How To Promote Your Cleaning Business: 11 Practical Tips

No matter how good your cleaning services are, people won’t know about you unless you market yourself to them. In a competitive market, knowing how to promote your cleaning business sets you apart and attracts more and more clients.

In this post, we’ll give actionable tips to help you spread the word about your cleaning services.

1. Develop a marketing strategy

Having a marketing strategy gives you an outline of what steps to take to promote your cleaning business effectively.

Consider the following steps to develop a successful marketing strategy:

• Set clear goals: Goals such as having 10 new clients or getting 10 positive feedback are specific measures of your marketing efforts.
• Identify your target market: Find out the age, gender, income level, preferences, and needs of your ideal clients. This way you’ll know where they spend their time online and what to say to reach and engage them the most.
• Choose your marketing channels: You can use social media, emails, online ads, local ads, and various channels to reach your target market.
• Study your competitors: To understand how competitors market themselves to clients, analyze their websites, social media posts, and ads. You’ll get useful insights to improve your own marketing approach.
• Plan how you’ll showcase your cleaning services: What will you do to show your work to prospects? How will your services benefit them? What makes you stand out from other competitors?
• Set a budget: Create a realistic budget for your marketing based on your resources and business goals.
• Track and analyze data: Data such as website traffic or customer acquisition costs will help you measure the effectiveness of marketing campaigns and make informed decisions.
• Plan how you’ll retain existing clients: Building strong relationships with your customers can lead to repeat business and positive referrals. You can achieve this through proactive communication, follow-ups, and loyalty programs.

Pro Tip: Experiment with different messaging, offers, and channels to identify what resonates best with your target audience and adjust your approach accordingly.

2. Build your cleaning business website

Your business website is where you can showcase your services, highlight client testimonials, and offer online bookings for visitors. When prospects want to learn more about your services or contact you, they can visit your website and do so right away.

Here are some tips for you to build your business website:

• Use the right tools to build your website: Tools like Wix, WordPress, or Squarespace are friendly for people who don’t know how to code. However, it still requires time and effort to customize the website how you want, so you may need to hire a web developer to help.
• Choose a clean and professional design: Use high-quality images and a beautiful color scheme to attract potential clients. You can get free images from Unsplash, Pixabay, or Pexels. Getting inspiration from good web designs can also help.
• Provide essential information: Information such as the types of cleaning services you offer, pricing, and contact details should be clear to visitors.
• Offer online booking: Provide an online booking system that allows clients to schedule cleaning visits directly through your website. Or add CTA buttons where clients can click to contact you or get a quote.
• Showcase your services: Show before-and-after photos and reviews from clients. This will convince prospects who are still in the phase of comparing different cleaning companies.
• Optimize your website: Use relevant keywords in your website content. Write helpful blog posts such as cleaning tips or home organization tips. Make your website mobile-friendly and easy to navigate. Doing all this can improve your ranking in search engine results and drive people to your website.

3. Connect and engage with people online

Connecting with clients online can help build relationships and promote your cleaning business. Social media platforms these days can bring interactions and conversations that make you engage with people in a more meaningful and authentic way.

Here’s how you can engage with clients online:

• Set up business profiles on social media platforms that your clients use most: Popular platforms are Facebook, X, TikTok, and Instagram. You can share content, interact with people, join community groups, or run paid ads to introduce your cleaning services.
• Share engaging content regularly to attract followers: You can showcase your cleaning services and testimonials, share before-and-after photos, or give cleaning tips. Use hashtags related to cleaning, home organization, and lifestyle to reach relevant audiences.
• Interact with followers: Reply to comments, messages, and questions from followers. Ask questions, run polls, or encourage people to share their opinions.
• Make videos: Videos can be effective in introducing your cleaning services and job results. They can easily attract the attention of people who care about clean and organized homes. You simply need a phone that can record videos, maybe a tripod, and free video editing software like iMovie or CapCut to get started.
• Offer exclusive promotions: Give social media followers exclusive promotions, discounts, or giveaways. This encourages people to stay connected and promotes word-of-mouth referrals among their social circles.

4. Send emails to clients and prospects

Emails can be a great way to keep in touch with existing clients and promote your cleaning business to potential clients. You can apply some tips below while sending emails to clients:

• Send updates regularly to keep your business at the top of clients’ minds. Inform them about new services, specialized services, offers, and promotions.
• Send both educational emails and promotional emails, but more educational emails than promotional ones. There should be value in your emails that make people want to open and read them. Offer valuable tips, advice, and resources related to cleaning and home maintenance in your emails.
• Follow up with clients after their cleaning appointments. Send thank-you emails, ask for feedback, or offer special discounts to encourage clients to book again.
• Include your contact details, including your logo, links to your business website and social media, so people can learn more about your business.

Email software like Mailchimp or Brevo can be useful for sending emails in bulk and managing email addresses. They all offer free plans with limits on the number of emails you send or the number of email addresses you store, but it’s enough for starting cleaning businesses.

However, depending on where you are, there are regulations regarding email marketing aimed to protect consumers’ privacy and prevent spam. The main regulations you should be aware of are the CAN-SPAM Act in the US, the General Data Protection Regulation (GDPR) in the EU, the Spam Act in Australia, or the CASL in Canada.

Generally, the best practices for email marketing are:

– Get permission before sending promotional emails.
– Let recipients opt out of receiving future emails.
– Keep records of consent and opt-out requests.
– Keep personal data secure.

5. Ask for referrals

Asking for referrals is a powerful way to promote your cleaning business. You know the power of word-of-mouth. People are very likely to trust recommendations from friends, family, and coworkers.

The thing is, how can you appear in those conversations?

You can try:

• Deliver outstanding service: If you impress clients with excellent services, clients can be so satisfied that they’ll refer you to their social circles without you asking them to. So, go the extra mile and show genuine care for their needs.
• Tailor your referral requests to each client based on your relationship with them and how satisfied they are.
• Encourage clients to leave positive reviews on Google, social media, or service websites like Thumbtack.
• Choose the right time to ask for referrals or reviews: Ask when clients are most satisfied with your services, such as after completing a job or when clients express they’re happy with your work. Those are the times they are most likely to give positive referrals or reviews.
• Give clients small gifts that have your company name or logo after each visit. This leaves a lasting impression on clients and reminds them of your company.

Satisfied customers are often willing to recommend you to loved ones, but they may not do so unless you ask them. Setting up a referral program can help you manage referrals better. Here’s what you can do:

• Give clients referral instructions after each cleaning job: Offer your business card and ask them to share your contact details, or give them a referral link or code they can use. The easier for clients to give referrals, the better.
• Send follow-up emails reminding clients to recommend you.
• Offer incentives for referrals, such as discounts on future cleanings or a free service for every successful referral.
• Follow up with clients who referred others to your business: Express gratitude for their support and remind them of the referral incentive.

Pro Tip: You can use cleaning business software to schedule and manage your cleaners better, helping improve your service quality.

6. Appear in online search results

When your business appears as much as possible in online search results, people are more likely to see you and book your services. For example, when someone searches for “cleaning service near me”, your business is more likely to appear first and that’s a big advantage.

There are a few ways your business can show up in search engine results:

• Pages on your website rank for certain keywords (like “cleaning services in Kansas”). When people search for those keywords, your website appears in search results.
• Google My Business. If you create a Google My Business profile, your business will appear along with other details, including your website, opening hours, contact information, ratings, and more.

• Google Ads. You can create paid ads that appear on top of search results.

Here are some tips to increase your visibility in search results:

• Optimize your website: Use relevant keywords in your landing pages and blog posts. Pay attention to SEO practices such as including keywords in page titles, meta descriptions, and images. Focus on terms that potential customers are likely to use when searching for cleaning companies online.
• Create a Google My Business profile: This is a free and easy way to spread your presence.
• Write compelling ads: Ads should highlight the benefits of your services and encourage people to click on your ads. The CTA should be clear, like “book an appointment”, “get a quote”, or “call us”.

Pro Tip: Finding which keywords to use in your website and ads requires some research. You can invest in SEO tools like Semrush or KWFinder. But if the tools are too expensive for you, try typing some keywords on Google Search and find relevant keywords in the suggestion area.

For example, when you search for “cleaning services near me”:

Google will suggest relevant keywords:

7. Invest in print ads

Flyers, banners, postcards, door hangers, and tabletop stands can be useful to target specific neighborhoods. You can easily create them with free design software like Canva, use pre-made templates online, or hire a freelancer to help.

When designing print ads, you should include essential information such as a list of your cleaning services, contact information, client testimonials, discounts, photos of clean homes, etc. After designing them, print them out and distribute them.

There are certain locations where you can distribute your ads and make sure they reach potential clients:

• Leave print ads at cafes, restaurants, laundromats, and other businesses where people frequent.
• Distribute door hangers to neighborhoods where your target customers live.
• Post flyers in community centers, libraries, and grocery stores with permission.
• Attend or sponsor community events and distribute print ads to attendees.
• Collaborate with real estate agents, property managers, or interior designers to display your print ads in their offices or properties.
• Place ads in local publications that are popular in your target market.

8. Use your company vehicle

If your business has a company car or truck, you can use a vehicle wrap or a decal that features your business logo, slogan, and contact information to promote yourself. As you drive around town or park at visible places, passers-by can notice your cleaning company name.

Here’s a step-by-step guide to the process:

• Design: Decide on the overall look and message you want to convey with your vehicle decals or wraps. Take accurate measurements of the areas where you plan to install the decals or wraps, including the sides, rear, and back window. Use graphic design software or hire a professional designer to create the artwork for your vehicle decals or wraps.
• Print: Work with your local print shop to choose a material suitable and durable for outdoor use and print your decals/wraps. You can also create decals in bulk and pay people to stick your decals onto their vehicles.
• Install: Local shops can help you install the wraps/decals. If you want to do it yourself, thoroughly clean the surfaces of the vehicle before applying the wraps/decals. Use a squeegee to smooth out air bubbles and seal the edges with a clear coat or edge sealer.

9. List your cleaning business on service provider sites

Customers often use sites like HomeAdvisor, Yelp, or online local directories to research and find home services. Your presence on these sites will increase your reach to people who need cleaning services and signal that your business is legitimate.

Of course, you can list your business on every service platform possible, but it can be hard to manage bookings and reviews from every one of them. The better things to do include:

• Choose reputable and suitable sites: Select well-established lead generation sites with a track record of connecting service providers with customers. Some of them are paid and expensive, so get started with some affordable sites first.
• Claim your listing and refine your profile: Create your listing on the sites, or if your clients have already put you on those sites, claim your listings. Provide detailed information about your cleaning services, including the services you offer, pricing, service areas, and any specializations or certifications. Use high-quality images to showcase your work and create a professional impression.
• Reply to reviews: You’ll run into both positive and negative reviews. Reply to both as clients will look at your replies to assess your customer service. Thank clients for positive reviews. For negative reviews, acknowledge and apologize, then provide solutions such as contacting for further discussion or giving discounts.
• Take advantage of any additional features: Lead generation sites usually offer paid advertising options, promotional offers, or lead management tools. Using these tools, you can show up first in search results or manage the customer acquisition process more easily.

10. Network and collaborate with local businesses

You can build relationships with local suppliers, clients, and partners to expand your reach and find collaboration opportunities. You can:

• Attend networking events and trade shows: Networking events and trade shows are great places to connect with other local business owners and promote your cleaning business to potential clients. You can exchange business cards, introduce yourself, and build rapport with potential partners (like real estate agencies, property management companies, home service providers, or small businesses in related industries). Set up an attractive and engaging booth that highlights your cleaning services and expertise.
• Join business associations: Join local business associations, chambers of commerce, or industry-specific organizations to network with other business owners and access valuable resources and support.

11. Build your cleaning company brand

Your brand is how people and customers view and feel about your business. It’s a combination of your service quality, how you show your work and speak to customers, and all the little details that customers can notice about you.

Strong branding helps you stand out in a competitive marketplace where many companies offer similar services. Strong branding will help promote your cleaning business by itself. What’s so unique about you that makes clients choose you instead of another company in the area?

Here are some tips to help you build your brand:

• Offer unique services or apply unique practices to set you apart from competitors. For example, eco-friendly cleaning practices or personalized services at affordable prices.
• Deliver exceptional customer service at every touchpoint, from initial questions to follow-ups after visits. Positive interactions with your staff can leave a lasting impression on clients and strengthen brand reputation.
• Put your logo everywhere you can so you’re more visible to clients. Put it on the company supplies, vehicle, websites, banners, social posts, etc.
• Show positive reviews and testimonials from satisfied customers on your website, social media, and marketing materials. Authentic feedback from happy clients can build trust and credibility for your business, helping to attract new customers.

Pro Tip: Keep it consistent. Use the same logo, colors, fonts, and tone on your website, social pages, uniforms, vehicles, and marketing materials. This will help increase recognition of your brand image.

Ready to promote your cleaning business?

Clearly, running a business is challenging. Besides handling internal operations, you’ll need to promote your cleaning business to as many people as possible. It can be overwhelming, but you can do it by taking one step at a time. Don’t be afraid to experiment and find what works best for you.

Want to manage your cleaners’ schedules and work hours more effectively? Sign up for a free Camelo account today →.