Four Ways Smaller Cleaning Contractors Can Build Their Businesses

Several years ago, a cleaning contractor in the southeast started writing a column on office cleaning for a local newspaper.  The column mainly dealt with cleaning-related issues that could help facility managers keep their facilities cleaner and healthier.

While this gentleman never marketed himself directly, by writing this column on a regular basis, he slowly became the man-to-know when a manager wanted a new cleaning contractor.  In time, he built a fairly large company and went on to be a prominent figure in the professional cleaning industry.

This is just one of several ways small- to medium-sized cleaning contractors can market themselves. Smaller companies typically do not have the funds to hire a large and costly marketing firm.  Because of this, they must think outside the box when it comes to promoting their companies and marketing their services.

Here are some other innovative no-cost or low-cost methods I discuss with my clients to help them build their janitorial empires:

Facebook

While this may not be that effective for commercial cleaning, if your company does offer home cleaning, advertising on Facebook can be very effective.  What they offer is targeted marketing opportunities. They can target your ad so that it appears when someone is looking into housecleaning services in your city, identify them by age and sex, and other factors.  When marketing on Facebook, your headline is very important; the copy should be clear, get to the point quickly, and have a link to your company website.

Google My Business

For smaller commercial cleaning companies, Google My Business (GMB) can be one of the most powerful things you can do.  In fact, some contractors have reported it is the most effective marketing technique they have used.  What can happen is that should someone in your community search for a contract cleaning company, your GMB ad will appear at the top, followed by two or more organic search results. Note: GMB is not Google Ads.  Google Ads can be very effective, but it is recommended that contractors try GMB first.

Content Marketing

We’ve talked a lot about content marketing on this website already.  It’s the process of creating valuable, relevant content on your website.  It’s an opportunity to become your city’s local cleaning expert, similar to the gentleman we mentioned at the start. It does not cost anything but your time. According to a survey conducted by Smartinsights in 2016, small business marketers considered content marketing one of their top five marketing strategies.

Appreciate People

Here’s something you may not have thought of. Most of us have heard the expression that people, especially in business, like to do business with people they know.  Well, here is what’s even more important.  They like to do business with people they like.  Someone once said:  “People will forget what you said.  They will forget what you did.  But people will never forget how you made them feel.”

One of the most powerful tools at your disposal in creating a successful business is to appreciate other people. This simple act, that so many of us forget, will make your business relationships stronger, help grow your circle of business relationships, and help your business to grow.

For hands-on consulting, call Ron at 650-315-8933