.
You can offer more than one pricing strategy such as hourly rate, flat rate, pay by square meter, room rate, etc. But always offer market competitive rates and honor your cleaning contract.
Takeaway
Setting up a cleaning business and attracting new clients is pretty overwhelming. But let us assure you, the first step is often the most difficult one.
So, once you have a few regular clients, focus on keeping them happy. Modern marketing techniques may work fast, but word of mouth travels at the speed of light. Happy cleaning!
Frequently asked questions
Have some questions about your cleaning business, see below for some commonly ask questions
A cleaning business can host virtual events to attract new clients. The event will give an opportunity to your prospects to mingle with your clients. This way, potential clients can also learn more about you and your business on a personal level which builds trust.
First, when pitching your service to the target market, talk excessively about your USP(unique selling point). Customers should know what sets you apart from competitors.
Secondly, most companies dive into the market without proper testing and research. As a result, resources are wasted. Therefore, always develop multiple offers, prices, and deals. Then test them on a small scale to understand how customers will react.
