Episode 031 – Marketing a Cleaning Business
Marketing a Cleaning Business
Marketing a cleaning business can be a tricky and expensive proposition for owners of cleaning companies that don’t know how to do it right. Maybe you have tried marketing before, laid out hundreds or even thousands of dollars on some marketing campaign or another only to get pennies on the dollar in return.
Our host Mike Campion walks Annie Bobbitt through the age old question of how to grow your cleaning company without wasting a bunch of hard earned cash on things that just don’t work when marketing a cleaning business.
We cover the foundational concept that just because you tried something in the past and it doesn’t work, that DOES NOT mean there is no money to be made using that marketing tool- more often than not, your messaging wasn’t on point and/ or you didn’t understand the true pain of the market you were trying to connect with.
KEY CONCEPTS: – How to get your messaging RIGHT
How to know WHICH media to use
How to understand WHO you should be talking to
We also discuss an old often forgotten friend in direct mail. So many owners of cleaning companies have tried ValPak or Money Mailer or even postcards often with disappointing results.
Listen in and discover how you can use direct mail to hone in on your perfect target prospect.
No matter how good your message is, if you don’t have a clear picture of your target customer, your direct mail campaign is doomed to fail.
Identify your DREAM customer and hone your message to them and them alone!
So many owners of cleaning businesses fall for the “branding” trap and spend thousands of dollars to mail a beautiful piece with your logo loud and proud and a pretty picture attached and go crazy when that doesn’t get any response. LIsten and discover the magic of direct response and how it can be used to make your marketing dollars behave.
NEWS FLASH: Prospects don’t care about you- your employees, how long you have been in business or how “green” you are- they care about themselves and what you can do for them!
Mike debunks the myth of “branding” and name recognition for small companies- marketing a cleaning business is a for profit endeavor.
When you spend a hundred dollars, you expect to get MORE than $100 back.
For this to happen, you MUST be able to scratch where your customer itches- just telling them how great you are isn’t gonna work.
BONUS LOVIN: Listen to the EXACT words your customers and prospects use when they describe their pain and use those exact words in your marketing efforts!
When you know your customer inside and out, what makes them happy, what makes them crazy and what they can’t stand- you are almost home, but if you don’t have this information, it is nearly impossible to catch and hold their attention.
Mike shares how to use your companies resources to create a solution that your prospects care about. Position yourself as a consultant- not another salesperson.
RESOURCE ALERT: Mike talks about some awesome sales training that helps get this done at: https://www.sandler.com/sales-training/sandler-selling-system
Keep in mind, sales gets a TON easier when you have strong marketing systems in place. Find out how to have pre qualified prospects come to you instead of hitting the streets and knocking on doors.
Check out a couple of quick hits from today’s show:
Know your target customer
Understand their pain
Make sure your marketing speaks to their pain
Use media that is attractive to your target customer
Benefits of systematizing marketing for your cleaning business
Last but not least, Annie gives some good stuff in the Lightening Round:
Don’t mess with the sales tax people
Treat your employees well
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Enjoy the free resources, jump in, be a part and learn everything you need to know about marketing a cleaning business.
030 – Cleaning Marketing Ideas: 030: Marleen Swoboda
Cleaning Marketing Ideas
Need cleaning marketing ideas?
Our faithful host Mike Campion talks with Marleen Swoboda- cleaning industry veteran of thirty eight years about cleaning marketing ideas. Marleen shares some of her experience as owner of Mars Cleaning Service (http://marscleaningservice.com) before Mike jumps in with the good stuff on marketing your cleaning business.
You will discover why “branding” isn’t the solution for your cleaning company and how it can cost you money, but never fear, Mike gives the answer of THE way to market your cleaning company.
Just when you start feeling smart- Mike brings in the big guns with a mini rant on tracking and lays down the law- if you aren’t tracking, you are totally unprepared to grow your business.
Ever put your phone number on a company vehicle? Want to know the right way to optimize those marketing dollars? Listen in and get the tricks of the trade and the best way to make those vehicles an income source instead of the money suck they are now.
HINT: You gotta understand where people are when they see your vehicles and match your call to action to their reality
BONUS HINT: People care about themselves- you are way down on the list…
And that is not all- you will also discover why matching your message to your market is crucial to your success, not to mention how to pick the right media for that perfect market.
Still not listening? Tough crowd… Check out these bullet points to get you on board:
How much to spend on marketing
How to make sure you can always afford it
The costly fairytale of I am going to grow my company with no marketing
GREAT QUOTE: “If you believe advertising costs too much money, you will find the money to advertise for your “GOING OUT OF BUSINESS” sale
MIND BLOW: Advertising is only expensive if it doesn’t work!! If you are getting a positive return on your marketing, your budget is unlimited
Once Mike takes a breath and gives Marleen a chance, they move right into the Lightening Round and Marleen flexes her cleaning business muscles and explains how to:
Have a sense of humor
Love what you do
Don’t just take- give back, especially to your customers
Believe it or not, Mike has even MORE marketing ideas for your cleaning company and you can get em here: