Offline marketing is still an effective way to market a cleaning business, but when you develop a digital marketing system for your cleaning business you’ll have additional benefits. With a digital marketing system, in place for your cleaning business, you can generate leads and sales for your business on a 24/7 basis. In this post, you’ll learn how to build a digital marketing system for your cleaning business and how to grow your cleaning business online.
Build a cleaning business website for the foundation of your digital marketing system
A cleaning company website that generates leads needs to be the foundation of your digital marketing system. Often cleaning business owners have a website just for the sake of having one.
Not much time is spent on optimizing it to convert traffic into leads and new cleaning clients. This is a big mistake because, without the foundation of a quality website for your cleaning business, most people will leave quickly from your website.
When people leave as soon as they arrive, it doesn’t matter how compelling the content is. When people do like your content they will tend to explore your website further before they commit to hiring you.
If as they explore your website things look weird, cheap, or don’t even function correctly, the chances of them hiring your cleaning service is slim. You also can’t just have your website look good and expect it to generate leads.
Having a professional-looking cleaning business website is only half the battle. You also need your website to be optimized for generating leads.
Setting up your cleaning business website to generate leads
There are a few options to optimize your cleaning company website to generate leads. Some of the common options are to have a free quote form, free download or giveaway, and your phone number.
Surprisingly many people don’t have one or more of these options on their website. You can’t expect to generate many leads for a cleaning business if you don’t give many opportunities to site visitors to become leads.
One thing you should do is make sure that your phone number and free quote offer is at the top of the page. Sometimes we see sites that do have a free quote and phone number listed, but it is near the bottom of the page or hard to find.
Again, you want to make it easy for potential customers to become leads for your cleaning business. Place your free quote and phone number “above the fold,” which means it can be seen without scrolling the page down.
Using a lead magnet or free offer of an informational download can be another great method to get more cleaning leads. Not everyone that comes to your website for the first time will be ready to buy your service. With a lead magnet, you can still get their information to convert them into a client in the future.
Get an email autoresponder and build an email series
The last thing you want to do is create a digital marketing system for your cleaning business and have to spend hours every day managing it. This is why you want to get an email autoresponder set up to leverage your time with the right marketing tools.
Certainly, the more active you are with your leads and the sooner you can follow up with them the better. Unfortunately, you are probably busy running the day-to-day of your cleaning business.
With an email autoresponder and email series, you can automate some of this follow-up. As you generate leads with your lead magnet or free quote offer you can have those automatically linked to a follow-up email series with an email autoresponder.
In this email series, you can continue to educate these leads, show the value of your cleaning services, and continue to sell without being pushy. This can help you increase conversions on your cleaning services on autopilot while also giving you time to follow up with leads when it is convenient for you.
An email series can also help convert potential cleaning clients that may have been in research mode into buyers.
How to optimize local SEO for cleaning businesses with location pages and service pages
Another essential part of developing a digital marketing system for a cleaning business is optimizing local SEO. Depending on how technical you want to get with local SEO you could find yourself drawn into a complex maze of information.
Thankfully there are some simple steps you can take to improve your local SEO dramatically without a background in technical SEO. The first thing you can do is to create location pages for the areas your business serves.
These pages should be around 600 – 1000 words long and will talk about the area you serve and some of the services you provide and the benefits of those services. Doing this can help your cleaning business website to show up when people search for those areas and cleaning services.
You should also consider making pages in relation to specific services you provide. One of our clients generated high-quality leads for their commercial cleaning business by creating service pages for things like auto dealership cleaning, and condo cleaning services.
The more of these pages you create for your cleaning business, the more opportunity you can attract targeted visitors to your website passively.
Use a Google My Business page as a part of your digital marketing system
A simple local SEO strategy that your cleaning business can implement is optimizing a Google My Business page. Many cleaning business owners already have a Google My Business page as a part of their digital marketing system, but it’s not optimized.
When your Google My Business page is optimized it can help your cleaning business show up higher in the map pack on Google Maps. This can dramatically increase your organic traffic locally to your website, and increase calls from local prospects.
Some of the basics of optimizing a Google My Business page include choosing the right category, filling out the hours, listing your services, uploading photos, and posting on a regular basis. Uploading photos is especially important to get your cleaning business exposure through a Google My Business page.
A bonus tip is to use real photos of your work and employees and not stock photos. Almost everyone these days can spot a stock photo and when you use them, it loses credibility for your business.
Also, you want to make sure that you geotag your photos to help Google to know your business is in the location you say it is. These factors are simple but can be a bit confusing if you aren’t familiar with Google My Business. Since it can be an ongoing process Google My Business management is part of what we do for all of our marketing packages for cleaning businesses.
Check out the photo below from one of our clients to see the possible results from optimizing a Google My Business Page effectively over the long-term.
Use content marketing as a pillar of your cleaning business digital marketing system
As you build out your digital marketing system for your cleaning business with the steps above, you’ll set a solid foundation. With that foundation in place, the next step is to build out quality content on your website to drive organic traffic to your site.
Content marketing can come in many forms such as service area pages, location pages, service pages, and blog posts. All of these work together to increase organic traffic from targeting people that are likely to be your ideal clients.
Service pages and a service area page are likely some of the foundation pages that will be easiest to create. These pages should be around 600-1000 words to start pulling in relevant traffic from Google.
A service page is simply a page that describes a service you provide like “commercial cleaning services.” Now this page should be more than just describing the features of your service, and should talk about the benefits, and how your service is better and different from the competition.
This page should also link to other relevant service pages you provide. For example, you might have a service page dedicated to floor maintenance, but that page could also link to a page on hardwood floor care. Hardwood floor care is relevant to floor maintenance, but it may also be a specialty service your cleaning business provides.
Benefits of blogging as a method of content marketing for your cleaning business
B2B companies that blog generate 67% more leads per month versus those who do not. (Source: Social Media B2B). Blog posts with 1,500+ words receive 68.1% more tweets and 22.6% more Facebook likes than a blog post that is under 1,500 words. (Source:QuickSprout).
With numbers like that it’s hard to disregard content marketing and blogging as an essential part of your digital marketing system for your cleaning business. Blogging also doesn’t have to be as difficult as most people make it seem.
To be effective at blogging for a cleaning business you don’t need to be a professional writer. Writing on a blog should have a conversational tone and you can simply write as you would normally talk.
The content for a blog should simply come from problems and questions your ideal customers have on subjects related to your business. A great way to come up with ideas is to type a relevant subject in Google search and see what comes up under “People also ask.”
These suggestions are topics people are already searching for that are related to your cleaning business. If you make a quality blog post that answers these questions, you’ll likely start to get a lot of quality traffic from Google.
Check out this post to learn more about creating engaging content for a cleaning business. How To Create Engaging Content To Market A Cleaning Business. Blogging is also a service we provide to our clients, click here to learn about one of our packages with content marketing.
Implement these digital marketing tips for your cleaning business to increase traffic, leads, and sales with digital marketing.