Podcast

More cleaners get their biggest marketing return from online marketing than any other marketing effort.  But Google hasn’t made it easy lately.  Their Panda and Penguin algorithm update changes have effective MANY cleaning websites.

Google ranking is never a sure thing.  But there are several factors we know that can improve ranking.

Great content is the foundation.  But what more can you do?  Listen here…

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Why do some cleaning companies get FIVE times more referrals than others?   There are two things that EVERY highly referred cleaning company does.

Take your professionally printed and designed literature to referral sources.  (Hint, bring goodies with you)

Listen to how you can get FIVE to TEN times MORE referrals in your cleaning business.

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If you want to appeal to prospects and clients who desire to be “green” and to have healthier cleaning agents used in their home, listen to this podcast now!

Green cleaning is more than putting up a “Green Cleaning” banner on your website or van.  It’s a way of doing business with your clients and community.  It’s about connecting with the right people with the right message.

If your USP is that you’re a green cleaning company, you have a responsibility to educate your community.  Through this education, you’ll win more clients and be sought after as a green cleaning business.

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Want to find out how you can increase sales in your cleaning business?

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Here’s the podcast of my 2014 predictions for advertising a cleaning business.

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I’m going to give you many FREE and low-cost ways to market to cleaning clients during the winter.

1. Come up with a killer offer.  Make these the BEST offers you give all year.  NOT just a 20% off offer or 5 rooms for $99.  Make an offer that will cross-sell more services so you get a higher job ticket.
2. Send postcards and newsletters to your clients.  Rely on your current clients.  Mail postcards and newsletters with your special offers.
3. Mail email newsletters to clients and prospects with special offers.
4. Use Facebook to connect with past clients and new clients.  Offer a coupon or contest.  Use your same killer winter offer on Facebook
5. Every Door Direct Mail.  Target your best, ideal neighborhood for as little as 16 cents per home.

Put together a plan NOW.  If you plan right, you can be just as busy in the winter, or like some of my clients, make January or February one of your best months of the year.

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Marketing this time of year is utmost of importance!  Home beautification is on people’s minds.  People are having guests over and want their homes beautiful.  Your clients need to hear from you this time of year!

Your clients are in a good place to refer you.

• Market to your clients first.
• Mail postcards or greeting cards in the mail
• Email newsletters.
• Voice blasts- check local laws.
• Facebook page

Traditional advertising- works best this time of year.

• Newspaper- especially in smaller cities.
• Neighborhood marketing- EDDM is great.
• Val-pak, coupon mailers.  Maybe.
• Billboards.  Not if you need clients quick.
• Radio.  If you have a way for them to find you.
• Television.

Internet marketing.

• Facebook pay-per-click is huge.  It’s cheaper.
• Google Adwords.
• Yahoo pay-per-click.
• Angie’s List.

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Facebook is the undisputed king of social media with well over a billion users.

You can get referrals from current clients and even gain brand new clients.

In days of past, a happy client would tell 3 or 4 friends. An angry client may have told a dozen people.

Know that whether you participate online or not, your clients will.

Understand the natural of social media:

It’s not all about your business.  Why do people come to Facebook?

• Get involved in community pages and conversations.
• Post about community related topics or the conversation in their mind.  If you’re having record cold temps, post about.
• Post about holiday preparation.
• Give tips on how to care for carpet, fine rugs, tile, pet stains,etc
• Give emergency tips.  People love this, especially during an emergency.
• Ask your fans what they think.  Try your hardest to get FEEDBACK.
• Don’t post about politics.  Don’t post anything negative about other people or companies.

Want to REALLY stir up a buzz?  Start a contest on Facebook.  Give away a whole house of carpet cleaning like my cleaning company and several of my clients did.

Adwords can be tricky.  Here are some tips to help you avoid the pitfalls.

1. What is Google Adwords?  You have “organic” listing and paid listing.  Adwords is the paid listing.
2. Campaign settings.  By on search network only.  It’s okay to be on mobile devices.  Choose your locations very carefully!  Start with a small budget of $5-10 per day and work your way up.
3. Entering your keywords.  Broad match, phrase match, and exact match.  By default, your keywords are broad matched.  Broad matches are the lazy way of doing Adwords.  But it will cost you.
4. Your ad must be a good ad and relevant to the keywords.  If your keywords are “carpet cleaning Atlanta”, make sure they are in the ad.  If your keywords are “water damage Atlanta”, make sure they are in the ad.  And also, make sure the ad goes to a page that is relevant to the keywords.
5. Call them to action.  Put action words in the ad.  Words like “Call for a free inspection now” or “Go here for a quick estimate.”
6. Don’t forget to do the monitoring of your account.
7. To sign up for Adwords, Google, “Adwords.”  Create a google account if you don’t have one or sign in with your existing account.   Usually the system will take you through a wizard that helps you set up your first account.  But don’t leave it to that!  Go back and make SURE these mistakes I’ve listed are addressed.

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1.  There are many ways to pay for traffic to your site.  In the last episode, we talked about FREE ways to get clients online.  Right now, Facebook is my favorite because you can do an effective campaign for as little as $1 per day.  Pump up Facebook.

2.  Where does the ad lead prospects to?  You can have your ad go to your Facebook page or your website.  Or to a special tab that you create on your Facebook page.

1. Ad going to facebook page is usually cheaper per click and get more “Likes” to help SEO.
2. I recently ran a contest that had users go to Contest page and also website contest page.

3.  Pay per click or impression?  Depends on the ad.

4.  How to create an ad?  Go to Home.  -> Ads Manager  -> Create an Ad

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