Facebook still holds the crown when it comes to the world’s most popular social media site. Every day, over 1.6 billion users log in via their phone or computer to spend time on the platform. In America specifically, 170 million people use the mobile app each month, making it a handy marketing tool for companies looking to reach a broad demographic.
Residential cleaning is no different, and using Facebook to get more clients should undoubtedly form a key pillar of your overall marketing strategy. With the targeting abilities of Facebook Ads, you can secure a long-term client at a lower cost than you will find with other marketing sources.
Excited? You should be!
This guide will first teach you the basics of setting up a business page on Facebook before delving into how to get more clients for your residential cleaning company, whenever you want them!
But first, why use Facebook to attract new clients?
Why Advertising Your Residential Cleaning Business on Facebook is a No-Brainer
As mentioned, Facebook has an unrivaled reach. Almost all people in North America who hire a cleaning service have a Facebook account. Since you’re targeting these people specifically, it doesn’t make sense not to use Facebook to generate interest, leads, and ultimately clients.
Next, Facebook has changed the game when it comes to data. As the Cambridge Analytica scandal unveiled, Facebook knows everything about us. The platform knows how much we earn, how we like to spend our money, the last website we visited, where we want to eat, what our hobbies are, and the list goes on. You name it, they probably know it.
But what does that mean for your residential cleaning business?
It means laser-focused targeting. This isn’t a billboard or a TV spot. There’s zero chance of you spending advertising dollars on individuals that don’t fit the audience you attach to your adverts. Every single cent is targeted at people that are likely already interested in what you have to offer.
Lastly, Facebook works exceptionally well for local businesses. Not only do they get their own favorable category on the platform, but you can limit all of your efforts to your specific marketing efforts on the site to homes within your company’s service area.
So how do you get started on using Facebook to get more clients for your residential cleaning company?
Step #1: Set Up Your Facebook Business Page
The first step of finding new clients on Facebook is setting up your business page, which acts as somewhat of a “home page” for your business on the platform. You need to set up a business page even if you are a one-person operation as only business profiles gain access to the Facebook Ads manager.
Start by logging into your personal profile before clicking the menu icon in the top right. Here, you can select “Create Page.” If you’ve already set up a Facebook page for any purpose before, this may be labeled “Manage Pages.”
You’re then presented with a range of purposes for your page. You want to select the “Local Business or Place” option. Even if you operate in different states, you should still opt for “Local Business” as it will give you the most power over your local advertisements.
Now it’s time to start filling in your business information and add pictures to your page. Make sure to fill out as much information as possible, including opening hours, business location, and so on. Again, think of this page as akin to your website, if something is on your website, then it needs to be here too.
When it comes to photos, ideally, your profile picture should be your company logo, and your cover photo works best if there’s a human element (such as a picture of you or one of your employees cleaning, for example). If there’s space, a cover photo is a great place to throw in your company slogan or tagline too. Depending on your branding, you may decide to use an avatar as your profile photo, that works too!
When you create your Facebook page, you will be prompted to add a call-to-action button. For a residential cleaning company, the “Email Signup” option makes the most sense. Send them a coupon for a discount off of their first srevice, and voilà, interested leads are into your sales funnel!
That’s it! Now you’re ready to chase those valuable leads!
Step #2: Create and Execute a Regular Content Schedule
Some businesses skip straight advertising with Facebook Ads without developing their page and providing regular updates. This is a mistake. The last thing you want is an interested party stumbling across your page only to find your previous posts were over a year ago. They’ll be gone faster than you can say, “Lysol.”
Therefore, work out a content strategy for your page. This doesn’t need to be too overbearing; there’s only so many things to say about residential cleaning. You can spend an hour or so planning a month’s worth of content (posting once or twice a week is plenty), before loading those content ideas into a social media scheduler such as Buffer for posting at a later date on autopilot.
Step #3: Use All of Facebook’s Features Such as Groups, Stories, and Live
While it’s true that the majority of your leads will come from Facebook Ads, there’s plenty of free lead generation activities you can take part in on this platform. Try and join local community groups (without spamming them) and demonstrate your expertise when someone poses a cleaning-related question.
You can even broadcast live cleaning tutorials. As soon as you go live, all of your page’s fans will get a notification, drawing attention to your business, and once you’ve finished your demo, you can always post the finished video as another piece of content for those that missed out.
Finally, you can use stories to post similar content. Perhaps document a day in the life of your cleaning business through several posts to your story to build that all-important trust and credibility.
While these tactics are useful, they do dwindle into insignificance when compared with the power of Facebook Ads. Nothing else gives you the ability to acquire leads and clients as fast.
So without further ado, let’s get into setting up your first targeted Facebook Ad.
Step #4: Setup a Local Facebook Ad for Your Residential Cleaning Business
Setting up a Facebook Ad can seem a little daunting to the uninitiated, but it’s actually fairly intuitive.
First, from the menu on your business page, select “Ads Manager.” Since this is likely the first time you’ve advertised with Facebook, you may be prompted at this point to set up an account. Remember, when entering your card information, you won’t be charged anything until you publish an advert.
Next, you need to add something called the Facebook Pixel to your website.
This is simply a few lines of code to add to your website so that you can accurately track clicks from your Ad through to your site. If you have someone looking after your website for you, they’ll already be well-versed in installing a Pixel…
If not, you can watch this handy Facebook Pixel tutorial here.
Once you’ve set that up, it’s time to create your very first Facebook Ad campaign!
As stated previously, this process is pretty intuitive, and you make a start by selecting “Create Campaign” from within your Ads Manager.
Next, you’ll be asked to choose an objective for your campaign, which is broken down into three categories:
- Awareness: Ads that get your company name in front of new eyes simply to let people know you exist.
- Consideration: Ads that encourage people to engage with your business page, communicate with you via Messenger, watch your videos, give you their email address, or visit your website.
- Conversion: Ads that persuade leads to make a purchase.
Now, if you read the last category and your eyes lit up, hold your horses for just a moment. You should always start with awareness and consideration Ads because ice-cold leads are unlikely to order your services from you straight out of the gate. Especially if your Facebook presence is only a few days old, and you’ve got no likes on your page. Build your audience first, then subsequently target those warm leads.
You need to build something known in the industry as “social proof,” which consists of page likes, comments on posts, reviews, and a long history of posts. Then, once you’ve got a solid base, you can move on to the juicy stuff.
No matter your Ad objective, you need to target your Ad spend. Once you’ve chosen your conversion event (such as page likes, or website visits), it’s time to build your audience.
Start by targeting a geographical region.
The Ads Manager gives you a map with which you can make your own custom advertising radius. When you’ve defined your geographic reach, select the option to target “People who live in this location,” as you’re targeting homeowners, not tourists. Now enter the rest of your demographic data for that region. Age, gender, and language are all important considerations.
Once you’ve entered the basics, it’s time for Facebook to shine. This is the part where you get to design your perfect customer and then immediately advertise to them.
With detailed targeting, you can pair descriptors such as “homeowner,” “family-based household,” and “earns $50,000+”, with interests such as “Home Cleaning Service” or “Maid Service.” Once you’ve created your ultimate audience, it’s essential to save them so that you don’t have to recreate them each time you run a campaign.
Next, you need to set your budget for the advert (startlow!), which you can do based on either a predetermined Ad length or on a daily basis. Remember to set an end date for your Ad so that you can’t accidentally spend much more than you were planning.
Step #5: Design your Facebook Ad
Well done! You’ve made it to the final step!
Once you’ve set up the parameters for your Facebook Ad, it’s time to make it eye-catching to increase your rate of conversions. At this moment in time (this changes frequently) there are five different formats for your adverts:
- Single Image
There’s no specific right or wrong here, but single image and video tend to perform best to generate leads for your residential cleaning company.
So how do I Generate Leads for Your Residential Cleaning Company
Facebook does have guidelines on the media they will accept for its Ads. Those guidelines pretty much follow its rules for standard posts. However, it’s important to note that you cannot cover an image with more than 20% text, so bear that in mind. It’s wise to avoid text overlay on your Ad images anyway, leave that for the headline and Ad text.
Once you’ve selected your image or video, it’s time to write your headline and Ad text. Keep your headline short and sweet. Focus on what the viewer of the advert wants to hear, such as “Want a Hassle-Free Way to Get a Cleaner Home?” The Ad Text gives you a little more leeway in terms of the word limit, so use this space to really sell the benefits of using your company.
If you’re running an Ad to attract new clients, all that’s left to do is include the website URL you want your potential clients to land on, and a call-to-action button, which is likely to be “Book Now” once again.
And that’s it! You’re ready to hit publish!
Final Thoughts on how to Generate Leads for Your Residential Cleaning Company
If you’re a residential cleaning company and you’re not currently advertising on Facebook or using the platform to generate leads, then you’re getting left behind by those that are. Hopefully, now that you’re armed with this knowledge, you can go and start using Facebook to get more clients.
This post is only intended to scratch the surface of the potential of Facebook for your residential cleaning company. You need to go and experiment yourself to see what works best for your business.
Do you want to leave it to the professionals so that you can focus on building your business? Good idea! We’ll take it from here.