In this article, we look at all the tips and tricks needed for Commercial Cleaners to market their business, ensuring the generation of qualified sales appointments with high-quality Decision Makers.
The information available in this guide will be applicable to current owners, staff or entrepreneurs looking to start their own commercial cleaning company.
LinkedIn Prospecting
As a Commercial Cleaning Company LinkedIn lead generation can be one of the most powerful tools for you to add to your arsenal.
In a quick search using LinkedIn’s Sales Navigator tool, we’ve found over 76,000 Office Managers that you can easily prospect to throughout the UK.
Looking for commercial cleaning leads will require a more targeted search, which gives you a feel for the size of your market.
The size of the business you are looking to target will naturally determine the level of seniority you’re looking to prospect into. There are tools on LinkedIn which allow for exactly this.
Outreach
Now that we have built a list of prospects, how do you reach out to them? The first option is to do manual outreach. However, this doesn’t seem to be the best use of anyone’s time as Automated LinkedIn messaging can simplify this process. Without much effort, it will help build your network and generate cleaning leads.
LinkedIn automation can allow you to supercharge your lead generation campaign exponentially by building a network of Decision Makers that you can engage.
By building your social network, more relevant people will see the content that you publish and in turn, will help build your brand awareness.
The key to a successful automated LinkedIn messaging programme is ensuring that you have the right balance of asking for the appointment and capturing key information.
As an example, it is important to figure out when they are going to review their incumbent solution. Assuming you have a CRM, start implementing this high-value information so that you can reach out to them at the right time.
It’s good to be tenacious, but successful lead generation relies heavily upon getting the timing right.
Email Marketing
Whether you have a list of prospects or you need to source relevant B2B data, a well-thought-out email campaign demonstrating your experience and understanding of your target market is crucial.
There are plenty of email marketing software providers that you could use to deliver your message to prospect email addresses.
What you really need to be thinking about when building an email marketing campaign is what you want to achieve.
Having worked with several contract cleaners over the years, a balanced mix of sales and marketing emails will put you in a good position to generate new business.
In general, what do people want from their cleaning provider? Chances are they’re looking for a company that can provide a good service and high-quality cleaning.
If you are looking at building an email marketing campaign this is what you need to be getting across to your prospects. Demonstrating this in your emails will grab the attention of a Decision Maker, and when they are ready to review, put you at the forefront of their mind.
Sourcing Relevant B2B Data
Following on from email marketing, there isn’t much value in doing this if you do not have relevant B2B data.
If you’re truly looking to build a robust lead generation engine that is going to get you ahead of the competition, you need to be looking at sourcing marketing data.
You can buy data from many reputable data brokers or B2B marketers, much like choosing a suitable vendor of email marketing software. They all offer similar services. What you need to be thinking about is what data you want and this comes down to knowing who your target market is.
If you specialise in office or industrial cleaning and are looking for concurrent leads, getting the right data is going to be imperative to the success of your marketing campaign.
Furthermore, take a look at your existing client base. If your typical clients and most lucrative contracts sit within office-related businesses that employ 20 – 40 people, don’t source data on offices that employ any less. To read about acquiring data in more detail, read this article.
Understanding your target market and identifying key areas for ROI will allow you to once again demonstrate your experience and generate new sales leads that are best suited to your business.
Telemarketing
If you are looking at ways to grow your cleaning company, you will need to appeal to relevant decision-makers as soon as possible.
Unless you have a large budget for a pay-per-click campaign on Google, there are hardly any more effective routes to generate high-quality sales leads with sales-ready Decision Makers.
An effective telemarketing campaign can allow you to generate appointments with Decision Makers looking for cleaning services both now and at a later date. This is an important part to remember, if you want to build an effective lead generation and marketing strategy, you need to think about the bigger picture.
While it is true that almost everyone wants leads they can sell to right now, cleaning companies that excel in growth often think about future business too, not just business in the here and now.
Again, thinking about your existing client base, the chances are you have some form of agreement in place with them. Whether that is a 12-month agreement or a three-year agreement.
Regardless, at some point, that agreement is going to come up for renewal. Now, your client is going to review you as a provider. This will be the same for your prospects as they are going to review their incumbent solution on a cyclical basis.
One of the most potent elements of a successful telemarketing lead generation campaign is obtaining when these review dates are.
By building a rapport with your prospect base, you are identifying who is going to be involved in the decision-making process. You will also learn when they are going to review their incumbent solution and if your telemarketer is really good at their job.
By understanding all of this, you can align your marketing and lead generation with your prospects to determine when they are most likely to buy from you.
Getting the Most Out of Lead Generation & Marketing Campaigns
When developing your lead generation and marketing campaign for generating commercial cleaning leads, it is important to remember that there are many ways to do so.
So far, we have included just a few proven methods that we have experienced in generating high-quality sales opportunities for contract cleaning businesses.
All of the above will work as stand-alone methods, assuming that you have the right resources or partners to develop each individual prospecting method. However, like all marketing and lead generation, the above methods work harmoniously and culminate in an integrated approach to generating sales leads whilst maximising each individual route.
For example, say that you are looking to build a lead generation strategy that encompasses automated LinkedIn messaging, email marketing and telemarketing, you could do the following:
• Build your ideal prospect list using LinkedIn Sales Navigator.
• Develop an automated LinkedIn messaging sequence focussed on demonstrating knowledge and understanding of your prospects whilst generating sales-qualified leads.
• For those that are not ready to buy from you yet, engage with them in a conversation to ascertain when they are likely to review and obtain their contact details.
• Input this data into your CRM and commence your email marketing strategy.
• Source relevant B2B data on businesses that meet your ideal prospect.
• Incorporate B2B telemarketing into your lead generation strategy with three objectives in mind:
- Qualifying data – Decision Makers and their review dates.
- Generate sales-qualified appointments with Decision Makers looking to buy cleaning services now.
- Nurture prospects that have been included in your email marketing, and automated LinkedIn messaging.
As mentioned, these methods can all be used as individual marketing tactics. However, if you’re looking to build a sophisticated and unique lead generation strategy, you should be finding ways to develop a fully integrated approach to generating sales-qualified leads. This will maximise the efforts of each of your approaches.
According to the most recent study by PolicyBee, there are over 66,000 cleaning companies operating in the UK – meaning that you’re generating new business in a highly saturated market. If you want to get ahead of the competition, raise awareness of your brand and generate sales leads with Decision Makers looking to buy now (whilst maximising every penny of your marketing budget), you need to look at developing an integrated sales and marketing strategy.
If you’d be interested in discussing this article in more detail, or how we can help you to get ahead of the competition, contact us through 03332 400 054 or email enquiries@leadgenspecialists.co.uk
