Sometimes it feels like everyone’s looking for a cleaner. But once you’ve gone into business for yourself, you may find yourself wondering where all those potential customers went? If this scenario seems familiar, it may be time to figure out how to market your cleaning business.
You may think that you don’t have time to promote and market your cleaning company. After all, you likely have your hands full with all the steps that go into running your business. However, by not marketing your business you’re leaving lots of money on the table.
There are plenty of opportunities out there, with so many homes and local businesses with owners willing to pay someone else to clean. The key is figuring out how to market your cleaning business and turn potential customers into paying clients.
Marketing for cleaning services
Setting up a cleaning business has a lot of advantages. For example, your startup fees are generally low, you don’t have to rent an office space, and you don’t have to take any special course, or get a license for residential cleaning.
That being said, there are certain challenges you are sure to face. One of the biggest ones is getting new clients and keeping existing clients. The other, once you build your business, will be finding and retaining employees.
Best ways to market a cleaning business
There is no one definitive answer when it comes to how to promote your cleaning business. You may be wondering why you need to bother figuring out why you should advertise at all.
The simple answer is that even if your schedule is full at the moment, you should always be open to new business and opportunities. Customers come and go, and you want to be prepared. Plus, it’s one of the only ways to get your business to grow.
Here are a few effective marketing strategies to promote your cleaning business that don’t take a lot of time:
1. Distribute flyers
Many people are looking for cleaners — you just need these people to know about you. That’s why flyers are particularly effective for your type of service. You can post them in the local supermarket, community center or anywhere with a notice board.
You can also print up something to put in people’s mailboxes, or if you have the budget, pay someone to distribute door to door. Just make sure to remember to include a description of your services, company name, price and contact information. (Having both a phone number and professional email address is key.)
2. Spread your brand via social media
Social media (like Instagram, LinkedIn, Facebook and Twitter) is a great place to reach people and promote your small business. You can use it to keep your current customers up-to-date, or as a tool for attracting new customers.
To be effective, it’s good to keep your messages short and relevant. Before and after pictures can have a significant impact when you market your cleaning business so make sure to start your portfolio.
3. Create a refer-a-friend program
Lots of business is likely to come your way through word of mouth. To give customers an incentive to recommend you to their friends and family, consider creating a refer-a-friend program that rewards each successful referral.
For example, you can offer them 20% off your next cleaning voucher, or two hours free when they sign up three friends. Refer-a-friend programs are particularly powerful: friend recommendations are the most credible form of advertising amongst consumers, so it’s an important tactic for getting the word out about your business.
4. Use digital marketing
Digital marketing for cleaning businesses, with its ability to direct ads to a target audience in exact regions, can be an excellent tool for your business. You may want to consider paid posts through services such as Facebook Ads, Yelp, or Google AdWords.
For example, if you have a house cleaning business, you could use Facebook to serve up targeted advertisements to people who live in neighborhoods you’re interested in expanding to. If you don’t know how to do this effectively, it could be worth consulting with a digital advertising specialist, at least to get started.
Also keep in mind, in order to use digital marketing, you will need to have a business website or at least a single business page for customers to see when they click on your ad. You can easily create this yourself, or again, hire a freelancer for a quick gig.
5. Set yourself apart from the competition
Whichever strategies you use to market your cleaning business, you should always emphasize what are called your unique selling points (USPs). These are the types of qualities that set you apart from your competition.
For example, if you focus on eco-friendly cleaning with all-natural cleaning products, that’s a great differentiator. If you’ve positioned yourself as low-cost or a premium service, make sure to let people know. Similarly, you want to promote all your inherent advantages.
So if you have some form of general liability insurance or, even better, insurance for cleaners covering your business, make sure that’s clearly stated on your website. Clients will be glad to know that if the unexpected does happen, you’re insured. Jobber, a service management company, highlighted the fact that insurance helps to build trust and put people at ease.
Market your cleaning business: one last tip
At the end of the day, how to market your cleaning business is a combination of what is most convenient for you, what feels comfortable to you and what strategy proves most effective in attracting customers.
Whichever strategies you choose to follow remember to keep a few golden rules in mind: Since you are working in people’s personal space you must show yourself to be honest, reliable and efficient. In other words, the best way to advertise a cleaning business is to be the best cleaning business out there.
NEXT helps you build trust with customers
Whether you have a carpet cleaning company, offer janitorial services or do house cleaning as a side gig, it's important to have the right kind of business insurance. Having cleaners insurance shows potential clients that you are a professional and are prepared in case of an accident.
Your clients may require proof of insurance, so it's crucial to choose a company that can provide a Certificate of Insurance anytime, on the spot. With NEXT Insurance, you can even quickly add a client as an Additional insured without fees.
With a simple monthly payment plan option and customizable plans, you’ll be protected from property damage, professional errors, bodily injury, and more.