The cleaning industry is competitive, so you need to make sure your business stands out. The good news is there are several ways you can take it to the next level. In 2017, a survey for the British Cleaning Council revealed that new cleaning businesses increased from 4,380 to 4,910 between 2015 and 2016. With the competition higher then ever, there’s never been a better time to expand and grow your business. And we’ve got tips to help you do that! From focusing on your customers needs to revamping your brand, here are some of our favorite tips on how to market and build up your cleaning business.
Consider your perfect customer
What kind of clients do you work for currently? If you’re finding it difficult to find new customers, it might be a good idea to look at your existing customers first. It could give you some focus. If you’re doing all sorts of cleaning jobs for different clients, from residential to commercial, it might be a better idea to focus on a particular niche or market. Who gives you the most business? Do they fit a certain profile? How old are they and what do they do? See if there are any patterns or trends. Then, you can tailor your future marketing to people from a similar demographic. These customers clearly like your service. Therefore, it’s worth trying to grab the attention of similar people.
Talking to your existing customers and find out what they like about your service. You could ask them to fill out a short survey, or simply chat with them. If there’s something in particular they like, then really home in on making it the best it can be. Don’t forget to also use it in your marketing strategy!
Focus on customer loyalty
Talking of current customers, make sure you’re doing all you can to keep them coming back. Cleaning businesses thrive when they have a solid list of customers who repeatedly offer them jobs. This ensures a consistent income and full calendar. Do you have an email newsletter? If not, this can be a great way to keep your customers updated on what’s happening with your business. You could also include special offers to entice customers into using your services. If you choose not to go with email, direct mail is also a good way to send customers information. Don’t pester them though. Once a month is a plenty. The last thing you want is to annoy your customers.
A company website is also a must. You can use it to post regular updates and include all the information your customers need to get in touch with you. Do you offer any perks for your current customers? People like to feel rewarded. So, there might be a reward scheme you can create. Offer discounts or a free cleaning after a certain number. You could also combine a reward for everything they give you a referral. Referrals from existing customers are a very effective way to grow your business.
Show the human side of your cleaning business in your online marketing. We mentioned email newsletters to keep your business in your customers’ minds. So why not include expert everyday cleaning tips from you and your staff. Your friendly customer service should be matched by a friendly tone in your online activity. It can make all the difference to retaining customers.
Ask for testimonials from existing customers
Asking your favorite customers who are happy with your services to give you a review can make a huge difference in the success of your business. Testimonials and reviews can be a great marketing strategy. Put them in email newsletters or feature them in flyers. If someone sees that others have had a good experience, they’ll be more likely to use your services. Word-of-mouth referrals are really powerful and online reviews and testimonials can be equally effective.
Use online review websites to your advantage. Once you set-up your business on different review sites, people can find your business and the comments and reviews of your comments. People often base their decision on other peoples reviews and comments, so make sure you’re set-up on review websites and you tell your clients to review your services!
Look hard at your brand
The question to ask now is – does your brand stack up? Think about it in terms of all the different ways your customers interact with you, from your flyers to your online presence. If you don’t already have a visual identity but you want to grow your business, it should be one of the first things to focus on. Obviously you want to make it professional. However, it should also match your niche and how you want your customers to perceive you. So, if customers like you because you use environmentally friendly cleaning products, use it as your brand. It should be what your customers see you as. Identify yourself with it. Use it in your logos, company colors, and even your business’s name.
Make everything consistent. From staff uniforms to the colors used on your website, everything should match. Look at the words you use on flyers, your website, and even in conversation with your customers. Your tone should match your brand and identity. If you have staff, train them on your brand standards.
Keep an eye on your competition
Researching and knowing your competition helps keep you at the top of your game. If there’s something a rival is doing that’s successful, is there any way you can adapt and make it better for your cleaning business? Make sure that your service remains different from your competitors by keeping an eye on what they’re doing. Remember – your business needs a unique reason customers keep coming back. If you do something that your competitors aren’t doing, it can make all the difference.