August is Cleaning Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your cleaning service and driving more new and repeat business.
Not a cleaning professional? Don’t worry, we’ll still be sharing insights that will help you to promote your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!
Letting strangers into your home can be daunting, so put yourself in your customers’ shoes when advertising your cleaning business. Oftentimes, consumers want to find a cleaning service that comes recommended by a friend or trusted source, which makes referrals especially important in this line of work. According to the New York Times, 65% of all new business comes from referrals, but as we learned in our referral marketing series, it’s not enough to sit and wait for them to come to you. You must create a comprehensive strategy, cultivate a “referrals mindset”, and start implementing procedures that can be put into place in order to drive more new business.
First, you need to decide on the type of offer you want to use. It’s important that you do the math to ensure that it’s compelling enough to keep customers motivated to send referrals your way, without causing you to lose money on the deal. Depending on your audience, business model and target you might want to extend a special offer to the referrer, referee, or both. We’ve seen the most success when both the referring customer and new customer are rewarded, because customers view it as a “win-win” for both themselves and their friend, without feeling selfish.
You should package the offer in a way that will get your customers excited and eager to participate in the program. You can try giving them a finite number of “coupons” that ask, “Want your next cleaning to be free? Get 25% off your next cleaning appointment for each friend that uses one of these 4 coupons.” Or, you can split it up and instead of getting one free session, they can get 50% off their next, two home cleanings. This will help encourage repeat business on both ends. If you do use coupons, experiment with putting an expiration or “must use by” date that gives interested parties enough time to make their appointments, but still elicits prompt action.