Episode 205 – Automated Email Marketing for Cleaning Services
Automated Email Marketing for Cleaning Services
Streamline Your Customer Contacts with Perfect Messaging every time
You have clients, contracts, a successful commercial cleaning company and a boatload of emails to go through. Now the question may be: how do you automate your system for marketing for cleaning services? Find out today when Mike coaches Peter Boland, a returning guest, owner of Oracle Building Maintenance!
Peter was a guest on our show last year and his company, has seen a tremendous amount of growth since then! With all of this success, Peter now finds that he needs a more efficient way to streamline email communications for his vast array of clients.
Before Mike jumps into automating Pete’s marketing for cleaning services, we get a peek into what he has been up to since his last appearance. In the year since then, his commercial cleaning business has sky-rocketed its sales from two million to four million! Peter has projected his 2018 sales to hit eight million!
Let’s take a quick look at a few adjustments Peter made which attributed to his stellar year!
KEYPOINT: Systematize, Systematize, Systematize!
The first key to Pete’s successful year was systemizing his sales process! Simply put, he found out what worked and what didn’t with his business and moved from there. Here’s what he did:
Hired sales people in individualized cities
Created a call center which also helped to book estimates with clients
Daily sales meetings with all of his staff
GENIUS TIP: Staying Power! Transferring New Contracts into Long-Term Contracts…
While systematizing his sales process, Pete discovered how to transform new contracts into long-term clients! In doing so, Pete had to really focus on his staff. Having the right staff is they key to success. Here are two ways he improved the staffing aspect of Oracle for success:
Set video training in place for his staff to watch in the hiring process. Which perfected onboarding and training
Established application forms for inspections for staff to fill out in order to make sure everything is going great with the facility
In short, systemize everything for getting customers, keeping customers; getting employees and keeping employees, then implement.
THE LYNCH PIN TO SUCCESSFUL SYSTEMS:
Writing them down! Steer away from keeping business systems in your head and merely defaulting to those that are not “tried and true.” Instead, use the ones that are most effective, write them down…and stick with those!
KEY POINT: When Systemizing…Remember Each Puzzle Piece Contributes to the Bigger Picture!
Keep in mind your systems will“touch” each other! You can’t tackle the marketing side until you deal with the sales side and the sales side is impacted by your production side! Each piece is connected to make the bigger picture especially when marketing for cleaning services!
Here’s Peter’s step by step that Oracle took to ensure this amazing success:
Automate Sales & customer acquisition
Fix issues within cleaning program-Systematized employee training
Created programs for managers
Now that we’re all caught up, let’s get started on today’s topic: Marketing for Cleaning Services with Automated Emails.
Larger companies may have massive, complex, automated email marketing systems in place. Avoid overwhelm and start small. It’s better to have something in place sooner that works than taking months getting something complex in place.
Let’s break down 3 key points to marketing for cleaning services:
Know who your customers are and what they want
Have a trained sales force in place
Automate and supercharge the process already in place with email marketing, funnel marketing, or automated marketing!
KEY POINT: Get control of how your commercial cleaning business acquires emails and how you use them
Oracle Building Maintenance acquires emails from purchased lists. They then start cold calling individuals to establish a relationship prior to emailing. Over time, when customers need services, they will think of Oracle first because he’s already established a relationship.
KEY POINT: Customers will buy when they are ready! Not when you want to sell
Make sure you have systems in place that are automated to keep track of everything so that when customers are ready…so are you!
For the most successful email marketing plans: Be aware of the stage your customers are In!
New clients: Emailing is more aggressive (daily) and then there’s a weaning off
Clients that show least amount of interest-touch base about every five weeks
KEY POINT: Segment your messaging for maximum effect
Segmenting your emails for each customer is imperative. What is segmenting? Just think: Different email messages for each client.
For Example: In the commercial cleaning business, if you have four or five different verticals you need to deal with each one of those as a different situation. A medical facility needs will be different from what your customer at a car dealership will want and those needs will then vary for your consumer at a warehouse.
2 Key points to Segmentation:
Niche and Interview
Pick a niche
Interview them to understand who they are and what their “pain” is.
Know where they are in the sales cycle
Prospective client who just showed interest will have a different message and frequency than existing clients or clients who just quit.
RESOURCE ALERT: Check out this in depth article on email marketing
SIDE NOTE ON LEAD MAGNETS HERE: While we are on the subject, let’s chat about these lead magnets really quickly! Various lead magnets get different responses from different people. The emails here will vary dependent upon issues and lead magnets.
RESOURCE ALERT: Want to know more about commercial cleaning company leads? Click here to listen FOR FREE
KEY POINT: Timing is EVERYTHING!
Let’s chat about how many emails a commercial cleaning business should put out in order to keep customers engaged.
How much is too much? Let’s break it all down for you in terms of this timing factor:
Be aggressive at the beginning, then peel off.
At the end of every month, everyone ends up in the same, final email funnel!
This is an email that you “ping” customers with at least once a month.
This is a generic email to keep contact going between you and your customers.
Find the Frequency!
In terms of frequency—as long as you’re bringing value and interest to the clients, it won’t be a problem. Keep in mind, “filler” emails won’t “fly” with customers. Fewer emails that are higher in quality and content are better than just every day “fluff” or “filler”.
What is Considered a “Valuable” Email?
Get a “consumer pulse” by checking on the engagement of your customers! If you’re getting lots of clicks, response, shares, and buzz this tells you that your customers find the information valuable! If it’s “dead” like radio silence…you probably have not hit a nerve!
How to Engage and get a “Pulse” on What’s Valuable from your Customers:
Speak to your customers! Involve them!
Send an email stating that you’re posting a survey to discover what they would like to hear more of in their emails!
Tell clients that you will reveal the answers from the survey of all customers involved.
Surveys can be serious in nature or humorous from time to time! Mix them up!
PETE’S LIGHTENING ROUND! Three quick questions, three amazing answers!
Best advice you’ve received either personally or professionally?
What is the best advice you have ever received?
This weekend—about core values. Making sure that every single person in your company matches your core values. Make sure everyone is in sync versus hiring based on skill and discovering later that the individual’s business values don’t match yours. Eventually, you will hit friction with that staff member and it’s not worth it!