A digital marketing strategy is a roadmap for promoting a cleaning business on the Internet. It describes step by step what, when and in what order you need to do in order to launch effective advertising and attract as many clients as possible.

If you work according to the strategy, you can achieve truly outstanding results.

1. Setting SMART goals

Our experience shows that more than 90% of cleaning business owner when they start a promotion does not have clear, measurable, adequate goals.

Therefore, the first step we always set is SMART goals in order to build an effective digital marketing strategy that will be adapted to achieve them as much as possible.

The more specifically the goals are formulated, the more detailed it is possible to prescribe the ways to achieve them during the development of a digital strategy.

2. Segmentation of target audiences and development of typical characters

Preparing a brief and setting goals are the introductory stages. When they are completed, we move on to audience segmentation and character development.

They are needed to

• more accurately think over the structure and concept of the cleaning business website
• understand what kind of content and at what stage to show the target audience
• determine which wording and graphic solutions will help make advertising campaigns more effective
• Develop a customer journey map that will help you find points of contact with your audience

All this is done to increase the effectiveness of advertising and increase the conversion of the cleaning business website.

3. Development of a customer journey map

For each character, we describe in detail the path that he goes through before the purchase. CJM is developed according to the following structure:

• The stages of the path from the appearance of a need to a purchase are distinguished.
• The goal of the client at each stage is determined.
• For each stage, the factors that influence the choice are determined.
• A USP is prescribed for each of these factors and content that answers the client’s questions and conveys to him the information that interests him.

The triggers for being at each stage are also defined:

• Keywords: Queries that user ask.
• Landing pages: which pages will answer the questions asked.
• Clicks on site elements: what elements of the site the client will pay attention to, how the client will interact with the site.
• Page views and behavior on the site.

4. Internet competitor analysis

Based on the information from the brief, search results and contextual advertising, we select the cleaning business websites of 5 competitors for analysis.

The sample includes sites of existing companies that are actively promoting on the Internet: they are engaged in search engine optimization, launch contextual advertising, maintain social networks, and advertise in the media.

For each cleaning business website, an analysis is carried out, the results of which are a report that describes

• positioning of competitors: information about the company, how many years they have been working, USP, etc
• their advantages: the number of best cleaning services provided by the company
• features of their sites: interesting solutions, functionality, convenience, design, content quality
• visibility of competitors in search engines
• general online promotion activity
• Channels and tools used to attract the audience.

5. Demand analysis and development of the semantic core

Based on the statistics of search queries, a semantic core is being developed, which will later be useful for

• development of the correct structure of the cleaning business website
• preparation of future content, taking into account search engine optimization
• media plan preparation
• Preparation of advertising campaigns in Google Ads.

As part of the development of a digital strategy, keywords are collected for all cleaning services.

6. Determination of channels of communication with the audience on the Internet

When all the preliminary work has been done, we determine the advertising channels and specific tools that need to be used to achieve our goals.

At the next stages, it is through these channels that a tactical marketing plan, media plan and advertising campaigns will be developed. According to them, budgets will be calculated and plans for narrow specialists will be drawn up.

7. Preparation of a media plan for selected channels

Once the channels have been identified, the budgets for each of them need to be calculated. In fact, at this stage, an economic model for achieving marketing goals is built.

For each of the selected channels, the cost of attracting traffic is calculated. This makes it possible, even before the start of promotion work, to get an idea of what budget should be laid in order to achieve the goals set at the start and what kind of return can be expected when promoting through different channels.

8. Implementation of digital marketing strategy

A fully finished strategy takes about 100 pages plus several tables (CJM, semantic core, communication channels, media plans) and character visualizations.

You can start working on the strategy immediately after its preparation. If implementation is delayed, the market situation may change, in which case additional research will be required to clarify communication channels and update budgets.

A few recommendations at the end

1.Always think from the perspective of the target audience when developing it and carefully consider the problems that your cleaning service solves.

2.Remember that marketing is, first of all, solving problems and satisfying the needs of the target audience, and secondly, for your own benefit. This approach makes it possible to more accurately and clearly define the positioning of your cleaning company and allocate the most effective tools for it.

3.Operate not only categories of promotion channels and advertising tools. A good strategist also thinks about how to change and improve the cleaning services so that it meets the expectations and needs of the target audience as much as possible.

Always remember that in digital marketing, it is not the stronger or smarter who wins, but the one who adapts faster. Don’t be afraid to come up with bold ideas and incorporate as many different suggestions into your digital marketing strategy as possible