Running a domestic cleaning business can be extremely rewarding and profitable, but it’s undeniable that this vast industry comes with a LOT of competition. If you want to see your franchise thrive, you’ll need to run it as effectively as you possibly can. This will include adopting some killer marketing strategies (while always keeping things in line with your franchisor’s brand vision).
When you’re making a career change with a domestic cleaning franchise, it’s important to understand that you’re about to enter the cleaning sector. A sector which employs just shy of a million people in the UK [Tidy Choice], by the way. In such crowded conditions, advertising matters, and the marketing tips shared below will help you on your way as you start running a franchise and attempting to cultivate long-term success.
7 tips for marketing your franchise in the domestic cleaning sector
Running your own business is an exciting adventure for anyone, and there are many advantages to running a domestic cleaning franchise in particular, including the availability of low cost investment options, the flexible working hours and the access to comprehensive franchisor support and guidance. If becoming a domestic cleaner appeals, these seven tips for marketing a house cleaning business will help you to thrive as a franchisee in the domestic cleaning sub-sector of the cleaning industry...
1. Understand the post-COVID consumer
Many businesses aren’t operating in the same way as they did pre-COVID, and if you take a step back and look around, you’ll see that this is the same for many people. The classic cleaning services consumer in, say, 2018, doesn’t look like the classic cleaning services consumer right now, and this is largely driven by awakenings caused or influenced by the pandemic (and the wider current state of the world).
Right now, your clients are more informed than ever about the value and importance of hygiene, and they’re also becoming increasingly focused on prioritising sustainable and environmentally-friendly cleaning methods. If you pay attention to this change, rather than hoping it doesn’t impact you, you’ll be able to stay on the top of your marketing game. Always maintain an awareness of the current state of the domestic cleaning sector, and the current wants and needs of your consumers.
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2. Develop a CONSISTENT strategy
Consistency matters more than you might think in the world of marketing. It’s not enough to sporadically have a good idea and share it. Real value (and a well-ranked website) comes from reliability and consistency. Building up your brand’s reputation means creating a content calendar, planning and scheduling in advance and showing up for your customers and could-be-customers on a regular basis in terms of the marketing content that you put out (and the quality of this content, too).
Whether you publish blogs every day or once per week, it’s crucial for your organisation to choose and adhere to a schedule. When your content quality, quantity or schedule isn’t consistent, it can confuse your customers. Keeping with a regular strategy not only helps create a better customer experience but it also helps build credibility, reputation and brand trust.
- Jon Simpson, Forbes
3. Gather and share customer testimonials
One of the most convincing pieces of marketing you can share is not something you write yourself - it’s a review from a real, bona fide customer. 88% of customers trust online reviews as much as personal recommendations [Duct Tape Marketing]. So, if your services are excellent and you know they are, encourage your clients (and/or encourage your employees to encourage your clients) to write testimonials sharing their positive experiences with your company.
4. Reward loyalty and incentivise referrals
On your way to investing in the industry, you’ll have to choose the domestic cleaning franchise that’s right for you from a wide and vast menu of options. And guess what? So will your customers! There’s a lot of choice out there, so anything you can do from a marketing perspective to make your franchise the most appealing choice, you should. One thing you can do, to this end, is reward your loyal customers and generate new custom simultaneously.
In terms of rewarding your existing customers, there are plenty of options - from discounts to promotions that provide gifts and free cleans after a certain number of cleans. In terms of drawing in new customers, you could run a referral scheme that gets a customer and their friend a free clean/a gift voucher/something in this arena if the friend starts to utilise your franchise’s services on referral.
>> Read more:
- What is the Marketing Fee and Why is it Necessary?
- Developing an effective franchise marketing plan
- Try Out These 8 Outside-the-Box Marketing Ideas to Grow Your Business and Engage Your Customers
- 10 Tips for Building Truly Effective Social Media Marketing Campaigns
- Franchising 101: 8 Essential Marketing Strategies for Promoting Your Business
- Franchising 101: 6 Tips for Building Customer Loyalty Through Marketing
5. Don’t forget to market to mobile
You’ve got your website looking beautiful on the desktop and you’re sharing content on it regularly. You’ve even joined social media sites like LinkedIn, Instagram, Facebook and Twitter and you’re posting regularly on them, too. What’s missing from this picture? It all comes down to asking yourself: Does my website cater to people who are visiting it on their phones, rather than their computers? If the answer is no, that needs fixing ASAP.
6. Don’t underestimate the effectiveness of email marketing
Email might seem like a slightly outdated option as you look into starting your own domestic cleaning franchise at the tailend of 2021, but really, email marketing continues to be an extremely valuable asset. To borrow a stat from across the pond, as of 2021 every $1 spent on email marketing through newsletters and updates sent to customers on your mailing lists generates an ROI of $36 [Litmus].
Now you know exactly how to market a domestic cleaning business, it’s time to start a franchise and a new professional journey
At this stage, you should have a strong sense of the ins and outs of running your own domestic cleaning franchise, and more generally, running your own business. Stay on Point Franchise to continue your research on a possible investment in this sector. Discover a day in the life of a domestic cleaning franchise owner, and check out five tips for building a business plan for a successful domestic cleaning franchise.
Cara Squires, Point Franchise ©