64. Mastering Marketing for Your Cleaning Business: Key Strategies and Metrics for Success
Marketing can be huge waste.
It doesn’t matter how big your marketing budget is.
Without a niche, ideal client profile and value proposition, it can cost thousands without a meaningful return.
Trust me, I’ve been there.
Done right, marketing ccan turn your business into a well known brand that attracts new clients.
In today’s email:
First, keep your clients!
Make it easy for clients to find you
Measure what matters
Rune Sovndahl’s 5 Marketing Rules for Growth
👇🏾 Listen: Looking to switch to commercial cleaning? Check out these training tips…
THE BIG IDEA
First, keep your clients!
The goal of marketing is to reach a point where every client refers more than one other person to your business.
At this point, there’s a snowball effect.
To get there, you need to deliver a great service.
Clients in the cleaning space consider a great service to be:
Reliable
Consistent
Valuable
Communicative
Trustworthy
Your service should speak for itself.
It should make clients want to continue doing business with you. And introduce others who would benefit from your service.
Make it easy for clients to find you
Done right, marketing is an investment in visibility.
It’s not just about finding clients, it about helping them find you.
There are many different ways you can market your service.
They boil down to three types:
Online
Offline
Branding
Offline marketing is old school. For soft service businesses, it’s still very effective.
It includes flyers, leaflets, sponsorships and hosting events.
The location of your business and building a good reputation in your local area is a powerful offline marketing tool.
Online marketing include SEO, paid ads and social media.
If you don’t have a Google Business Profile, your business doesn’t exist online.
Ranking number one on Google business listings is the most effective marketing strategy for your business.
Next is creating value first content. Useful and actionable content specific for your ideal client always wins.
Branding involves building a recognisable brand as a way for clients to find you.
Investing time in developing your brand is important. It helps prospects differentiate your business based on value rather than competing on price.
Being active in the community and building a reputation for great service grows your brand.
Clients are attracted to reputation. It’s a form of social proof.
Once clients find you, it’s your job to keep them by delivering on that reputation and providing a great service.
Measure what matters
To find the most effective marketing channels you need a measure for success.
Marketing metrics help you check the performance of your marketing activities.
Does your marketing generate more revenue than you invested in the campaign?
If it does, it should be repeated.
But, if you don’t measure your marketing activities, you won’t be able to maximise your results.
There’s a a range of metrics you can track. To prevent overwhelm, chose the 6 most important KPIs you want to track to determine progress.
Make sure that you’re measuring activity that impacts top line revenue.
Your KPIs can include:
Investment per month. How much you’re spending on marketing every month. Make sure you’re staying on budget. Tracking spend helps you work out other metrics. You get a clearer picture of how your marketing is working and whether it’s paying off.
Leads. the simplest metric to track. How many leads has your marketing generated in a given period of time (usually a month).
Leads-to-meeting conversion rate. Once you’ve generated a new lead, you want to turn it into a meeting or a site visit. This metric measures how often that happens. Test different strategies to improve your conversion rate. By tracking activity over time, you can see how your changes positively or negatively impact those conversions.
Meetings to client conversion rate. How many meetings or site visits does it takes to secure a new client.
Cost per client. This is a big one. You want to know how much it costs you to get a new client. Compare that cost to the value a new client brings to your business and see how much profit you are making in the process.
For a more detailed breakdown of the Marketing KPIs you need to know for your cleaning business, check out this post:
Rune Sovndahl’s 5 Marketing Rules for Growth
Earlier this year I interviewed Rune Sovndahl, the CEO of Fantastic Services.
He explained the 5 Marketing Rules that he’s used to grow Fantastic Services into a £40m+ business:
Rule 1: Keep your clients. Nothing is more expensive than losing clients. Anyone can spend money on advertising, but can you deliver an exceptional service?
Rule 2: Be where your clients are looking for you. Create a brand for your business, know where your clients hang out and make sure that’s where you’re seen.
Rule 3: Test marketing one step at a time. Start with the lowest cost of acquisition then move up. If you can’t keep your customers, or grow them, then all your efforts are wasted.
Rule 4: When to accelerate growth. If your cost per acquisition is less than the lifetime value of your client and you’ve got a operation that delivers consistently, you’re ready to grow.
Rule 5: Always add value. Clients don’t care about you, they care about what value you can add. Turn clients into raving fans. They are part of your success so make them part of your journey.
Developing the right marketing campaigns will build your brand, bring in new clients and grow your cleaning business.
Content to check out
This week’s episode of The Growth Lab podcast, David Swan from Toolkit Websites discusses the importance of having a well-designed website for your cleaning business. Listen here.
Prefer watching over listening? Check out The Growth Lab podcast on YouTube.
Need More Help?
Want to 3x revenue growth for your cleaning business in the next 12 months? Book a call.
Email me with the growth strategy for your cleaning business. The more details you provide, the more personal I can make my response.
Join The Cleaning + Property Maintenance Support Group: https://www.facebook.com/groups/1279455169412140/?ref=share
Thanks for reading!
Matt @ The Growth Lab
Forwarded this email?
Subscribe here:
Thanks for subscribing to The Growth Lab.