When starting your carpet cleaning business it’s not all about technical training, selecting your van and equipment or choosing your carpet cleaning chemicals and stain removers. Giving thought and a solid budget to your marketing may be the difference between the success or failure of your startup. Marketing a business can seem daunting at first especially if you haven’t done it before. There’s so many people out there with different opinions and ideas claiming they know what’s best. But if you only had to get one thing right in your marketing plan, what would it be?
Google! Like or not Google owns the racecourse. Some marketers say that you are who Google says you are. Google now dominates the market of business search. That’s why Google is the best place to start when marketing your business. If you want to get profitable quickly on a shoestring budget, Google is your best bet. Here’s some tips on getting Google and your new carpet cleaning business happily working together.
1. Set up your Google My Business page
Google My Business is a free business listing service that Google provides. If you have a local service based business you must get yourself listed. This is the quickest way to start appearing high on search results in your local area at no cost.
2. Have a Google (and mobile) friendly website
You don’t need anything fancy. Look at Google’s own website pages. Keep it simple and be sure to create a landing page for each of your different services eg. Carpet Cleaning, Upholstery Cleaning, Leather Cleaning, Fabric Protection, Trauma Cleaning, Carpet Stain Removal, Mould Remediation, Flood Restoration… you get the idea.
3. Get a good understanding of online marketing yourself
When you’re well informed you are much more difficult to fool. Online marketing is now too important for you not to know about. Your business will be better for it if you understand this marketing genre.
4. Give Google Adwords a go
Google Adwords are paid ads that appear primarily at the top of search results. They are the first thing you see at the top of the page when you search a term on Google. Do some online training and you’ll be up to speed in no time.
5. Use very specific geographic targeting on Google Adwords
You have a big advantage when you start a carpet cleaning business. You are starting from scratch with no customers so you can be very specific in your marketing with where you want to work and what you want to do. Google gives you the ability to laser focus. If you can dominate a suburb or small geographical areas that you want to work in there will be less driving time and more profit at the end of the day. A focused marketing effort is much easier to measure and adjust. A general, generic spread out campaign is more difficult to measure, refine and improve on.
6. Watch out for broad match keyword terms in Google AdWords
If you use broad match keywords in Google Adwords you could be wasting a lot of money. Look into using “phrase match” and [exact match] keywords to improve your return on investment.
7. Always use negative keywords
Negative keywords are words you do not want to appear in the search results for in a particular campaign or ad group. For example, you might have a phrase match keyword in a campaign like “carpet cleaning”. You are a service company not a product company so you don’t want to appear for searches like ‘carpet cleaning products’ or ‘carpet cleaning chemicals’ or ‘carpet cleaning tools’. If that’s the case you might set up negative keywords like “products”, “chemicals” and “tools”. Negative keywords save you money by focusing your marketing dollars only on your ideal customers who are looking for and ready to book your service.
8. Produce helpful content and information for your customers
This might be blog articles, white papers, videos, podcasts, info guides, e-books, tips, how to’s and a whole lot more. You can’t do it all but choose a couple of formats you like and help the world with what you know. Producing good quality, helpful and fresh content is something that Google loves to reward businesses for with rankings. Your content doesn’t have to be perfect, just get started. You could even do a weekly 60 second video of you talking to your iPhone video recorder about the jobs, questions and challenges you’ve had.
Good marketing for your business is not a destination you’ll one day arrive at, it’s an on-going journey of trial and error, improvement and refinement that never ends. If you’re starting out in carpet cleaning and have a limited marketing budget it’s best not to spread your dollars to thin across too many different types of marketing. Whatever you do, do it really well, measure it and stay focused. Then you’ll have better information to make decisions about how to adjustment or changes what you’re doing.
Are you an experienced carpet cleaning business owner? How have you got Google working well for your carpet cleaning business? What percentage of your startup budget was spent on marketing and how much was spent on carpet cleaning machines, tools and chemicals? Got any Google tips for first time carpet cleaning business owners? We’d love to hear from you. Perhaps you’ve got some ideas we could add to this page. Get in touch and tell us about your thoughts and experiences.
And feel free to call our customer care team on 1300 123 499, if you require any help or advice on starting a carpet cleaning business or getting set up with carpet machines, chemicals and accessories. We’re here to help. For more information you can also visit XO2's carpet cleaning products online.