As a new business owner in the cleaning industry, marketing can be one of your biggest challenges. It will likely take you a lot of time and resources to establish yourself in the eyes of potential customers, plus there will be well-known local cleaning companies you have to compete against.
Word of mouth might have been enough to generate the odd job or two, but this isn’t enough to grow your cleaning business. Instead, the strategies discussed here are designed to market your business to people actively searching for your cleaning services.
Marketing challenges for UK cleaning businesses
While the demand for cleaning services remains high, UK cleaning businesses face several marketing challenges:
- High competition – The cleaning industry is saturated with small and large businesses offering similar services.
- Customer trust – Clients need assurance that they are hiring a reliable and professional service.
- Budget constraints – Many new businesses have limited funds for marketing.
- Seasonal demand fluctuations – Some cleaning services, such as end-of-tenancy and deep cleaning, see higher demand at certain times of the year.
- Standing out online – With many businesses relying on digital marketing, making your business visible can be difficult.
You’ll likely find it difficult to market your cleaning business due to one or two of the above, as opposed to the whole list. The challenges you face might depend on market conditions, your area or other unique aspects of the operation.
How to market a cleaning business effectively
Creating a Strong Brand Identity
Your brand is what makes your cleaning business memorable and professional. It supports all your other franchise marketing efforts as potential customers are more likely to recognise your brand. Here are the basic steps on how to establish a strong brand:
- Choose a catchy business name that reflects your services.
- Create a professional logo that can be used on your website, social media, and marketing materials.
- Define your unique selling points (USPs) – What makes you different from competitors? This could be eco-friendly cleaning, same-day service, or competitive pricing.
Building an Online Presence
A strong digital presence is crucial for attracting modern customers. Here’s how to do it:
1. Build a Website
- Include key details such as services offered, pricing, and contact information.
- Optimise your website for local SEO so it appears in search results when people look for cleaning services in your area.
- Add customer testimonials to build trust.
2. Use Social Media
- Set up business profiles on Facebook, Instagram, and LinkedIn.
- Share cleaning tips, customer reviews, and before-and-after photos to engage potential clients.
- Use Facebook and Instagram ads to target local customers.
3. Get Listed on Online Directories
- Register your business on Google My Business, Yell, and other local directories.
- Encourage satisfied customers to leave positive reviews, which can improve your credibility.
Offline Marketing Strategies
While digital marketing is essential, offline strategies can also be effective to connect to local customers:
- Flyers and Posters – Distribute flyers in your local area, especially in residential communities or business districts.
- Networking – Attend business events and connect with property managers, landlords, and office managers who might need your services.
- Referral Program – Offer discounts or incentives to clients who refer new customers to your business.
Leveraging Customer Reviews and Testimonials
Word-of-mouth marketing is powerful in the cleaning industry. Encourage clients to leave reviews on Google, Facebook, and Trustpilot. Display these testimonials prominently on your website and social media.
Running Promotions and Special Offers
Time-sensitive offerings and discounts are a great way to attract new clients. This can include:
- Discounts for first-time customers.
- Seasonal promotions (e.g., spring cleaning deals).
- Package deals (e.g., book three cleans and get the fourth free).
Franchise marketing support for cleaning businesses
Franchising can be an excellent option for those looking to start a cleaning business with added support. Here’s how franchise support can benefit cleaning businesses:
- Brand Recognition – Franchises come with an established brand, making it easier for new business owners to attract customers.
- Marketing Assistance – Many franchises provide ready-made marketing materials, advertising campaigns, and digital marketing support.
- Training and Support – Franchise owners receive comprehensive training on business operations, customer service, and best cleaning practices so they have all the skills they need to get started.
- Proven Business Model – Instead of starting from scratch, you work from a business model tested and optimised for success. Our franchise oven cleaning business plan has evolved over more than 30 years.
- Access to Clients – Some franchises have existing contracts or partnerships that provide immediate business opportunities. This is a massive benefit for franchisees just starting in a new territory.
- Easier Financing – Banks are often more willing to lend to franchise businesses due to their proven success rates.
While franchising requires an initial investment, the support and structure can help new business owners succeed faster and with fewer risks than starting independently.
Start your cleaning business journey today
Marketing a cleaning business requires a mix of online and offline strategies. It’s understandable if this seems like an impossible task if you have limited experience in business marketing or self-promotion.
If you don’t know where to start with creating a strong brand, building an online presence, or getting customer reviews, then it could be best to join a cleaning franchise. Ovenu provides ongoing marketing support for our franchisees to help advertise their services within a targeted area. Get in touch to learn more about our franchise offering.
