With the explosion of digital marketing, it seems there's no end of options for a small business to reach potential customers. Google ads, Facebook ads, local SEO, social media marketing - for carpet cleaners and all companies out there, the options for a marketing strategy go on and on. So, how do you decide what will be best for your carpet cleaning business?
You didn't start offering your carpet cleaning services because you wanted to develop the perfect marketing strategy. You got into the carpet cleaning business to provide your clients with the deep cleaning their carpet needs and excellent customer service that would help you grow your local business. However, to grow your carpet cleaning company, you must have new leads. The solution is a marketing plan.
What Is Carpet Cleaner Marketing?
Simply put, your commercial carpet cleaning marketing strategy includes what you will create and share to bring in new customers and grow your cleaning business. However, the process isn't as simple as its definition. Luckily, you have help in getting started.
Understand What Changes a Prospect Into a Buyer
The first thing you must understand is the buyer's journey. This journey is split into three stages:
- The awareness stage.
- The consideration stage.
- The decision stage.
Each of these stages requires a slightly different approach. For example, perhaps in the awareness stage, the lead becomes aware of you through your social media platform or Google ads. Their carpet needs cleaning, and you provide that service, so they're interested.
As they consider your cleaning service, you have to set yourself apart from your competition and ultimately offer them a reason to choose you as they make their final decision.
Before you move forward with any carpet cleaner marketing idea, you need to understand more about their journey so that you know your marketing strategy will meet the customer's needs.
Carpet Cleaner Marketing Strategies That Will Help Grow Your Business
Everything's digital these days, so now is the time to stop putting your picture in the phone book and come up with a digital marketing plan. Here are some strategies to help you develop a carpet cleaning marketing idea and attract more carpet cleaning clients.
1. Create an Engaging Website
It sounds harsh, but in today's competitive business world, if you don't have a website, then your business doesn't exist. How are your carpet cleaning leads supposed to know what you offer, how much your services are, and how to contact you to schedule a cleaning? Your website is your business card, your brochure, and your scheduling service all in one. You need a website.
Here are some tips.
Make It Mobile-friendly
When designing your website, you'll want to make sure it's mobile-friendly. Hundreds of millions of people worldwide use their mobile phones to search for local businesses every day. If you want carpet cleaning customers to contact you when they visit your website on their phones, it must be mobile-friendly.
Create a Memorable Logo
Customers don't always remember names. However, a stand-out logo will flash in their memory much more easily.
Imagine it. A customer had a great experience with your carpet cleaning service last year, but it's been a long time since they cleaned their carpet. They want the same great service you provided before, but it's been a long time, and they're not 100% sure of your business's name. They Google local carpet cleaning businesses and none of the names ring a bell - but wait, they remember that logo featuring a bright-colored carpet cleaner flying. Your eye-catching and cleverly designed logo ensured that customer comes back to your business.
Logos are vital to building brand awareness that keeps customers returning year after year. In addition to your website, you can put your logo on:
- Refrigerator magnets
- Key chains
- Work vehicles
Having your image everywhere will draw people to your website because they'll recognize you even if they don't know your company's name.
Make Your Website an All-in-one Platform
Once potential carpet cleaning clients make it to your website, you want to make it an easy process for them to schedule your services. Offer a website experience that directs customers to details of your services, prices, and multiple forms of contact with clear labels and directions.
Customers should easily be able to contact you in three ways:
- By phone
- Through a contact form
- Via a readily available chatbot
The easier it is for a potential customer to contact you, the more you'll see buying from your business.
2. Incorporate SEO
SEO stands for search engine optimization, and it's business owners' key to appearing first when someone searches, "carpet cleaners near me."
Carpet cleaning SEO is similar to SEO for all businesses. It utilizes keywords that customers search for to ensure your business comes up when the most popular ones are searched.
First, you need to know exactly what people are searching for. SEO tools will help you with your research. Once you discover what people are searching for that relates to your carpet cleaning business, then you narrow your focus to the top ten keywords.
Once you choose your keywords, you'll ensure that they appear repeatedly throughout your website. This will drive search engines to display your company's website when users search for those keywords.
From there, you'll want to set up analytics so you can see how your chosen keywords are affecting your website traffic and make adjustments if needed.
Start a Blog
SEO marketing can be a magic wand for making customers appear, but it requires regular attention
For the carpet cleaning industry, you can write weekly about different carpet cleaning equipment, cleaning ingredients, how to be more eco-friendly as a carpet cleaner - anything that relates to your industry. Insert your chosen keywords naturally into these articles so that you're more likely to appear on the first page of a Google search every week.
Consistency is vital here, so if you have difficulty delivering quality blog articles on a regular basis, consider hiring professionals to help boost your search engine ranking.
Local SEO is the practice of focusing your keyword research on a specific area - notably, the area you serve. Whether you work with a digital marketing agency or do the research yourself, be sure that the keywords you're implementing are from local searches. Otherwise, you'll be attracting customers from areas that are not in your service region.
Local SEO is also helpful when changing your business's territory. When you decide you want to expand into a specific neighborhood or city, you can use local SEO to boost your search appearances in that area.
3. Embrace Google
Google is no longer a website - it's a verb. "Google my business" is something you could say, and the listener would automatically know what you're talking about. The search engine is what most people use to help them find things they need. Up to 93% of online experiences start with a search engine, so Google is an important part of a successful carpet cleaner marketing strategy.
Local Ad Service
Like billboards and bus stop benches, Google puts your carpet cleaning company right in front of potential customers. Using Google AdWords, you can reach local customers every time they search for services you offer. And with Google's ad revenue increasing every year, you can bet your surrounding competition is using Google ads to draw users to their website and turn them into paying customers.
Pay-per-click (PPC) ads are an extremely cost-effective marketing strategy that sometimes works faster than SEO. It's a great way to get started while also playing the long game with SEO.
With PPC advertising, you only pay money to Google when someone clicks on your ad. Like with SEO, you choose your carefully researched keywords and Google will put an ad in front of users when those keywords are searched. This is an excellent way to bring a lot of traffic to your website, increase your brand recognition, and start clients on their customer lifecycle.
Of course, as you're using Google ads, you'll want to know how it's going. Google also provides Google Analytics, which helps you refine your ad marketing strategy. This tool can help you see what is working and what isn't. From there, you can adjust your marketing strategy until you know it works.
Google Analytics collects data on your website. This data allows you to see who is looking at your company, how often, for how long, and when they left. All of this information is valuable in helping you market to the customers who are most drawn to your company and figuring out a way to keep them there until they order your service.
4. Consider a Digital Marketing Agency
By now, it's probably starting to feel like there's a lot to do. That's because there is. Every market is competitive, and providing your service is only part of what your business has to do well to succeed.
A digital marketing agency is an excellent option for business owners who want to focus more on doing the work they provide and less on figuring out a way to reach customers.
A digital marketing agency specializes in precisely what you need and uses its expertise to take a lot of the work off your plate. Additionally, they employ technology to help you track your marketing campaign's progress and how it's increasing your revenue.
5. Get on Social Media
It doesn't matter what kind of business you have - you need to be on social media. With 4.7 billion social media users in the world, you're bound to pull in some customers by sharing your business's content with them.
Look at the content you see online. Among the beautiful Instagram models and political satire, there's a spot perfect for carpet cleaning businesses.
On YouTube and Instagram, users are finding peace in carpet cleaning videos. There are tons of ASMR videos on YouTube that show a filthy carpet being washed clean. The same goes for Instagram. If these content creators can get millions of views, so can you. With enough followers and viewers, it could even become an additional source of revenue.
6. Utilize Email Marketing
With 4 billion daily users, email is just as valuable as social media when it comes to marketing. More than that, 77% of advertisers say they've seen increased email engagement in the past year. Email isn't going anywhere.
Email marketing is a fantastic way to update your customers on developments, offer insights, and encourage repeat business by offering promotions and discounts.
Some users may be weary about giving up their email address when they visit your website, so it's wise to offer them a one-time discount if they provide their email address. This will encourage them to make their first purchase with your company. It will also help you bring them back over and over again because you'll keep in contact with them through that email address.
Some Do's and Don'ts of Email Marketing
Email marketing can draw in customers, but it can also drive them away if you're not doing it right.
- DO share exciting and newsworthy updates.
- DON'T spam your customers.
- DO personalize your email by using their name in the email.
- DON'T sound like a salesperson in your email content.
- DO offer discounts to customers who write reviews or refer your services.
- DON'T constantly send offers that make you sound desperate.
- DO try to keep their attention by being friendly and humorous.
- DON'T hold them hostage by hiding the unsubscribe button.
With a dedicated marketing team or service and some time, you can find a way to engage your customers and keep them returning to you again and again.
Drive Your Carpet Cleaner Marketing Into the Future
Scorpion Home Services partners with small businesses to develop their websites and marketing strategies. Using technology, we help businesses grow by running ad campaigns, creating brand loyalty, and offering a full platform of tools to run their business successfully.
See how Scorpion Home Services can help with your carpet cleaning marketing plan.