8 Carpet Cleaning Marketing Strategies to Win More Business
It takes more than just providing high-quality services to attract clients and beat the competition. To create a recognizable carpet cleaning brand and grow you’ll also need a clear and strategic marketing plan.
Whether you’re just starting a new carpet cleaning business, or have been running your business for years, we’ll provide marketing ideas you can use to elevate your carpet cleaning company and achieve your goals.
Here’s how to market your carpet cleaning business:
1. Establish your niche
Building repeat business requires being able to serve customers more effectively than your competition. Before you start marketing, consider who you want to reach, how you are going to reach them, and what services they’re looking for.
For example, do you prefer to clean carpets in residential homes? Or are you hoping to work with higher-paying commercial properties exclusively?
This decision affects more than just your service menu and pricing; it also changes how you market to ideal customers.
Here are three possible routes (and niches) for your business:
Commercial property managers
One of the most effective ways to grow your carpet cleaning business is to target commercial properties.
Building relationships with commercial property managers often leads to steady, recurring work. But remember, commercial property managers want carpet cleaning service providers who are reputable, well-equipped, licensed, and able to service their particular needs.
Reach out directly and offer a free consultation, or provide a demo of your services. Show property managers how you can help them maintain clean, professional-looking spaces to enhance the value of their property.
READ MORE: Resource hub for commercial cleaning businesses
Residential homeowners
Everyday families also need carpet cleaning services, and this might be a great option for establishing your early-stage business. Consider the following service options when marketing to this audience:
- Standard home carpet and rug cleaning (per room or square footage)
- Special treatment for stains ands pills
- Damage and emergency cleaning
- Pet dander and stains
- Sanitization for residential carpets
Keep in mind that you’ll market and communicate differently to homeowners, and you might plan to offer smaller carpet cleaning packages. Not to mention, many of these services are one-time jobs that happen infrequently.
You’ll need to proactively plan ways to bring in new clients more frequently (as opposed to recurring commercial carpet cleaning work.)
Flooring manufacturers
Another option is to connect with flooring manufacturers who distribute in your local area. Many manufacturers work with local carpet cleaning businesses to provide services to customers under warranty.
This partnership allows manufacturers to service possible issues without having to fully replace flooring—a win-win situation for both you and them.
2. Create a carpet cleaning business website
To start growing an online presence, a good first step is establishing your service-based business website.
A well-designed business website serves as a first impression. It showcases your brand, provides an overview of your services, and lets customers know how to get in touch with you.
Get your business online and in front of customers fast with a simple, professional website, you can set up in minutes.
Simply provide Jobber with details on your carpet cleaning business and services and we’ll create a website that highlights what sets you apart from the competition.
To help you convert website visitors into leads, your website automatically comes with a quote request form. And when you connect your Google Business Profile to your website, visitors will see exactly why you’re the business that they should be working with.
You can even measure your website’s success by tracking how many visitors your site is getting and how many requests are coming from it.
3. Share engaging content on Facebook
Create a professional Facebook page for your carpet cleaning business and regularly post engaging content. For instance, you can quickly share before-and-after photos of your work, post client testimonials, and provide cleaning tips.
To grow your page (and give your business a reliable public image), engage with your followers by responding to comments and messages promptly.
4. Pay for leads on Angi (formerly Angie’s List)
Angi is a trusted platform where homeowners and businesses seek recommendations for service providers based on specific parameters.
You can make sure that your carpet cleaning business is listed on these platforms (and other lead generation sites and apps) and encourage satisfied clients to leave positive reviews.
Maintaining your presence on platforms like these can boost your credibility and attract new clients who are already seeking similar services.
5. Ask for client reviews
Positive reviews are extremely valuable for carpet cleaning businesses. These reviews tell potential customers that you’re trustworthy and that your business provides high-quality services.
Once you’ve finished a carpet cleaning job, politely ask clients to leave a review on public platforms like Google, Yelp, or Angi. You can also request customer quotes for use on Facebook or other social media posts.
To make sure you never forget this step, set up automatic review collection, and Jobber will automatically send a text to the customers you want reviews from. Alternatively, when you make an invoice in Jobber, you can choose if you want to send the customer a review request.
After paying their invoice, customers will automatically get a direct link to leave a review on your Google Business Profile.
From your reviews dashboard in Jobber, you can keep an eye on your average Google rating. You’ll also see your latest reviews and resources on how to manage your business’s reputation.
6. Start a customer referral program
Turn happy customers into a stream of new business by setting up a customer referral program.
With a referral program, you can offer special incentives when existing clients refer their friends and family to use your carpet cleaning services. Special perks might include discounts on future jobs or referral coupons to pass to neighbors.
As you get to know your clients, you can tailor referral rewards based on the client’s needs. For example, you could offer a free speciality service upgrade (like eco-cleaning) if you know that your referring customers are interested in this add-on and would be motivated to share about your business if they could earn that upgrade for free.
7. Set up email campaigns
Email marketing is a cost-effective way to stay connected with your clients and nurture leads. Create email campaigns to promote special offers, share cleaning tips, and update clients about your services
Regularly sending valuable content can help build strong relationships with your clients and keep your business top-of-mind.
To send effective marketing emails faster, use a tool that prepares email templates and audiences for you.
When you use Jobber to create email campaigns, you can choose from premade templates that are built for specific goals and customers—and that include your company branding.
After editing the email with details on your carpet cleaning services, you can edit your client segments. This means you can choose what group of clients you want to email—like all clients or past clients.
You can even select clients using tags, job history, or by a particular carpet cleaning service you provided.
Then, track your success over time from a simple dashboard. For every campaign you send in Jobber, you’ll see the number of customers who opened the email, clicked on a link, or converted into a job.
8. Create an advertising plan for your carpet business
Although newer business owners might stray away from launching online ads (because of time, experience, or budget), they can be a highly effective way to get more eyes on your services. As you make more sales in your business, you might also have more money to invest in digital, print, or local advertising.
Here are a few options for marketing with ads:
Google ads
Google ads are one of the most powerful ways to reach potential clients. Many times, your future customers are already searching Google for carpet cleaning services in your area.
Use Google’s Local Services Ads to get your business name front and center when users search for keywords related to carpet cleaning. This can drive highly qualified traffic to your website and increase your ability to convert visitors into paying clients.
Local ads
Consider placing ads in local newspapers, magazines, and community bulletin boards. You can also find opportunities for sponsorships at local events and gatherings. This increases your visibility and reinforces your business as a trustworthy presence in the community.
Facebook and social media ads
With Facebook (and other social media ads), you can create highly targeted campaigns based on demographics, interests, and behaviors.
Use Meta Ads Manager to promote special offers and highlight your unique selling points. You can also set specific spending limits for each day, month, or period of time that you choose to launch a new ad campaign. Make sure to have great copy and eye-catching visuals in place, so that when clients see your ad as they scroll, they automatically want to click.
Measure your marketing impact
No matter which strategy you pick first, always decide on how you’ll track and monitor whether or not that tactic is working for you. But don’t forget—the key to successful marketing is consistency and engagement.
Stay proactive in your marketing endeavors, continually improve your business with client feedback, and stay flexible to gain your competitive edge.
Originally published July 17, 2017. Last updated on July 11, 2024