Congrats on your new business. Although the industry is relatively recession-proof, successful entrepreneurs know that smart marketing and continued growth is critical to the success and survival of any cleaning business. Here are a few i could remember top-off my head :
1. Picture the Kind of Cleaning Business You Want
We all start businesses with a goal in mind, but as days roll into months and months into years, we often lose sight of our goals and dreams. So as you think about growing your cleaning business, step back and think about what your dream business looks like and feels like and whatís involved in getting to that point, your dream might be happy customers, employees and happy owners Ė the kind of set-up that provides stability and satisfaction for all.
But how do you make this dream a reality? It starts with defining your ideal customer.
2. Be Human, and Share What Makes You Different
In a crowded market, differentiating yourself is essential. Customers want to know what it is you can do for them that other cleaning firms canít. Start by assessing your competition Ė what do they do thatís unique, not only in their messaging but in their actions? Use Facebook, online reviews, and word of mouth to listen to what the market is saying about your competitorís services. What needs arenít being served? From a service delivery standpoint, it might involve a greater emphasis on green cleaning products, flexible cleaning schedules (evenings and weekends), and so on.
Communicate clearly to your customers how you are different by building more intimate relationships through your marketing. Start a blog, or send out newsletters offering cleaning tips (you want to show yourself as an expert in your field) or to introduce your team (bios or videos are great), so that your customers know who they are dealing with. Offering that information can help prospects connect with you, leading to loyal customers later on.
3. Focus on Customers in Each Step of the Marketing Cycle
Many small businesses are so involved in the day-to-day running of their company that they rarely step back and think about how marketing can help them grow their business. What you need is a marketing action plan so you can lay out a path to follow.
To do this, you need to define your companyís buying cycle. Itís likely you have prospects and clients at every stage of the cycle Ė from awareness (customers know about your business but arenít sure what you have to offer) through discovery and engagement (where they try to learn more about you and take action that may or may not lead to a sale), and all the way to referral status (when they are so happy with you, they want to tell everyone about you).
Of course, there are other steps in between, but the point is that you should have a plan that focuses on customers in each step of the buying cycle. While some of the tools may be the same, the messages and call to actions might be different Ė you might want to use a direct marketing campaign to steer prospects to your website so they can learn more about you while for customers in the engagement phase you might offer a coupon as an incentive for them to hire you.
4. Earn More Business with Email
Email marketing isnít new anymoreÖbusinesses of all kinds have been doing it for years. You may be doing it already, but chances are, there are ways to get more mileage out of your campaigns. If youíre still sending a single newsletter to all of your customers instead of segmenting them and customizing those campaigns by segment, thatís one place to start.
If you havenít set up automated email campaigns yet, why not make that your next marketing and customer retention initiative? Email automation is easier than you might think, and itís an extremely effective way to convert a prospect into a customer, or to engage a part customer for repeat business.
Last edited by westpaqcleaning; 07-04-2018 at 08:31 PM.