Table of contents
  1. 1. Build Your Brand: The Cornerstone of Promotion
  2. 2. Establish Your Local Presence: Getting your Business on the Map
  3. 3. Social Media Savvy: Engage with Your Audience
  4. 4. Digital Marketing Strategies: Supercharge Your Reach
  5. 5. Ask for Customer Referrals
  6. 6. Use Flyers and Billboards
  7. 7. Bonus: Stay Ahead of the Curve
  8. FAQs:

Did you know the US has over 1 million cleaning services? Standing out in such a crowded marketplace means knowing how to promote your cleaning business well.

Follow the tips below to market your cleaning business and ensure a lasting and positive connection with our customer base.

Key Takeaways

  • Build a strong online presence with a website, social media engagement, and positive customer reviews to attract new clients.
  • Highlight your unique selling points, such as eco-friendly practices or specialized cleaning services, to differentiate yourself from competitors.
  • Use cleaning company software like Connecteam to streamline operations and impress clients with efficient scheduling, communication, and quality control.

1. Build Your Brand: The Cornerstone of Promotion

Starting a cleaning business is not just about cleaning. Running a successful business is almost an art form, a big part of which is building a great brand.

Define your ideal client:

Think about who you are trying to attract. Who do you want to call for cleaning? Your audience could be busy workers, families who want a healthy home, or people who love green cleaning.

Knowing your audience helps you focus your marketing efforts effectively.

Develop your unique selling proposition (USP):

What sets you apart from the competition?

  • Maybe you use only green cleaning products?
  • Or you pay extra attention to every little detail?
  • Could it be the personal touch you add when talking to customers?

This special feature is what makes your cleaning service different. If you offer ecological cleaning products and specialize in green cleaning, you will attract customers who care about these points. It’s how you’ll stand out and turn people into loyal customers.

Your brand’s logo should be easily recognizable, clearly communicate what your business does, and stick in people’s minds. The same goes for your business’ name. If you haven’t already, pick a name that clearly describes what you do but is also special enough to be remembered.

💡 Pro Tip: 

For a truly outstanding logo, you should hire a professional graphic designer. A good logo design can easily cost between $300-$1300. If you’re looking for something cheaper, there are plenty of logo makers on the internet that create decent logos and prepare files that you can use for all of your social media and even merchandise.

Build a professional website:

Think of your website as the main entrance to your business. It’s where most people first look to see what you offer. Make sure your website is clean, easy to use, and shows off what your brand is all about. Include happy customer reviews to show you’re the best.

💡 Pro Tip: 

A professionally designed and built website can easily set you back a few thousand dollars. If you don’t have that kind of money to spend, look for an automatic website builder (many also offer hosting services) to build a basic but functional website. Once your business starts bringing in some serious money, you can always redesign the site.

2. Establish Your Local Presence: Getting your Business on the Map

For a cleaning business, becoming part of the local scene is crucial for growth.

This means creating an online presence and working together with other local businesses.

Here are some ways to make your business a known name locally.

Claim your Google My Business listing: Optimize for local searches.

Start by securing your Google Business Profile. It helps your business show up in local searches for cleaning services. Having a strong profile with good reviews and photos of your work helps attract local customers.

A screenshot of the Google Business Profile homeage

Don’t just wait for happy customers to leave positive reviews on their own. Getting positive reviews can be as simple as asking customers who were happy with your work to review your business. To make things easier for them, print a QR code that takes people to your Google My Business page on your receipts.

Network with local businesses: Offer package deals or cleaning services to complementary businesses.

Building relationships with other local businesses is key. When you network with local businesses, new chances for working together can emerge. Offering package deals to shops or special rates to cafes, helps you connect with the community.

Partner with realtors or property managers: Reach new clients moving in or out of rentals.

Working with realtors and property managers is very rewarding. They introduce you to people moving in or out of homes. Your cleaning service can help make their move smoother.

Partnerships don’t stop there; you can also reach out to builders and contractors to have them recommend your service to their clients (you should return the favor whenever possible, of course).

Get involved in the community: Sponsor local events or charities.

  • By sponsoring community activities, such as little league teams, you do more than advertise. You show you care about the community’s well-being.
  • Helping local charities shows you’re a supportive part of the community, not just after profits.

📚 This Might Interest You:

Read our in-depth guide on which licenses you need to start a cleaning business.

3. Social Media Savvy: Engage with Your Audience

Getting the hang of social media marketing is key for your cleaning business to grow.

These days, sites like Facebook, Instagram, and Nextdoor are more than just for socializing and more modern platforms like TikTok are not just for kids.

Choose the Right Platforms

Finding the right social media platforms for your audience is vital.

For example, Facebook has a huge user base, with 66% of users checking local business pages weekly. This platform lets you build strong relationships by posting content your customers will find interesting.

Instagram, with its focus on visuals, is ideal for showing off high-quality content. It’s important to note, 90% of users follow a business, ready to connect with brands like yours.

TikTok, on the other hand, is all about showing off the unfiltered, genuine side of your business. Here you can show your personal side and show the raw reality of what it means to own a cleaning business. While TikTok videos can quickly blow up to millions of viewers, don’t expect every video you upload to translate into money in your pocket.

The point is to build a following of people who genuinely trust your expertise and enjoy your content. When the time is right, some of them will turn into paying customers.

💡 Pro Tip: 

While TikTok is fantastic for engagement, it’s not the best platform for lead generation. Even though Facebook sometimes gets a bad rap for being outdated, it is still one of the most effective social media platforms for client acquisition.

In any case, play around with different social media strategies and see which works best for your business and target audience.

Create High-Quality Content

Great content is about more than just selling. It’s about giving value. Showing the change in before-and-after photos proves your skill in cleaning, which can win over potential clients. Sharing cleaning tips builds trust and shows your knowledge. Offering special deals grabs attention and encourages people to act.

Run Targeted Ads

  • Using targeted ads on Instagram can expand your reach among its 70% of users open to ads, touching 544 million users worldwide.
  • YouTube ads might get your business in front of 2.51 billion users, with 68% of them watching to help decide on purchases.
  • Considering Pinterest is wise, as 80% of its weekly users find new products there, showcasing the power of visual ads.

💡 Pro Tip: 

Paid ads are highly effective but can also very quickly waste a lot of money if not done right. If you don’t know how to run ads yourself, it might be best to hire a professional who can get you the most value for money.

Respond to Comments and Messages Promptly

Replying quickly to messages and feedback shows you value customer relationships. It reflects your commitment to service and willingness to talk in real-time and builds a true connection with your audience.

This is especially true on Instagram and Facebook. Here, tailored content turns 69% of Meta users a week into buyers.

4. Digital Marketing Strategies: Supercharge Your Reach

If you run a cleaning business in today’s tough market, tapping into digital marketing can work wonders.

By applying specific online methods, you can reach your target audience better and faster. This can help you reach more people and find new clients.

Let’s look at some key strategies to boost your reach:

  • Invest in Search Engine Marketing (SEM). Using Search Engine Marketing (SEM) and pay-per-click (PPC) ads can make your business stand out. When your ads appear for searches like “office cleaning services”, you’re more likely to get noticed by those who need you. PPC ads are great for quick results and tracking your success.
  • Content Marketing: Blog Posts and Informative Articles. With content marketing, you can build your brand’s image and show off your cleaning knowledge. Publishing blog posts and articles drives people to your site. You could talk about the pros of eco-friendly products or tips for disinfecting during flu season. This way, you become a go-to source within the cleaning community.
  • Email Marketing: Connect and Engage. Growing an email list means pulling together a group of devoted customers. Email marketing lets you send special deals and news that grabs their attention. Sharing useful info, such as cleaning advice, keeps people thinking of your brand. It’s a powerful way to keep loyal customers close.
  • Online Directories: Expand Your Digital Footprint. Online directories shouldn’t be overlooked. Sites like Yelp and Angi work like digital signs, showing your services to those looking for them. These platforms offer essential details and reviews, helping to build trust in your brand. Make sure your business is listed to attract more customers.

Using these digital marketing strategies can greatly increase your cleaning business’s visibility. Keep refining your methods for the best results. This way, you’ll attract a larger audience to your services.

5. Ask for Customer Referrals

Looking to boost your cleaning business? One of the most powerful marketing strategies is to turn your happy customers into advocates for your business.

Use the right strategies to transform your existing clientele into a promotional powerhouse.

Referral Programs: Incentivize Happy Customers to Spread the Word

Referral programs are key to getting new business. Offer rewards to motivate your happy customers to share their experiences. This strategy not only brings in new clients but also shows you value your customers by giving back.

Offer Excellent Customer Service: Go the Extra Mile to Build Trust and Loyalty

Stellar customer service makes a strong impact. It builds loyalty and increases the chance of getting repeat customers. Remember, great service turns a new client into a lifelong supporter.

Collect and Showcase Positive Reviews: Testimonials are Powerful Marketing Tools

Ask your clients to leave positive reviews. Then, display these testimonials on your website and social media. Genuine endorsements from happy customers attract new ones by showing the quality of your service.

Loyalty Programs: Reward Repeat Customers and Encourage Recurring Business

Consider starting a loyalty program to keep customers returning. Offer special deals or services as thanks to repeat customers. Simple acts of appreciation can turn occasional clients into loyal supporters of your cleaning business.

💡 Pro Tip: 

Make sure your cleaners are aware that stellar customer service is part of their duties. You can do this through regular training or by creating cleaning checklists that include small gestures, such as leaving discount vouchers and a request to review your business.

We have prepared a number of cleaning checklists you can download and adapt to your business needs:

6. Use Flyers and Billboards

Running a cleaning business means you need to keep people excited about what you offer. Using different promotional tools is key.

These proven methods grab attention and bring in new customers.

Here are some tips to keep your promotions going strong.

  1. Design Eye-Catching Flyers and Business Cards: Make flyers and business cards that look great and highlight what you offer. Put them in local shops and on community boards to grab peoples’ attention.
  2. Transform Your Vehicle into a Mobile Billboard: Use branded signs or magnets on your vehicle. It becomes a moving ad. This gets your business noticed as you drive around.
  3. Offer Promotional Discounts and Limited-Time Deals: Draw in new customers with discounts or special offers. This can make them want to use your services more in the future.
  4. Track Your Marketing Results: Always check how well your marketing is doing. This lets you see what’s effective. You can tweak your strategy based on these insights.

7. Bonus: Stay Ahead of the Curve

In the fast-moving cleaning services industry, using advanced strategies can make your business stand out. By adding new technologies to what you do, you can improve your services’ quality and speed.

Think about using automation for scheduling, or smart cleaning tools to make your work easier; these innovations are not just ideas for the future—they are achievable now and can differentiate you from others.

Embrace new technologies

One solution specifically designed to help better run your cleaning business is Connecteam. This all-in-one platform takes automation to the next level, streamlining your operations and saving you valuable time and resources.

With Connecteam, you can easily create user-friendly job schedules with clear task assignments and detailed instructions for each location, all accessible for your cleaning staff on-the-go.

Connecteam fosters seamless two-way communication with a built-in Chat, allowing for real-time updates to ensure everyone’s on the same page.

An illustration showing Connecteam’s chat

Plus, digital checklists within the platform guarantee consistent quality control on every job.

With Connecteam, you gain peace of mind knowing your team has all the tools they need to deliver sparkling clean results, every single time.

Learn how Connecteam can help your cleaning business!

Highlight eco-friendly cleaning products or practices.

Also, sustainability is now a critical aspect of business. Choosing eco-friendly cleaning products does more than help the earth.

It attracts customers who care about the environment. Talk about your sustainable choices, showing that your values match your customers’ values.

Consider specializing in a particular cleaning niche, like move-in/out cleans or medical-grade disinfecting.

Finally, focusing on a certain cleaning niche can really make your brand unique.

Whether you focus on detailed move-in/out cleans or health-grade disinfecting, specializing can make you the recognized expert in that area.

Being known for a particular skill can bring in clients who need exactly what you offer.


How do cleaning businesses attract customers?

Attracting customers in the cleaning business hinges on reputation and professionalism. Encouraging positive word-of-mouth referrals and online reviews builds trust. A professional website and branded materials establish credibility. Digital marketing through SEO, social media engagement, and targeted ads expands your reach. Offering unique selling points like specialization, technology use, and exceptional service can set you apart from the competition. By focusing on these aspects, you’ll attract customers and build a thriving cleaning business.

How important is a website for my cleaning business? I mostly rely on word-of-mouth referrals right now.

While word-of-mouth is a powerful marketing tool, a website can be a game-changer. Think of it as your online storefront, available 24/7. A professional website allows you to showcase your services, highlight positive reviews, and provide easy contact information. It also establishes credibility and helps you get discovered in local searches. Even if you start with a basic website, it makes a big difference.

I’m on Facebook, but how can I leverage social media to attract more cleaning clients? Are there other platforms I should consider?

Facebook is a great starting point, but consider the demographics of your ideal client. For example, if you specialize in deep cleaning for busy professionals, LinkedIn might be a good fit. Nextdoor is ideal for connecting with potential customers in your immediate area. The key is to post engaging content that resonates with your target audience. Before-and-after photos, cleaning tips, and special offers are all great options.

I hear a lot about eco-friendly cleaning products these days. Should I be highlighting that in my marketing?

Absolutely! Sustainability is a major concern for many people, and promoting your use of eco-friendly cleaning products can be a major selling point. Highlighting your commitment to the environment shows that your values align with those of potential customers who are increasingly eco-conscious.

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