Clicks, Clients, and Clean

Like most industries today, the cleaning industry is evolving rapidly, with increasing demand for professional services.

To remain competitive, carpet and floor cleaning contractors must leverage e-business strategies to improve communications and drive new customers. Implementing digital marketing, optimizing websites, and using data analytics can help commercial cleaning businesses compete more effectively, attract more clients, and streamline operations.

This article explores how adopting e-business practices can enhance the profitability of cleaning services.

Step 1: Build an effective website

A well-designed website is the foundation of the e-business strategy. It serves as the digital storefront and must effectively communicate services, pricing, expertise, and contact information. Key features of a strong website are:

• Clear and professional design
• Mobile-friendly layout
• Easy navigation
• Service descriptions and pricing
• Customer testimonials and case studies
• Contact forms and online booking options
• Integration with social media and digital ads.

Once we have an attractive, informative, professional website, we need to get our website found by the right people who match our “ideal target customers.”

Step 2: Optimize for local search

Focusing on current search engine optimization (SEO) best practices will help ensure your ideal target customers can find your business online. Here are five tips for optimizing your website for search engines:

1. Use relevant keywords (e.g., “carpet cleaning services near me”).
2. Be clear about your ideal target(s) customers and services designed for these customers.
3. Create high-quality content, such as cleaning tips and case studies.
4. Ensure fast loading times and a secure (HTTPS) site.
5. Build backlinks from directories and industry-related websites.

Many of your ideal target customers will look for cleaning services within their local area. Optimizing your website and digital footprint toward your geographic areas of service will help customers clearly understand if you are a potential service provider. Some strategies for local SEO include:

• Claiming and optimizing your Google Business Profile.
• Encouraging satisfied clients to leave Google reviews.
• Using localized keywords and town/city names (e.g., “granite floor cleaning in [city]”). Consider showing a map of your service area.
• Getting listed in industry directories and local business listings.

By focusing on local SEO, cleaning contractors can increase visibility and attract clients searching for nearby services.

Step 3: Communicate through digital channels

Effective communication builds trust and keeps potential and existing customers engaged. Digital communication strategies include:

• Email marketing: Send periodic newsletters to both customers and prospects with cleaning tips, promotions, positive reviews, and company updates.
• Social media engagement: Be active on social media channels where your ideal target customer is active. Consider using LinkedIn, Facebook, and Instagram to showcase work and interact with clients. Use YouTube and TikTok for video content.
• Automated messaging: Use chatbots on your website and social media to instantly answer common questions. The faster you can answer any questions, the closer you will be to converting a prospect to a customer.
• Content marketing: Regularly publish blogs, videos, and case studies highlighting your expertise, success stories, and happy customers.

Using digital tools, such as Hootsuite and Constant Contact, can streamline communication efforts and improve engagement.

Step 4: Implement promotional campaigns

Targeted campaigns can attract new customers and retain existing ones. Here are some types of promotional campaigns you can use that can be designed and promoted expressly for your ideal target customers:

• Lead magnets: What type of tools or unique offers can you offer to potential (and current!) customers to try your services? Try offering a free review of existing contracts/services.
• Discount offers: Provide limited-time discounts for first-time (or renewing) customers.
• Referral programs: Offer incentives for clients who refer new customers.
• Google and social media ads: Run targeted advertising campaigns to reach potential customers based on location, interests, specific offers/services, and behaviors.
• Seasonal promotions: Offer special deals during peak cleaning seasons, such as flu season or post-holiday cleanup.

Businesses can use a mix of organic and paid promotional strategies to increase their reach and conversion rates and fill the sales pipeline.

Step 5: Analyze and improve performance

True growth will only come from tracking and analyzing business performance. With digital data, we can see what is working and where there are opportunities for learning and improvement. This will help produce better lead magnets as you focus on what is engaging for your ideal target customer.

Key metrics to track include:

• Website traffic and visitor behavior using Google Analytics 4 (GA4)
• Customer acquisition sources (organic search, paid ads, social media, referrals)
• Email open and click-through rates
• Social media engagement metrics (likes, shares, comments)
• Conversion rates (website inquiries, bookings, sales).

This is where the leading businesses get their unique edge over the competition. Using data analytics, you can learn what is working and what is not in your marketing, promotions, and sales. The data is where the knowledge exists, which is often an overlooked part of marketing.

E-business can work for you

E-business strategies provide cleaning contractors with the tools needed to expand their reach, attract new ideal target customers, and increase sales. By following the e-business process—building an optimized website, leveraging local SEO, engaging customers through digital channels, implementing promotional campaigns, and using analytics for continuous improvement—cleaning businesses can achieve long-term success in a competitive market. Embracing e-business is no longer optional; it is essential for growth and sustainability in the digital age. 

Erik Bunaes is president/owner of Endorphin® Digital Marketing, a professional speaker/trainer for Constant Contact, and an adjunct professor of marketing. In his role with Constant Contact, he is a recognized expert in email and social media marketing and has taught 350+ classes since 2012 on a range of digital marketing topics. For 20 years, Endorphin® Digital has created marketing and lead generation strategies along with building websites, providing lead generation and search engine optimization, and other digital marketing services. Connect with Bunaes at www.linkedin.com/in/erikbunaes. Visit the website at www.endorphindigital.com.