The professional cleaning industry is highly competitive, and though a slowing economy last year caused many organizations to cut back on cleaning services, it appears things are on the rebound.

The market for cleaning services in Canada was worth more than US$1.42 billion in 2023, and data suggests it is expected to grow to be worth US$1.99 billion by 2032. Now may be the time to position your cleaning business to get new customers and start mopping up. To do that, you need to communicate your cleaning business is reliable, efficient, and does excellent work. 

With that in mind, here are six ways to up your cleaning business marketing know-how and grow your bottom line:

Ways to promote your professional cleaning business

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1. Always Appear Professional and Define Your Business

First impressions always count. So, ensure your website is easy to navigate and has up-to-date information. 

It’s also critical to highlight what defines your business from your competitors. In other words, what’s your unique selling point or proposition? For example, if your cleaning business specializes in using eco- and allergen-friendly cleaning products and practices, make sure that stands out in all your marketing materials and your site. 

2. Utilize Social Media

In addition to having an updated, user-friendly website, leverage social media platforms to connect with potential customers and keep existing ones engaged. 

If you haven’t already, create profiles on platforms like Facebook, Instagram, and TikTok and regularly share engaging content demonstrating your knowledge and your excellent work. Showcase before-and-after photos and customer testimonials and share cleaning tips. Make it easy for existing and prospective customers to connect with you.

3. Offer Discounts and Reward Referrals

Attract new customers by offering promotions or discounts for first-time services. Incentivizing people to try your cleaning services could make them repeat customers. 

For existing customers, offer them a reward for referring your cleaning business to a new customer who hires you, or if you’re introducing a new product or service, offer existing customers a 10% discount to try it. 

You can also bundle your services at a slightly lower price or create loyalty and rewards programs to encourage existing and occasional customers to engage with you more frequently.

4. Leverage Digital Marketing and SEO Strategies

Don’t discount the value of using printed advertisements to promote your company and services, such as direct mail flyers, posting flyers on bulletin boards in local grocery stores or community centres, or advertising in your community newspaper to attract customers. But also use digital marketing advertising to target specific communities or regions where you offer your services through Meta Ads (Facebook, Instagram), on Google, Yelp, and Yellow Pages.

Further enhance your online presence by implementing local search engine optimization (SEO) strategies. For instance, create a Google My Business profile and keep it updated, ask your existing customers to give you a Google Review, and ensure your business information is consistent across all online directories. SEO helps your business appear prominently in local search results, especially when customers seek cleaning services in their area.

5. Build Partnerships

Establishing partnerships with other local businesses, real estate agents, general contractors, and renovation experts can help generate more business and lead to referrals and collaborations. 

For example, real estate agents may recommend your services to homeowners for move-in or move-out cleanings. Alternatively, a contractor who’s completed a residential or commercial renovation can hire you to clean the work area up after the project is completed.

6. Let Your Customers Know You’re Insured

State prominently in your marketing materials and website that your cleaning business has a valid business insurance policy and a certificate of insurance you can provide them with upon request. Doing so demonstrates professionalism, inspires trust in your customers, and gives them peace of mind knowing you’re covered if an accident or damage happens.

How to Get Low-Cost Cleaning Business Insurance Fast

Whatever professional cleaning business you have – deep cleaning, disinfecting cleaning services, carpet cleaning, pressure washing, general janitorial services – protect your finances, equipment and reputation with a customized cleaning business insurance policy from Zensurance.

Fill out our online application for a free quote. Our friendly, knowledgeable brokers will shop the market to get the low-cost coverage you need and tailor it to your specifications and budget. 

It doesn’t take a long time, either. Get a quote, choose your coverage options, buy a policy, and get a certificate of insurance instantly. If you have questions, our brokers are available to answer them.

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About the Author: Yassin Elsayed

Yassin Elsayed is a Team Lead, Contractors at Zensurance.