Your commercial cleaning company is offing a professional service so you'll want to look viable and professional on the web. But you also want to get the most ROI out of your Internet Marketing spend.
Beside generating leads, Internet Marketing for Commercial Cleaning, in actuality, must engender not only capability, but also trust. Why is that?
Because you are asking your clients to trust their personal affairs or their businesses to you, building an online presense that builds trust is important. You're either going into their physical work environment or into their financial environment. You need to earn their trust.
Here are 3 vital steps to get you pointed in the right direction:
Step 1: Review What You Have
You've probably guessed the first place you need to head is to your company's website. Remember, you are selling a professional service, your online presence needs to look professional. Before we move onto Internet marketing, we need to tackle a few core elements of your website.
When reviewing what you have, here are some things that are vital in today's Internet-dominated world:
- Your website needs to have clear navigation so visitors can find you and your content quickly.
- Your website needs to be properly optimized, and that mean optimized for local searches also.
- Depending on your industry, 30% or more of your viewers will use a mobile device to view your website, so your website needs to be mobile-ready.
- "Content rules." Content should be fresh and it should clearly define who you are. According to Forbes, "90% of website traffic comes from just 10% of the content and more than 50% of the traffic is from just 0.5% of the content."
- Have social sharing buttons on relevant pages. Social sharing buttons allow visitors to easily post a link from your site on their social networks. This is a completely free way to leverage the marketing power of social networking.
Some of these fixes will be easy, some a little more involved. If you're gearing up for a website redo, then just focus on cleaning up navigation and content, and let a web design company do the heavy lifting on the new design when you're ready.
Step 2: Give Something Away
This is the magic key for the Internet age, and a potential gold mine for Internet marketing for commercial cleaning because so few of your competors are doing it. Businesses that have a focused direction are not afraid to give something away. This is not a new idea. What is new is that both you and your potential customers will find value in the thing you are giving away.
Every potential customer who visits your website is on a journey. Your offer, the free item you're giving away, should be designed to help them on that journey. Help them, and they'll be more likely to reach out to you at decision time.
Your give-a-way could be an e-book, a white paper, a report, or anything else that's easy for you to deliver, such as a download.
What should be the qualifications for your free offer? Here's a check list:
- Will your potential leads be delighted to find your free offer?
- Does your offer help the customer on his or her buyer's journey by adding value?
- Is your offer easy to acquire without jumping through too many hoops?
- Does the quality of your free offer reflect the integrity of your company? (Example: "Free consultation" vs a "Free consultation with one of our professionals.")
If you've answered, "yes" to all the above questions, you're on your way!
Channel your website visitors to your offer using a Call to Action (CTA). A CTA is a button, graphic, or link to a page that highlights the features of your offer. You can place the same CTA in multiple pages to gain maximum impressions.
Step 3: Offer Something Else
What, a second give-a-way? Absolutely. Your second offer should intersect your ideal customer farther down the road of the buyer's journey.
Here's what this offer could look like:
- A free trial.
- A free consultation (You are not supplying proposal just yet; you are offering to answer questions and provide solutions).
- A free competitive analysis.
- A white paper (unless you've offered one above).
At this stage, you should be in contact with your lead. Without getting pushy, you can ask questions such as, "When were you thinking of making a decision?"
Key take-a-ways from this blog:
- Produce content that visitors will read and share.
- Consider giving away something of value that will meet a need for your ideal customer.
- Use CTA's to engage your audience and develop leads.