60 Ways You Can Market and Advertise Your Cleaning Business
Apr 10, 2022Season 1Episode 6
Mark Lineberry
Do you feel stuck in finding new prospects? Are you wanting to know other ways to pull in cleaning leads aside from Bark, Angi List, Yelp, Thumbtack, and others? Definitely check out this episode.
Always keep your pipeline open. You always need that influx of potential clients. Without prospects in your pipeline, you're out of business.
Each prospect needs a touch point. A touch point is something they see or experience through your business that gets them to know you and your brand. These include the basics like phone calls, emails, mail, door-to-door, ads, and more.
Jeb Blount wrote Fanatical Prospecting. He says this...
It takes 1-3 touch points to reengage an inactive customer.
It takes 1-5 touch points to engage a prospect who is in the buying window and knows you and your brand.
It takes 3-10 touch points if they're highly familiar with your brand and are not in the buying window.
It takes 5-12 touch points to engage a warm inbound lead.
It takes 5-20 touch points to engage a prospect that has soe familiarity of you and your brand.
It takes 20-25 touch points to engage a cold prospect who doesn't know you and your brand.
The more you reach out, the more likely they'll ask for a walkthrough and/or proposal.
Apogee Mastermind application. Napoleon Hill defined the mastermind principle as "two or more minds working actively together in perfect harmony toward a common definite object." At Apogee, we meet in small groups each week to act as a peer group or a board of advisors to help both you and your business grow. We pool together resources and help each other through challenges, pitfalls, and wins. We're also planning on a live meetup in the near future, all included in the price of membership. I've been masterminding for years now and it's certainly changed my business for the better.
I teamed up with SpeakPipe. If you have any questions and would like to be featured on the show, go to https://www.speakpipe.com/BeyondTheMop and click "Start Recording". Record up to a 90-second question and you'll be featured on the podcast along with the answer(s) to your question(s). I'll put all of these together and will release them at a later date.
Do you feel stuck in finding new prospects? Are you wanting to know other ways to pull in cleaning leads aside from Bark, Angi List, Yelp, Thumbtack, and others? Definitely check out this episode.
Always keep your pipeline open. You always need that influx of potential clients. Without prospects in your pipeline, you're out of business.
Each prospect needs a touch point. A touch point is something they see or experience through your business that gets them to know you and your brand. These include the basics like phone calls, emails, mail, door-to-door, ads, and more.
Jeb Blount wrote Fanatical Prospecting. He says this...
It takes 1-3 touch points to reengage an inactive customer.
It takes 1-5 touch points to engage a prospect who is in the buying window and knows you and your brand.
It takes 3-10 touch points if they're highly familiar with your brand and are not in the buying window.
It takes 5-12 touch points to engage a warm inbound lead.
It takes 5-20 touch points to engage a prospect that has soe familiarity of you and your brand.
It takes 20-25 touch points to engage a cold prospect who doesn't know you and your brand.
The more you reach out, the more likely they'll ask for a walkthrough and/or proposal.
Apogee Mastermind application. Napoleon Hill defined the mastermind principle as "two or more minds working actively together in perfect harmony toward a common definite object." At Apogee, we meet in small groups each week to act as a peer group or a board of advisors to help both you and your business grow. We pool together resources and help each other through challenges, pitfalls, and wins. We're also planning on a live meetup in the near future, all included in the price of membership. I've been masterminding for years now and it's certainly changed my business for the better.
I teamed up with SpeakPipe. If you have any questions and would like to be featured on the show, go to https://www.speakpipe.com/BeyondTheMop and click "Start Recording". Record up to a 90-second question and you'll be featured on the podcast along with the answer(s) to your question(s). I'll put all of these together and will release them at a later date.
Unknown:
Do you sometimes feel stuck in finding new prospects for your cleaning business? Are you wanting to know other ways to pull in new leads aside from sites like Barker, Yelp, thumbtack and others? Well, in this episode, I'm gonna talk about 60 ways you can market and advertise your cleaning business. Hey, I'm Mark Lineberry with beyond the mob. And like with every single episode, I offer a pro tip a guide something, something that could help your business out. Are you looking to kickstart your email marketing campaign, but you don't know where to find email addresses? Have you ever spent money on leads and lost money like I have. If you're looking for a quick resource to find emails, go check out this website. www.hunter.io hunter.io is a great resource that allows you to find and Verify Email addresses all by typing the name name, it will look at archived and current versions of the website and give you emails have appeared within. For example, maybe you want to do a sales email to a school near you for purposes of prospecting. But you don't know how to find that email because the informations not currently on their website. Well, you can use hunter.io to search that school's domain name. And they can return few or even dozens of emails from multiple points of contact that have appeared over two years. Moreover, hunter.io can verify that email to see if it's legitimate. And on top of that, they offer a Chrome extension. And any site you visit using Google Chrome, it'll have an alert with verifiable emails you can use for your cleaning marketing. Now, this isn't meant to replace a email lead capture that you need to have on your website always have one. And it definitely comes in a distant second place from some resources like LinkedIn and seamless when paired together. But hunter.io is a great way to get emails in a pinch, go visit hunter.io For more information, well, I told you a second go there are 60 ways I'm going to talk about 60 ways you can market and advertise your cleaning business. And I just talked about one of those and that's email marketing. But before I dive in the deeper you need to have an open pipeline of new prospects, you're always gonna have churn, you're gonna have people who leave you, for example, our biggest client $33,000 a month just left us two weeks ago, we have until June 30, to replace them. But they they signified that they're not going to renew the contract, and they've been our client for 22 years, they just want to try in house for a little bit. So things can happen, you may think you have a secured contract that for a client that's been with you for years and years, but there's always gonna be that churn Plus, he always needs to prune that tree because you you'll be stagnant with some clients, and you do need to replace them over time. But you do need to hone in to your client avatar, just like what we talked about in episode one, focus on what client you want, go after client type, and then dive in deep with email marketing calls and so forth. But without an ongoing rotation leads into your funnel. Hey guys, you are out of business. I'm gonna talk about touch points. When you're talking to your clients or prospects, I should say you'll find out large majority do not need your services at the time that you talk to that prospect. You know, they might have their own employees cleaning in the house, or they might already have a cleaning service already. It will take multiple touchpoints in order to get them to consider your business. Well, what is a touch point? I'm gonna cover 60 different ways he can market and advertise your business. But each and every one of these is a touch point back to your prospect. And the more times you reach out to them, whether it be through advertising or through some form of marketing that counts as one touch point. The more you do, the more you get. There's a great book out there called fanatical prospecting by Jeb Blount. And in there he said, If you want to re engage and inactive customer meaning someone who parted ways with you, and you want to win them back, I'll take one to three touch points in order for them to flip the switch and say yes, I want a proposal from you. Well, if you want to engage a prospect who's within the bind window and knows you and your brand it'll take one to five touch points before they reach out to you and say, hey, I want proposal. If they're highly familiar with your brand, and they're not in the bind window, meaning they already have a service or they're in house, they're just not looking into moment, it will take three to 10 touch points before they finally reach out. If you want to engage a warm, inbound lead, this is someone who's, quote unquote, shopping around right, how many have we experienced that? You know, we all experienced that, where they'll reach out and say, Hey, can I have a proposal, they're not really serious. They just want to keep it warm, keep you at arm's length or whatever? Well, it'll take five to 12 touch points in order for them to reach out and finally say, Yes, I want to do business with you. If you want to engage a prospect that has some familiarity of you and your brand, depending on that bind window, it'll take anywhere from five to 20 touchpoints before they finally say yes. And lastly, if you want to engage a cold prospect who doesn't know anything about you or your brand, it'll take 20 to 25 times have seen those ads, seen the marketing letter, seen the emails, seen the font or listen to the phone calls, before they finally reach out and say, Hey, I would like a proposal from you. Well, here's 60 ways you can market and advertise your cleaning business. I do want to warn you up front this is a long list I'm gonna rifle through but there's no need to do them all. This will give you some ideas, some tips, some thought provoking concepts that you can latch on to in use to grow your cleaning business definitely don't feel you need to do them all. Well, I broke it down into two different segments here we have marketing and we have advertising for marketing number one, call your prospects and promote your business. Always call right number two, now your prospects and promote your business all I do is take a letter form letter I use a template through Microsoft Word automatically captures their information because I have it saved on spreadsheet as a CSV file and then spits up you know, 100 200 letters at a time toss a stamp on it, put up a brochure and mail it off. You can email your prospects very easy to do, right I just gave you the pro tip for hunter.io you could join networking events and promote your business so like chamber different associations, you could go to everyone you like, know and trust and ask for referrals. Well, both networking and referrals I covered in episode two, I believe how shaking a stranger's hand can make you millions very true. And then you could sponsor a local sports teams. So maybe your kids on little equal a sponsor to Team help help the Little League out. Or maybe your kids in high school will sponsor the high school booster club or the sports Booster Club for that school. You can sponsor a community event like an outdoor concert, a festival, running race or some sort of outdoor activity. Number eight, you can offer to clean an event for free in exchange for free advertising for that event. Number nine, you can sponsor a charity auction or some sort of fundraising event for a client and or a nonprofit that you would like to support or clean. We did this for our school client. We supported their fundraising event. And in return, we didn't ask them to do this. They gave us a big billboard and they place that right in front of their school. It's located along busy street. How cool was that? Number 10. You could offer cleaning discounts for nonprofits. We do this all the time we reach out to nonprofits, we'll give them about 25% off or so you can host a fundraising day and donate it to a worthwhile charity. We did this within the community and in one month rates raised $12,000 to charity donate it all. We posted about on social media someone sold a post social media post is the owner of a dance studio. And she hired us and that brings in about $60,000 in revenue every single year to us. So was it worth it? Heck yeah. You can engage in social media marketing, so posting and Facebook and Pinterest and Tik Tok or wherever you happen to post. You could join an organization called Help a Reporter Out just Google them Help a Reporter Out or Haro. And then every time a news reporter once a source they'll send you an email update and gives you an opportunity to see what opportunities are out there to write for or to respond to. So that way they can interview in your organization can be published, not just locally, but nationwide, as well. In some cases, you can write press releases for your business, you can number 15, you can send out congratulations video to people on your prospect list that had a worthwhile win to congratulate them on. So you can literally pick up your phone record a 45 to 62nd video saying congratulations on your acquisition of ABC company or congratulations on winning, you know, Business of the Year or something like that. And you just send them a simple 45/62 video, they don't know who you are, but now they do because you took the time to congratulate them. Number 16. You could go door to door and add prospects to your list 17 You could join networking groups within that prospects and industry like building owners and Management Association, Property Managers Association, international Facility Management Association and so many others. Number 18, you can offer to give a presentation on a worthy topic to a group or an association. You imagine going to your HOA and say hey 10 tips of how clean house can improve your ROI when it comes to selling it. Or, hey, five ways to keep your family safe during the age of COVID. Or whenever you could put some sort of presentation together and present. It doesn't even have to be about cleaning. You could talk about whatever topic you want, and then have it sponsored by you in your business. Let me see number 19 You could join groups like LinkedIn groups or Facebook groups and then you could target your audience from there and offer free advice to help them or solve some of their pain points. 20 Everyone needs to do this number 20 is create your Google My Business Profile haven't attached to your website. Number 21. Build a website and link back to your Google My Business Profile. Number 22. Add a blog to your website always have a blog improves your SEO, your blog contents evergreen it's not like you're talking about technology where it's outdated next month. It lasts forever and then makes you appear like an authority figure a pro professional within your industry. Number 23. hone in on keywords and keyword research. Use SEO to optimize your web page. So there's great sources out there like Moz or SEMrush or what have you. Number 24 add yourself to directories to improve your SEO such as Yelp. I know I talked bad about them a second go but have a Yelp profile doesn't mean you have to use them. So Yelp, Bing, Yellow Pages Glassdoor, Google and so on. Number 25. Send email newsletters with your blog and website content. Number 26. Solicit customer testimonials and highlight those publicly for shared promotion. Number 27 offered to pay for a videographer to shoot a testimonial for for your client and offer some of that videographers time to shoot promotional video for the same client. It's a win win for everyone. Number 28. Form a strategic alliance to trade leads, advice, help resources and so on. I do this with clients all the time, I'll sit down with them over a zoom call or a cup of coffee somewhere and we just help each other out pour into each other give each other leads and help each other other's businesses grow 29 You can attend trade shows to find prospects. Number 30 Offer your employee money for leads that convert. So we talked about referral so definitely offer money leads can convert with those referrals. Number 31 market to all of your past clients number 30 to market to all of your past leads that you haven't converted. Number 33 create a community contest. You know have some sort of raffle or fundraising event or some sort of naming contests or what have you. Number 34 volunteer in the community. And then if you do so word will get out that you're providing a valuable service and that you're not shilling number 35 create a podcast brand it about your business or something about your potential client may listen to then you can add them as a sole advertiser on your own podcast or even add your own business as the advertiser for your own podcast. Number 36. Wrap your car number 37. Advertise on a billboard somewhere. Number 38. Use geofencing. To create automatic alerts when someone enters that area. For example, on Android phones that might pop up, this building is cleaned by your company. Number 39. If you clean tentative offices go to those tenants and see if they have other buildings or suites in that area that you can clean, huge list there. I remember quite a few buildings, we clean their class A office buildings, we'd go to each oven. So now we're cleaning their refrigerators for extra money, we're cleaning our microwaves for extra money. And some of them had offices outside that one office building we clean now we got those offices to clean to huge source, they're always go to them. And number 40. Post about your cleaning companies expertise on sources like medium Quora, or even LinkedIn. And that's the marketing side. Let's talk about advertising. I got 20 to go and we'll wrap up. For advertising consider doing Google AdWords. Number two, take your email list and run it through Facebook ads to create a look alike audience. That way you can advertise to any of those email leads, if they're using their email for their Facebook profile. So now they'll always see your business ad within Facebook. Number three do retargeting ads on Google from site visits. Always do retargeting, that's number four, do ads on LinkedIn. And then consider retargeting ads on there too little more expensive by the way. Number five, waste money on bark, thumbtack Angie's List, Yelp and so many others. It is wasting money by talking to someone I know bashing these groups quite a bit by I talked to someone not long ago, they won a major university through through bark. So I'm not saying it's a bad bad thing. But I gotta tell you the majority of the leaves on there are fake. But there are some gems here and they're very rare, but they're there. Number six, advertise on mass transit within your community community. Number seven, advertise on dog weigh stations, or work out some sort of deal to clean those areas for free in exchange for free ads. For example, we have walking parks in our neighborhood and on the parks they have the dog changing bags that you know free bags for use. You could provide those bags for free turn around advertise your business on there and say hey, bags provided by your company name. You could do number eight, you could figure out where your prospects visit and then advertise there. Number nine, advertise in a local niched newspaper. You know, for example, we have a Christian newspaper that goes to a particular denomination here in our area, and it's 100% readership. And so I know if I advertise in there, everyone will see the ad. Number 10 advertising Craigslist number 11 advertise on the radio 12 advertise on TV 13 advertise on YouTube. Number 14. Sponsor a local roadway or highway sometimes you have the ability to put your name on their signs saying something like a this highway sponsored by your company, just make sure it's clean because if you're not cleaning that roadway, and you got your name on the sign, then you're going to look like a schmuck for keeping dirty roadway. least that's my opinion of it all. Number 15. Offer to advertise on building lists such as loop star, loop net or co star number 16. Advertise on flyers in public areas. Number 17. Create a SMS text campaign. Number 18 Advertise within industry groups such as BOMA and others, like mentioned before. Number 19. Advertise in niche directories like Best of school lists, best of churches lists best of lawyers list and so on. And finally, number 20 advertise a niche publications relating to a niche that you want to serve. So for example, maybe the local bar association publishes a newsletter, see if you can advertise your business within that newsletter if lawyers are the ones you want to target. So I hope this information really helps out. This whole list is going to be available online, just check and click on the show notes. You can pull it up the entire list in its entirety. And I hope it makes sense. Yeah, I hope you utilize some of it and I hope you use it to grow your business, I'm in middle of 3099 days to 33k. To replace that$33,000 A month we lost and I'm doing a big bulk of the 60 items. Well, I hope this content helped. I hope this information helped. For more information about this episode, definitely check out the show notes. Like I mentioned, you can easily go on beyond the mob show.com or click on the show notes within the email direct or Podcast Directory you're in right now. Whether it be Spotify, Apple podcast, Google or whatever. And if you felt this episode, or even the show deserves a five star rating and review and even subscription I definitely would appreciate it. Last two things. Go to speak pipe.com backslash beyond the mob. We're taking questions right now. We will feature your question right on the podcast and I'll answer it for you if that's something you're interested in. If I have enough questions, I'll put a bonus episode together at the very end of all this. And again, this is episode six of eight planned episodes. And lastly, this episode was brought to you by Apogee mastermind so Apogee mastermind putting this together we serve service based professionals. Our goal is$100,000 a month and more in monthly or annual revenue. We target medium to large businesses, those owners who are going through a lot of pain points right now they just don't know where to go. It's kind of like having a peer of advisors or board of advisors. People are there to help you out. We're gonna meet on a weekly basis. Help each other out put someone in the middle man in the middle have resources share help. And I gotta tell you, I've been masterminding for years and years and years now and it's changed my life for the better. So I hope it hope this adds value to you. If you got any questions he could reach out to mark at my clean pivot.com And we'd be more than happy to help you out. Thank you again for listening. I love recording this. Take care and have an awesome awesome week.