10 Types of Content to Convert More Cleaning Prospects
In the Digital Age, contract cleaning companies should no longer rely solely on old-school marketing techniques, like cold calling or mailing brochures. Online marketing is increasingly important in building brand awareness and converting leads.
Getting traffic to your website is just the first step in maximizing your online presence, but what next? To turn browsers into buyers, you need to create interesting and valuable content that converts.
Content is more than just blog posts (although we have some ideas for those, too). Content marketing also refers to website copy, social media, emails, and YouTube videos.
Use these 10 types of high-performing content to energize your marketing efforts and convert prospects.
1. About Page
The best place to tell your story is on your company's About page. It's typically the most visited page on a website, so it's prime real estate for making a memorable first impression with prospects.
An About Page should include your company's origin story, why you do what you do (values), and your overall mission. People like to see who they're doing business with, so “behind-the-scenes” photos and video can help humanize your company.
It can be useful to create a separate Why Hire Us page where you differentiate your business from the competition. Also, include your Core Difference in a strong statement on the home page above the fold.
2. Case studies
When investing in cleaning services, prospects are typically persuaded by results. A case study is an expanded testimonial that explains:
1. A customer's problem
2. How you solved it
3. The difference that solution made and how it looks today
When selecting clients to highlight, choose those whose problems are most universal so your target audience will find the case study relatable. Whenever possible, quantify the results using data or anecdotal evidence. Make case studies more appealing by including photos or graphic elements.
3. Industry pages
By showing your expertise in each industry you serve, your company will have an advantage in reaching new prospects. An industry page demonstrates the various industries you have experience serving and outlines how you tailor your services to the specific needs of each. Use this space to list the industries you service and also to highlight specific examples (and link to case studies).
4. Services
Services pages showcase your expertise in the various areas your company specializes. It should include a list of services, such as janitorial service, the various types of floor care services you provide, window washing and any other services you offer. Those should include more detail about the service and include photos.
Be clear and specific about each service and include information about how a prospect can get a quote, schedule a consultation, or book services. You can also include an option for prospects to sign up for your email newsletter or value-added download so you can continue to communicate with them even if they aren't ready yet to sign on as a client.
5. Blog posts
Think of your company's blog as an opportunity to educate the public about industry trends and to show off your expertise. In general, posts should range from 500 to 2,000 or more words (we recommend at least 1,000 words if you want your blog post to rank in the search engine results. Be sure to break up the copy with subheads, bullets and images.
Be sure to use keywords in your post, headline, subheads, and meta description to help boost your search rankings (also called Search Engine Optimization). Choose keywords that your customers use when searching for contract cleaning services.
6. Reviews/Testimonials
It's no secret that referrals are the key to converting prospects. When a customer shares how happy they are with your services, ask for a testimonial to use on your website. Testimonials should be brief but include the client's problem, how your company resolved it, and why they recommend your services to others.
Testimonials are most effective when they include photos or videos of the client (check out this example of a great client testimonial video).
7. Social Media
Posting consistently on social media will help your company gain visibility and organically reach new audiences. Although you don't get as much free exposure for your business as you used to unless you pay for more reach, it's important to keep your social sites fresh and share valuable content.
It's important to understand the types of content that work best for different platforms. Twitter posts are typically short and sweet, while Instagram is a more visual platform. If you need more ideas for social media content, a good rule of thumb is to create content that answers the common questions you get from customers on a regular basis.
8. YouTube Videos
Create informative and educational videos that prospects can easily find on YouTube. Videos can show cleaners in action, before-and-after videos of job sites, and share clients' problems and how you've solved them.
It's also a great idea to embed your YouTube videos onto your company's website, including in blog posts. Google prioritizes websites with video content, so adding more video to your site will help boost your search-engine rankings.
9. Google My Business
Google My Business is a free tool that helps your business more easily get discovered in search results and on Google Maps. It tells prospects how to find you and includes reviews and promotions before they ever find your website.
A good first impression on Google My Business goes a long way, so be sure to include a strong and accurate business description, photos (originals, not stock), and Google posts to drive traffic to your website. A strong Google My Business profile will help you stand out from the competition.
10. Newsletters
Newsletters are a great way to stay in touch with your customers and share promotions, news, and events. You can print and mail a newsletter or send a digital one using a provider like MailChimp. Also, archive old newsletters on your website to add even more great content to your site.
Email marketing is a growing and powerful tool, so it's a good idea to begin collecting email addresses from prospects and clients even if you're not yet sending email.
