The demand for high-quality professional cleaning services is on the rise as new cleaning products and methods are introduced in the market. Amid the challenge, the cleaning industry is rising to the occasion. Over 1 million janitorial services and more than 5,200 commercial cleaning franchises currently operate nationwide. The large number of players means there’s tough competition within the sector, which is expected to expand by 236,500 more janitorial jobs by 2023.
Marketing is Everyone’s Business: Know Your 5Ps
To stand out among your competitors, you need an effective marketing strategy that will position your company as the best choice. To do this, your strategy should have these five essential elements (5Ps):
Product or service
Clearly define the features and benefits of your product or service in a way that’s understandable to your target audience.
Place or Location
Make your business easy to find online and offline. You should also provide ways for the public to leave a message or query on your site after your daytime shop hours.
Pricing
Have a clear and consistent payment arrangement (including price ranges, when to pay, as well as any deposit or discounts) to seal service agreements.
Promotional activities
Keep in step with the competition using these popular forms of promotion: social media, public relations, search engine optimization (SEO), and Google Ads.
People
Ensure that your marketing and sales teams are in sync when handling customers and their issues. The sales arm should give feedback on how marketing campaigns are received. Meanwhile, insights from market analytics should guide salespeople in relation to engagement targets.
Plot Your Marketing Plan
These five steps will help you put your 5Ps into action and launch your marketing plan:
1. Know your target audience.
Each type of market— residential or commercial—has unique needs that you need to discover and understand. Knowing what matters the most to your target audience can also improve your marketing: your number of years in service, the types of cleaning you can handle, and so on.
2. Decide on your brand image.
Building a brand involves three main identifiers: a brief and catchy company name, a unique logo, and a matching color scheme. They should have a consistent look on all your online platforms and printed materials.
3. Set up a website.
An SEO-friendly company website helps raise your ranking in online searches. It can also be a lead-generating tool when you include a sign-up form together with an incentive, such as a discount or other offer. Moreover, your site offers a ready webpage on which your internet searchers will “land” when they click your ads.
4. Make yourself accessible on social media.
Set up an account on one or two platforms (Facebook, LinkedIn, Instagram, Twitter, YouTube, TikTok, or Pinterest) that hits most of your target demographic. Conducting a market analysis will help.
5. Invest in pay-per-click (PPC) advertising.
The fees for PPC ads depend on the number of times people clicked your ads. You can try these PPC-based Google Ads for your cleaning business:
- Search ads (text-based and feature keywords related to your business)
- Display ads (image-based and include a picture of your product or logo)
- Video ads (for YouTube)
Let PR.business Polish the Online Reputation of Your Cleaning Service
Whether you handle a single cleaning operation or a franchise network, PR.business can help your company sweep the competition through our marketing solutions. We can help you with SEO management, business directory listings, website development, social media marketing, and more. Contact us today so we can customize a marketing strategy just for you.