When it comes to cleaning companies, using content to get clients is often overlooked. You may feel that the nature of your work only lends itself to the odd social media post or flyer through the letterbox. While both are lucrative marketing techniques in their own right, you’re definitely not limited to them.
In fact, engaging in long term marketing strategies like populating your business blog with valuable content can be the key to drawing in clients that may have otherwise passed you by.
But how much of an impact can creating content for your business blog actually have? And will it really have the desired effect?
The Importance of Blogging for your Business
In short, blogging for your business works. In fact, according to Fit Small Business, ‘a total of 78.9% of bloggers report that their blog delivers marketing results’. If the aim of your marketing game is to draw in more clients, there’s no better place to do it than your business blog.
Not only does a business blog keep your website up to date and visible in search engines (more on this later!), but it also helps you to build a brand voice, gives your business personality, establishes you as an expert in your industry and, most importantly, provides valuable information for your clients and potential clients.
Providing valuable information to your clients – whether it be advice, support, product reviews, or top tips – will enable you to start building trust with them, increasing the chances of a conversion.
But how can you ensure the content you produce does what you’re expecting it to do when it comes to cleaning companies like yours?
Utilising Local SEO
Quality content isn’t just about the quality of the writing itself. There also needs to be a focus on the more technical side of content creation, namely SEO.
For those of you who have preferred to steer clear of the technicalities up until now (we don’t blame you!) SEO is the practice of optimising your content for search engines. This means giving your content the best possible chance of ranking highly on search engine results pages (i.e. Getting on the first page of Google results!). Doing so massively increases your chances of a click-through, particularly if you take the top spot, which in turn increases traffic to your website.
Your website itself is a great place to implement SEO techniques, but to really stand out from the crowd, you need to be utilising these in your business blog posts too.
Of course, you can start out with keyword research. Find out what your audience is talking about, look for gaps in the market and utilise these words and phrases in your blog posts. However, for smaller cleaning companies, an excellent place to start is local SEO.
By using keywords specific to your location and the locations you offer your services in, you’re narrowing down your target audience, eliminating competition from cleaning companies in other areas and standing yourself in good stead to rank highly on results pages.
To jump on the local SEO bandwagon, try writing content that is specific to a location. For example, if you’ve completed a recent job in Cannock, write a blog post detailing the job and include the word ‘Cannock’ both in your title and in the body of your text. This will help search engines identify your content as relevant when users search for things like ‘cleaning companies near me’ or ‘cleaning company Cannock.’
Note: Don’t use your location word too often (known as keyword stuffing) – search engines will view this almost as ‘spam’ content and ensure you don’t rank highly. Using SEO tools like Yoast can help you determine the right keyword balance.
If you’re looking to onboard more local clients for your cleaning company, implementing local SEO in your business blog posts is definitely a great starting point!
Building Trust through Content
As your business blog content begins to build, you’ll find yourself with a bank of valuable, thoughtful content filled with top tips, industry insights, helpful advice, solutions to problems and answers to questions. Your target audience will also view your content this way.
The main aim of creating quality content and sharing it on your business blog is to build trust with potential customers and reassure them that you are a credible source of information for this specific industry. This gives potential customers a reason to return to your website again and again.
Of course, the more a potential customer begins to trust your company and the more time they spend on your website, the more likely they are to be encouraged to convert. If they have a problem that they’ve previously read about on your business blog, they’re likely to think of you when looking for a solution.
A regularly updated business blog keeps you at the forefront of your potential customer’s minds – another compelling reason to get started on building a quality business blog.
Using Content to Create Expert Status
The cleaning industry is a popular one. With hundreds of thousands of businesses all offering similar services, competition is high, and it can be challenging to set yourself apart from the crowd.
One of the ways you can be certain that you’ll stand out is to create content that establishes you as an expert in your industry. In fact, blogging expert, Neil Patel, suggests that ‘becoming an industry expert brands you as the go-to person in your niche – this means people are much more likely to take your word at face value.’
Letting potential customers know that you are knowledgeable and experienced via the content you create adds to that trust you’ve already built by providing them with valuable information and solutions to their problems. They’ll trust what you have to say, and therefore will be much more likely to put their trust in the service or product you are offering.
But if your cleaning company is relatively new or small, how can you establish yourself as an industry expert?
It’s simple. In terms of knowledge, you already are an expert. You know your industry, you’re experienced enough to start your own company, and you believe in the skills you’ve honed. The difficulty comes in conveying this to potential customers. There are, however, a few steps you can take to ensure your expert status comes across:
- Write in a conversational tone that speaks directly to your potential customers. Use language that your readers use, focus on them and ensure you’re confident in the information you provide.
- Use data to back up any claims that you’re making – numbers instantly make information appear more credibility, meaning readers are more likely to trust what you’re saying.
- Offer advice that works. If you’re sharing valuable tips and tricks that readers will benefit from, they’ll begin to understand that you know what you’re talking about, making them more likely to invest in your expert cleaning services should they need to.
Establishing an expert status via your content isn’t about being the biggest, most knowledgeable business in the game. It’s simply about being confident in the information you share with your readers and conveying it in a way that paints you as their go-to cleaning industry expert.
Business Blogging with The Edwards Company
Cultivating new clients via your content is entirely achievable for your cleaning company. By utilising more technical content elements like local SEO in your blog posts, sharing valuable content that gives readers a reason to return to your website and establishing yourself as an industry expert, you’re far more likely to find a few extra leads coming your way.
While business blogging may be something you want to do more of in the coming months, you may also feel that with running your successful cleaning company, you’re pushed for time.
Here at The Edwards Company, we work with cleaning companies all over the country to keep their content up to date, unique and valuable. Our range of flexible, affordable business blogging packages have been designed specifically with businesses like yours in mind.
For more information about our content creation services, please do not hesitate to get in touch.