Running a commercial cleaning business successfully can be challenging, and marketing your business can be even harder if you don’t have the right expertise.
Providing reliable cleaning services to can help you grow your business, especially if you incentivize referrals and build your reputation through word of mouth. But if you want to win more janitorial clients, establish more streams of revenue, and contend with your top competitors, it’s important to market your commercial cleaning business online.
In this blog, we’ll cover the best ways to market your cleaning services online. These include:
Make Your Cleaning Website Easy to Navigate
First, treat your commercial cleaning business website as the anchor for your digital marketing strategies. This is probably the first place people will look when they hear about your business, and it can serve as a valuable opportunity to collect information from prospects so you can follow up with them and sell them on your services.
There are many aspects of website design and development you’ll need to consider when establishing a website as the center of your marketing campaign. Professional design, persuasive copywriting, and skilled technical execution will make sure your website is impressive, functional, and convincing.
A professional-looking website can also help your business appear more credible and give prospects more confidence when choosing your business. Therefore, you’ll need to make sure your cleaning website is easy to navigate; it’s important to provide as much information as possible about your commercial cleaning services while guiding visitors to the sections that matter most.
These are some of the most important core pages your website needs:
- Home page. On your home page, you can talk a little bit about the nature of your business, the types of cleaning services you offer, your areas of expertise, and your geographical limitations. It’s also a place where you can direct visitors to other pages of your website.
- Solutions/services page. On your solutions or services page, you should list out the types of cleaning services you provide and the types of clients you usually serve.
- About Us. On the About Us page, you’ll talk about the history of your commercial cleaning business, your core competencies and services, and your mission and vision for the company if applicable.
- Why Us? There are probably many commercial cleaning services in your city, so what makes yours unique? Do you have access to more staff members? Do you offer unique packages? Do you use different pieces of equipment or special cleaning techniques?
- Blog. No website is complete without a blog. As you’ll see in the next section, a blog is an indispensable asset for content marketing, which is one of the most powerful ways to market your cleaning business online.
- Contact. You also need a contact page, so prospects can reach out for more information. Just make sure you have plenty of calls to action (CTAs) throughout your website to guide people here.
Additionally, it’s a good idea to put together a page for frequently asked questions (FAQs). People looking for cleaning services may not know exactly what they want or exactly what they should expect from a commercial cleaning company. Your FAQ page is an opportunity to get ahead of these questions and answer them proactively, maximizing the likelihood of a prospect reaching out for a quote.
Here are some important questions to consider for your commercial cleaning FAQ:
Write and Distribute Content Potential Buyers Are Searching For
Focus on writing and distributing pieces of content related to commercial cleaning that your ideal customers will want to read. For example, let’s say you specialize in cleaning schools and educational facilities. You could create and publish an eBook about how to maintain good hygiene in schools and how to select cleaning supplies that are safe for younger children to be around.
School administrators and other decision makers will likely search for this type of content when they’re in need of better cleaning services. When they find your content, they’ll see your expertise, get value from your work, and be much more likely to reach out to you for a quote.
Content marketing is simple in theory but very complicated in execution, because it can be handled in so many ways.
Some of the most significant benefits of commercial cleaning content marketing include:
- SEO potential: Many businesses choose content marketing as fuel for their search engine optimization (SEO) campaigns. In case you aren’t familiar, SEO is the practice of making changes to your website so it ranks highly in search queries commonly posed by your target audience. Content serves several roles in an SEO campaign, allowing you to optimize for target keywords, build your authority, and attract links.
- Coordination with other marketing strategies: Content can also be used with a variety of other online marketing strategies. For example, you can use content to promote your social media presence (or vice versa), or use your content as a way to acquire new email subscribers.
- Thought leadership: Writing excellent content is also a way to demonstrate thought leadership in the cleaning industry. Remember, there are countless commercial cleaning businesses competing with yours; if you can prove that yours is superior in terms of experience or innovation, you’ll gain a competitive edge.
- Conversion opportunities: At the end of each piece of content you write for your website, you’ll have opportunities to convert your audience. One persuasive call to action (CTA) could be a source of countless new leads.
- Cost effectiveness: Commercial cleaning businesses also love content marketing because of its inexpensiveness. Compared to related marketing and advertising strategies, developing content is relatively cheap.
At Abstrakt, we partner with growing commercial cleaning companies around the U.S. to help them build high-converting websites and distribute SEO-focused content that generates janitorial leads. Discover how we approach commercial cleaning lead generation here.
One of the most important aspects of successful content marketing is choosing the best strategic topics. Better topics ensure you reach the right audience while boosting your overall visibility.
Here are the best ways to choose better topics for your commercial cleaning business marketing strategy:
- Research SEO keywords. Tools like SEMRush and Moz (among many others) can help you brainstorm a list of target keywords and phrases for your SEO campaign. Ideally, you’ll find keywords with high search volume but minimal competition so that you can rank highly and quickly for the largest possible audience.
- Interview current customers and prospects. Talk to some customers who are already using your cleaning services. What questions do they have? What fascinates them about the world of commercial cleaning? What types of content do they wish they could find?
- Review competitor websites. It’s also a good idea to review some websites designed by your most successful competitors. What types of content do they feature on their blog? What topics have they already covered? This can give you some inspiration for developing topics of your own, but make sure every piece of content you develop is unique in some way; don’t merely copy what someone else has done.
- Conduct surveys. After you start circulating more content, conduct surveys with your audience members to better understand how they respond to your work. Are you providing more value to your audience? Or are your topics falling flat?
Interact With Your Audience on Social Media
Whether you’re interested in lead generation, brand visibility, or general commercial cleaning marketing ideas, you should interact with your audience on social media. Create social media profiles on every channel relevant to your target audience and strive to make at least one post per day on each profile.
The secret to success on social media is engagement, so always try to interact directly with your followers, prospects, and customers. If someone asks a question, answer them directly. If you see an interesting thread about commercial cleaning, get involved. If you’re going the organic route, building a social media following takes a long time; if you’re willing to invest, social media advertising can help you build an audience faster.
Additionally, social media interaction can impact your company’s SEO performance. While each search engine treats social differently, all of them weigh social media involvement in the brand’s overall online presence. For example, search engines like Bing give a lot of weight to a company’s social media for its search engine rankings.
Localize Your Digital Marketing Efforts
Commercial cleaning businesses typically benefit from marketing on a local level. Focusing on a local audience minimizes the number of competitors you have to deal with while maximizing your relevance for local residents.
Your Google Business Profile is indispensable for this, so make sure you claim yours and fill it out completely. Practicing local SEO with local content, keywords, and links, purchasing local ads, and getting involved in local events are good places to start.
Ask Satisfied Customers to Review Your Cleaning Services
Part of commercial carpet cleaning marketing is social proof—demonstrating to people through testimonials that your services are worth using. In addition to collecting testimonials from satisfied customers, you should ask your best customers to leave reviews of your business on channels like Google and Yelp. It’s good for your reputation. It’s good for SEO. And it doesn’t take much time or effort to manage.
Learning how to market a commercial cleaning business is challenging, but it’s much easier once you have a strategic mindset and a handful of coordinated marketing tactics to employ. A better website, a solid content marketing approach, a thriving social media presence, and attention to local areas can help your commercial cleaning business reach far more people.
Creating a digital marketing strategy for a commercial cleaning business can be challenging, but we’ve been there. At Abstrakt Marketing Group, we have a full team of marketing experts with expertise in the cleaning industry who can help you achieve your marketing goals. Contact us to find out more today!
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