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More Ways to Get Cleaning Business Contracts from Marketing

Step 3: Identifying the Target Audience for Your Cleaning Business

What does the term ‘target audience’ mean? To say it plainly: the ideal people you want as your clients. If you were a company with a product, it would be the audience your product is best suited for. Write down a list of who you want to attract. What do they do for a living, where they spend time online and in-person and what value will you be bringing to them.


If you are an expert at cleaning office buildings in your local area which, let’s say, is Chicago, then your target audience will probably be Office owners/ managers, commercial property managers, etc in and around Chicago.

Decide what action you want them to take. Want them to fill out a form on your website? Call you? Make sure this is clear on your website and any marketing that you do.

Step 4: So what are your different marketing options to get more leads for your cleaning business? Let’s take a look.

There are a number of ways/ mediums through which you can market your cleaning business to your audience. There are a lot of ways but we will take a look at the most accessible options. Before you get started, think about what makes the most sense for your business and what your goals are. Who are you trying to attract?

Here are some marketing channels that you can explore:

Organic Marketing

This term refers to the process of getting your leads without paying per click or per view. This also means you don’t spend money on marketing in the form of ads, boosted posts, or anything else. Organic marketing is free and is a great way to start marketing your cleaning business. While it doesn’t cost advertising dollars, it does require time, effort, and a lot of patience. It may not bring you leads overnight, but over time you will see growth.

Below are some ways in which you can get more Janitorial leads to come to you without it costing you any money.

Organic/Unpaid posts on social media platforms such as Facebook, Twitter, LinkedIn, etc.

Creating content and posting on social media platforms is free.

  • Start with identifying the platform where your target audience spends most of their time

  • Create your business accounts on those platforms. You do not have to be on all the social media platforms – it is more important to pick one or two and build them well

  • Start posting regularly. The posts could be about your cleaning business, the services you offer, highlight any offers and discounts available, etc.

  • Ask your friends and family to follow you and share your content

  • After some time you will start to see people follow you

  • Remember – success won’t be instant! One of the most important things to invest with social media is time

Get Reviews for your Cleaning Business

We live in a review culture. It is incredibly common for people to search for reviews before buying a product or a service, so make sure to ask your happy customers to leave you a review on Google, Yelp, or your Facebook page.

You can also ask some of your clients to send you video testimonials that you can post on your social media platforms and/or on your website. It is important to make sure you let your customers know that your intent will be using their reviews for marketing. Check out our article on 7 ways to get more Reviews for your Cleaning Business for tips.

Get Referrals for your Cleaning Business

Start a referral program. It doesn’t have to be a formal one! You can simply ask your happy and loyal customers to recommend you to someone they think is looking for a cleaning service.

Tip: Incentivizing both parties (the referrer and the referral) always helps get more referrals.

Check out our article on 4 ways to get easy referrals for your cleaning business for more tips.

Email Marketing

Email marketing is another marketing medium that’s effective if done strategically. It is incredibly common to see businesses use this tactic. Make sure your emails are providing your audience value.

Hear our Growth Manager give some great tips on how to leverage Email Marketing for your cleaning business.

Traditional Marketing

Traditional marketing does cost money but it is also another way in which you can spread the word about your business without using a lot of resources.

Traditional Marketing includes things like (but not limited to):

  • Having posters and/or brochures about your business circulated in your local area

  • Giving away your business cards to your current customers to share with others

  • Giving away some SWAG to your customers, cleaners, vendors, etc with your logo printed on them. If it’s something wearable like a hat or tote bag they might end up doing some free advertising for your cleaning business!

  • Having some ‘leave behinds’ printed with your logo on it (Fridge magnet is a good example)

Paid Advertising

Paid ads require a little more thinking & planning in comparison to organic marketing. Before you start, you should have answers to these questions:

  • Who do you want to reach out to through your marketing efforts?

  • What is your marketing goal?

  • Do you have the time & capacity to do it yourself? If you don’t you’d probably need to hire someone on a freelance basis or full-time basis to do this for you

  • What’s your budget? How much do you want to spend on marketing per week, per month & per year?

  • What type of messaging do you want to start out with? What do you want your ads to say?

Once you have answers to all these questions, you should be in a good position to start exploring paid advertising for your cleaning business. Below are the most commonly used advertising platforms that work!

Ads on Social Media

Facebook Ads

Facebook ads are very easy to get started with. It is pretty straightforward and you do not need a huge budget to create & execute Facebook Ads. Especially if you are a small business trying to reach people in your local area, it is certainly inexpensive to advertise on Facebook and it works! Here’s a step-by-step guide that will help you set up the first Facebook ad for your cleaning business

Google Ads

With Google ads, you can reach out to a wider network of audiences and it offers a variety of ad format types that you can use.

The different formats google ads offers are

  • Search campaign

  • Display campaign

  • Shopping campaign

  • Video campaign

  • App campaign

Tip: Paid search terms that include ‘near me’ is a great way to attract a local audience. Google prioritizes these searches in localized areas. Have you registered your business with Google yet? This will help you look legit and attract local leads.

Click HERE for an in-depth guide on how to set up your first Google ad campaign.

You can also hear our growth manager give a quick overview of the major differences between Google Ads & Facebook Ads

Facebook and Google are just two big platforms through which you can advertise. There are a variety of platforms you can try depending on who you are targeting. For example, LinkedIn Ads, Twitter Ads, Bing Ads, etc.

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