The definition is easy, carrying it out is a bit more difficult.
The items you should include are a website that's optimized for search engines so people can actually find you on the web. Search is now the #1 way that people look for cleaning services. A recent poll of business-people found that something like 94% never
use phonebooks because they actually give very little information (12% said they use phonebooks to prop their computer monitors up to eye level, which sends a very strong message!), and I think it said that 92% of all brochures and flyers get thrown out without even being read. And there's no way you can deliver flyers to every building manager or prospective customer in town. Compare the time and cost of designing a flyer, printing them, developing a mailing list and keeping it current, postage, etc with the $10 a month it costs to host your website and there is no comparison. You can give infinitely more information about your business, videos, photos, etc on a website than you could ever put into a brochure. We have totally abandoned mailing brochures and phonebook ads and have put all of our sales efforts into a very strong website with tons of information.
Other tools are a good strong Google Places listing, a Facebook page, a Facebook button on your website, and an Addthis
button or at least html code for printing a webpage and adding it to favorites. All of your contact info should be on every page, and if you have cPanel hosting you can create a simple contact form where people can contact you. If you don't have cPanel you can design forms for free at emailmeform
Having said all of this, you should also put your web address on your business cards and every piece of print advertising, and then hand out business cards like they're confetti.
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