So, you’re trying to get your commercial cleaning company on the map—that’s great! But winning clients over and standing out among the rest takes a pretty decent understanding of content marketing.
Creating and distributing valuable, relevant, and consistent content is key to attracting and retaining a clearly defined audience and generating leads. With every sweep and scrub of high-quality, informative content that addresses common pain points, you’re creating a spotless reputation as an industry expert potential customers can trust.
Get the breakdown of the seven best B2B content marketing strategies for commercial cleaning businesses and start attracting clients!
Identify Your Target Audience
For companies offering janitorial services, the journey begins with a huge step: identifying your target audience. This tells you everything you need to know about your content strategy, from your tone and style of messaging to the ideal platforms where you want to show your spruced-up services.
Make sure you’ve answered the following questions:
- Who are these people? – Start by pinpointing who your ideal customers are. Your primary audience might include office managers, facility managers, real estate developers, business owners, or even procurement specialists in larger corporations.
- What do they need? – Everybody has their own concerns and preferences. Some office managers might want fast day porters who cause as little disruption as possible. Other facility operators might prioritize comprehensive cleaning protocols and sustainability practices.
- Is my message clear? – It’s commercial cleaning, and you don’t need to use the fanciest language, but you do need to make sure your content speaks directly to your audience. Highlight your flexible scheduling options and commitment to discretion and privacy. Emphasize your state-of-the-art cleaning technology and eco-friendly cleaning agents. There are plenty of ways to let potential clients know what you do.
- Am I using the right channels? – Knowing your audience also helps you determine where to share your content. Industry-specific blogs via your site, LinkedIn, or Google My Business could bring in a large audience, along with visually engaging content via Facebook or Instagram.
Remember, the goal of content marketing is not just to promote your services but to establish your company as a knowledgeable, trustworthy leader in the commercial cleaning industry.
Despite its values, content creation is only a drop in the bucket when it comes to getting leads. Learn more strategies for getting janitorial leads through our comprehensive guide.
Learn Customer Pain Points
It’s great that you’ve learned what your audience wants. However, knowing what they hate is just as important. But how do you ensure your content strikes the right chord? The answer is simpler than you might think: get to know their struggles inside and out.
Sure, anyone could guess that the last thing clients want is to be serviced by unreliable, overpriced, and tardy janitors who can barely get the job done. But that only scratches the surface of things. You need to engage in a bit of detective work to realize what clients what clients really want, keeping in mind that you’re not just offering a cleaning service—you’re providing solutions to their most pressing problems.
Be sure to:
Conduct Thorough Research
Start by getting under the surface of what truly bothers your clients about their current cleaning situations. Is it the never-ending battle to keep high-traffic areas clean? Are they concerned about the health implications of using certain cleaning chemicals? Or perhaps it’s the headache of trying to maintain a cleaning schedule without disrupting the workday?
Use Surveys and Interviews With Existing Clients
One of the most direct ways to gather this insight is through surveys, interviews, or even casual conversations with your current clients or target market. Ask them about the challenges they face when it comes to maintaining their workplace. What do they wish they could change? What aspects of a cleaning service are most important to them?
Identify Common Themes
As you collect responses, look for patterns. These common threads are gold mines for your content marketing strategy. They tell you exactly what your potential clients want to know more about, what worries them, and how you can position your service as the solution.
Create Content that Solves Problems
With your newfound information, tailor your content to address these issues head-on. Write blog posts that offer tips for maintaining a clean and healthy office environment, produce videos demonstrating your team’s efficiency and respect for workplace norms, or share testimonials highlighting how your service helped a client navigate a challenging health and safety audit successfully.
Educate and Inform
Remember, the goal of your content is not just to sell, but to educate and build trust. By demonstrating that you understand the challenges your audience faces and offering valuable insights and solutions, you position your cleaning company as an authority in the field—a partner rather than just a provider.
For even more strategies for marketing your commercial cleaning business online, read our blog.
Learn More: Marketing Your Cleaning Business Online
Conduct Keyword Research
It’s time to start getting your hands dirty. When jumping into any marketing strategy, let alone cleaning content marketing, stepping into the world of SEO (Search Engine Optimization) is a game-changer. This starts with keyword research, which probably sounds way more technical and intimidating than it really is. Let’s break it down:
Keywords are like breadcrumbs that lead potential clients to your website. They are the specific words and phrases that your target audience types into search engines when looking for cleaning services. By understanding and utilizing these keywords, you can tailor your content to answer their queries directly, which improves your visibility on platforms like Google and attracts more qualified website visitors. — That’s it!
How Do You Start Researching Keywords?
If you couldn’t tell, keyword research is pretty straightforward and highly rewarding. You can get started with the following steps:
1. Think About Your Business
Begin with brainstorming the basic terms related to your business, such as “commercial cleaning services,” “office cleaning solutions,” or “eco-friendly cleaning.” But don’t stop there. Your potential clients might be looking for very specific services or answers to their cleaning dilemmas, like “cleaning services for hospitals New York.”
Tools like Google’s Keyword Planner, SEMrush, or even simple Google searches can provide insights into the search terms your audience is using, their search volume, and how competitive these terms are.
2. Find Industry-Specific Terms and Phrases
It’s important to drill down into terms that are specific to the commercial cleaning industry and the unique aspects of your service.
If you specialize in a niche area, like “green commercial cleaning” or “hospital sanitation services,” there’s a good chance your potential clients are searching for these exact terms. Identifying these niche keywords can position you as an expert in those areas and draw in a more targeted audience.
3. Incorporating Keywords into Your Content
Once you’ve identified the right keywords, the next step is to start naturally sprinkling them into your content. This includes website copy, blog articles, case studies, and even your social media posts.
However, you should definitely use them in a way that feels organic to the reader. Overloading your content with too many keywords—or “keyword stuffing”—can actually harm your SEO efforts and alienate readers.
Overall, keywords help ensure that when someone is looking for a cleaning solution you offer, your website is the first place they go.
Develop a Content Plan
Proper content marketing for janitorial services requires a well-thought-out content plan. This is your time to showcase what your company is made of!
Why Content Plans Are Key
Imagine setting off on a two-hour road trip to a popular city without a map or directions. You might eventually reach your destination, but it’s going to take a lot longer and might be full of unnecessary detours. A content plan is your GPS, ensuring that every piece of content has a purpose and contributes to your overall marketing goals.
Best Types of Content to Consider
Your content portfolio should be diverse, appeal to various preferences, and provide valuable insights across all your platforms. Here are a few types that are winning customers over today:
- Blog Posts: The backbone of any content strategy, blog posts let you dive deep into the nooks and crannies of topics that matter to your clients, like tips for maintaining a clean workplace, the benefits of professional cleaning services, or trends in the cleaning industry.
- Case Studies: These are gold mines for showcasing your successes. They tell the story of how your company solved a specific problem for a client, highlighting your methods and the results achieved. They are powerful proof of your expertise and effectiveness (and not to mention 100% original!)
- Videos: If our shortening attention spans didn’t make it obvious enough, videos are king. Create content that showcases your team in action, offers quick cleaning tips, or even shows off your heavy-duty and super thorough equipment. Videos can be incredibly engaging and are easily shared across social media platforms.
- Infographics: Perfect for summarizing information in an easily digestible format, infographics are great for statistics, step-by-step guides, or highlighting the benefits of your services. They’re highly shareable and useful for grabbing attention in a sea of text.
As you schedule your content, remember that consistency is key. Decide on a realistic frequency—whether that’s weekly, biweekly, or monthly—for each type of content and stick to it. This keeps your audience engaged and your brand top of mind. But more importantly, it helps you manage the creation process without getting overwhelmed.
Make sure to cover as many topics as you can, too. While it’s important to focus on topics directly related to cleaning, consider expanding into related areas such as workplace health, organizational tips, or sustainability practices. This makes your content more interesting, sets you apart from other janitorial services, and positions your company as a well-rounded expert in creating better work environments.
Start Producing!
You’ve done all the research and prep work that you can. Now, it’s time to start producing some engaging and informative content for your commercial cleaning services.
You need to do everything you can to promote your janitorial services and help clients see you as a trusted source, so keep the following tips in mind:
Use Good Storytelling
Stories have the power to engage and connect with people on a personal level. Incorporate storytelling into your content strategy by sharing success stories of how your services have transformed a workspace or improved employee well-being.
Highlight case studies that showcase before-and-after results. Let these stories paint a picture of the problems you solve and the benefits you deliver.
Keep it Relevant
Your audience is looking for content that speaks directly to their needs and challenges. Whether they’re facilities managers exploring eco-friendly cleaning practices or office administrators seeking cost-efficient cleaning solutions, your content should address these diverse needs head-on. Tailor your topics to match the specific interests of your target market.
Make it Easy to Digest
Your content needs to grab attention quickly and hold it. Use clear, concise language and break down complex topics into bite-sized pieces. Lists, bullet points, and subheadings can make your content more readable, while images, videos, and infographics can help to visualize information and keep the audience engaged.
Stay Current
New technologies, regulations, and cleaning practices will always emerge. Keep your content up-to-date to inform your audience and show that your business stays ahead of the curve. Regularly update your blog, social media channels, or newsletters with the latest news and innovations in cleaning.
Include Actionable CTAs
Every piece of content should have a purpose. Whether it’s to drive traffic to your website, generate leads, or simply educate, your content should direct your audience on what to do next with clear, compelling calls to action (CTAs).
Lead your readers to a service page or similar blog, invite your readers to subscribe to your newsletter for more tips and insider advice, contact your team for a consultation, or download a guide for more in-depth advice. CTAs are your way of guiding your audience toward deeper engagement with your brand.
Engage and Interact
Finally, make sure your content invites interaction. Build out FAQ sections. Encourage your readers to comment on your posts, share their own experiences, and ask questions. Responding to comments and questions can further boost engagement and help build a community around your brand.
Learn to Promote Your Content
Congrats on getting your cleaning content out into the world! Now, it’s time to promote like your livelihood depends on it. This phase gets your content seen by the right eyes. Let’s break down some straightforward strategies that can enhance your content promotion efforts.
Promoting Social Media
Social media platforms are like bustling marketplaces where conversations happen, opinions are formed, and decisions are influenced. For a commercial cleaning company looking to expand its reach, these platforms offer invaluable channels to share content, engage with your audience, and grow your community.
Try a blend of networks: start with B2B–focused companies like LinkedIn and Google My Business, where you can share your blog posts and insights, then follow up with more casual social media sites to appeal to the masses, like TikTok, Facebook, and Instagram.
Utilizing Email Marketing
Moving beyond social media, email marketing is a powerful tool in your content promotion arsenal. It lets you directly reach your audience’s inboxes, providing valuable content that nurtures leads and fosters long-term relationships.
Keep up the engagement by:
- Sending Regular Newsletters: These can include a mix of content like industry news, updates from your company, practical cleaning tips, and special offers.
- Segmenting Your List: Not all content is equal. What may be relevant to one audience may be complete yapping to another. Personalizing your emails based on the specific interests and needs of different groups can increase the effectiveness of your communication. For instance, facility managers may be interested in more technical content, while business owners might appreciate cost-saving tips or industry trend insights.
- Offering Exclusive Content: Use your emails as a channel to offer exclusive content or early access to special offers. This can incentivize your audience to stay subscribed and look forward to your emails.
Measure and Analyze Your Performance
As marketers, we should always be looking for ways to improve our strategy. And in a world where data is king, using analytics tools to track the performance of your content marketing endeavors is non-negotiable.
These tools offer a clear window into how your efforts are paying off by providing insights into several key metrics. Make sure you’re observing the following elements:
- Website Traffic: Get started by looking at the overall visits to your website. High traffic numbers suggest your content is drawing interest, but looking deeper to understand the sources of this traffic (like direct visits, search engines, or social media platforms) can reveal which channels are most effective for outreach.
- Social Media Engagement: Monitor likes, shares, comments, and followers rates on platforms like LinkedIn, Facebook, and Instagram. High engagement rates indicate that your content resonates with your audience, fostering a community around your brand.
- Conversion Rates: More than anything else, you should want your janitorial content marketing strategy to convert readers into customers. Tracking metrics like newsletter sign-ups, inquiry submissions, or service bookings helps determine the direct impact of your content on your business goals.
With this data, you can detect patterns and preferences within your audience. For instance, if “how-to” guides on office disinfection techniques consistently drive more traffic and engagement, it’s a good sign you need to produce more content like this.
Repeatedly measuring, analyzing, and continuously improving your content marketing strategy enables your cleaning company to maintain a dynamic and effective communication channel with your B2B audience.
By treating content marketing as an ongoing process rather than a one-and-done campaign, you ensure that your efforts remain aligned with your audience’s evolving needs and maximize the return on your marketing investment.
Key Takeaways
If you’re looking to thrive in the competitive commercial cleaning industry and shine brighter than the competition, it’s time to start implementing a successful content marketing strategy that establishes your brand as a thought leader and attracts new customers.
With Abstrakt Marketing Group by your side, mastering the art of B2B content marketing becomes effortless. From identifying your ideal customers to crafting engaging, SEO-optimized content that speaks directly to their needs, we are your starting point for capturing commercial cleaning and janitorial leads and nurturing lasting client relationships. Dive into our world of targeted strategies, and let’s make your commercial cleaning business the go-to authority in the industry. Schedule an appointment today.
