Tips to Promote Your Business
You were probably raised to believe that bragging and calling attention to yourself is impolite, but when you have a business to promote, it's time to let go of those inhibitions. You have a great janitorial business; it's time to let the world know! People start their own small janitorial businesses for various reasons: because they love cleaning because they want to be their own boss because they relish the thought of growing a business from the ground up, or because they desire flexible hours and control.
Not too many people start a janitorial business because they love marketing -- but it is an essential part of owning and operating a successful company. Just know that promoting your enterprise doesn't have to be painful or prohibitively expensive. Here are some simple tips for ways you can promote your business.
Google My Business
You may have already set up a Google My Business profile, but if not, now is the time. This is a way to help you control your Google Listing so that your information is visible in search results and on Google Maps listings. Include as much information as possible in your profile, but make sure that all contact information is consistent with what is on your website. (Google will check).
As well as basic information, like address, business hours, and a short description of your business, you can also include a photo or two. Make sure to be as specific as possible in the part where you have to choose your category: Janitorial Services.
For more detailed information, please consult our article, Google My Business Page Setup and Optimization for Cleaning Companies.
The Janitorial Store also offers a Google My Business course to members that is designed to walk you through the basics of using a Google My Business page to grow your cleaning business and show you how to optimize it to maximize exposure.
Social Media Platforms
It's easy to feel overwhelmed at the sheer number of social media platforms, but you don't need to have a presence on every single one of them. Here are a few of the most popular:
Facebook has 2.7 MAU (monthly active users); this includes 221.6 million users in the United States. You can set up a Facebook page for your business without having to pay. Include a profile photo, cover photo, and call to action. One thing that is very important when you have a Facebook page for your business is to remember to check it daily and to respond to any comments posted. If the comment is positive, thank the poster and add a detail about your business. If the comment is not positive, respond in a polite manner so that other readers can see you resolve the problem professionally.
The Janitorial Store offers a Facebook Marketing Course to members that is designed to walk you through the basics of using Facebook Advertising to grow your cleaning business and show you how to get more targeted traffic and leads for your business.
YouTube
- YouTube has 2 billion MAU of all ages, although consumers who are aged 45 and above are 300% more likely than younger people to watch YouTube ads all the way through without skipping.
- When you are established and have a moment to take a breath and look ahead, you may consider a targeted YouTube advertising campaign. There is even an advertising service (YouTube Director Onsite) aimed at local businesses like yours who need assistance creating and filming commercials. YouTube reports that viewers are 2 times more likely to buy a service that they see advertised on that platform. Most businesses budget at least $10 a day for local campaigns.
- Another option is to start your own YouTube channel. This can be time-consuming since you will need to keep uploading fresh content, but it is a way to build your brand. You could film quick videos showing cleaning tips or before and after transformations of challenging cleaning projects. Make sure to get permission from any businesses before filming on their premises.
Instagram has 1.16 billion MAU and is owned by Facebook. As of 2021, it has 140 million users in the U.S., but that number is growing. This is a visual medium, so you will need photos and videos to engage viewers. The constant need for fresh content can make Instagram somewhat time-consuming, so you may want to wait to use this site (unless you have a teenager at home who will take over uploading and “like”-gathering duties).
LinkedIn has 310 million MAU. 27% of adults in the U.S. use LinkedIn. Of the U.S. LinkedIn users, 37% are between 30 and 49 years old. Now couple that statistic with the fact that the average business owner (the kind of person who may consider contracting your janitorial business to clean his or her premises) in the United States is 44 years old. The Janitorial Store offers a webinar to members: 5 Steps to Make LinkedIn Work for You. You can also read our article 5 Ways to Use LinkedIn to Find Prospects for Your Commercial Cleaning Company.
Twitter has 353 million MAU, and it has become a popular way for companies to interact with potential customers. You may not be as sarcastic and witty as the famous social media tweeter for Wendy's, but you can certainly add to your brand by interacting with people on this public platform. Twitter's article, Marketing Strategies for Small Businesses may give you some helpful ideas about how to manage your business Twitter account.
Again, don't feel as if you have to master ALL forms of social media immediately; just know that
the more of an online presence your company has, the more prominently you'll be displayed in search results. That's why it's so important to understand the basics of how to build an online presence, especially if you're in an area with a lot of competition.
Radio Commercials
- According to com, there were 15,445 radio stations in the United States in 2020.
- Despite a plethora of streaming services, many individuals and businesses make it a habit to have the radio playing in the background all day long.
- Radio ads usually run for 15, 30, or 60 seconds, and the SBA notes that it typically takes people 3 exposures to an ad to notice it and more than that to act on it.
- The cost will depend on the size of the market. For example, in New York City, a 30-second ad will cost approximately $1,405, but in Buffalo, NY, it will cost only $71.
- Always include a clear call to action.
Canvassing
Canvassing simply means that you are meeting business owners directly or leaving flyers or business cards in public places.
- Make sure that all of the information included in promotional material leads prospective customers to your website and other social media sites.
- Include the phone number of your business.
- Consider including a coupon or promotional incentive on your flyer. The Janitorial Store provides its members with 6 flyer templates (fully editable) for cleaning companies.
- Members can also access postcard and comment card templates for commercial cleaning companies.
Existing Clients Can Help
- Make sure to interact with your existing clients. For example, reviews and testimonials are extremely important.
- You can use customer reviews on your Google page, on your website, and any other social media platform.
- Offer a discount or coupon if an existing client gives a referral to a potential future client. Word of mouth is priceless.
- Let existing clients know that you appreciate their business. Perhaps you could leave a plant or small gift as a holiday token. Write a thank-you note to strengthen customer loyalty and to increase the chance that they will mention your business to others.
Have a Presence in Your Community
- When you have built up enough capital, consider sponsoring a local team. You will be fostering goodwill by giving the team a chance to play, but you will also be marketing your company by putting your name on t-shirts or uniforms.
- Take part in local business groups. This will be helpful for you to meet others in your situation; plus, networking may lead to referrals and clients.
Do You Need Help with Growing and Running Your Cleaning Business?
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As 30 year veterans of the cleaning industry, we know that the business of cleaning can be incredibly challenging. The competition is fierce and the margins are low. It's a demanding business and it's tough to grow it and make it successful. Within the private members-only area, you'll find a huge selection of in-depth information that you won't find anywhere else on the Internet.
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