Jean Hanson

Whether you're just getting started in the cleaning business or you're a seasoned veteran, now is a good time to start a marketing plan (or refresh an existing marketing plan). With the economy in dire straights, it's every business for itself. There is a lot of competition within the cleaning industry so you need to find a way to separate yourself from the competition and the best place to start is by creating a new marketing plan.

A marketing plan doesn't have to be complicated and you don't need to spend a lot of time on it. In fact, you could brainstorm your plan in the morning and get it down on paper by afternoon. Once the roadmap is created, it's simply a matter of incorporating your plan into your calendar and start taking action.

Here are 5 easy steps you can take to create your Marketing Plan - just answer the following questions:

1. What is your company's position the marketplace? How do your customers see you? What is your reputation? Be objective and write out a statement that summarizes where your business is right now and where you'd like to take it in the future.

2. What is the goal of your marketing plan? What are you trying to accomplish? Increase sales? Enter a new market? Offer new services? Change your reputation in the marketplace?

3. What is your marketing message? Your message needs to address the problems and needs of your target market. This is the foundation of your marketing plan. Ask yourself questions like:
   
   
   • What problems and challenges does my target market have?
   • What solutions do I provide?
   • What proof do I have that I can deliver solutions? (testimonials, references)
   • What makes my business stand out from the competition?
   
   
4. What is my budget? Break down your marketing budget and sales goals by month, for the entire year. Use the SMART formula when planning your budget (Sensible, Measurable, Achievable, Realistic, Time Specific).

5. What is my month-by-month plan? In order to make this work you need a detailed plan. Start by making a list of marketing activities by month. Once you have your list, incorporate each activity into your calendar so you can start taking action immediately. You'll do some of the activities on your list every month, and some less frequently. Here are some sample marketing activities you can incorporate into your plan: networking meetings, monthly newsletter, cold calling, postcards, gift certificates, press releases, special events, trade shows, volunteering, sponsorships, flyers, online marketing, social networking.

Note: If you are a member of The Janitorial Store you can download our simple Marketing Plan Template and Sample Marketing Plan. The template is a simple fill-in-the-blank form that will make it fast and easy to jumpstart your marketing plan today!

If you're not a member you can purchase our Business and Marketing Plans.

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Steve Hanson helps owners of small cleaning companies build a more profitable and successful cleaning business through his online community at TheJanitorialStore.com. Read inspirational cleaning success stories at http://www.cleaning-success.com, and sign up for weekly cleaning tips at http://www.TheJanitorialStore.com.