Cleaning Company Case Study... #24

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Overview

Tania, the owner of a very successful cleaning company, wanted to expand and grow her business. One of her most pressing concerns was marketing, getting more attention (read more) and generating leads (read more).

Lead Generation is very important for any business. It is ONE of the seven vital processes of any successful business. This report will focus on how a Cleaning Company can generate interest, attention and leads.

Before detailing various lead generation strategies for a cleaning company, it is vital that you clarify the following;

Who is your target audience?

What are your goals

It is absolutely crucial that you know these answers with full clarity. There can be no confusion nor mix messages. Clarity in these areas will pave the way for successful lead generation, which will drive successful conversions and sales. These are necessary for any business to be profitable and successful in every sense.

Lead Generation Strategies List

Below are many tried and tested Lead Generation Strategies for a Cleaning Company. Selecting the best strategy for your company is a complex process within itself. Ultimately it comes down to what you are comfortable with, in terms of time, budget, skills, personal preferences, psychology and so forth. Combining and interlinking these strategies will enhance desirable results.

1. Promotional Campaigns & Advertising

2. Word of mouth and referrals

3. Target similar clients to those you already have

4. Cold call

5. Online options

6. SEO

7. Problem Solving Content

8. Social media

9. Customer peace of mind

10. Strategic Partnerships

11. Trial offer / free service

12. Testimonials and reviews

13. Promotion by people that have access to your audience

14. Become a subcontractor

15. Get professional help

16. Networking

Lead Generator 1: Promotional Campaigns & Advertising

Promotional campaigns communicate directly with potential clients. If targeted effectively, you can get maximum returns from surprisingly small investments. They use a “fishnet” method of gathering leads across a broad range. A direct mail drive, for example, is an affordable way for you to promote your services to a wide pool of potential clients. Flyers, brochures and posters are all effective ways of generating leads by getting eyes on your business.

Promotional campaigns may also involve various online engagement channels such as email newsletters, blog posts and social media. Often it is a good idea to look for opportunities to prove the quality of your cleaning company in order to get new clients. Be selective and pick the right type of campaign for your cleaning business. Here are various things to consider;

Detail what you have to offer them.

Solve their problem.

Highlight their “win”.

Money off first booking if they quote a code sent via your promotion.

Coupons. Give bonuses or discounts for those interested in your cleaning service.

Events related to your business such as demonstrations, workshops and talks.

Partnerships with well-known brands or manufacturers of cleaning products for examples, will boost your company reputation.

Gifts can stimulate interest and attract leads. It could be in the form of free or complementary services for example. It’s a great way to introduce cross sell options such as organising, packing or pet cleaning.

Free samples & trials are an effective way for customers to find out if you’re right for them. This will give them assurances and reduce their anxiety because they don’t have to pay to know for sure. They can take you for a test drive. In this way people are encouraged to make a booking, so they can get to know all about you and your business, before making a commitment.

Lead Generator 2: Word of mouth and referrals

“When we have a good experience with a brand, product, or service, we’re happy to, and frequently do, share it with others”

You can use word of mouth and referrals through your existing customer base, to grow your business. It is a great way to generate leads that translate to profits. Your biggest advocates can spread the word about your brand. Word of mouth and referral marketing are some of the best methods to successfully generate leads. It is cost-effective, powerful and trusted. The cheapest way to advertise is to have someone else do it for you. This is exactly what successful businesses do.

• Word of mouth drives at least x5 more sales

• Customers acquired through word of mouth spend x2 more

• Customers acquired through word of mouth make x2 as many referrals themselves

• Referred leads convert 35% better

• Referred leads have 27% higher lifetime value

• 55% of consumers select word of mouth as their most trusted source of information on potential purchases

The most important thing to get people talking and excited about your business, is to ensure and maintain high quality. Be the best, go over and above. Enthral your clients and amaze them. As ever, we go back to the same thing. Business is all about the client. When you are good at what you do, customers will be willing and eager to refer you. Referral programs are also a great way to build your customer base and works for almost any business. You can add incentives, offer discounts or free service to current customers that refer in new business. This is a great way to extend your client list.

Current and former clients are all very valuable. Stay in touch with your current clients and learn how else your cleaning business can serve them. Try to Upsell. Track down old customers and find a way to earn back their business. Nurture and maintain relationships and watch them generate growth and profitability.

Lead Generator 3: Target similar clients to those you already have

A sure way to get quick wins on the board. Assess and analyse your current client base. Identify any similarities, trends and patterns. What do you notice? Are you doing mainly domestic? Or perhaps you have many dentists or day care centres as clients? Whatever it may be, this is the area where you have most experience. You have a strength and an advantage in this segment. This is something you can enhance, develop and build upon.

Target these specific clients. Contact all of them in your working radius. A simple online search will enable you to gather all the information you need. Get as much background info on the target as you can. Dig deep. The more work you put in, the more you will get out of it. When you make contact, talk to the client in their language. You can be assured and confident when communicating with them because of your experience and know how. From your experience within this niche, you should be aware of the problems they face, their wants and their needs. Use this is to your advantage when developing you lead generation and conversion strategy. Talk from experience. Talk their language so they have totally confidence that you can deliver exactly what they need.

Gather references and testimonials from your current satisfied clients. Utilise them as you are targeting a similar client base. If you are targeting day care centres for example, they will be totally assured if they hear glowing references from other day care centres. This is a sure way to rapidly grow and accelerate profit.

Lead Generator 4: Cold call

Nothing beats the well strategized cold call that we all hate and dread. Rejection is inevitable but the eventual wins can be phenomenal. The best of the best, in any field, in every walk of life, test themselves and put their neck on the line so to speak.

Cold calling is uncomfortable for us all but remember that YOU are helping them out. They need a professional cleaning services and if they miss out, it’s their loss. They may need gentle persuasion for them to make a decision that makes sense, a decision that will benefit them in many ways, possibly one of the best decisions in their life.

Remember that it is about making a connection and not always the immediate sale. Phone conversations allow you to understand and learn about your prospects. Expand your network, offer them a new product, put yourself at their service; if ever they need emergency cleaning after an unexpected incident, they can call you directly. Plant the seed and always think about building trust. Think from your client’s perspective. What do they want to see to reassure them and what they don’t want to see, things that would make them hesitant. Cold calling will always have issues such as rejection but it is an extremely effective way to engage with people who may need your cleaning services

Lead Generator 5: Online options

A website and a digital footprint is an absolute necessity. It is a must have. It contributes to your credibility, trustworthiness, presence and transparency. It is a reference point. To increase lead generation a website should be easy to read, understand and navigate. It should be eye catching, have clear contact information, have a call to action and provide social proof such as case studies and testimonials.

On your cleaning company website and on other platforms, communicate why prospects should spend their money with you. Assure them that you are the right choice for them. Explain what is their win and benefit. Communicate value. That is the name of the game.

Your website, just like your ads, posts and other communications should emphasise WHY not so much WHAT. Of course, you have to mention what you do. For example, explain that you don’t just do residential but also commercial etc. Just remember that the main focus should be on

Why you are the best choice for the customer.

Why you do this,

Why you are a great company,

Why you are better than your competitors

Why it’s in their interest to choose you.

How you position yourself online is very important. It won’t necessarily make you, but if not done properly it can break you. It can make you look cheap, disorganised and unprofessional. Use language that makes prospects comfortable that you will be able to fulfil your promise and deliver.

Lead Generator 6: SEO

There are other online options that efficiently generate leads. Search Engine Optimisation (SEO) is effective in generating leads if done properly. It would be prudent for your cleaning business to have a strategy for local SEO. As a service business that operates in a specific area, the positioning of your cleaning company in local search is advisable.

By optimising your local SEO you can generate significant leads from your local community. Research shows that approximately 89% of people search for a local business on a smartphone at least once per week, with 58% daily. It is very powerful and can drastically change your local business if done correctly. Please note that positioning on the search is extremely important. Two of the best ways to optimise your SEO is through the use of location pages on your website and Google My Business.

Optimize your Google My Business page and increase your presence on Google Maps . When people search for a cleaning business in your area the aim is to show in one of the top positions, preferably first. You can also create location pages for all areas where you operate and capture leads when people search for things like “cleaning company near me”, “local commercial cleaning”, “house cleaning service in ……” and more. The other benefits of Local SEO include;

Build citations and Business Reputation

It creates a lot of free exposure

Enhances map & location visibility

Increases traffic

Reduces Advertising cost

Get more customers

Continuous cleaning leads can be generated through an SEO optimised website and a blog that provides leading content relevant to your target audience. An SEO optimised website should be driven by keywords relevant to your market and target location. You can also boost your SEO ranking with guest posts on popular industry blogs, a strong social media presence and by adding your business details to online directories.

Lead Generator 7: Problem solving content

Many people find the services of cleaning businesses by searching for solutions to specific problems. You can generate leads for your business by offering content that speaks to the needs of your client. Understand the problem that your customer has and be curious about it. Learn about them and think about things from their point of view. From here you will come up with 4 or 5 reasons why they need you. Why is it in their interest and yours to expand on this relationship? You will generate many leads and increase conversions with this approach.

Always focus on what is the biggest problem of your customer. Solve it for them and you will be in business. If you want commercial contract, find out the biggest problems and issues of the contractors and be the one to resolve it. The bigger the problem you can solve, the more money you will make.

Be creative with your communications such as ads or online posts. Offer genuine insight and problem-solving content. Engage with you audience and speak to them directly by understanding their issues, needs and wants.

A good idea would be setting up a blog where you can discuss various tips, tricks and tools of your trades. This can prove to be very effective at attracting leads who are looking for professional cleaning advice and services. It will also position you as an authority within your industry, which ultimately encourages new leads to reach out to you. Video or podcasts have the same desired effect.

Content should be relevant and engaging to your potential clients, address their key business goals and pain points, and showcase your expertise in the field. Try to educate and be entertaining! These are great ways to build rapport and encourage them further towards the final sale. If, for example, you are creating lead-generating content for commercial cleaning leads, you can create content highlighting the benefits of a deep property clean, how it’s expertly carried out as well as providing basic advice, tips and assurances.

Research the common problem of your customer. It will not be difficult. If, for example, you are in contract talks with a facilities manager, you can research their common cleaning problems on google. You can go on Linkedin and speak to other facilities managers from around the world and ask them what problems they face. You will now know how to solve their problems and provide them value.

Take time to research the latest trends in your niche industry and the common challenges faced by your desired clients. Get insights and knowledge. Differentiate yourself from the competition and highlight your unique selling proposition. Remember, the name of the game for each and every business is solving problems. Once you know their problem, you know exactly what your customers wants and needs. When you know what they want, you can ensure that is delivered to them.

Lead Generator 8: Social Media

Social Media is a good way to generate leads and can provide good returns both organically and paid. Having a presence on platforms such as Instagram and LinkedIn will increase your reach and help establish your brand. Use the social media platforms you feel your target customers will use the most.

Social media will contribute to your digital footprint and allow your client to get more information about you and your cleaning company. This sort of transparency is very important, especially if it includes good examples of social proof and validation from peers. These platforms can be used to engage with your audience and encourage them into your business.

Pictures say more than a thousand words and you can use this to your advantage. You can share pictures and videos when working with clients and paint a picture about your company. Update your timeline with offers and promotions. Provide insights so people can get to know and like you. People appreciation education and humour, a willing formula will incorporate both! Social media is a great way to network with many different professionals and businesses.

Engage with feedback and questions. Remember every interaction either enhances or harms your brand. Every interaction contributes to the customer’s overall experience. Be light hearted but always remain professional. Encourage trust by developing and valuing relationships even during early interactions with potential clients.

Lead Generation 9: Customer peace of mind

Whenever anyone purchases, there always has to be a certain level of assurance and confidence in the decision. The higher the investment, the higher the levels of trust are involved. This is especially relevant for cleaning businesses where you and your team will often be working unsupervised in people’s homes or offices. Trust and peace of mind are more important than ever. As a cleaning business you have to do everything you can to make sure the customer is assured, feels safe and is risk free.

Ensuring your customers peace of mind is a great way to outclass the competition. Think how much your customer potentially has to lose by allowing strangers into their home, establishment or offices. Potential consequences could be disastrous and there is a lot at stake. So how can you put their mind at ease? How can you reduce their anxiety? What assurances can you give them? Recognise that this is an issue for the majority of your prospects and communicate how you remedy this problem.

Your cleaning firm has to ensure top level security to stand out from the crowd. Communicate how all prospective employees and team members have extensive background checks. Offer personal guarantee in writing. Cleaning companies with closely knit teams working for a common goal are the ones that thrive. Your company deals with customer’s sensitive data every day, so why should security standards be any different to online banking? Make your customers fell completely at ease, fill them with a sense of security.

Transparency builds trust as does developing relationships. When you have formed solid a relationship the client will have more peace of mind because they are familiar with you and know that any potential problems will be resolved.

Lead Generator 10: Strategic Partnerships

One of the most effective and cost-effective ways to generate leads is to develop strategic partnerships with other businesses. Look for a business that is not in direct competition with you but has a similar target market. Then partner with them to form an alliance that brings mutual benefits to both parties. Getting other people to talk about your cleaning business is one of the best ways to generate leads.

A strategic partnership can be an informal or formal agreement. When thinking about potential partners for your business, look for situations that will be win / win for both parties. Both parties need to be clear on what they need to do and how they will benefit from the alliance.

Think what other businesses does your ideal client use? Possibly a business with similar products or services. Consider companies who can refer you to their customers and you can do the same for them. Here are some examples of the type of companies you should approach about developing a strategic alliance with your cleaning business.

Landscaping Companies

Carpet Cleaning Companies

Fire Restoration Services

Dust Cleaning Companies

Ultrasonic Blind Cleaning Companies

Residential Cleaning Business

Commercial Cleaning Business

Hard Floor Care Companies

Janitorial Supply Companies

Nanny & Day Care Services

Window Cleaning Companies

Paint and Decorating Company

Interior Design Company

These are just a few, get creative and think who you can form relationships with so you can both benefit. Choose business partners who hold similar values and share similar beliefs about things like how people should be treated, how business should be conducted, customer experience and commitment to quality and excellence.

Lead Generator 11: Trial offer / free service

Showing how you function may seem risky but a free test drive is often a great long term strategy. Be careful as you have to somewhat screen the customers before working for free. However, if they fit your ideal client profile it could be a great opportunity to sow the seed to ensure an abundant future harvest. It is the best way to gain trust and put the customer at easy because they can see first hand what you are all about, how you operate and exactly what you can offer them. It is also a great chance and opportunity for you to network and develop relationships with exactly the type of clients that you want. Think about it, Ronaldo kicked the ball for free without even making a euro. Kobe Bryant was shooting hoops long before it made him a dollar. You get the picture. When you are dedicated and committed to make something a success, the long term is all that matters, and part of that is to humble yourself and make those necessary short term sacrifices.

Lead Generator 12: Testimonials and reviews

Building a good reputation is the name of the game. A good reputation brings assurance and enhances trust. This is so important because one of the biggest barriers to lead generation and conversions is lack of trust. Effective branding will help you build your reputation and generate leads. Remember you and your staff, in your daily interactions, are the truest representation of your brand.

It is natural for anyone to be hesitant when considering services of a company that they don’t know and have no experience with. This is why it is so important to cultivate and display reviews and testimonials. Recent research has highlighted that;

· 88% of consumers trust user reviews as much as personal recommendations

· On average a customer reads 10 online reviews before making a purchase decision

· 57% of consumers will only buy or use a service if it has positive reviews

· 50% consumers visit the company website immediately after reading positive reviews

New leads are encouraged when they are able to access honest feedback from previous customers. This builds trust because they are reassured. Businesses can also promote credentials like how many customers it has, what well-known businesses are their customers, or the awards and certifications it has received. Sole proprietorships might even use their education or degree as a credential for their customers.

Video testimonial are an especially effective form of social proof. Pictures and video can be far more effective than words and can add credibility and trust, especially if the testimonials are from more prominent individuals. It is also a viable way to show what you can do. For example, if your cleaning company offers commercial wall and ceiling services, you can create a video detailing your methods and the results you can guarantee to achieve.

Reviews and testimonials are forms of social proof that have an extremely powerful psychological pull. They create a positive reaction and association with your business. They build confidence and trust. Always ask your clients to provide you with a review if they can, and make sure they’re easily visible and searchable.

Lead Generator 13: Become a subcontractor

Even the biggest cleaning companies subcontract because it is impossible for them to cover everything and be everywhere. Larger regional and national companies may be looking for partners like you. It will be worthwhile for you to approach them to network, make connections and contacts. Remember any expanding company will need local support. Instead of turning clients away they could subcontract and still have a piece of the pie. Rather than losing a job because it’s too far away or they’re too busy, it makes sense to pass it to a partner, doesn’t it? Nobody likes to say no to a client, especially if you’ve already paid to generate the lead. A 20% subcontractor fee is much better than nothing and the lead will not die, meaning many possibilities of opportunities in the future.

Lead Generator 14: Get professional help

Lead generation can be very time consuming in itself, and even more so if you are unsure about what methods and tactics are best for your business. An option is to outsource this to a professional lead generation agency so you can focus on the things you do best. Another option is to pay people, who have access to your audience, to promote your business.

A professional agency will have more experience in the best ways to generate leads for your particular market segment. They will have tried and tested marketing methods and will save you time, energy and resources.

A word to the wise, be prudent and research to find the most affective, affordable and best value lead generation service. Also, please remember that lead generation does not guarantee conversions. That is a different ball game.

When you’re investing time and money into lead generation you must always track your results. You need to know that you’re investing in the right technique, you need to track how many cleaning leads turn into revenue and the profit. You must analyse results to know if your efforts are yielding the results that you want.

Lead Generator 15: Networking

Having a strong network is important for every business. Developing good relationships and leaving a good impression matters in many ways, including generating leads for your business. The heart of any business is a strong network and people. Remember, when you’re dealing with suppliers, customers or anyone else during your daily business activities, you are always representing your brand and developing your network. Networking and building relationships is important, even when interacting with people that won’t necessarily become customers. It may open many doors, one of which is generating new leads.

Your business can grow through networking and making connections. Think of situations where there is a possibility of putting your business infront of a large number of promising prospects. Below are some ideas of how and where you can network;

Trade shows

Community Associations

Community Events

Social Media Groups

Local business owner associations

Chamber of Commerce

Networking Events

Company presentations

If you have an opportunity to speak at an event it can strengthen your status as an expert in your industry. Don’t forget to network with past and present clients to get referrals and testimonials.

Conclusion

Remember that lead generation does not instantly turn into cash money. Consider lead generation as a marathon, not a sprint, because it is about planting seeds to grow and nurture relationships. Over time you will see the fruits on your labour, but only after you have taken time and care to sow the seeds. Commercial cleaning especially is a more of a long term game because established businesses will already have cleaning services. Generating leads will not automatically mean conversions but many of the attributes that will generate your leads will also drive your conversions. It goes hand in hand.

In this day and age, with so much competition, it is no use to simply let people know that you have a cleaning business. By doing that you are just another crab in a bucket. Make yourself stand out by making the right people notice you. You do that by explaining

How you can benefit them

What their “win” if they use you

Why they should spend their money with you.

What advantage they will get with you

How can you meet their “need”

What problems will you solve for them

Why they should choose you

It is not difficult but you need to be aware that the customer is always thinking about how they can benefit. No one really cares about your business, my business or any business. They care about how they can have their problem solved and benefit from spending their money with that business. The essence of marketing and lead generation is to communicate these answers directly to those who would find it useful and beneficial.

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