How to Promote Your Commercial Cleaning Business?

Running a commercial cleaning business takes more than delivering spotless results. It also requires smart promotion to stand out in a competitive market. The way you market your business can make all the difference in attracting long-term clients and building a trusted brand. The right strategies will not only increase visibility but also establish credibility in your industry.

We will explore proven ways to promote your commercial cleaning business effectively and position it for sustainable growth.

Understand Your Buyer & Positioning

In any business, you must understand your buyer and positioning first. You can understand your ideal buyer to generate cleaning leads by researching their needs, pain points, and the specific industries they belong to. Then you can position your business by developing a unique value proposition that addresses those needs.

• At first, determine which industries or types of commercial spaces you want to serve. For example, offices, retail, medical, etc. Then you need to create detailed profiles of your target clients. It should include their company size, location, budget, and specific cleaning needs and pain points.
• Now, you have to clearly state what makes your commercial cleaning business stand out. Your specialties could be specialized eco-friendly cleaning, 24/7 availability, specialized industry expertise, or a particular cleaning method.
• Also, make sure that your USP is integrated into all your marketing materials. This will help you clearly communicate your value to your prospects.

Build a High-Converting Foundation (Website & Offers)

To make your cleaning business successful, you will need a strong foundation to start. The strength of your foundation is what your promotion depends on. You can build a high-converting foundation for your commercial cleaning business by creating a professional website and developing attractive offers.

• You need a professional website where you show your services and testimonials. Include a clear call-to-action as well. You have to include high-quality images and a clean, user-friendly design to build trust.
• To build immediate trust and social proof, you can include client testimonials and reviews. This helps you gain trust. Also, many potential clients will access your website on their phones, so make sure your website is mobile-friendly.
• So how can you attract customers? Simple. Offer special discounts or promotions to attract new clients and create a sense of urgency in them. For example, you can provide competitive pricing with flexible cleaning packages or create special deals for new customers.

Dominate Local Search (GBP + Local SEO)

You must dominate local search with Google Business Profile (GBP) and Local SEO for your commercial cleaning business. It will increase your visibility, drive qualified leads, and build trust. The effective marketing strategies alongside local SEO also help you generate more clients in need of janitorial services.

Google Business Profile (GBP) Essentials

Set your business as a Service-Area Business. To set up a service-area Google Business Profile for your cleaning business:

• First, create or claim your profile. Then, select “Service-area business” during setup. Afterwards, you have to define your specific service area by entering cities, regions, or postal codes in the service area settings.
• If you are not serving customers at your location, remove the storefront address. When you are asked about your location, select “Yes” if you serve customers at their locations and “No” if customers do not come to your business.
• Select your accurate categories, Commercial Cleaning Service, and add services, photos, products, and weekly Posts. Create and share a direct review link/QR in emails, invoices, and follow-ups; never incentivize reviews.
• Remember, you must not gate or incentivize. Google is actively cracking down on fake reviews. So you know, violations can trigger warnings and review removal.

Local SEO Tactics

You definitely need to promote your commercial cleaning business with local SEO. Most clients search for local services to meet immediate needs. Local SEO connects you to these highly motivated customers.

• Make sure your Name, Address, and Phone (NAP) are accurate. You must also include relevant keywords in your business description to improve local visibility. For example, “commercial cleaning services in [Your City]”, “janitorial services near [Your Neighborhood]”, etc.
• You need to build local citations and backlinks. For this, you need to make sure that your NAP information is consistent across all online directories.
• If you want to gain high-quality backlinks that increase your website’s visibility, partner with other local businesses and relevant blogs. You can also achieve it through chambers, associations, and sponsorships.
• Publish your hub content targeting “commercial cleaning + [city]” to reach clients within a specific area. Also, sector FAQs for showing your knowledge and gaining trust. You should interlink your content to service pages for strategically selling your services.

Paid Acquisition That Works for B2B Cleaning

You can use paid acquisition to promote your cleaning business. For this, you have to use platforms like Google Search Ads, LinkedIn Ads, Local Services Ads, etc. This will increase your visibility and effectively bring new clients to you. 82% of B2B marketers find their greatest success on LinkedIn.

• Google Search Ads appear at the top of search results for people who need immediate services. Through this, people see you and visit your website when they search for terms like “office cleaning services near me” or “janitorial contract [city]”. Also, use call extensions and conversion tracking.
• You should use LinkedIn and Facebook for janitorial marketing. LinkedIn Ads reach decision-makers like facility managers, business owners, and property managers by targeting their job titles and industries. They also help you retarget your site visitors.
• Use Local Services Ads if they are available in your region/category. They require a verified GBP, but mismatches can suspend ads. These will help you capture local businesses searching for “commercial cleaning companies in my area”.

Outbound Prospecting (Repeatable, Non-Spammy)

Outbound prospecting is important for your cleaning business. But it has to be repeatable, but non-spammy. You can use LinkedIn for outreach and connections, attend trade shows, form partnerships, etc., to do so.

• At first, you need to build lists of property managers, office admins, and facility directors. Then, send a 3-step sequence to reach them. These are audit insight, walkthrough your offer, and case studies for building trust.
• You can use LinkedIn to connect with property managers, facility managers, etc. Simply, look for the clients who might have clients that need cleaning services. Then, send them value messages like a cleaning audit checklist, a night crew handoff SOP, etc.
• Your outbound call should focus on securing a meeting or email address for the right contact. Your cold email should be concise. Also, make sure you offer a clear value proposition and include a strong call to action to encourage a response.

Partnerships & Networks That Drive Contracts

You can also promote your cleaning business through partnerships. And for your cleaning business networking, you should join industry groups and connect with property managers. In this way, form alliances with businesses like real estate agents and offer mutual referrals and cross-promotions.

• Join ISSA, the premier event for the worldwide cleaning industry, if you want a unique platform for networking. You can also attend BOMA events to meet potential clients and industry contacts. This will also help you collaborate with complementary businesses.
• You must secure a membership in these organizations and maintain an updated and detailed profile with keywords buyers use for their searches. Also, actively promote your membership and profile to increase your visibility.
• Promote your cleaning business through cross-referrals. You can do this by partnering with complementary businesses. These could be real estate agencies, property management firms, restoration companies, or flooring vendors.

Bid on Recurring Contracts (Government & Institutions)

You need to identify specific opportunities and thoroughly understand the bid requirements and scope of work. Following the right strategies will help you win bids. Build a strong track record with relevant experience and certifications, and ensure your company meets the mandatory requirements. Then you can submit your proposal.

• Register on gov (get UEI) to search and bid janitorial opportunities under NAICS 561720. A registration allows you to bid on government contracts and apply for federal assistance. As part of registration, they will assign you a Unique Entity ID.
• Track state & local RFP portals and aggregators. BidNet Direct offers your company a centralized location to gain instant access to bid opportunities from state departments, local municipalities, and the federal government. You can also use InstantMarkets and FindRFP for access to information on government contracts and bids.
• To submit your proposal, you need to meet some specific requirements. These are insurance, bonding, OSHA compliance, and experience documents. Also, attend pre-bid meetings for a better understanding.

Reviews, Referrals & Social Proof (Compounding Flywheel)

Using the “compounding flywheel” of reviews, referrals, and social proof is a great way to promote your cleaning business. Follow these cleaning business tips to make your strategy even more effective. But remember, the foundation of the compounding flywheel is excellent service. Then you can continue with your process. According to a local consumer review survey, 98% of people read online reviews for local businesses.

• Ask for a review within 24 to 48 hours of first service. You can ask customers to leave reviews through a business link or QR code. Show customers that their feedback matters by replying to them with specifics.
• Launch a B2B referral program with value-added credits. These could be extra floor care, add-on tasks, etc. But remember, you cannot ask for cash for reviews.
• Showcase case studies with before/after images of any client who received your services. You should also show square footage, schedule, and KPIs. This will help you gain the client’s trust as a whole.

Sales Collateral That Closes

You need to promote your cleaning business with compelling sales collateral that closes deals. Create organized, concise content like personalized proposals and client testimonials. You can also use visual examples of your work to demonstrate your value.

• Create a concise one-page capability statement that includes your company overview, services offered, and who you serve. Also, include your service coverage area, insurance details, relevant certifications, your NAICS codes, and your UEI number.
• Develop a proposal template that includes a detailed scope of your services, cleaning frequencies, consumables policy, and a clear quality assurance (QA) program.
• You must include your defined and clear escalation paths, service level agreements (SLAs), and key performance indicators (KPIs). This will reassure your client to trust the process of your business.

Conclusion

You can promote your commercial cleaning business pretty easily if you think. All you need is to combine online visibility, customer relationships, and brand credibility. You shall invest in strong marketing strategies to consistently attract new clients while retaining loyal ones.

Your business growth does not just come from cleaning well. You need to ensure your business stands out in the minds of decision-makers. If you follow our promotion strategies, your cleaning company can shine brighter than the competition and secure long-term success.

Need more janitorial pro tips for making your cleaning business successful? Stay connected with us for more guidelines and never miss an update!

FAQs

How Do I Find My First Commercial Cleaning Clients?

To find your first commercial cleaning clients, use your existing network by asking friends, family, and neighbors for referrals. You can also build a professional online presence with a website and active social media profiles to showcase your services.

Is Google Business Profile Worth It for Commercial Cleaners?

Yes, Google Business Profile (GBP) is worth it for commercial cleaners. It is a free and effective tool for local businesses to get found on Google Search and Maps by potential clients in their service area.

How Do I Bid on Janitorial RFPs?

To bid on janitorial RFPs, you need to carefully review the proposal requirements, highlight your company’s strengths, and provide clear and competitive pricing. You should also show your cleaning processes and submit a professional proposal that meets the client’s needs.

What Certifications Help Win Contracts

Certifications from organizations like the  Institute of Inspection Cleaning & Restoration Certification (IICRC) and Green Seal help you win cleaning contracts by demonstrating your expertise and professionalism.

Which Ads Work Best: Google, LinkedIn, or Facebook?

Google Ads are best for immediate lead generation for a cleaning business. They capture customers actively searching for services.