importance of Keywords
Importance of Keywords and How to Find the Right Ones

The “best residential cleaning services in XXX area” – this is a potential customer looking for you. Whether they will find you or your competitor depends heavily on how much importance you gave the keyword “best residential cleaning services in XXX area” while writing the content for your website, press releases, blog posts, digital ads, and other marketing assets.  Google processes 3.5 billion searches per day and 600 million users visit the business pages on Facebook every day.

In short, keywords are not to be taken lightly. If you still don’t agree read on and if you do, feel free to skip to the section about conducting keyword research for your residential cleaning company. Let’s get started.

How Important Can a Keyword Be?

Make or Break Businesses

When a customer puts in a text string to search for what they need, they set the search engine “spiders” in motion. They scan millions of pages in milliseconds to bring back the most relevant results. Essentially, they are searching the millions of sites on the internet for the same text string as keyed in by the user aka keywords. So, not researching and adding keywords to those assets means knowingly pushing your cleaning business into the internet abyss.

Help Understand Customer Needs

Keywords also work as hints for you to understand what your customers prioritize when they choose a residential cleaning service. For instance, if a keyword like “reliable house cleaning services” means that your consumers are concerned about the trustworthiness of the service, are new to the area, possibly looking for experienced or well-reviewed service, and so on. These are hints that you can use to create better ads, blogs, and website content.

Backed By Data

Good keyword research is vital. It will not only provide you all the keywords that are relevant to your business, but also provide you a metric to the efficacy of each. For instance, head terms refer to keywords that every business in your industry would want to rank high for, it means it will be costlier to rank. Then there are long-tail keywords that offer lesser competition, and hence easier to rank for.

Streamline Marketing Efforts

Keywords provide direction to your marketing efforts. From your ad copy to your website content, they allow marketers to get clues to the best strategy to help your business become more visible on Google, create buzz on Facebook, and engage more on your company website.

How to Do Keyword Research for Google?

There is mind-boggling information about KW research for ranking better on Google. So, without overwhelming you here is how you can find keywords for your cleaning business.

Think Like the Customer

If you were the customer, what would you put in the Google search bar to find a residential cleaning service? Yes, common sense is an integral part of keyword research. It will help you cover the most obvious keywords. Make sure that you have a good mix of short or head keywords and long-tail keywords. The importance of Keywords cannot be underestimated.

Refer to Google

When you search for anything on Google, there are related searches that pop up on the bottom of the page. These are the keywords that Google associates with your search and are therefore, important. Conduct searches using these newfound keywords to create a more extensive list.

Use Tools

You can use the tools like the Google AdWords Keyword Planner, SEMrush, Ubersuggest, and other such tools to find out more keywords. These tools will provide you the volume, the CPC, and other important data to help you prioritize the keywords you want to use.

How to Do Keyword Research for Facebook?

Facebook means hyper-targeting. It offers marketers a large number of criteria to help them reach the audience they want to. However, search marketers know that Facebook does not offer targeting based on keywords. It does not have any in-built tool to target keywords either. So, you have to use non-traditional methods to find them.

From Audience Insights | Importance of Keywords

From your Facebook, go to ‘Ads Manager’ to ‘All Tools’ and then to ‘Audience Insights’. Now Facebook will give you an option to look at the insights for ‘Everyone on Facebook’, ‘People Connected to Your Page’, and ‘A Custom Audience’. For research, you will want to use the first option.

  1. Use the most potent filter – ‘Interests’. Now, let’s say you know that people interested in your residential cleaning service will be interested in another competitor or pages related to house cleaning. With this feature, you can see the number of interested users and their demographics. These interests will give you clues to more keywords.
  2. Go to Page Likes, and find out the other pages that the audiences like. This is additional information you should pay close attention to. Now, entering those liked Pages in ‘Additional Entries’, you will get more information about your audience. You can rank them by affinity and continue the process.
  3. If you know your audience well, you can filter out using multiple variables and narrow down the number of keywords.

From Facebook Ad Audience

Under ‘Interests’ for your ‘Facebook Ad Audience’ in Detailed Targeting, start typing a keyword and Facebook will suggest you multiple related keywords to your search terms.

Don’t Reinvent the Wheel

Find a competing residential cleaning service that is doing well on Facebook and sieve out the keywords they are using on their Facebook ads and posts. They are doing something right and you can follow suit.

Use Tools to determine the Importance of Keywords

Tools like BigSpy allows you to put a particular keyword and see other ads in that space. You can learn two things from this – first, you get to know more pages you are competing with and secondly, you also get to see the level of competition you will be facing with that keyword.

Keywords Are Key

Keywords are an incredibly important part of any businesses’ marketing campaigns. They have to be carefully formulated and then shortlisted to create a list that helps your business become more visible to your customers. The more visible you are, the higher your brand value, which makes it easier to get new leads.

That is the end goal.

Related Links related to: The Importance of Keywords

Google Ads for your Residential Cleaning Business
Google Ads

Everything You Need To Know About Google Ads for Your Residential Cleaning Business

Can your customers find you when they need a cleaning service?

We all know that Google is the first place people go to look for what they need. A search for a residential cleaning service is no different. But, almost every business has a content strategy, an SEO strategy, an optimized website, and everything else in place.

So, how will you compete with your rivals in such a market? You need a push that can take you directly to the first page of the search engine. Not in a year or 6 months, but today. That “push” is using Google Ads for Residential Cleaning Business. So, if you own a residential cleaning business, drop everything because you are going to want to know this.

What is Google Ads?

For the uninitiated, Google Ads is the advertising service offered by Google that lets businesses display their text ads on Google’s search engine result pages (SERPs). They can appear on the top or on the bottom of the SERPs.

Why Use Google Ads?

Residential cleaning is a local business. With Google Ads for Residential Cleaning Business, you can scoop up clients as quickly as they start looking for such a service. According to the official estimate, Google Ads return $2 for every $1 spent for businesses. That is just the economic impact; here is what else Google Ads can do for your cleaning business.

Sharpens the Target

Google Ads are presented to customers who are looking for your service. Not just that, businesses can choose the locations they want to serve, demographics that interest them, devices they want to target, and even the time of the day they pick. For instance, you can run the Google Ads for Residential Cleaning Business in New York City for people of ages 30 to 50 on smartphones, every weekday from 5 PM to 10 PM. That is how finely you can target your audience.

Charges For Results

Arguably the best part about Google Ads is their payment model. They do not ask you to pay just for appearing on a SERP. You only pay when your target customer clicks on your ad. This is called Pay-Per-Click (PPC). Cleaning businesses are usually small to medium in size with limited marketing budgets. Thus, Google Ads for Cleaning Businesses makes perfect sense.

Tracks Performance

You can always find out how your ad is doing. If the ad is performing well, then all you need to do is wait for the leads. If not, you can find out what you are missing out on, course-correct, and again post an ad for your business.

Where to Begin?

1. Create An Account

To get anywhere, you first need to have an Ads Account. Visit http://www.Ads.com and click on “Get Started”. You may choose an existing Gmail account or create a new one dedicated to Ads. You will have to enter your geography, time zone, and currency of your preference.

2. Create a Campaign

From the Ads dashboards, find the “Campaigns” tab. Follow the steps in this short video to create your first ad using the platform. You can also select your target audience with factors like location, demographics, or other custom criteria.

3. Set a Budget

You can choose between Standard and Accelerated. While Standard budgets will be spread out throughout the day, Accelerated budgets are spent as soon as a relevant search is made.

4. Bid Wisely

Every cleaning business is targeting the same customers, usually during the same hours. So, some SERPs will show your ad while others will show your competitors’. Only ads that win the bid are published. You can automate your bids or do it manually. So, if you choose your timing, device choice, and demographic well, you are more likely to win.

Running Successful Google Ads for Residential Cleaning Companies

The technical part of setting up a campaign for Google Ads is rather easy. You can follow a tutorial to accomplish that. The real challenge that people face in creating Google Ads for House Cleaning Companies is creating successful campaigns. Here are the tips to make your Google Ads for Residential Cleaning Business a smash hit.

1. Create a Goal

Goals are essential before setting up Google Ads for Cleaning Businesses. It can be receiving phone inquiries, creating email lists from landing pages, direct sales, or something else. You need to know what you want the customer to do when they click on your ad. Google Ads gives you an option to set up your goal while creating a campaign.

2. Keyword Research

This is the most crucial part of the Google Ads universe. You need to find the text string that potential customers are typing in to get to services like yours. You can get those keywords from Google’s Keyword Planner (Check under “Tools” in your Ads account), SEMRush, Ubersuggest, and other such platforms.

3. Ad Copy Content

Your ad copy is the crux of the entire exercise. Use a catchy headline, keep it short and include a call to action to ensure maximum returns.

4. Optimize Landing Pages

If the customer clicks on the ad, Google Ads has done its part. Now, it’s up to you. Optimize your landing page to make sure it shows the customer what the ad promised them. Give them a visible and quick way to contact your cleaning business.

Congratulations! You have got yourself a new customer!

Related Links for Google Ads for your Residential Cleaning Busines

Groupon Promotion
Should I Run A Groupon Promotion?

Running a Groupon Promotion is a deceptively simple way to get clients. Offer a limited period discount, win new customers, increase your customer base. Your business incurs lower costs, increases engagement, and you get better returns. Right? Wrong. There are a lot of unintended consequences of Groupon Promotions that businesses should consider before diving head first into running it. Here is what you need to consider.

Cutting into Profits

This is expected when you run a discount promotion. However, what is important to understand is the Groupon’s USP is offering heavy discounts. So, when your business runs a Groupon promotion, you have to offer discounts in the bracket of 50% or more in order to attract a sizeable number of customers. Then, Groupon will charge its commission, which is an additional 50% of the revenue that you generate off the deal. So, your gross income will be slashed by 75%! This is without taking out your business expenses and overheads. Put simply, if you don’t have employees you’re going to be busy as hell working for peanuts and if you do have employees it is going to cost you more to service the client than you will receive in total revenue. Now, if a high percentage of these people were to become regular recurring clients then it could be worth it.  

Relationship with the Acquired Client

The relationship that you have with a regular client verses the relationship you have with a Groupon-acquired client is likely very different. A regular client visits you for the quality of the product, your service or the uniqueness of your offering. However, a client from Groupon is primarily choosing you because of the heavy discount you are offering.

In business, the value of your product or service is as much as the customer is ready to pay. When the customer has already paid a heavily discounted price, they won’t find your product as appealing for a higher price. So, these customers are unlikely to be repeat customers or long-term patrons for your business.

The Counter-Effect

You run a Groupon promotion to get more customers, but it can quickly become a bad thing.

If you do not have enough staff or equipment to cater to the rush Groupon is going to bring your way, you won’t be able to deliver the same experience to every customer as per your regular standards. These are also expensive customers; you are getting them to your business for a high cost.

Getting the rush may work against you earning you a lot of negative reviews. You paid up 75% of your income to get negative reviews.

In short, don’t run a Groupon. It’s a headache and it’s not going to help you build your business. 

Related Links – Groupon Promotion:

Landing Pages to Track Conversion
How to Use Landing Pages to Track Conversion Rates of Different Marketing Sources

As the world goes increasingly digital, the line separating the digital world from the physical one continues to blur. The advent of technologies like augmented reality has practically pulverized that line. Once those technologies become mainstream, humanity will be living in the digital world fulltime.

Coming back to the present, the seismic effects of digitization can be felt even today in the field of marketing. Large-scale data collection, big data, analytics, targeted ads, and other digital technologies have empowered modern marketing teams in unprecedented ways. 

Marketers can reach their target segments in myriad ways using digital technologies – emails, social media, websites, ads, online business directories, blogs, and more. Naturally, identifying the most promising or best-performing channel/s is crucial for optimizing the marketing budget allocation and extracting maximum ROI out of it.

The challenge becomes particularly dreadful when a business also employs offline marketing campaigns. How do you know which offline marketing campaigns are working best? In which areas are you getting the best results? Which marketing messages are hitting the target? 

Simply put, how do you analyze the performance of each offline and online marketing campaign?

The answer – landing pages integrated with analytics tools.

Wait! 

Landing pages? For measuring offline marketing campaigns? Are you crazy?

Yes, yes, and no – in that order!

Landing pages are powerful tools for creating a unified marketing strategy across both digital and offline worlds. In fact, 52% of businesses use landing pages to test the performance of their various marketing campaigns. 

When combined with robust analytics tools, landing pages can be a goldmine of insights that can help marketers make smarter decisions. To be more specific, analytics helps marketers identify and understand the conversion rate of various marketing campaigns. 

What is Conversion Rate?

The conversion rate is the percentage of your website visitors that do what you want. The desired action is usually something that is aligned with your marketing goal. Some of the common types of conversions include:

  • Purchases
  • Form submissions
  • Callback requests
  • Calls
  • Live chat messages
  • Signups of subscriptions
  • Registrations on the site
  • A simple page visit
  • Upsell
  • Downloading gated content

Why are Conversion Rates Important?

The world average for conversion rate is a mere 2.35%. The top 25% of the landing pages convert at a rate of 5.31% or higher.

To put this into perspective, suppose you are a house cleaning service. For every 100 people that arrive on your website, less than 3 (on average) of them actually hire you. Now, consider the fact that this is the average rate. Some marketing campaigns produce lesser conversion rates and others producer a higher conversion rate.

As a marketer, wouldn’t you want to know which campaigns or which sources of traffic produce the best conversion rate? 

Landing page analytics enable you to allocate your marketing budgets towards the best-performing campaigns, so that you can realize more conversions for every marketing dollar you spend.

But how do you find the best marketing sources?

There are several ways of doing it. Let’s take a look at some of them.

1. Set Up Website Analytics

Powerful analytics tools like Google Analytics, LuckyOrange, Open Web Analytics, Crazy Egg, and others allow you to deep dive into the conversion rate for each marketing source – search engines, social platforms, and so on. You can even determine whether the traffic (and conversion rate) is organic or inorganic.

In fact, website analytics tools allow you to under the conversion rate at a granular level. You can find out the conversion rate by various categories – by device type, OS, location, age, search engines they used, and even direct traffic (customers who typed your URL directly in the address bar).

2. Set Up Optimization Tools

Optimization tools like Google Content Experiments and Optimizely help you understand which parts and versions (A/B testing) of your landing pages are working, and how effective they are. By combining them with your marketing campaigns, you can figure out which combinations are producing the best results.

3. Discount Coupons

Suppose that you are a residential cleaning service that wants to know which marketing messages resonate strongly with your offline audience. So, you create 4-5 versions of a pamphlet advert, with each version having a different message, which you distribute among your audiences. How do you know which of those versions are working the best?

You insert a discount coupon inside each pamphlet and allow all the audiences to redeem the coupon on the same landing page. Based on which coupon is redeemed the highest number of times, you will know which marketing message resonated with them the most.

The same trick can be used in different contexts – to determine conversion rates across different geographies, across platforms, across email lists, and so on.

4. Custom URLs and Redirects

Create a single landing page and generate several vanity URLs, with all of them redirecting to the same landing page. Each custom URL can be inserted into a different marketing campaign or source. This way, although the traffic arrives on the same page, the URL redirects allow you to determine the traffic received by each vanity URL. You’ll know the performance of each marketing source.

The same result can be achieved with shortened URLs by using link shortening services like Bitly. Tools like Bitly even allow you to track the traffic.

For better results on how to get your landing pages to track conversion rates, you can combine custom URLs or shortened URLs with QR codes too.

5. Or, Keep It Simple: Just Ask

Often times, we dive so deep into a problem that we forget the simple answer.

You want to know how your customers found you. So just ask them. A simple popup box, with a question and multiple clickable answers asking them to indicate where they found you, is all it takes to get a response from your visitors. Sure, not many may respond, but it will still give you useful sample data. 

6. The Worst One Yet: Multiple Landing Pages

To be fair, having a dedicated landing page for each marketing campaign or source is not a bad strategy. It’s just labor-intensive and expensive. But, if your business has the budget, then dedicated landing pages for each marketing source is a powerful way to get insights into the source’s performance. In fact, dedicated landing pages allow you to experiment with different marketing messages and continuously optimize each landing page to make it supremely effective for the specific traffic arriving from that source.

Conclusion

As mentioned before, there are several ways of determining the conversion rate of each marketing source. Your choice of strategy must depend on the marketing sources, budget, team size, your audiences, and marketing goals.

Related Links for Landing Pages to Track Conversion

Should I Run A Groupon Promotion?

Email Marketing Your Cleaning Business: How to Do It Well

The 8 Most Important Conversion Metrics You Should Be Tracking

Get New Cleaning Clients
Get New Cleaning Clients – The Cheapest Way

In a competitive market, it is easy to go out of sight of your prospects you do not keep promoting your services via the right media. When you are in the residential cleaning business, you have to stay aggressive in your marketing. However, it is becoming increasingly more expensive to advertise both offline and online to generate leads.

What businesses need to understand is that marketing is not synonymous with advertising. It is possible to generate leads on a shoe string budget. All it takes a little out-of-the-box thinking, faith in those creative solutions, and communicating openly with the customers. Now, that being said, as your revenue grows, so to should your marketing budget. But, if you’re in a place where you have more time than money, then start here first. 

Ask For Reviews

This is the simplest and the cheapest way to generate more leads. It has been well-documented that online reviews influence customer’s buying decisions. A whopping 91% customers in the 18-34 age group trust customer reviews by strangers as much as they trust the advice of their family members and friends.

Whether your business has served one customer or thousands of them, you have to start asking for reviews. A majority of happy customers do not leave reviews, but customers who have had a bad experience are more likely to share it online. So, when you leave a happy customer politely ask them to leave a review. And they will oblige.

Having online reviews will also help you get free leads from third-party lead generation and review sites such as Yelp.com. 

Set Up A Referral Program

Referral programs will cost you, but it will be a fraction of your marketing spend. With a monetary or a non-monetary reward for every referral, you will turn your customers into your brand ambassadors. For a local business like residential cleaning services, this can be a gold mine. You can provide your clients with a discount on their next service, a free service, a gift card they can use in the local shops or a similar reward for referring your cleaning business. 

Hang Up Door Hangers!

This works well for businesses in any stage of growth, but especially for the new ones. You may not have much capital to spend and few customers, but hopefully you can carve out some TIME. Take your hangers and hang them up. Blanket the same areas 4-5 times, each blanketing separated by a week or two. Marketing must be repetitive. 

Related Links – Get New Cleaning Clients

email marketing
Email Marketing

Email Marketing Your Cleaning Business: How to Do It Well

Everyone knows what email marketing is and millions of us do it all the time, but are you doing it well for your cleaning business- or even doing it at all? Is it as effective as you want and need it to be?

In this blog, we’ll take a look at what email marketing is, why you should use emails to market your service, and some of the basic principles that will help you succeed.

What is email marketing?

It might seem simple, but email marketing is more than just sending out emails asking for business. Email marketing that is strategic delivers better results. You need to figure out how you’ll get prospects’ emails, when and how you’re going to reach them, and what you want them to do when they receive your emails.

Why use email marketing for your cleaning business?

Email marketing is one of the most profitable things you can do to market your business. Most marketing experts say that the return on investment (ROI) is 3800% to 4300%. That means that for every dollar you spend, you will make between $38 and $43. That’s impressive for something that you can set up in a matter of days and let it run itself indefinitely.

Here are some statistics from Hubspot, one of the biggest email service providers (ESPs):

  • More than 50 percent of U.S. respondents check their personal email account more than 10 times a day, and it is by far their preferred way to receive updates from brands.
  • 99% of consumers check their email every day.
  • 80% of business professionals believe that email marketing increases customer retention.
  • 59% of respondents say marketing emails influence their purchase decisions.
  • >59% of marketers say email is their biggest source of ROI.

How to do Email Marketing Well

Almost everyone thinks that email marketing is just getting email addresses and sending out emails that say, “Please hire us!” 

That’s the fastest way to get marked as spam.

Here are some of the fundamental tools you need and actions you need to take:

  • A list of email addresses – These must be people who’ve given you permission to contact them. Never buy email addresses; even if they opted-in for someone, it wasn’t you. Forget that it’s illegal to spam people; you can’t build trust by shoving your business in their faces.
  • An email service provider (ESP) – This is a service that allows you to send out bulk emails. The most famous ESPs are MailChimp and ConstantContact, but there are thousands of companies, many that include other services that you might find useful.
  • Email copy – You need to write compelling copy. Don’t just send an email that talks about how awesome your company is. Offer your readers something of value: informative How To pieces or special promotions are a good choice. 
  • Email design – Many times, new people will over-design emails. They create massive, elaborate emails that don’t get read. Most people are reading your emails on their smartphones. Keep your emails short, concise, and not overloaded with images or videos. 

Offering value

It’s mentioned above, but it’s important to really understand it. Your emails should offer value to your prospects.

For a residential cleaning business, create a few different campaigns such as: 

  • An initial Drip Campaign that offers a discount off of their first service 
  • A seasonal promotions campaign such as Spring Cleaning or Holiday Gift Card campaigns
  • Ways to keep one’s home sanitized during COVID-19

Business cleaning services can talk about different subjects:

  • Sterilizing your offices
  • How to keep the floors clean, even during the day
  • Using a cleaning service to save money
  • What type of cleaning products to use in your offices

Your emails need to give them something they can use that helps them to see you as an expert.

How to get email addresses

Use what’s called a “lead generating offer” to get email addresses. 

A coupon code for a discount off of their first service works great for a residential cleaning company. All you ask for is their email address in exchange for what you’re offering. 

One important thing to remember: Don’t ask for too much right away. Get a first name and an email address. According to some studies, every new block you make the person fill out will cause you to lose 50% of the people.

Use automated forms on your website, Facebook page and any landing pages to automatically capture email addresses. 

When to send your emails

One of the biggest struggles is when should you send emails to your prospects. It depends on who your prospects are. 

For example, if you’re sending emails to mothers with children, they are more likely to open emails on Sunday mornings before 8 am. They’re checking email before the family wakes up. 

For businesses, you should send emails on Wednesday to Thursday. On Monday, everything is really hectic. Tuesdays are one of the most popular days for meetings. No one is paying any attention on Fridays; they’re just thinking about getting done and going home. 

As part of your plan, you should know who your audience is. You can do some research, but you can also simply think about their lives. Consider when they have time to check their email, but more importantly, when they might be contemplating hiring a cleaning company. 

Does email marketing work for cleaning businesses?

Yes. An emphatic yes. 

Related Links

Email Marketing – Wikipedia

The High Functioning Office Manager

Hiring an SEO Company
Must Ask Questions When Hiring an SEO Company

Search Engine Optimization (SEO) is a dynamic field. Google dominates the search engine market with a massive 86.02% share. This means that as Google updates its algorithm you need to update your SEO strategy.

There are multiple measures of SEO results that range from quality of the content, use of keywords, website speed, website security, and more.

That is why most businesses are choosing to opt for a specialized SEO company to optimize their online presence for them. But, hiring an SEO company is a task unto itself. It may become a little less daunting if you know the right questions to ask. And even simpler if you can get a readymade list to use. Like this!

1. What Factors Do You Consider While Creating an SEO Strategy?

A company that understands SEO will undertake a comprehensive strategy that must include:

  • Technical SEO includes website code, structure, speed, and other such factors that directly affect the site traffic. A professional will analyze if search engines can easily crawl your website, review redirects, understand 404 errors, and so on.
  • On-Page SEO is all about user experience that encompasses the content, ease of navigation, quality of keywords, and more.
  • Off-page SEO is all about components of SEO strategy that are outside your website. These can be the backlinks, online buzz, and so on.

2. How Will You Customize Your Strategy to Fit My Cleaning Business? Can You Integrate it with Our Existing Marketing Plans?

Generic SEO does not work in a competitive market. So, ask the SEO agency how they plan on customizing their strategy to work for your residential cleaning business. A local restaurant has completely different SEO needs than a global logistics service provider or a high-end local cleaning company. The SEO company should be able to specifically tell you where they will tailor their approach. 

3. What Tools Will You Be Using?

You will be viewing the reports, how they were generated may not seem important. But, an SEO company that uses different tools for a variety of different tasks certainly knows what they are doing. Ask them about the tools for keyword researching, checking ranking, monitoring backlink performance, competitor analysis, and more.

4. How Do You Quantify Success?

While every SEO project may broadly have similar goals, the real success of an SEO endeavor can only be quantified by what success means to your business. An SEO company who wants to understand your company goals before answering this question should be a winner.

5. When Can We Expect to See the Impact of Your Efforts?

Ask the company if they can show you reports they have generated for past clients and the frequency of reporting. More importantly, ask them to explain the lows and highs of the report. A straightforward increase in traffic may not be the best way to finalize a company. However, a company that can explain the fluctuations with changes in Google’s algorithm, change in competitor strategy, a macro-economic shift or something else will serve you better.

Related Links – Hiring an SEO Company:

Rapport Building
Rapport Building Pro Tips

Positive customer relationships are especially crucial for the residential cleaning industry, as this work requires a considerable amount of trust from the customer. They are regularly permitting you entry into their home and expect you to ease the burden of maintaining their household. So, you must create the most comfortable environment to establish and maintain that connection into the future. Here’s how to build rapport with your residential cleaning customers.

1. Exercise Empathy for the Problems They May Be Facing

You never know the challenges your customers may be facing in their lives. Although the use of residential cleaning services may be a luxury for some, it is a necessity for others. For instance, consider the possibility that one of your customers entrusts the cleaning of their home to you because they are an elder who is unable to care for themselves without assistance. It is your responsibility to exercise empathy toward each customer’s unique circumstances, and not view them all as one and the same. Your customers will pick up on this empathy and be grateful for it!

2. Ask for Clarity in Customer Requests

Never assume you know what your customer is asking for. Everyone has a different definition of clean – and you may not agree with your customer’s perspective. If ever you are confused by a cleaning request that is submitted to you or are unsure of what sentimental items you should avoid touching, simply reach out to the individual to double-check your understanding. Also, clarify your key services to your client, so they are sure of what to expect and what they can, possibly cannot, request of your company.

3. Get a Stronger Sense of What Your Customer Wants

Ask your customer what they’re looking for in a cleaning company. What service options drew them to hire your services? How will your assistance make a difference in their lives? Have genuine discourse on these matters to get a better feel of the role you play in your customer’s life. This will allow you to then customize further interactions and work to your customer’s needs.

Building rapport with your customers is just as important as it is with your staff. Follow these steps to develop a relationship based on positive customer experiences and earned trust to ensure that you and your client will have a long-lasting professional relationship.

Related Links for Rapport Building

Developing a website
Is Your Website is Killing Your Business? Here’s Why and How to Change That

A business website is a storefront for your residential cleaning business online. So, it makes sense for you to invest in a good website. However, in the process of finalizing site maps, improving landing pages, and putting the final cosmetic touches, you may have overlooked another pertinent factor – website speed. Why is website speed a factor in optimizing a website, and how you can make yours faster? Let’s find out.

Speed is Crucial. But, Why?

Faster is always better when it comes to website pages. Study after study has cemented this fact. Here is a complete picture of how reduced website speeds may be impacting your residential cleaning business.

Smaller Attention Spans

Famously, the attention span of humans (8.25 seconds) has gone shorter than that of a goldfish (9 seconds). There are hundreds of distractions pulling users away from your cleaning website. So, if you are not catching them within the few seconds they have the attention for your website, you are going to lose those customers.

Lower Rank

Website load speed is a factor when it comes to search engine rankings. So, if you want your residential cleaning business to stay higher up in the rankings, website speed is a factor you will have to work on. If you are not focusing on the website speed while building your website, you are putting all your efforts and marketing spend in jeopardy.

Reduced Engagement

Website engagement takes a hit when the website speed is not optimized. According to Google, as the page load time for a website increases, its bounce rate jumps. For a website with a load time of 1s to 3s, the bounce rate increases 32%. This bounce rate can jump to a massive 106% if the page load time goes up to 6s. So, even if your customers are coming to your web page, the low speeds are forcing them to leave without interacting with you. That was a converted customer that you just lost.

Revenue Hit

By not working on the website speed, you are incurring a huge opportunity cost. The scale of that cost can be estimated from an example from the eCommerce giant, Amazon. For every 100millisecond improvement in the speed of its website, Amazon increased its revenue by 1%. To put things into perspective, that means that if Amazon reduces its website speed by even a second, it stands to incur losses in the bracket of $1.6billion. You can extrapolate this to your residential cleaning business.s

Improving Website Speed

Now that the studies and numbers have firmly established that website speed impact your residential cleaning business in multiple ways, it’s time to understand how you can improve your website speed and benefit from it.

Identify Issues

There are many tools in the market that are available to you that you can use to find out the current situation of your website. Most are free too! Once you identify the issue and how bad the situation is, you can then start working on solving it.

Google’s Page Speed Insights is the tool to start with when you are working on improving your website speed. The tool developed by Google analyzes the web page you enter the link for and then provide you with suggestions to help you make a page load faster.

You can also access Google Webmaster Central for posts about speed and discover more helpful tools from Google.

There are other tools like WebPage Test, GTmetrix, and more that you can use to get a baseline on your website performance and work up from there.

Optimize Information

With every page you analyze with Google Page Insights, you will get the speeds you currently have for your web page on both desktop and mobile. It will provide you basic strategies to work with that you can implement right away. Reducing the size of the images on the pages, reducing the number of large files, reducing server calls, and more. More importantly, it will prioritize these tasks for you. So, the tasks that are marked high in priority will have the most profound impact.

Usually, the first step towards correcting speeds is to cut down on files and their sizes that are needed to load the web page correctly. It has been observed that the average webpage size across industries is 1.88MB. However, the recommended size is a measly 500KB. So, that is a standard you should aim for. So when developing your website, keep this in mind.

Developing a Website? Use Cache

It is possible to cache the most recent version of your webpages. When it’s done, the browser does not need to load the entire page again. This can drastically reduce the page load times and automatically improve website performance without making any changes to the actual web page. Most popular content management systems like WordPress have plugins that can do it for you.

Clicks to Conversions

You invest in developing a website, populating it with engaging content, optimizing it for search engines and marketing it on the internet, only for the customer to close the tab because it did not load in 3 seconds. That is not ideal. You have to make sure that your customer covers the last mile from the click to conversion. Good website speed will do it for you.

Related Links for Developing a website

Facebook Ads
How to use Facebook to Generate Leads for Your Residential Cleaning Company

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
  • Slideshow
  • Carousel
  • Video
  • Collection

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.

Related Links for how to Generate Leads for Your Residential Cleaning Company