CLEANING UP IN THE DIGITAL REVOLUTION Make a “clean sweep” for your company in the online marketing game by Robert Kravitz
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ost successful cleaning contractors have two key business objectives: first, keeping current customers happy, and second, always being on the lookout for new clients. Of course, these objectives are the name of the game for most service providers, not just cleaning contractors. The importance of the first objective is something most contractors learn quickly. It’s the second one that can be a bit more difficult. Even with the best service, some attrition is always expected. Clients will leave for one reason or another and will likely need to be replaced.
TURNING TO TECHNOLOGY
To help generate a steady supply of potential new clients, many contractors are now looking into digital marketing. Though it may seem new, its history stretches back to the 1990s, during the early days of the Internet. As online traffic grew, small websites started posting banners on their sites, charging clients every time their banner was clicked. Then Yahoo, the key search engine of the day, took this to a much more formal level, allowing companies to post banners on their sites to give these businesses much greater exposure.
30 / FACILITY CLEANING & MAINTENANCE / SUMMER 2020
Today, digital marketing is much more than just clicking banner ads on websites. According to HubSpot, a leading digital marketing agency, digital marketing is quite simply any form of marketing that is online. So, along with online banners, digital marketing also includes things such as social media postings, videos on company websites and different video platforms, email newsletters, content marketing, and infographics. The key goals of this strategy are the following: • Improving the search engine optimization (SEO) of a company website • Brand awareness
