Erik Bunaes

Like most industries today, the commercial cleaning industry is evolving rapidly, with increasing demand for professional services. To remain competitive, contractors must leverage e-business strategies to improve communication and drive new customers. Implementing digital marketing, optimizing websites, and using data analytics can help commercial cleaning businesses compete more effectively, attract more clients, and streamline operations. Adopting a 5-step e-business practice can enhance your commercial cleaning services and boost your business. Watch the video, then finish reading the article below it to learn the five steps. Step 1: Build an effective website A well-designed website is the foundation of the e-business strategy. It serves as the digital storefront and must effectively communicate services, pricing, expertise, and contact information. Key features of a strong website include: Clear and professional design. Mobile-friendly layout. Easy navigation. Service descriptions and pricing. Customer testimonials and case studies. Contact forms and online booking options. Integration with social media and digital ads. Once you have an attractive and informative website, you need the right people—your ideal target customers— to find it. That’s where search engine optimization (SEO) comes in. Follow five tips to optimizing your website for search engines: Use relevant keywords (e.g., commercial cleaning services near me). Be clear about your ideal target customers and services designed for these customers. Create high-quality content, such as cleaning tips and case studies. Ensure fast loading times and a secure site. Build backlinks from directories and industry-related websites. Step 2: Optimize for local search Many of your ideal target customers will look for cleaning services within their local area. Optimizing your website and digital footprint toward your geographic areas of service will help customers clearly understand if you are a potential service provider. Follow these strategies for local SEO: Claim and optimize your Google business profile. Encourage satisfied clients to leave Google reviews. Use localized keywords (e.g., office cleaning in [City]) using town/city names. Consider showing a map of your service area. Get listed in industry directories and local business listings By focusing on local SEO, commercial cleaning contractors can increase visibility and attract clients searching for nearby services. Step 3: Communicate through digital channels Effective communication builds trust and keeps potential and existing customers engaged. Consider the following digital communication strategies: Email marketing: Send periodic newsletters to both customers and prospects with cleaning tips, promotions, positive reviews, and company updates. Social media engagement: Be active on the social media channels where your ideal target customer is active. Consider using LinkedIn, Facebook, and Instagram to showcase work and interact with clients. Use YouTube and Tik Tok for video content. Automated messaging: Use chatbots on your website and social media to answer common questions instantly. The faster you can answer any questions, the closer you will be to converting a prospect to a customer. Content marketing: Regularly publish blogs, videos, and case studies that highlight your expertise, success stories, and happy customers. Using digital tools can streamline communication efforts and improve engagement. Step 4: Implement promotional campaigns Targeted promotional campaigns can attract new customers and retain existing ones with the use of lead magnets designed and promoted expressly for your ideal target customers. The types of promotional campaigns include: Lead magnets: What type of tools or special offers can you offer to potential (and current) customers to try your services? Try offering a free review of existing contracts/services. Discount offers: Provide limited-time discounts for first-time (or renewing) customers. Referral programs: Offer incentives for clients who refer new customers. Google and social media ads: Run targeted advertising campaigns to reach potential customers based on location, interests, specific offers/services, and behaviors. Seasonal promotions: Offer special deals during peak cleaning seasons, such as flu season or post-holiday cleanup. By using a mix of organic and paid promotional strategies, businesses can increase their reach and conversion rates and fill the sales pipeline. Step 5: Analyze and improve performance True growth will only come from tracking and analyzing business performance. With digital data, we can see what is working and where there are opportunities for learning and improvement. This will help produce better lead magnets as you focus on what is engaging for your ideal target customer. Key metrics to track include: Website traffic and visitor behavior using Google Analytics 4 (GA4). Customer acquisition sources (organic search, paid ads, social media, referrals). Email open and click-through rates. Social media engagement metrics (likes, shares, comments). Conversion rates (website inquiries, bookings, sales). This step is where the leading businesses get their unique edge over the competition. By using data analytics, you can learn what is working and what is not working in your marketing, promotions, and sales. Although the data is where the knowledge exists, data analysis is often an overlooked part of marketing. Set up your e-business strategy today E-business strategies provide commercial cleaning contractors with the tools needed to expand their reach, attract new ideal target customers, and grow sales. By following the e-business process—building an optimized website, leveraging local SEO, engaging customers through digital channels, implementing promotional campaigns, and using analytics for continuous improvement—commercial cleaning businesses can achieve long-term success in a competitive market. Embracing e-business is no longer optional; it is essential for growth and sustainability in the digital age.

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Erik Bunaes

President of Endorphin® Digital Marketing

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