When marketing your cleaning business, there is a lot of wrong that you can do. Thankfully, unless you are a major company with an already wide audience, most of those mistakes do not come back to bite you and require damage control.
However, it is still a great idea to avoid as many mistakes as you can. You will be spending precious resources on your marketing campaign, and the return on investment is by far the most important metric of judging how successful a marketing campaign was. As such, we have listed 5 major mistakes that cleaning businesses tend to make when it comes to marketing, and what you should do to avoid them.
Purchasing Likes and Followers
Whether it is Facebook likes or followers on your Instagram page, trying to purchase supporters is the worst thing you can do.
Not only will you end up spending money on the followers, but these will be people that have no inherent interest in what you have to say. As such, it will not end up increasing your business. What’s more, most of these people that end up liking your page won’t be in your target demographic. Thereby, they won’t entice new customers to come on board. Many of these accounts may not even be real, thereby reducing the legitimacy of your page.
Growing your social media organically is the best course of action. While it may take a bit more time, it will be worth it in the end.
Having Multiple Marketing Messages
If you run a business that caters to multiple different demographics, then you may be tempted to make use of multiple marketing messages. However, this is something that should be avoided.
For example, you may want to target both industrial clients as well as homeowners. However, your cleaning business will probably have more difficulty trying to get both of those segments to take off this way.
The better thing to do is to focus on one thing and try to make your cleaning service marketing portray your company as an expert in that thing. This way, you will be much more likely to get your message across, and more clients would be willing to take you on board.
Repeat Customers Are Your Lifeblood
While your focus should be on acquiring new customers and expanding your business, most of your revenue will tend to come from people who continue to utilize your services. As such, that is where your main focus should be.
It is best to have marketing campaigns that specifically cater to existing customers. If customers stop using your services or only use them sporadically, you can tempt them with offers and promotions instead of giving up and looking for new customers to replace them.
Keeping your customers engaged is a big way to keep yourself on their payroll. Having a Facebook group, for example, can go a long way towards making sure that one-time customers end up becoming lifetime customers.
Not Investing Enough
This is a very common mistake among new cleaning businesses. They do not realize the fact that to make money, you need to first spend money.
While we are not asking you to take a second mortgage on your home to fund your cleaning company, you must understand that without enough money, your marketing campaigns will fail even if you do everything else perfectly.
The ideal marketing budget will vary among different campaigns. For example, the ideal budget for an SEO campaign will be a lot lower than putting your brand across billboards in your area of operations. It is up to you and your marketing team to decide how to efficiently allocate resources and create the right marketing mix, but you must have adequate resources in the first place to make that happen.
Failure to Accept Failure
If a marketing campaign isn’t delivering results, you must realize it and accept the fact. Many cleaning business owners continue to pour money into a failing campaign because they are mindful of the money that they have already lost.
However, that money is now a sunk cost. There is nothing you can do to get it back. It is better to begin again with better research and create a campaign that can deliver better results. At the very least, the money that you spent helped you gain valuable lessons that will stay with you in the future, encouraging you to make better decisions.
An Easy Way to Avoid All Marketing Mistakes
Won’t it be great if you did not have to worry about making any mistake when it comes to marketing your cleaning business? Well, it’s possible if you hire a competent cleaning service marketing organization, such as Auguste Global.
Having provided cleaning service specialty marketing for years now, we are more than able to take your fledgling cleaning business and transform it into a household name (pun intended) in your area. Take a look at all the services we offer here, and once you are ready to take your cleaning business to the next level, book an appointment to consult with us!
