How can social media work for, and grow, a cleaning business?
Imagine scrolling through Facebook posts, looking at all the great food, kids and travel photos. Then, a cleaning business post pops up – a before and after photo of a bathroom that was cleaned. Sure, the cleaning team did a great job :)
But, given the enormous amount of competition for someone's attention, let's face it. It is not compelling enough to stop someone from just scrolling right past it. (Honestly, who CARES about the before and after shots... if you're a cleaner, then you clean right?)....
And THAT, is the whole point of the social media post – to get people to notice the company, take the time to read about its endeavours and interact with the business.
In this article, our very own Director of Sales & Marketing for Cleancorp, Lisa Macqueen, shares her social media strategies for cleaning business success with Canada's Facility Cleaning and Maintenance Magazine.
In the article, Lisa talks about how to make social media work for a cleaning business:
One of the biggest issues with marketing cleaning businesses online is that owners often think people are fascinated by the great cleaning results achieved. Sorry to be the bearer of bad news but they are not. There is nothing sexy about the cleaning business. People don’t wake up in the morning excited about finding or hiring a cleaning company. All they care about is a clean business or facility. Once a business service contractor understands what people aren’t looking at, then it can market much more effectively than its competitors (who are still posting boring before and after pictures that no one wants to see).
So, what’s the secret to getting noticed?
It’s focusing on the client – their problems, frustrations and concerns. Knowing the company’s ‘ideal’ client is especially useful in this situation.All cleaning business owners want to grow their client list because it translates into increased revenue. The main way to attract more clients is through effective and compelling marketing. Since marketing is expensive, it’s important to ensure the right message is conveyed to the people who are most likely to buy what the company is selling. These same prospects often turn into repeat customers, refer the business to family and friends, and spend more money than a ‘typical’ client.
IDENTIFY THE ‘IDEAL’ CLIENT
The main reason a client chooses to do business with a particular company is to fulfil their (unmet) wants or needs. Accordingly, an astute business owner will find out what they are and how to best satisfy them. To do this, it’s important to ask questions and really listen to the responses. This will provide a clear, concise understanding of the wants and needs of the ‘ideal’ client, which is necessary to plan effective social media posts that are aimed directly at prospects for maximum impact online.What is the ‘ideal’ client looking for?
This will obviously vary depending on the client. A facility manager, for example, is responsible for ensuring the building and its services meet the needs of the people that work in it, so a post on how to put a stop to restroom complaints will be well-received. The article not only focuses on their duties but tackles a real-world issue and provides a possible solution.
Read the full article here: Canada's Facility Cleaning and Maintenance Magazine.