Looking for answers on how to generate leads for your cleaning business?
I’ve got you covered.
What I’m going to show you today is how to get clients for your cleaning business in ways your competition hasn’t even thought about.
If your business is going to survive and even thrive you have to have a steady stream of qualified leads coming into your business.
And let’s be honest, shall we?
No one likes cold calling, door knocking, handing out flyers, or other outdated ways of trying to generate business.
The return on time and effort invested is so low and the process is time consuming and frustrating, even when it’s going well.
Wouldn’t you rather spend less time and get more leads?
The old adage holds true here – it’s better to work smarter and not harder here.
So how do you generate leads for your cleaning business in 2021?
Let’s dig in to this so I can show you how you can beat out your competitors using better strategies and tactics.
How to generate leads for your cleaning business
You take your business seriously and you provide outstanding service.
You’ve done everything right and you’re committed to building your business the right way.
So what we’re going to talk about is creating an online sales funnel so you sales pipeline full with qualified leads on autopilot.
If that term sounds foreign to you, don’t worry, I’m going to show you exactly what you need to do and how easy it is to implement for your business.
Here’s what the process looks like:
- Identify your dream customer and where they’re hanging out online
- Create a lead magnet to attract your dream customer and collect their contact info
- Create a tripwire offer to initiate the relationship
- Create additional offers that build off your tripwire offer
- Ascend your customers up your value ladder
And it all starts by figuring out who your dream customer is.
Identify your dream customer and where they’re hanging out online
The reality is this:
if you’re like most business owners, you are a lot better at working IN your business than ON your business.
It’s easy for you to do the work that needs to be done.
In fact you’re so good at it that you decided to start your own company!
But keeping your sales funnel full is a challenge.
Don’t worry, you’re not alone.
Most business owners struggle with this too.
But the ones who are successful are the ones who’ve figured out exactly who it is that they want to serve, and how to reach them.
That’s why figuring out who your dream customer is is so important!
You need to really dig deep into figuring out who this person is.
In the business world these are called buyer personas, but that’s not all that important at this point.
What is important is that you get to know who your dream customer is better than they know themselves.
You may be thinking, “what does a dream customer have to do with anything?”
Your dream customer is the ideal person that you want to serve.
You need to figure out:
- Who is this person, what’s their name, age and life look like?
- Where are they hanging out online these days?
- What problems are they having? What are they struggling with?
- What can you do to solve their problems?
When you spend the time to figure those things out you will have a clear picture of who that person is.
There will be specific challenges that only your dream customers face.
You’re not targeting everyone. That’s a recipe for disaster.
And once you have a clear picture you can put things in front of them that will answer their specific questions and speak to their specific pain.
Generate leads for your cleaning business
When it comes to getting clients for your cleaning business you have to figure out where they’re hanging out online.
This is so important.
This is the part where you get to skip all the door knocking and cold calling.
Figuring out where they’re hanging out online gives you the opportunity to get in front of them and engage with them.
You want to meet them where they are at.
You will eventually want to attract them to your website, but we’re not there yet.
Right now, the important thing is to build name recognition for you and your business.
With name recognition you’ll also be building “top of mind awareness”.
Top of mind awareness means that your name is the first thing that comes to mind when they think about the problem they need to solve.
It’s why you see those relentless ads on TV that do nothing more than entertain. It’s because they’re trying to associate their brand name with the need that you’re having, so when the right time comes, it’s on the top of their mind.
That’s what you’re looking to build here.
Create a lead magnet to attract your dream customer and collect their contact info
Once we’ve got their attention, we’re going to create a free resource that will help them to take the next step into your world.
By creating what’s called a “lead magnet” you’re going to put in front of them a resource that gets them a quick win.
And we’re going to do this by thinking backwards.
Don’t worry – this will all make a lot more sense in just a minute.
Think about it this way:
When you look at your business you have an “ultimate result” that your business can deliver. This is the most high-touch, high-service level conceivable that your business can deliver.
And in order to deliver that ultimate result, there are several smaller components that make up the work that delivers that ultimate result called “core results“.
And in each of those smaller, core result areas there are even smaller components that make up the core result.
We’ll call those “micro” results.
So the picture looks like this:
Several micro results make up a core result.
Several core results make up the ultimate result that you’re able to deliver for your dream customer.
Make sense?
Now in order to create a hook that will grab the attention of your dream customer we’re going to create what’s called a lead magnet.
How do you create a valuable lead magnet?
Your lead magnet is going to take one of your micro results – the most sexy and exciting thing that will really resonate with your dream customer – and give it to them for free.
You’re probably thinking, “this is a cleaning business – there’s nothing exciting about a cleaning business”.
And you’d be wrong.
Think about it this way:
Your dream customer has a very real problem, so what is it?
What is the thing that that is something that’s really frustrating for them or causing them a lot of discomfort in their life?
The thing is, because you know your dream customer so well, you should know exactly what this is.
And what you do is create something that speaks specifically to that pain point that will resonate most for your dream customer and get the most attention, that will get them a quick win.
Create a tripwire offer to initiate the relationship
Now that you have their attention, and have delivered something that’s of great value to them for free, you have the opportunity to present your products and services to them.
This is where you need to get creative.
Going back to the ‘ultimate result’ that we were talking about before, we’re going to look at the other micro results and core results you can deliver.
We’re going to create something called a value ladder.
In short a value ladder is a strategy of presenting your products and services to your dream customer that meets them where they’re at.
Your ultimate result is your most expensive high-level service.
But you can also deliver services at lower price points that are part of your core result areas that, when put together, make up your ultimate result.
And then for each core result there are micro result areas.
And at each of those levels you should have products and services available to offer to your dream customers, starting with low-ticket inexpensive solutions, ascending up the value ladder to your high-ticket solution.
Create additional offers that build off your tripwire offer
Here’s a good example using a dentist office.
A fantastic tripwire offer for a dentist’s office is a free cleaning that they offer to get clients through the door.
Once they’ve got the client in the door they have the opportunity to offer additional services.
Not in a spammy or intrusive way.
But in a value-added way.
Because their dream customer is already there, and they’re demonstrating that they care about their oral health, these customers are great prospects for the additional products and services the dentist can provide.
What that means is the dentist can offer additional services like a whitening service that’s more expensive but also delivers greater value to the customer.
Then they can also offer services like Invisalign to help their clients straighten out crooked teeth.
Then they can offer what’s called a continuity service in the digital marketing world, but for you would look like a service contract, or a long term subscription based service where, for the dentist, would be a regularly recurring appointment for updates and checkups.
The point is to figure out how that kind of model can fit into your business.
Ascend your customers up your value ladder
Here’s the best part:
Once you’ve hooked the attention of your dream customers, you now have the opportunity to serve them at higher and higher levels!
What is the one thing that your business currently does, or can add to its roster of services that can serve as your tripwire service? What can you create that’s the equivalent of the free teeth cleaning service?
Then, what’s the next thing they need after that? What’s a product or service that’s one level up from the free teeth cleaning service, that’s inexpensive and low-risk to your dream customer, that you can offer next?
Once you’ve been able to sell them on that inexpensive low-risk service, what’s the next thing they need after that?
How do you generate leads for cleaning contracts?
So as you can see, we’re not going to start at the highest level.
THink about it this way:
If I walked up to you on the street, handed you a flyer and asked you to sign up for a 12 month contract with my service at $1500 per month, you’d think I’m crazy and toss the flyer on the ground and keep walking.
Here’s another example:
You go on your first date with your dream spouse. This person is everything you ever dreamed of in a partner, and so on your first date you propose marriage and paint the picture of your life together in wedded bliss.
That person would rightly think you’re insane and you’d never see them again.
But that’s the way so many business owners look at marketing their business!
We start worrying about contracts and long-term commitments, it’s important to figure out where contracts fit in your value ladder.
A contract is a service that’s way up your value ladder, certainly not at the first or even second level.
So we need to ascend your dream customers up to this level, so let’s stop thinking about the first encounter with your dream customer as driving straight to the wedding chapel!
How do you generate leads for your cleaning business?
So now you know what the whole process looks like – from lead magnet to continuity program or service contract.
We had to cover that first, because without that foundation, driving traffic into your lead magnet isn’t going to do anything, so you have to have all that in place first.
But now that you’e got those things in place and you know how it all works together it’s time to start sending traffic to your lead magnet.
And you can do this a couple different ways:
First – you do this by using paid ads on platforms like Facebook. This is the quickest and easiest way to get in front of your dream customers. Facebook offers incredible depth in its ability to target very specific demographics, and it’s done wonders for businesses running paid ads all over the world, including myself.
Second – you can do this organically. You do this by finding out where your dream customer is already hanging out online, like I mentioned before, and then engaging them with relevant helpful info.
You can do this in groups on Facebook and LinkedIn. You can do this on Instagram. Wherever your dream customers are congregating you can get in front of them organically by joining into conversations that are already happening and delivering tons of value.
Note that I said delivering value – not making sales pitches. We’re trying to attract our customers – not drive to the wedding chapel on the first date to reference the example I used before.
How to drive traffic & generate leads for your cleaning business
So which one should you choose?
My recommendation is both, but with a caveat. It’s important to figure out your messaging first organically before you turn to paid ads because if you run straight to paid ads your experiments could be really expensive.
But in the end, you will want to use both paid traffic, and organic traffic to generate leads for your cleaning business.
Next Steps
I want to recommend a couple resources that will help you take the next step.
First is are a couple books:
Dotcom Secrets – This book by Russell Brunson goes a lot deeper into the concepts I’ve introduced here, and a couple of the examples I use in this post come from this book. If you’re serious about generating leads for your cleaning business, you have to read this one.
Expert Secrets – I’ve learned more about lead generation and online business from this book than just about any other. It’s essential reading for all business owners and required reading for my clients.
If you want to get help implementing what you’ve learned here, I want to invite you to join my private Facebook group where we’re talking about the concepts discussed here in this post with an ever-growing community of like-minded entrepreneurs and business owners of all kinds figuring out how to get the most out of their online marketing efforts.
You can join my free Facebook group here.
Disclaimer: Many of the links you’ll find here are affiliate links and proudly so.
I recommend them because they’ve helped me do what I do and I have great confidence that you will get value out of them as well – hence the recommendation and affiliate links.
It’s my belief that if a product or service can help me in my business then it can help you in yours too. I’m either currently using, or have used these products and services I recommend – I will never support or feature something that I don’t believe in completely!
So by following any of these links and making a purchase, I’ll receive a commission. I always recommend you do your own independent research first before you purchase anything.