Is your cleaning business marketing plan dusty and dull? Make it shine with the help of social media.
While some may consider social media a waste of time for business owners, it’s actually a very powerful marketing tool, and it’s grown a great deal since the invention of MySpace. What once was a way to connect with friends and family is now used by all types of industries (cleaning businesses included) to engage with current and potential clients.
As you can tell by the success of online mega-retailers such as Amazon and eBay, people love to shop online. And if someone can sell something as strange as a cornflake shaped like the state of Illinois online (for $1,350!), then you can definitely sell cleaning services. All you have to do is choose your preferred soapbox and follow a few simple tips and tricks for the perfect cleaning business marketing plan.
It’s important to choose your social platforms wisely, though. There are many social media sites available, but you don’t have to develop content for every single one of them. You’ll have better results if you choose two or three platforms and focus on creating quality content.
Most businesses choose to make Facebook a part of their marketing plan because it’s free to share content. They also have paid options that can be very effective for reaching larger audiences.
Videos are a great way to get your business noticed, and thanks to the power of YouTube, you can use a smartphone to become your own director. Create videos that let viewers get to know your employees. Or make to-do videos that showcase your expertise with clients and businesses alike.
Telling a story is an excellent way to leave a lasting impression, and with Instagram, you can use photos and short videos to do just that. Share dramatic before and after results or video clips of your team hard at work. You can even share photos from community events or funny cleaning memes. By sharing light-hearted content, you can make a big impression with your cleaning business marketing plan.
LinkedIn is an excellent platform for attracting commercial cleaning clients. It lets you showcase all of your skills and make connections with company decision-makers. You can also find new leads by searching for specific industries such as healthcare, property management, event venues, and more.
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Do’s and Don’ts of Using Social Media to Boost Your Cleaning Business Marketing Plan:
- DO assemble a social media team – You’ll have better results marketing on social media if you delegate responsibilities to more than one employee. You may even consider hiring a third-party social media coordinator with experience in social marketing.
- DO determine the right social platforms – Not all social sites are created equal. Facebook usually works better to attract residential clients, where LinkedIn can help you connect with other businesses.
- DO know the best time to post – Timing is everything- especially when posting content on social media. Instagram followers scan their feeds around lunchtime, after work, or on weekends. LinkedIn followers are more apt to check messages at the beginning or end of their workday. The average Facebook follower checks their feed at 9 a.m., lunchtime, and between 3-4p.m.
- DO create a social media marketing schedule – It’s critical to follow a social calendar. If you don’t post regularly, social media algorithms could hide your posts, giving them less of a chance to be seen.
- DO use thoughtful hashtags – Hashtags are essential to social media success, and by adding them to your posts, you can help reach an audience that exceeds your followers.
- DO include fun and engaging content – You want to maintain a professional reputation, but that doesn’t mean your content has to be boring. Get creative and have fun with the content you share.
- DO post photos and videos – A post that includes a photo or a video is 2.3 times more engaging than one without. No matter which social platform you use, you should always try to add an image or video to boost engagement.
- DO make sure your clients know you’re on social media – If you’re looking to increase your following, make sure your existing clients know how to find you online. Happy clients may even share your content, which will help you attract more followers.
- DON’T ignore your followers – Always remember to engage with clients who take the time to leave a question or comment. Most social algorithms will bump posts that have recent comments, increasing the chance more followers see it.
- DON’T overlook the power of consistent posting – Posting frequently helps boost visibility and brand awareness. Find ways to make an impact with clients, even between cleaning services.
- DON’T post without doing target audience research first – Just as you wouldn’t have much luck selling meat to a vegan, you won’t gain new commercial clients if your content is being shared with homeowners or residential prospects. Take some time to think about your audience, their needs, and which platform they would use to find your content.
- DON’T copy your competitor – It’s okay to see what your rivals are posting, but you don’t want to mimic their feed. Creating original content is the best way to be perceived as a leader, not a follower.
- DON’T overlook your employees’ involvement – Nothing cures writer’s block like a good brainstorm session. If you’ve run out of ideas for content, ask your employees to pitch some ideas at your next meeting.
- DON’T forget to link all content to your website – While most social sites have messaging features, you should always link your profiles and content to your website to encourage a boost in traffic.
- DON’T dismiss the power of referrals – Happy customers are your biggest fans. Use social media to encourage participation in your next referral program.
- DON’T expect instant gratification – It takes time to cultivate a strong following on social media. Be patient, be persistent, and take the time to analyze which efforts have the best and worst results and make adjustments as needed.
A lot of work goes into a successful cleaning business marketing plan, but with social media at your fingertips, you can give your audience the “real” you any time of day.
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