10 Brand Marketing Ideas To Uplift Your Sanitation Business
Featured Image: iStock/gmast3r
When it comes to cleaning and sanitation businesses, branding and marketing are usually not the first things that come to mind. However, an effective marketing and branding strategy can be incredibly helpful for sanitation businesses. If you are a business owner in these times, you might be dealing with a lot of uncertainty and rising competition within the industry as well.
According to a report by Fortune, the coronavirus has led to a rise in demand for cleaning spaces and also brought about changes such as the use of certified products and new technology which might be permanent.
This means that you need to focus on creating a brand identity that catches the attention of the audience immediately and convinces them to hire your services. It could help you gain an edge over your competitors and establish a recognizable name in the industry.
To make it easier for you, here are a few branding techniques that could uplift your sanitation business and help you create a positive perception in the minds of your audience.
1. Become Familiar With Your Audience
While this applies to most brands and businesses in the sanitation or cleaning industry, it is critical. As a business owner, try and narrow down on your target audience in the best way possible. By doing so, you can get an idea of their preferences and interests, and spread brand awareness through the right mediums.
So for instance, if you are providing services to commercial businesses, your target audience would be companies, hospitals, restaurants or educational institutions as well. This could help you create a customer persona according to the services you offer. Take the example of Initial here. The company provides hygiene and purification of air to businesses in each sector.
Their customer persona defines clients or corporations that are looking to keep their work spaces disinfected and safe from the coronavirus and other bacteria. Keeping this in mind, the company has created an effective branding and marketing strategy that has helped make it a globally recognized brand.
By getting to know your audience, you can figure out the best way to communicate with them and create a personalized experience. Like Initial, you can communicate with your audience effectively and spread awareness about your brand. As a hygiene company, you can come up with specific hygiene services that are according to the requirements of clients. This way, people will remember your business in a positive manner and contribute to its growth as well.
2. Create A Consistent Brand
The success of your brand depends on consistency. If you want your audience to recognize your brand and have a positive perception of it, then you need to be consistent with your branding in digital and print. So elements of your visual brand identity such as a professional logo design, brand colors, fonts, typography and tagline should be aligned in your external and internal communication.
Look at it this way. By altering your logo in print advertisements or changing the brand voice and tone in sponsored ads on social media, you could end up confusing the audience. They might have a difficult time associating the elements with your brand or business, or might fail to figure out what you have to offer. In order to avoid such a situation, you should create and maintain a brand that is consistent across every channel.
Other than that, it will also work in your favor if the workplace environment and your employees represent the values you promote. Consider Coverall for instance. They have successfully maintained consistency with their branding and incorporated the logo, brand colors and relevant imagery on their website, Facebook page and various marketing campaigns.
Image Source: coverall.com
3. Optimize And Invest In Your Website
Your web page is most likely one of the first things that people will look up about your business. It can help create a strong first impression and convince consumers to go through your sanitation and cleaning services. According to a study by Stanford, around 75 percent of people form an opinion about the credibility and authenticity of a business from their website design.
So it is crucial to focus on creating or getting a web page design that is user-friendly, easy to navigate and optimized for search engines. One of the best branding techniques that could work in your favor is search engine optimization of the website. If you are able to boost your website’s ranking, then you could have a higher chance of making people familiar with your business and pitching your services to them.
Investing in this would not only increase brand awareness and recognition but also help you come up with a successful digital marketing strategy.
4. Leverage Social Media Networks
While it may not be that common for sanitation businesses to have a social media presence, it definitely can be an asset for branding. By leveraging social media marketing on platforms such as Twitter, Facebook and even Instagram, you could reach out to more people and engage a wider consumer base.
Think of it this way. If you are providing services to businesses such as restaurants or transportation or water supply companies, you could benefit from having a Facebook business page. Steamatic LLC is a cleaning and restoration service that actively engages potential customers through social media networks and has built a strong digital presence.
If you take a look at their page on Facebook below, you can see how the company offers cleaning tips and tricks to increase engagement and boost traffic to its other channels such as YouTube.
Image Source: facebook.com/steamatic
Similarly, you can use your social media profile to create awareness about your brand and engage customers by posting images of your work, cleaning tips and tricks and creating interactive threads. On Facebook, for instance, the logo could be featured in the display which would instantly tell people about your industry and nature of work.
You may also add a relevant cover image or banner that highlights your brand colors and convinces people to explore for further information. If you take a look at Steamatic’s page for instance, you will see how they have curated their profile to make potential clients familiar with their brand and impress them from the beginning.
5. Get Local Listings
Basically, local listings in Google My Business or other directories that people search for in your area can help you attract more customers and increase your reach. It is an effective branding technique that could bring recognition within the city or state. So when people look up sanitation businesses in say ‘New Jersey’, your business page could be visible in the top searches.
In order to optimize for your local listing, you could also incorporate the relevant keywords such as ‘top sanitation businesses’ or ‘cleaning services’. This way, you could encourage people to look for more information and boost traffic to your web page as well. In the end, a local listing can boost brand visibility and help potential clients near and around your location become familiar with your brand.
When a business shows up in a search, it can add to its credibility and make more people aware of the services they offer.
6. Video Or Sponsored Ads
While this may have more to do with marketing, it can also make for a useful branding strategy. With video and sponsored ads on social media networks like Instagram, YouTube or Facebook, you could get the attention of the consumers and spread brand awareness too. Think of it this way.
When a potential customer comes across an explainer video about your services, they might be encouraged to try out your sanitation services if it is convincing. So you should make sure that the graphics and content are relevant, engaging and convey the message that you want.
With a well-designed and informative video or sponsored ad, you could create a lasting impression on the consumer and stay in memory for a long time. Other than that, you could also invest in Pay-Per-Click ads which can help create brand awareness through search engines like Google and help generate high traffic to the website as well.
With the right keywords and high-quality visuals, your ad can be featured prominently on the search result page and catch the attention of people. It may be effective for helping people get to know about your work and make a positive and lasting impression on them.
7. Make Use Of Your Email List
By sending updates or information about your brand via email, you can not only reach out to a wider consumer base but also promote your services efficiently. You could encourage visitors on your website to sign up for a discount offer or for a quick estimated quote for cleaning. This might help convince people to give their email and contact information, which may be useful for maintaining an email list.
You could use that to tell potential clients about advanced cleaning technology that you are introducing or send out holiday offers for cleaning and sanitizing the premises. It could help consumers learn more about your brand and hire your services as well.
Ultimately, the goal is to build a strong brand identity and expand your business. When you grow your email list, you can tell more people about what makes you unique in the sanitation business and establish a relationship with potential clients in the long run.
Explore: Deadly Disasters Of Not Creating Your Brand Identity Design
8. Showcase Special Values Like Certifications
Basically, this is about telling people you are up to date with new guidelines and are conscious about protecting the environment as well. So if you are using products that have been certified by the EPA or are a certified Green Business member, then you could highlight those on your website and social media pages as well.
Anago Cleaning Systems is one such example of a cleaning company website that has mentioned that they use EPA-approved products in the fight against COVID-19. By incorporating such information through print or digital mediums, you can certainly strengthen your brand identity and make it easier for people to choose you over the competitors.
Image Source: anagocleaning.com
9. Blogging And Guest Posting
By blogging regularly, you can get people to trust your sanitation business and boost visibility. You could have a tips and tricks blog on your website or look for guest posts that could direct consumers to your website and make your brand appear credible too.
Through blogs, you can connect with more people and help them learn details about your brand story and what makes you stand out from the others in the market. You can elaborate on cleaning hacks and cover important topics about maintaining hygiene and staying protected from bacteria or diseases.
According to a report, around 70 percent of people have stated that they would like to become familiar with business via articles instead of advertisements. Blogging can be effective for reaching out to various consumers and directing them to the website as well.
10. Get Involved Within The Community
As a sanitation business, you might want to stick to digital branding techniques to create awareness, however, sometimes, going offline can prove to be useful too. If you think about it, exposure within the community could also be very useful for the branding of your sanitation business. You could try and sponsor a local sporting event or gathering which might help increase recognition and brand visibility among the community members.
Wrapping Up
These are some branding and marketing techniques that might prove useful for uplifting your sanitation business. If you apply them in the best way possible, you will be able to build a recognizable brand in the sanitation industry and boost your revenue at the end too. By creating a brand identity that connects with people instantly, you will be able to make sure that no matter what, your business survives and expands with time.
