How do you advertise your business and get the best janitorial leads? This is the big question every company in the industry asks themselves. After all, marketing is important to repeat business because it reminds customers about the services you have provided in the past or how it can help them over other companies they may consider.
Many marketing options are available, so it can be challenging to decide how to market your cleaning business.
Before you attempt to sell yourself, it is better to learn about marketing. This includes understanding how to build a brand, lead generation, and identifying the company’s values.
Once you get a good idea of what needs to be done, you can start working around building your strategies and determining the best options when generating leads.
Considering there’s always a phase where you need to start and then continue by identifying what’s better or not, we want you to implement those lead generation strategies that have proven to be worth your time when getting janitorial leads.
Thus, give them a try and adapt your company to them as they will bring results!
Reach Out to Your Ideal Cleaning Client
What makes a client an ideal customer? Or how do you know you’re reaching people that are actually interested in your services? It will all depend on your business’s scope. You should contact clients like:
Students who do not want to clean their rooms themselves; wealthy people who would prefer to have someone clean their homes; parents who stay at home with young children and have limited time to clean. You can contact all of these potential clients to get your services.
Make sure you tailor your advertisement to the client you are targeting and remember your client’s needs when writing the ad.
You can create a Persona and Avatar to help you set your client. This person will be a great profile that you can use to include additional information, such as age, income, and lifestyle.
This is the best way to know if you’re reaching the right people and, if not, how you need to fix your buyer personas based on it.
While in this option and process, you may want to focus on offering the best janitorial services as well.
Many businesses have given the same level of service for many years. You can gain a new perspective by observing how another company works. This will allow you to identify potential issues and learn new tricks that your clients will value.
Also, you will remain a strong competitor the more you adapt your services to your clients’ needs.
If you have no way to access other companies’ cleaning services, think about hiring one of them for research purposes.
So, from this point, you learned that: you need a buyer persona and focus on what your competitors are doing great to be able to stay on top of the game.
Visit Trade Shows to Meet Potential Cleaning Clients
Trade shows are a great way to promote your business face-to-face rather than through digital or postal methods.
It will be relatively inexpensive to set up a booth for a trade fair. Keep in mind the costs involved and make sure potential clients are attracted to your booth as efficiently as possible.
You can do this by performing cleaning demonstrations. For example, you can use a carpet sample to remove stubborn stains.
A dramatic transformation is what attracts attention to a cleaning demonstration. Therefore, before and after the visual demonstration is very useful.
Try to be different from other janitorial services in the show, so they don’t feel like you are just copying them and clients notice how unique you are.
How this ends up going for your company if you get qualified leads will depend on how you organized your performance for the participation.
Strategize Your Brand
Branding does not just refer to your company’s color scheme or logo. While these are important elements of your brand image, there are many other important aspects business owners tend to ignore.
When looking for commercial cleaning leads, your reputation, your service, and your interaction with clients are critical components of the company’s brand and if they choose to hire you or not.
These queries will help you ensure that your company is a strong brand. Do you aim to make an excellent first impression with clients? Does your staff maintain a high standard of personal appearance? Are your offers consistent with those of your clients?
What quality cleaning products should you use? Can you communicate properly and efficiently with your clients? Is the company professional and approachable via social media? Can you provide a consistently high level of service?
The focus of the majority of these points is on customer service philosophy.
These are some of the factors that your competitors might not consider and that will allow you and your company to stand out and establish a solid reputation.
Selling the Benefits, Not the Features of Your Service
The benefit is more important than the features in marketing and getting your janitorial leads, and if you don’t forget it, you will learn how this marketing rule is the key to success.
It would help if you did not focus solely on the technical aspects of your cleaning services when advertising your business. Your clients should have a reason to use them, not just an overview.
This means you need to show them every detail. From prices to how you can deliver the services and offer more than your competitors. Thus, you want to:
Offer attractive benefits that include:
- Low prices.
- Window washing as an additional service.
- How your team is the best at keeping the building or property clean.
The benefit you include will depend on who your target client is. Think about the individual needs of your clients when marketing the benefits you offer.
However, every client can be different, which takes us back to what we mentioned about the buyer persona and how you need to set your target market to have all your benefits around them.
Create a Conversion-Focused Website & a Marketing Brochure
Conversion-focused websites are designed to convert visitors into clients. Your website should contain all information regarding your business and be well designed, so your lead generation efforts don’t go to waste.
Make sure to include:
- Description of your services.
- Your contact information like a phone number, email, and a contact form.
- Be a salesman during the introduction of your services, your company, and your team.
- Work on your home page to ensure it is attractive and people stay on your site.
Your website should be considered your company’s home because of its many functions and the generation of high-quality leads.
Potential clients will find everything they need on your website if you are recommended by word-of-mouth. It can also be used as a first impression for potential clients.
It should contain all information that a potential client may need and a description of your company’s product and its benefits. If they choose to become your clients, it should be easy to navigate and sign up to contact your company.
Your website should encourage people to see the value in your services and make them choose you over the competition.
But also ensure they are able to access the services without any effort.
For those wondering if a website is actually necessary, remember that we are in the digital era, and most clients will use the internet to find you. Therefore, you need to be present and allow them to get to know you where they are actually looking for janitorial services.
In addition to what we have mentioned so far, your location should be easily accessible to make the latter happen.
Your website should direct visitors to your contact information, increasing your business leads. For comparison, visit your competitors’ websites, but above everything, make sure your website is user-friendly and attractive, make any necessary adjustments so it is fast and attractive.
Email Campaigns Can Help You Earn Business
Email marketing is an affordable and fast way to janitorial leads. Conversion-focused websites can generate sales-qualified leads via email addresses since most prospects will reach out using your email or the form you leave behind for them.
This will increase your contacts. While you can send emails to anyone with generic newsletters, segmenting your client base is efficient. Then, customize your email campaign to be relevant to the various segments.
You can set up a successful lead generation program to engage an old client to get repeat business.
You can also use them to convert potential customers that have subscribed to your newsletter on your website or tried contacting you once but never closed the deal.
Email campaigns are simple to set up and can be very effective in expanding your business. Just make sure your emails are concise, informative, relevant, and engaging.
You can increase conversion rates by including a link to your site that provides additional information, so they remember who you are and why they are receiving those emails.
Optimize Your Google My Business Page for More Janitorial Leads
Optimize your Google My Business page to ensure your business appears first on Google Maps, where most of your leads will find you.
A GMP page or profile is completely free, and this will help your business rank higher when people search for cleaning or janitorial companies.
When you create it, you will need to optimize it, so it shows in people’s results whenever they look for janitorial services or companies in a city or areas you serve.
Include as much information possible, like your opening hours and a description of your services. You can post information and arresting pictures to your Google My Business Page.
You can also add posts to your page the same way as on LinkedIn or Facebook, and Google will connect them to the keywords related to your services and company.
Remember that Google loves connecting all your properties and efforts, which allows you to reach more people and make this GMB profile work extremely well to get calls.
Help Potential Customers Find You Online
With your website and Google My Business done, you need to remember something: SEO (Search Engine Optimization).
This is a method of optimizing traffic to your site and increasing your potential customers, and getting qualified leads.
Your cleaning business’s scope will determine the content of your website. Customers will find your website if they are interested in your service and if you are following the algorithms and parameters established by Google that can help improve your visibility and reach.
To allow search engines to find the right traffic to your site, make sure your website content includes the desired search terms. Consider what keywords customers searching for your business might type into search engines.
Also, ask yourself if your website loads fast, if it is attractive to make clients stay, and anything related to your site we’ve mentioned before.
This applies to your GMB since optimization with keywords and linking to other pages inside your profile can help greatly.
Request Reviews from Previous Clients
If you want to compete with other commercial cleaning businesses, credibility is essential. Ask past and current customers for reviews about the service you deliver. This will boost your credibility and help you be a better service provider than your competitors.
Focusing on your brand’s strategic goals will help you achieve excellent customer service. Negative reviews can damage your reputation. If you are confident that your customers are happy with your janitorial service, go ahead and ask for them to leave reviews on your website or GMB.
Negative reviews are often quick to write, but they may not say much if the experience was good.
You can use popular tools that many consumers like to check the ratings of your businesses. Encourage clients to leave good reviews on your tool or help them with a quick link that takes them to leave it, so they don’t feel lazy about doing so.
This will increase your chances of generating new business as they are valuable for any prospects looking at your company.
Building Your Reputation Offline Is a Way to Generate Leads
You can also promote your business offline since it keeps working as long as you play it smart and are a local business that can benefit from the old-fashioned ways.
Your janitorial delivers services to businesses or homeowners, which means you are targeting people in your location or surrounding areas. Thus, it is intelligent to distribute flyers to local shops to promote your business or connect with homeowners.
To convert them, you need to target local businesses and homes that you consider ideal clients in your lead generation process.
Flyers should have a strong headline. Also, attach some business cards that are easily accessible to interested parties.
You can use these business cards as retargeting advertisements, reminding people about your services later. Sponsorships and community events are great options to promote your business while showing your community spirit.
While you’re on this option of offline marketing, remember how networking can boost your efforts.
Prospective clients are more likely to respond positively if you establish a personal relationship by meeting in person. This will increase the chances of getting new customers and make customer referrals easier.
You can network with professionals and businesses in your area. These contacts could become potential clients by having a sense of community.
Deliver Great Services & Book Jobs With the Right Tool
It is crucial to maintain a high level of service if you want people to choose you over others again and again.
Your reputation will grow if your customers can trust you to do a great job. A good reputation can enhance your chances of getting repeat work or help you generate new referrals.
Thus, your staff should have the same outlook as you and be able to respond quickly to customer needs and requests.
If you are concerned with the quality of your work, customers will feel satisfied because they know you worry about it. If they feel impressed by your work, they will be more willing to pay higher rates.
Additionally, it has never been easy to stay organized. With one powerful software, you can manage your business, grow your brand, and keep all your appointments in order.
It also organizes your clients and keeps your business thriving. There is several cleaning software for business owners looking to simplify their booking process for their staff members and clients.
Social Media Is a Seamless Way to Spread Your Brand’s Message
Social media, such as Instagram, LinkedIn, and Facebook, is a great way to promote your small business and reach people. It can be used to keep current customers informed or to attract new ones.
It is important to keep your messages concise and relevant to be effective. You can market your cleaning business by using before and after photos. Make sure you have a portfolio they can refer to as well.
Remember, everyone is on social media today, and although janitorial companies don’t sound like a good business to add or build a presence there, you will thrive if people can actually find you.
Why? Because they want to find everything they need in one place without having to leave the apps or anything of the sort.
Thus, yes, you want to invest time in those platforms.
Refer a Friend Program
You are likely to get much business through word-of-mouth. Refer-a-friend programs reward successful referrals and incentivize customers to refer you to their family and friends.
You could offer twenty percent off your following cleaning coupon or two hours of free time if they sign up three friends.
Refer-a-friend programs are compelling. Friend recommendations are the most trusted form of advertising among consumers. It is, therefore, an important tactic to get the word out about your company.
Just make sure you’re not losing anything while offering those benefits or that you are making an attractive offer, so people actually refer you.
Stand Out from the Rest
Whatever marketing strategy you choose to use for your janitorial business, it is important that you emphasize your unique selling points (USPs). These are the qualities that will make you stand out from your competitors.
If you focus on eco-friendly cleaning using all-natural cleaners, this can be a huge differentiator. Ensure people know if you have positioned yourself as a low-cost service or premium. You should also promote your unique advantages.
Ensure your website clearly states that you have general liability insurance or cleaners insurance. Clients will be happy to know that you are insured in the event of an unexpected. Jobber, a service management firm, stressed the importance of insurance in building trust and putting people at ease.
Market Your Cleaning Business
The best way to market your cleaning business is to combine what is most convenient with what you feel comfortable with and the most effective strategy to attract customers.
Whatever strategy you decide to use, you should remember a few things: You will be working in someone’s home, so you need to show trustworthiness, reliability, and efficiency.
Worry about your aspect and how others perceive you, and the rest usually comes naturally as more people start to trust you and rely on what you offer.
The Local Lead Generation Process for Your Janitorial Business
All right! So, everything is about building properties and generating leads. But how does the process actually take place? Are there other steps I need to know?
The steps I mention below are what students from our local lead generation program follow to generate leads for businesses like yourself. So I’ll help you see what we do. And how if you join our program, you can simply generate leads for your own business (unless you want to start a side hustle and build a laptop lifestyle business).
Essentially, our lead generation can be divided into four steps:
The first is prospecting. You need to take the time to do market research on a niche (industry) and determine how many phone-driven businesses are there.
Keep in mind that this is local research as you need to know how many companies need leads. For example, you may search for “plumbing services Youngstown OH.”
You will find dozens or even hundreds of businesses trying to get themselves in front of the customers by ranking on Map Listings, organic results, and even Ad.
The second step, building. When you find a niche (plumbing, tree services, a software company, real estate…), you will need to start building your digital properties. You don’t need to be an expert in HTML or coding. It can be easy with the right tools.
The third step is now taking time to rank your lead gen website. With the site done, you need to work on SEO strategies and start dominating those Google search results. If you’re new to SEO, it stands for Search Engine Optimization.
To keep it simple, it consists of the entire process of growing a company’s visibility on search engines like Google and generating organic traffic. And remember this, local lead generation is part of the strategies.
Moving on to step four, once you rank the site, you will start getting your ROI and profits. You only need to rent it out to a local business interested in the leads the site generates. You can offer a couple of free leads to their move on with the actual pay per lead.
To review steps 1-4 above, I described it to a normal student who is building a lead gen business to help local service providers generate more calls. But replace the student with you as the business owner. And replace sending the leads to a business to simply siphoning the leads to your personal business.
By the way, fun fact, about 20% of our students in our local lead gen program are actually business owners who went through the program. And they use the skillsets we teach to generate leads for their own business.
An Example of Lead Generation: Home Advisor
You must be thinking, “if lead generation sounds so good so far, how come I haven’t seen any company?” That’s the thing; there are many out there. You just don’t know they are dedicated to it.
HomeAdvisor is one of the best examples you can find on the Internet as it is a top lead generation company that has spent millions building its brand but also earned even more zeros for this same reason.
They started small as everyone else but invested in building their brand awareness to make people who are looking for home services go to their website and find what they need. They are over 75% of people’s first choice when they need those services.
If you don’t get HomeAdvisor that much or need a refresh, users need to submit their information to request a service and get a professional or expert who can provide it.
HomeAdvisor’s job is to share your information, which makes you a lead, with local companies so they can contact you and offer the service you’re requesting. For sharing this lead information, HomeAdvisor gets paid by the companies. This happens for every single lead they send to multiple businesses.
Business owners who don’t have marketing skills or don’t even know how to have any online presence will always rely on those pages to list their services. They will save time and effort, but companies like HomeAdvisor can make them spend lots of money as leads aren’t exclusive (one lead is sent to multiple companies after all).
Using Facebook Ads aka Paid Ad Platforms: Do They Generate Leads?
They DO generate leads. If not, no one would use them.
However, you need to remember two facts:
- Paid ads or platforms can be expensive.
- They don’t generate “natural” leads.
Whenever someone sees or clicks in one of those ads, over 80% of them did it by accident or are trying to close/report it.
Why? Because they aren’t looking for those services. At least not at the moment.
What those ads do instead is interrupt their time on the platforms. Users aren’t there to find companies or businesses unless they are searching for a specific company’s user, and for that, there’s a search bar. This is why it is hard to convert them to actual customers who will show interest in the companies’ services. Also, you’re limited by a budget.
When using lead generation, everything is organic. You aren’t forcing others to pay attention to your business but rather being there when they need you. This is why Google’s organic traffic will always beat paid ads, and the reason companies continue investing in it, which is a lot cheaper as well.
What Is Local SEO?
Don’t worry… I didn’t get it at first either. Following the short explanation, local SEO focuses on scaling businesses’ visibility on search engines. However, this is only for those who serve their communities face-to-face.
What does this mean?
Experts and professionals like painters, plumbers, and dentists (but not only them) offer their services to their local customers. Why? Because they can’t deliver them unless they are located in the same area of their customers.
To make sure those businesses get more leads, you need to rank them locally by claiming the business listing on Google to place them on Map Listings. Local SEO also involves online reviews, citation management, and how you manage your entire online presence in the local area.
If you are going to bet on lead gen, you need to adapt yourself to today’s world: The Internet.
Keep in mind that although traditional channels and methods like billboards, warm calls, and pamphlets still work, they aren’t part of your tools. Whenever someone needs a service, they go to Google and search for it.
“Dentist in Miami” or “plumbing services in Orlando,” etc. And you can keep coming up with services or professionals people need and look for. Thus, you need to make sure you’re using Google to get the companies in front of their clients.
Users will always click on the first search results (those near the top), and many of them will be either Ad links (people paid to place their websites there), Map Listing, and then you get websites. Almost all of them are your goal and where you should always aim to place yourself.
Can My Janitorial Business Utilize a Local Lead Generation Strategy?
If you want customers, you better know you need it. Following the previous explanation, lead gen is all about placing businesses in front of their customers, choosing them over their competitors.
Put it simply – it’s all about closing deals and having clients for those companies to make money. The main difference with the usual methods companies use for this is how lead generation approaches different channels to get them in the right place of the market to get customers.
Those channels are all focused on the Internet as most people are searching for products but also services across the net. The issue is that the Internet is way too broad, and businesses don’t know how to place themselves. They usually try, but they get one common result: losing money and time.
How Powerful Are Organic Janitorial Leads from Google?
For companies looking for customers, it’s everything. For you? Pretty much the same. When you build a business with digital properties, you get to make thousands of dollars a month.
This isn’t a “get started today and get rich tomorrow” thing, but it is HIGHLY scalable, and ROI + positive results are guaranteed. Learning a fairly decent and very needed set of skills to create your digital properties and start ranking them on Google is required.
I have invested in several online businesses over the years, and if there’s something uncertain, whether you will get your ROI or not, even more than the actual profit.
However, this business moved my earnings from five figures a year to a month in ONLY passive income while sitting comfortably at home.
On my laptop. Anywhere. Anytime.
You can look at one of the first sites I built back in 2016, and it continues making me over $1.000+ every month. The best part is that I don’t need to touch it or the rest I’ve built over the years, just like this digital property.
What Makes Lead Generation SO Alluring?
Here it goes: you can work from home.
The main issue with regular business opportunities is how much you need to invest in staff, equipment, or rent to have a place to sell your products or offer your services.
We all know the hassles of traditional businesses that involve regular expenses, which are extremely high. Can you afford it? I don’t think so, and even if you can, is it worth it? Now, it isn’t only about the money. You also need to put in a lot of work, and it isn’t only during the first couple of months or years. Usually, it is as long as you continue running it.
You can save yourself those headaches and bone-breaking tasks and expenses with lead gen since it is more about generating leads with digital channels—mainly websites.
Websites can be VERY cheap to build, and with many tools online, you get to do it in a couple of hours instead of days. Any virtual or digital business is scalable and won’t need constant maintenance.
So, let’s summarize this:
- You save money in regular expenses with traditional and most online businesses as what you need is yourself and digital properties (websites).
- You can bet on passive income.
- There’s no need to hire more people to get started.
- You can generate leads in multiple industries, which allows you to work on any niche you want.
How Can I Get Started in the Local Lead Generation Program?
Anyone can start and learn. That’s the beauty of this business model. I knew nothing about SEO, Map Listing, and everything I’ve mentioned so far. It is all about learning the skills, gaining experience, and deciding to take the step.
Remember that this business model will never get old as business owners are always looking for leads. They need to do business and scale their companies. Why not do the same while helping others and still making money?
You can start with this local lead generation course highly recommended for anyone wanting to grow in the business. It is a close training that will take you through each step and make sure you are able to get your ROI, profits and take control of your life.
You will be added to an incredible lead generation family ready to help you 24/7 when asking questions on the group. Anyone is welcome who’s willing to put in the work. Click here to watch the lead gen webinar.