Part 3 of 3 (If you missed Part 1 or Part 2 of this series, read them now!)
Marketing can be an exhausting problem for business owners. As we’ve discussed in the previous parts of this series, while marketing may be hard, it’s a necessary evil. There are three areas to focus on when it comes to building marketing strategies:
3. Print and In-Person Marketing
So here we go with #3:
Strategy 3: Print and In-Person Marketing
A lot of people out there will say that print is dead and that’s it’s the old school way of marketing your business. But there are still plenty of people out there who don’t have a smartphone or a computer, or if they do, they aren’t looking things up online to do research. They prefer reading the paper in the morning, buying books in print copy rather than digital, and taking a word-of-mouth referral over an online ad any day. Print marketing is profitable… when it’s done the right way!
Direct Mail, Doorhangers, and Fliers – Let’s Go Old School
The truth of the matter is that these forms of marketing aren’t difficult, but they can be time-consuming, and you don’t want them to be a waste of money. The best way to handle this type of marketing is in three steps:
Step 1: Generate
Like with any other type of marketing, you want to include some basic information on any paper product you plan to use. This basic information should include:
- Your company name, location, contact information
- Something to show that you have the solution to a problem
- A call to action (“Call us now to book your service!”)
- A sweet offer to tempt the lead to contact you and a drop-dead date to push the lead into contacting you sooner
Make sure that whatever format you use, your offer is big and bold, and you choose eye-catching colors and fonts to grab someone’s attention. There are many resources out there to help you write the perfect paper ad for your cleaning company.
Step 2: Allocate
While having good content on a paper ad is important, you must think about cost – allocating funds for products like a direct mailing or printing off thousands of fliers might not be the best way to spend your money, especially because the cost of distribution is so high. Here are the ways to make sure your paper ads and direct mailings are effective:
- Targeted Direct Mail – You can choose a specific zip code or neighborhood that houses a lot of your targeted clientele, rather than trying to send a postcard to every house or business in your city or town. Sending something directly must be calculated – you want to reach the people who may contact you.
- Lead Maps – There are software programs out there that you can purchase and use to create a lead map for your desired area. You can select the houses or businesses you want to target and send direct mail only to them.
- 5 Arounds – No matter what number you choose (9 arounds, 21 arounds, etc.), this strategy is simple and impacting. If you have multiple employees on each job, this strategy works even better. While one employee finishes the cleaning process or handles payments, the other employee can go to the nearest 5 houses (or businesses, offices, or floors) and hand out your paper fliers or postcards. This way, it’s already an area where you work on a regular basis, and people around your current client get used to seeing you and/or your vehicle around. Leads happen when you use the best types of marketing repeatedly.
Step 3: Investigate
This may sound more serious than it is but taking the time to follow-up is a big deal, especially when trying to win someone’s business. If you’ve handed out fliers or mailed postcards to the same addresses over and over, maybe try following up with a face-to-face meeting or phone call. This can take some time, but if you’re desperate for clientele, sometimes a potential customer needs to see your face, listen to your sales pitch, and meet your team. If you find that your ads aren’t going over well in a certain area, stop sending things out!
Let’s Get Out of the Box – And Into Your Car!
Some would call this crazy, but have you thought about your car or truck as one of your best assets for marketing? Most businesses have a little something on their vehicle, maybe a sticker on the back window, but what about using your whole car? Depending on where you’re located, there are potentially thousands of people who will see your car each day – that’s A LOT of potential customers! If you’re willing to use your car for a long-lasting ad campaign, consider a car wrap. If you’re looking to utilize your car without spending a lot of money right now, try custom-made magnets or window clings. Keep the information short and sweet – no one wants to try to read a long list of services – stick to your business name, logo, phone number, and maybe a slogan or a service that speaks to what your business can do.
Get the Right Referrals
Word of mouth is one of the best ways to get solid, long-term clients. Referrals work because they can shortcut you past the so-called “trust barrier” that new clients put up. But it can be intimidating to ask for referrals. Here are some quick tricks to make your requests more successful:
- Focus on the right clients Of your best clients, who is the most ideal? Who is the most loyal to you? Who has been your client the longest, and is interested in more of your services?
- Choose the right time to ask The best time to ask for referrals (like asking for online reviews) is when your client is most excited about you. The next time you have an obviously pleased client, that’s when you ask for the referral!
- Offer an incentive Try offering a coupon or a gift card (the general idea is that it’s an incentive for a referral) a satisfied client can give to a friend or family member. When that person gives the coupon or gift card to his or her contact, that person will get money or a percentage off their first service.
Service Above All Else
Marketing your business can be hard, but the best tactic is the level of service you provide to your customers! Getting new customers is expensive but keeping a current client happy and loyal is FREE! When you and your team give 100%, your customers feel like they’re getting the full value of their investment, and they’ll be more inclined to refer you to others! Looking for a way to improve customer service without draining your wallet? Consider using Janitorial Manager! Our work management software system was built to handle all the little details you worry about daily so you can focus on providing the best service possible! Give us a call or schedule a free demo today!