Almost every cleaning business strives to maintain high-quality communication with clients. It is in social networks that most of the active audience, ready for purchases, is concentrated. It remains only to collect targeted subscribers and provide competent warm-ups. After that, sales will definitely go up. How to create an effective content marketing strategy for cleaning business – read on.

Content organization

Commercial social media accounts of cleaning businesses are created for a specific purpose. Some people need sales, others want to increase the involvement and loyalty of the audience, while others need to maintain their image and demonstrate expertise. The strategy is formed taking into account these goals and the needs of the target audience.

First of all, define:

• content of future content
• suitable formats
• frequency of release of new materials
• Social networks in which there is a maximum of the target audience.

The next step is choosing the subject of a business account. This is a fairly simple task: on the company’s pages, you need to talk about your cleaning services, sometimes diluting the atmosphere with related topics.

Posts can be:

• 1.Sellers – Publications in the format of native advertising. They include a capacious description of the cleaning services and a call to action: call, pre-order, purchase. Their goal is to stimulate conversion action.
• 2.Useful – Show the expertise of the cleaning company. They contain useful information, opinions, practical advice. The purpose of such posts is to confirm the image of an expert.
• 3.Engaging – Posts that cleaning work for image and loyalty. They involve the whole process of the cleaning. Their main goal is to inform, stir up interest in the offer, provoke discussion, get feedback, and increase the activity of the audience.
• 4.Entertaining – Materials that uplift, relax, distract from everyday worries. These are funny stories, humor, motivation, flash mobs, pranks and contests.

Try to balance between different types of posts, make the content interesting and varied. Constant sales “on the forehead” quickly gets bored and provoke massive unsubscribe.

Post new information regularly: at least 3 times a week. It is advisable to put down suitable hashtags with medium and low frequency, mark locations where the target audience often visits. For each post, you need to track internal statistics: reposts, likes, comments. This will give a clearer picture of the interests of the clients.

In addition to texts, publish photos and videos of the cleaning process on the page. The visual should reflect the meaning of the content, be of high quality and pleasing to the eye. You need to think it through in advance. To do this, there are auxiliary tools.

Key elements:

• photo + small text accompaniment expressing the main idea
• announcements of published posts
• series of 4-5 logically consecutive blocks
• interactive: polls, questions, quizzes, games
• No more than 2 fonts and 2 colors (it is better to use the brand’s corporate colors).

Tone of Voice

Before posting the first posts in your account, develop a “tone of voice”. This is a special style, tone and rules of communication with clients, which will be maintained in all channels of communication. This approach will allow subscribers to form a certain image and emotional associations with the cleaning company. This is a powerful competitive advantage.

List of questions to help you decide:

1.How do we communicate: on “you” or “you”?

2.Is it acceptable to use slang, jokes, irony?

3.Optimal style: friendly, formal, kind, respectful?

4.Will there be any branded words and phrases to welcome/engage?

5.What emotions should posts evoke?

6.To what extent are clients pumped in the topic, is it worth explaining the terminology in more detail?

7.How to respond to negativity: politely explain, argue?

8.How to encourage positive comments: likes, gratitude, gifts?

9.What incentives should be used to encourage subscribers to leave reviews: discounts, bonuses, promo codes?

Positioning and communication tactics depend on the characteristics of the services, niche and the nature of the audience.

Stages of creating a content strategy

When you think about the tone, start putting them together and build a specific content strategy for the cleaning business page.

Proceed step by step:

1.Formation of the structure of the profile and content – Design a business account in a style that will match the direction of the cleaning company and attract clients. Pay attention to every little thing. Write down the name; formulate a spectacular USP in the header. If this is an Instagram page, pin important data in the icons of perpetual stories (highlights): lists of offers / services, prices, checklists of your choice. The optimal proportions in content are 20% selling publications, 30% entertaining, and 50% informational. Describe your clear structure.

2.Placement of accents – Decide on the accents and priorities. These are not only company colors and pictures. This is what buyers expect from you in the first place. Care, an accessible format for presenting information, a non-standard approach.

3.Heading planning – Headings will give the blog structure, facilitate the perception of information and highlight the page among others. Heading options – “About employees and the company” (values, philosophy, approach to work), “About the services”, “Presentation of new cleaning services”, “reviews”, “feedback from the clients “.

4.Drawing up a content plan – Apply the ideas search methods described above, find suitable topics and plan publications for the next month. The tool will greatly simplify the work on the blog.

After that, you can start creating and placing content.

Conclusion

Quality content + active cleaning company presence in social networks is a universal formula for attracting new clients and increasing sales. But before you “break into” Instagram or Facebook, you need to draw up a content marketing strategy. Without a clear plan and understanding of the algorithms of these sites, all work may be useless. The key rules for creating an effective strategy are setting specific goals, in-depth analysis of the interests and preferences of the audience, and regular search for interesting ideas for content.