Do you have a marketing strategy for your cleaning business? Our team sat down to talk about the ins and outs of a modern marketing strategy and why it’s vital for growth!
Podcast Transcription
About This Guest:
Sam Riegsecker
Marketing Operations Manager - Double A Solutions
Sam Riegsecker is becoming a familiar face amongst our episodes as an occasional host. He steps out again, from his behind-the-scenes role as Marketing Manager for Janitorial Manager, to join us behind the mic.
This week we talked about what things to consider as you develop or refine your marketing strategy. Marketing is key to growth and to sales and good marketing will keep your business thriving even in tough times.
Identify Your Target Demographic
Understand who and where your target demographic is. This includes identifying the physical location that you can service and reach as a company, but it also includes the physical and digital places where your desired clientele frequents.
Before you can begin marketing, you have to understand who you want to be talking to and the best way to reach them. That’s where you have to direct your marketing efforts.
Creating untargeted marketing is like walking into a room full of individuals already talking and just starting to speak to the room as a whole. How many people will turn to watch you? How many will listen to your message and follow you back to your business?
Instead think of marketing as identifying that group whose needs you can address, walking up to that group, getting their attention, and then beginning a conversation with them.
Establish Your Brand
Before you do anything else, create a brand and identity. That means selecting colors, logos, and an aesthetic that represents you and your company. Put thought into and don’t be afraid to work with a company that specializes in this area.
You want to truly commit to your brand early because rebrandings are painful and will make you look like an entirely different company to your clients.
Consistent and good branding will help give your company a personality in your community and online. It helps your credibility and makes you feel more legit to those who are looking at you.
Your Online Presence
A misconception that some smaller businesses are still making is that they don’t have to be online, especially if they’re locally operating, but that couldn’t be further from the truth.
One of the biggest things to have first is a website. It is not uncommon for small businesses to believe that they can grow and thrive on word of mouth and/or social media alone. However, one of the first things a person will do is look for your website. You want to invest time in making sure your website is clean, modern-looking, and that it fulfills the customer’s needs when they visit.
Show off your services on your website, explain who you are, and your purpose as a business. You can provide additional value by incorporating a blog into your website. A blog creates a deeper connection with your clients and increases your searchability.
The other thing to consider is your presence on social platforms. Yes, even small businesses should be on social media. More and more people are joining at least one platform and that means that at least a large percentage of your potential client base is probably on those platforms and in conversations that you want to be part of.
That doesn’t mean that you need to be on every platform (though it wouldn’t be remiss to have an account and secure your domain for search engine purposes).
Instead, look again to see where your target demographic is and focus your energy there. This may be Facebook and Instagram or just Facebook. Pick one or two platforms to focus your energy and into making at least one or two posts a week on your main platform.
Many of these things can be outsourced partially or completely in order to save money and time. Outsourcing is a great option for small businesses, especially those that don’t yet have the marketing expertise and staff to do it all yourself.
Utilize Reviews and Customer Testimonials
One of the best ways to sell your services is to let others speak for you. Reviews are a great way to showcase your credibility and another way to talk about your services in a way that makes sense to the client.
Don’t be afraid to ask your customers to leave reviews, especially customers that have been with you for a time and can speak well to your ongoing relationship with them. If they love your services then they will likely be more than willing to leave you a review.
Especially for those long-standing customers, don’t be afraid to ask them to submit a video testimonial. You can share this on YouTube, social pages, and on your website. In fact, quote customer reviews on your website as well.