Creating engaging content for your cleaning company is no mean feat.
You know you need to delve into the wants and needs of your target audience to determine what it is they want to see, but how does that translate to actually creating the engaging content itself?
You may have even already given it a go but have found that engagement levels (likes, comments and shares) are lower than you thought they would be, and certainly lower than you would like them to be.
To market your cleaning company effectively, it’s vital that your target customers find value in your content. Here are our top tips to ensure your content cultivates the engagement it deserves:
Steer Clear of Features Focused Content
Features focused content refers to the general features that make up your business. For example, the services or products you offer, where you offer your services, the history of your business etc.
While this is important information that your target audience will want to know, it certainly shouldn’t be what makes up the main bulk of your content. Content that is features focused can come across as sales-y or pushy and gives potential customers the impression that you run your business for personal gain.
Now you may be thinking: ‘of course I run my business for personal gain. Doesn’t everyone?’ They definitely do! But this isn’t something you want to shout about in your content. Instead, you should focus on providing content that benefits your target audience immediately.
For example, your potential customers may struggle to find the time to clean effectively. Instead of telling them about your cleaning services, provide them with content that helps solve their issue. A blog post about time-sensitive cleaning tips, or hacks for deep cleaning on a tight schedule. This way, you’ll be providing content that your audience wants to engage with. They’ll understand that following your advice will benefit them in some way, meaning it’s valuable enough to encourage them to read it.
By creating engaging content that will be of value to your target audience and focusing on benefitting your target customers rather than the features of your business, you’ll be steering well clear of those sales-pitch posts that may put-off potential customers.
Use Testimonials to your Advantage
Now that we’ve established the kind of content you should avoid, it’s time to think about what you should be posting to cultivate further engagement.
Customer testimonials are a great starting point. You’ll likely have received positive customer reviews during your time running your cleaning company, and you may not have done anything with them since.
The aim of the game here is to get those testimonials in front of your target audience and potential customers. In a recent study, ‘according to 72% of respondents, positive testimonials and reviews increase customer trust in a brand’ and ‘frequent use of client testimonials can increase revenue by over 62%’.
Testimonials work in two ways. Firstly, they build credibility for your business. If your target audience can see that you have had happy customers previously, they’ll believe that your business does what it says on the tin, and they’ll have no reason to doubt the benefits your service will provide. Secondly, they humanise your business. Often, companies can seem two-dimensional, making it difficult to trust what is being said about them. Testimonials highlight the human connection between your business and your customers. It reassures your target audience that what you’re saying in your content translates to the real world and benefits real people like themselves.
While your testimonials shouldn’t make up the majority of your content (a variety of content types is key when it comes to engagement), you should use them regularly. Your target audience wants to know as much about your business as possible, therefore providing testimonials is a great way to create engaging content for your audience.
Provide your Target Audience with New Information
When it comes to creating engaging content, it’s no good sharing information that everyone already knows. For example, it’s common knowledge that sweeping before mopping is a more efficient way of cleaning the kitchen floor. If your target audience already knows everything you’re providing them with in your content, they’ll be no reason for them to engage with it.
Instead, try to create content that highlights something new. For example, your target audience may not know how many germs reside in their carpet. They may not have seen before and after pictures of a deep upholstery clean. Providing them with information that is fresh and interesting will be far more likely to encourage them to engage with what it is you’re saying.
Steer clear of generic information that they could find with a quick Google search and stick to creating content that will tell them something new.
Engaging Content with The Edwards Company
Here at The Edwards Company, we know what works when it comes to engaging content.
We work with cleaning companies to provide content that is valuable, original and interesting. Whether it be content for your business blog, website or marketing materials like newsletters, our main focus is always your target audience. We’ll ensure that the content we produce is aimed directly at satisfying their wants and needs, solving their problems, answering their questions and, most importantly, engaging them from start to finish.
To make content creation simple for our cleaning company clients, we have a range of flexible, affordable business blogging packages available, designed to support businesses like yours.
Whether you require a small amount of content per month to keep your business blog updated or are looking to build a more robust content creation schedule, please do not hesitate to get in touch – we’d love to work with you!