Effective marketing is the key to growing your cleaning business. But if you’re not overly confident in self-promotion and only have a limited budget to work with, it can be hard to know where to start. The good news is, that you don’t need to spend a fortune getting your marketing message across. There are lots of simple, inexpensive and even free ways you can reach potential customers and win them over.
Understanding the basics of marketing, then investing a little time and effort into the right activities, is the best way to kickstart your growth. Read on for our top tips to get you started, and help you market your cleaning business on a shoestring budget.
Understand the Basics Before You Begin
Before you start any marketing campaign, it’s important to know exactly who you are targeting. Creating a client persona doesn’t need to be complicated, you just need to have a clear picture in your mind of the type of person you are trying to attract. Without it, you will likely struggle to find the right words to get your message across and will find it difficult to identify the best channels to use promote your business.
It’s also key to focus on the benefits of choosing your cleaning company. Letting prospective clients know the services you offer is obviously important but make the focus of your marketing message the potential benefits. What your customers really want to know is what’s in it for them. When you can identify what they want, and prove that you can deliver it, you’ll grab their interest, and in many cases their business too.
Build a Website That Wins You Customers
These days, most people go online to do their research when looking for cleaning services, so having an attractive and user-friendly website is an absolute must. Getting your website to rank well is important, so if SEO is not your strong point, consider spending some of your marketing budget on outside help.
One way to attract traffic to your site and encourage more conversions is to create regular content. A well-written and informative blog is ideal for this. Writing regular articles about relevant topics will help boost your site rankings, plus, it will showcase your expertise. This builds trust in your brand which can be the difference between a potential customer choosing your cleaning company or a competitor.
Create an Effective Social Media Presence
With 79% of internet users in Australia now using social media sites, having a presence on social media platforms has become almost as important as having a website. Facebook is a great place to start and it’s fast and easy to set up a business page. Aim to post at least 3 times a week, but don’t post for the sake of it – make sure it’s interesting and engaging for your followers.
If you want to take your marketing a step further, Facebook Ads is an affordable and effective way to reach more of your ideal customers. Facebook knows plenty about its users, and when you tap into this information, you can create extremely successful marketing campaigns without blowing your budget. It’s simple to set up your campaigns, and you can select your audience, budget and the length of promotion in a matter of minutes. Plus, you can monitor and analyse the results at any time, which means you can adjust your strategy if you need.
Encourage Referrals and Reviews to Build Trust
Some things never change, and referrals remain one of the best ways to grow your business. By delivering quality work, providing excellent service and offering great value, your current customers will be happy to recommend you to their friends and acquaintances. You can further encourage them to give you a try by providing a special offer that your clients can pass on to those they refer you to.
Because so many people now use online reviews when researching services, it’s a good idea to encourage your customers to post one. Send then an email or leave them a note, especially after you have wowed them with exceptional work. Google and Facebook are the most important places to have a review, so suggest one or both, and be sure to respond to all your reviews to say thanks. If you happen to receive a negative review, make sure you respond, asking them to call you so you can rectify the problem promptly.
Final Word on Marketing Your Cleaning Business on a Budget
If you’re ready to give marketing a go, get your head around the basics first, so your strategy is effective. Identify your client persona and the key benefits of your service and use this as the starting point for all your marketing efforts.
From there, get your website in shape, and start producing relevant content. Make the most of social media, especially Facebook and its ads. And importantly, continue to impress your customers to encourage referrals and reviews. Because this is really the foundation of any effective marketing campaign – and best of all, it won’t cost you a thing!
Over to You
Do you have an affordable and effective marketing tip to share? We’d love to hear it!