The key to developing commercial cleaning leads is to leverage the magic of inbound marketing through the Internet. Inbound is "the" key, not "a" key. That's because both customers' buying habits have changed and so have the ways to attract them.
Case study: New Destiny Media, LLC
In just over one month, New Destiny Media's blogging series, centered around helping the cleaning industry to develop commercial cleaning leads, is producing great results. We don't normally look for great results until about three months after launching a given blog series.
- We are now ranking #1 in one key word, and our keyword rankings are dramatically climbing in other related keywords.
- Our blog traffic has grown 350% this month alone. Translate: Web traffic equals more business.
- We also are getting good traffic in social media because we're talking up the blogs we've done.
To wrap up, in sincerely having some fun supplying remarkable content to one industry, we are growing our own business. Why are you in business? We're in business because we like helping others grow their businesses!
How Can Your Business Develop Commercial Cleaning Leads Through Inbound Marketing?
The proven methodology for the age of the Internet
Since 2006, inbound marketing has been the most effective marketing method for growing a business online. If your competitors aren't using inbound marketing, then you have a great opportunity to develop commercial cleaning leads via the Internet.
Let's compare inbound with old school outbound marketing
- Buying advertising.
- Buying email lists.
- Praying for leads.
- Creating quality content that pulls customers in toward your company.
- Positioning your company to help rather than badger with interrupt advertising.
- Since inbound targets your idea customer, cost per click (CPW) is far lower.
An Inbound Marketing Plan for Commercial Cleaning Companies
Step 1: Leverage the power of the Internet to attract leads
The Internet is vast storehouse of information. Since it is so large, you can no longer afford to attract generic traffic to your website. Nor can you rely solely on raw traffic metrics for much of anything. If you're a commercial cleaning company, what good is it if people arrive on your site after a search for a "car detailing company" or a "pet cleaner?"
It is only the right people coming to your website who will become leads and who will form your "happy" customer base.
Here are the top four tools you can use to attract leads with inbound marketing:
- Blogging - Inbound is all about blogging. By blogging, you are supplying educational content - useful information that answers your customers' (and potential customers') questions.
- SEO - Stripped of all its false information and mystique, SEO boils down to creating great content built upon good keyword strategy. This is very simple: If you are not writing content people are searching for, you won't get found.
- Website pages - Your website is your 24/7 digital sales team who never sleeps, pointing leads to your contact form. If you skimp here, you may still stay busy, but you'll lose higher-end clientele at the start, and you'll lose all the ROI your would have received by having a quality website.
- Social media - This is where your potential buyers spend their time. Interacting on social media puts a face to the name. It is also a no-cost medium, unless you opt to pay for PPC advertising.
Step 2: Convert leads into customers
Stopping at step one above is doing something but just hoping for results, and really, not much better than outbound marketing. To convert leads, getting their contact information, such as an email address, is a valuable commodity. In the conversion stage, we always like to get one more piece of information from leads, such as the size of their business, type of business, number of employees, etc. This way, we can qualify leads, contacting the highly qualified leads, and deciding what to do with the others.
How do we get this contact information? Give something away in exchange for it! In today's world, people will surrender information if they think they'll get something great in return and if they don't think you're simply out there just to get their money.
Here are some of the key tools to turn leads into customers:
- Forms - Visitors must be able to fill out a form and submit their information. At this stage of the buyer's journey, the form needs to be very simple and quick to fill out.
- Calls-to-action - CTA's are links or buttons on your website that call your visitor to take action, such as "download our ebook: The Top 25 Areas Commercial Cleaners Often Miss."
- Landing pages - A landing page takes the visitor from the call-to-action to where they can find additional information about the offer, and then receive the offer. Landing pages can be tracked. When a customer lands on a landing page, your website can place them on a specific contact list.
- Database - A database houses all the information generated by CTA's, forms, and landing pages. From your database, you can engage in lead nurturing, sending email offers, "request a free quote" offer, or even an additional free offer then can download.
Step 3: Close the sale
At this stage of the buyer's journey, you have attracted the attention of leads who are interested in buying services from you. You've also provided an abundance of useful information. This educational content you give away positions your cleaning company above the competition - who probably is still relying on outbound marketing. Why would any of your leads want to go with the competition when you've proven your willingness to help?
In the pilot blog in this series I wrote, "Potential customers shop for value, not price. You can gun down the wannabe cleaning outfit who bought a mop and bucket from the neighborhood hardware store, but you must do it on value, not on price." You've added tremendous value in the eyes of your customers by positioning yourself as an expert in the commercial cleaning business. There is a lot of psychology here. Because you have positioned yourself as an expert, why would someone want to buy from a competitor who never ventured to help in the first place?
Here are some closing tools:
- CRM - A CRM will keep track of the details about all the contacts, companies, and progress in your pipeline, and help you easily get in touch with the right prospects at the right time. Customer Relationship Management (CRM) systems will help close sales by making sure you have the right information at the right time to better engage with prospects across every channel.
- Reporting and metrics: You need to know which marketing efforts are producing the highest close ratio. Armed with good metrics, you can decide if your sales and marketing efforts are playing well together. You also can decide on actionable tasks needed to onboard new campaigns and to tweak ones that can be improved.
Step 4: Delight your customers
Because you began the process of developing leads by offering content that will delight your potential customers, you can carry this methodology even after the sale.
The #1 goal of this stage of the buyer's journey is to turn customers into promoters.
Ways to delight customers and turn them into promoters:
- Sharing buttons - Place "social sharing" buttons on website pages. The idea is to allow customers to share your content on popular social networking channels.
- Surveys - A short survey is a great way to make sure your customers stay delighted with you.
- Smart fields - Smart fields on your web pages can be used to display targeted content based on your customers' needs. Smart fields can also eliminate visitors from having to enter redundant information into web forms.
Key take-a-ways from this blog:
- Inbound marketing is the best way for professional companies to acquire leads and conversions online.
- Blogging, SEO, website content, and social media form the arena of inbound marketing.
- "Smart" websites will calls-to-actions, landing pages, and other automation help with the conversion process.
- When you add value to the buyers' journey, closing the sale is easier. A CRM and reporting tools assist in the closing process.
- The end goal is not to just satisfy but to delight your customers, turning them into promoters.
For a more comprehensive approach to getting commercial cleaning leads, please download our free ebook below.
If you're serious about marketing your business in the digital age, our e-book will really help!