A large portion of UK customers looking to find and secure professional cleaning services for their home, office or commercial establishment are doing this online due to the convenience, speed and the fact that they can quickly receive and compare cleaning service quotes. On the other hand, only a relatively small percentage of cleaning service providers maintain strong online presence and have a search engine optimised website.
When it comes to effective online presence, most of the time positive exposure is directly related to profits and business success. Many people tend to underestimate the importance of online presence and rely solely on hardcopy exposure and word to mouth advertising. Indeed, positive references and word to mouth advertising are amongst the most successful types of company marketing out there, but backing them with strong online presence in all the right places will translate to more business and profit.
Having said all this, a well-established cleaning company should adhere to a balanced mix of traditional and online media exposure and presence. In other words, segmenting and targeting customers properly will require the use of more than one type of advertising. For example, if professional cleaners like Cleaners Reading were looking to establish themselves in an area or district with a large portion of senior population accustomed to traditional type of adverts then hardcopy exposure in the form of classified, flyers, pamphlets etc. might be the better option. On the other hand, a district with a predominantly young, digital and mobile device using population will respond better to well-placed, meaningful web presence. This is just a basic division of the entire marketing strategy adopted by a given cleaning company. As mentioned, success is based on mixing and combining both types of advertising.
On the same note, certain cleaning services are better advertised the traditional way, others may require alternative advertising – especially when competition in the particular segment (service) is intense. Monitoring and analysing feedback from different types of marketing campaigns is essential if management is to focus their effort on certain services or options that appear more appealing to customers. This also applies if certain type of cleaning service is lagging behind or not yielding the required amount of profit.
A well optimised website, properly managed company website will be invaluable in fine tuning the entire marketing campaign and delivering more success. Now you see that the cleaning industry is anything but remote or detached from the revolutionary business ways of the internet.