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Contributed by BSCAI
In the competitive cleaning industry, establishing a fresh and consistent brand is crucial for attracting and retaining customers. A brand serves as the first impression potential customers have of a business, whether it is represented through a logo, uniform or vehicle. By implementing effective marketing strategies, building service contractors (BSCs) can convey a polished image that will resonate with their target audience.
What follows are seven marketing tips BSCs can utilize to make their business stand out from the competition.
1. Start Small and Keep it Simple
When venturing into marketing, it is important to remember that Rome wasn't built in a day. Start by focusing on a few key areas rather than trying to tackle everything at once. Develop a strategic plan that aligns with the business’s goals and allocate resources accordingly. By taking small, consistent steps, a strong marketing foundation can gradually be built.
2. Tell the Business’s Story
People are often curious about the journey and experience behind the businesses they engage with. BSCs should share their story with their target audience and let them know how and why they got into the cleaning industry. BSCs should highlight expertise and emphasize the valuable experience they can bring to the table. By weaving this personal narrative into marketing efforts, BSCs can create a personal connection with potential customers.
3. Brand Recognition Is Key
Prioritize brand recognition. Consistency in branding elements such as colors, fonts and messaging helps customers easily identify and remember a business. BSCs should create a visual identity that aligns with their business’s values and use this visual identity consistently across all marketing channels. This includes the logo, website, social media profiles and any promotional materials.
4. Start With a Logo, Social Media Presence and a Simple SEO-Optimized Website
Start marketing efforts off strong by developing a professional logo that reflects the business’s brand and personality. A logo serves as the face of a business and can leave a lasting impression on potential customers.
Once a logo has been created, establish a presence on social media platforms that align with the business’s target audience. It’s important to engage with followers, share valuable content and showcase the business’s expertise on a consistent basis. Additionally, invest in a simple website that is search engine optimized (SEO). This helps potential customers find a business quickly when searching online.
5. Showcase the Business’s Workforce
BSCs know that their team members are their greatest assets. Highlight the team’s skills, experience and professionalism through the sharing of success stories, testimonials and photos on the business’s website and social media channels. This not only builds credibility but also instills confidence in prospective customers, assuring them that they will receive top-notch service from qualified professionals.
6. Know When to Hire
While it is essential to have a hands-on approach to marketing when starting out, as a business grows, tasks may need to be outsourced. Platforms like Upwork offer affordable resources for designing content. Additionally, there are individuals who can work part time or on a freelance basis to assist with marketing efforts. Leveraging these resources will allow BSCs to focus on core business activities while still maintaining a strong marketing presence.
7. Keep Branding Consistent Across All Marketing Channels
Consistency is key when it comes to branding. BSCs should ensure that their business’s visual identity, messaging and tone remain consistent across all marketing channels. This includes the business’s website, social media profiles, email newsletters, print materials and even offline advertisements. A consistent brand presence builds trust and familiarity with an audience, ultimately leading to increased brand recognition and customer loyalty.
By implementing these top marketing tips, BSCs can establish a fresh and consistent brand that resonates with their target audience. With a solid marketing foundation, BSCs will be well-equipped to attract and retain customers.