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Success Through Social Media

By choosing ServiceMonster, you’re giving your business a big leg up on the competition. Now that you’ve gotten serious about the business side of your company (congratulations!), it’s time to talk marketing. This post is meant to inform you on how we can help your business in a way you might not have thought that a software company could: increasing and improving your online presence through marketing!

ServiceMonster is active on many different social media channels. We post relevant content that you care about and that you can share with you customers, including industry news to keep you informed, shareable industry-related memes that resonate with your followers, inspirational quotes to motivate your day, humorous cleaning cartoons, and marketing tips and articles.

In addition to original content, our newsletter has reoccurring features, such as the before and after segment which shows before and after photos from cleaning jobs completed by companies just like yours (in fact, we might even spotlight you at some point!). Our goal is to make the newsletter both relevant and entertaining for you, by regularly discussing things that make your day easier and that help your business become more successful! These things include notification of ServiceMonster updates, social media and marketing tips, stories from fellow cleaners, and more! If you’d like to sign up for our newsletter, please visit www.servicemonster.net/blog.

Our ServiceMonster User Group (SMUG) on Facebook is extremely active and is a great place for you to make your voice heard. Talk with other users about ideas, offer advice and suggestions, discuss ‘hacks’ you’ve developed, and more! Sometimes ServiceMonster co-founder and CEO Joe Kowalski even drops in. Please keep in mind: The group is private and invite-only. Once you’ve hit your Success Date (90 days) with ServiceMonster, we’ll send you over an invite and you can get to chatting in SMUG!

In addition, we send out a newsletter to our subscribers each week:

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Here is an example of things that are regularly posted in the ServiceMonster User Group:

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Memes are something that are universally loved on social media. People log in to Facebook to be entertained, not to be marketed to! Your followers connect with humor, and being light-hearted under the right circumstances makes your business more relatable. However, memes can be time-consuming to make… so we make them for you! The memes we post on our social networks are shareable, cleaning-relevant, and can be used on any of your social media profiles: Facebook, Pinterest, Twitter, you name it. Here are a few we’ve developed:

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Take a few moments to explore our social media channels. Learn new skills, discover tools to help your business become more profitable, network with fellow cleaners in the industry who have been there, and more! We think that you’ll see value in our online communities.

Visit www.servicemonster.net to connect with us on social media!

Above all else, understand your main marketing goal: You want more customers, and you want your existing customers to stay. To attract more customers effectively and maintain repeat customers, you need to keep your brand under people’s noses (which is why we see such great success rates with our FillMySchedule program! Learn more at www.servicemonster.net/fillmyschedule).

Marketing isn’t a sprint, it’s a journey… and ServiceMonster is here to help you along the way.

As a business owner, you probably find yourself asking questions like. What are the most effective channels for me to advertise my services on? What’s currently going on in the industry that will impact the way I market my services? How can I optimize my online presence to bring in as many leads as possible? On our blog you’ll find lots of content that addresses these questions, as well as many other topics that are relevant to you and your business. We’ve included a few articles in this packet, in fact, to get you off and running! Read on to learn all about…

Why You Should NEVER Use a Personal Facebook Profile for Your Business

At ServiceMonster, we use Facebook regularly to connect with our clients and other people in the cleaning industry. Something we have seen repeatedly is that many cleaning business owners choose to use a personal profile for their business, rather than setting up a Facebook Page (which is specifically geared towards businesses). Whether you’re doing this because you didn’t know the difference, or you’re doing it intentionally to try and reach more people, you should stop immediately! Here are a few reasons why:

1) Using a personal profile for a business is a violation of the Facebook Terms of Service, and you could potentially lose your account (and all your contacts) if Facebook discovers what you’re doing.

2) A profile requires customers to request to be your friend if they want to stay updated on your posts. With a Facebook Page, they would simply “like” your Page. The difference between the two options is the customer’s privacy: when the customer becomes friends with you, all of their personal information is exposed. This fact might deter people from requesting to be your friend, even if they want updates from your business.

3) Using a profile means that you can’t create ads on Facebook. Ads allow you with to display your content to the exact audience you’d like. With a profile, you’re missing out on this lucrative advertising tool.

4) There is no way to know for sure how your profile is performing. You can’t measure engagement, trends over time, or statistics of your fan base like age, sex, or location with a profile. Facebook Insights is only available for Pages.

5) A page allows you to schedule posts in advance (a handy feature when you go on vacation or know you won’t have internet access for a period of time), along with more freedom in customizing the Page to suit your business.

These are just a few of the many reasons why you should ditch your business’ Facebook profile in favor of a Page. So… are you ready?!

How to convert your profile to a Page
If you’ve been using your profile for a while and would like to carry over details from your profile to your Page, you can do so using the migration tool on Facebook.com. Your profile picture and cover photo will be transferred to your new Page, and you’ll be able to convert friends of the profile to fans of the Page, as well as transfer over all the photos you’ve posted. This can be a big time-saver, especially if you have a lot of content on your profile. To create a Page based on your existing profile, visit www.facebook.com/pages/create/migrate and follow the prompts.

How to set up a Facebook Page from scratch
To create a brand new, clean-slate Page, log into your personal account and click on the blue arrow at the top right of your screen. Click on the link that says “Create Page,” and Facebook will guide you through the process of filling out your Page’s details. It’s a good idea to include as much information as you can, and to fill every field that is relevant. Be sure to include a company statement, cover photo, and link to your website. The more thorough your business Page is, the more likely people will be to “like” it, and the more it can help with your overall search engine optimization strategy. When your Page is complete, it’s time to invite your friends and start posting!

What to post on your Facebook Page
If your company offers cleaning services, one of the best ways to showcase your work is with before and after photos. You can also check ServiceMonster’s Facebook Page for things to share. We are always adding great content related to keeping a clean, healthy home! The main thing to remember is to post on a consistent basis, and to use Facebook primarily for sharing, not posting advertisements and specials over and over.

We hope that this information helps you feel more confident moving your business’ Facebook presence from a profile to a Page. We know you’ll be glad you did!

5 Essential Elements of a Cleaning Business Website

Someone decides that they need to hire a pro to handle their cleaning. What’s the first thing they do?

In today’s world, the majority of people will likely search the web for cleaners in their area, whether on their smartphone or on their computer. It’s important that when they land on your website, they are greeted with all the information they need to make an informed decision, and that the information ultimately convinces them to do business with you. With that in mind, here are some must-have website features for cleaning businesses.

1 – PRICING PAGE
Cost is generally a large deciding factor for shoppers. If they visit your website and can’t find any pricing information, they might move on to the next candidate. By not listing prices on the website, you’re forcing the prospect to take another step – contacting you – which many might not have the time, patience, or desire to do. Including prices also works as an effective tool to weed out shoppers who are simply looking for a bargain. These people aren’t your ideal customers: they want to pay as little as possible for a passable clean, and they have a high likelihood of using your services one time (as opposed to a repeat customer who is willing to pay for quality). Make it easy on your potential buyers, and attract the right clientele: arm them with your pricing information upfront.

2 – ABOUT US
Consumers love a story. Even if it isn’t thrilling to you anymore, most potential buyers on your website will be interested to learn about how your company came to be. You can use an “about us” page to talk about your company mantras or philosophy, and any interesting facts about you, your employees, and/or your company. You can talk about where you’re based, the history behind how your company came to be, and what led up to it. It’s also a good space to mention your social media profiles. Just ensure that the page is kept fairly short – you’ll lose the reader’s attention if you ramble on and on about your entire resume.

3 – CALL TO ACTION
What would you like the client to do on your page? Most likely, your ultimate goal for them is to contact you to schedule a service. It’s important to make that clear on your website! To do that, include images and/or text prominently that encourage people to “Contact Us Now!” or “Schedule a Cleaning Today!” Place them in the upper portion of the webpage, and ensure that they are distinctive by use of color, fonts, etc.

4 – CREDIBILITY
What makes a client take a gamble on trying out the services of a new company? A professional-looking website that has proof of good work is important to the client. Listing your certifications – even if the client doesn’t readily recognize them – will enhance your credibility. It shows that you take pride in your work, that you have a desire to stay up-to-date and provide the best service you can to your customers. “Social proof,” as it relates to marketing, is the concept of reassuring the customer by proving to them that others have used your service and have had a great experience. Time and time again it has been shown that online reviews play a huge role in consumer decision making. In fact, according to the website Search Engine Land, 88% of consumers trust online reviews as much as personal recommendations(1). Therefore, it’s extremely important that your website includes links to your pages on review sites like Yelp and Angie’s List.

5 – CONTACT INFORMATION
You could have the best website in history, but if you don’t have a straightforward place for clients to find your contact information, no sales are going to occur. That’s why it’s so important to have a dedicated page with your contact information – phone number(s), email address(es), a contact form, etc. It’s also a good idea to include contact information in the static header or footer to make it easy for visitors to contact you at any stage of their journey through your site.

In Conclusion…
A company’s website is a valuable sales tool. It’s an opportunity to educate the consumer about your company and the services that you offer and give them a general sense of your business – and it’s important that that general sense is positive! By including these five simple elements on your webpage, your business will be set for success.

State-by-State Cleaning Industry Statistics: Average Growth Rate for 2014-2015

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State Percent Revenue Growth in 2015

AK -2.61% IN -6.02% NC 11.68% RI 57.66%
AL -9.07% KS 4.58% ND -48.08% SC 12.36%
AR 26.43% KY 11.71% NE 9.37% SD -26.10%
AZ 12.35% LA 9.60% NH 5.64% TN 20.33%
CA 9.86% MA -8.07% NJ 17.36% TX 7.33%
CO 23.83% MD 49.77% NM 17.64% UT 2.30%
CT -4.18% ME 76.20% NV 13.84% VA 11.80%
FL 15.24% MI 14.96% NY 18.13% VT 1.84%
GA 6.14% MN 63.36% OH 5.37% WA 0.91%
IA 37.86% MO 1.95% OK 6.54% WI 18.34%
ID 62.13% MS -0.77% OR 46.54%
IL 5.36% MT 11.5% PA -1.08%

How is this data calculated?
These statistics are based on the growth rate of individual businesses, which were then averaged by state. We only used data from customers who were with us for all of 2014 and all of 2015, which enabled us to accurately calculate the total average growth in 2015.

How big was the sample size?
While we can’t disclose the exact number of businesses who use ServiceMonster, we CAN tell you that our users collectively earned more than $280,000,000… just in 2014.

* If you don’t see your state in the list, that means we didn’t have enough data from that area to accurately calculate the average growth rate from 2014 to 2015.

The Science Behind Your Real Repeat Rate

The Correct Calculation
A fair number of our clients calculate their repeat rate incorrectly. Part of our training process includes an in-depth look at your marketing efforts. One of the items we focus on is your repeat rate. Here is how ServiceMonster does it: Take the number of customers you have serviced in the last two years (C), then find how many of them used you more than once (R).

(R/C) x 100 = Repeat Rate %

The Incorrect Calculation
Most of our clients will calculate their repeat rate like this: Take the number of customers you serviced this month (c). Then find how many of them used you more than once (r).

(r/c) x 100 = repeat rate %

The main problem here is the length of time sampled. The rate can vary widely depending on how successful or unsuccessful your prospecting efforts are. Additionally, the two-year timeline represents your true number of active clients. ServiceMonster research shows that getting a client to return after two years (specifically when they used carpet cleaning services) is more expensive than obtaining a new client.

Why You Care
There are only 3 ways to increase your revenue:

1. Increase your prices
2. Offer more products and services
3. Service more customers

For most companies, servicing more customers is the quickest and least risky way to increase revenue. The most successful cleaners have several things in common. In terms of financial stability, ServiceMonster shows us customer retention is the most important aspect of your business. If your repeat rate is under 50%, you’re losing more customers than you’re keeping, and need to make up the loss through additional new sales.

Take this example: Let’s say both Company A and Company B start a cleaning company. They both pull in 20 new customers a month and have an average invoice of $250. Company A has a repeat rate of 25%, and Company B has a repeat rate of 60%.

Company A Company B
New Customers/Month 20 20
Average Invoice $250 $250
Repeat Rate 25% 60%
After 36 Months
Customer Base 640 1,200
Annual New Revenue $60,000 $60,000
Annual Recurring Revenue $20,000 $90,000
Annual Total Revenue $80,000 $150,000

In addition to the increase in base revenue, you will also reduce your expenses. Keeping your name in front of your existing client is far less expensive than trying to get a new customer. Not to mention, your cross-sale potential radically increases if your current clients are aware of ALL the products and services you offer.

Repeat rate targets
Your repeat rate should be above 50%, otherwise attrition will limit both your business growth and the horsepower you need to build your empire.

Repeat Rate Based on Direct Mail:

0% – 15% No customer retention campaigns.
16% – 30% Inconsistent customer retention campaigns such as the occasional seasonal mailer, random newsletters, and random reminders. (2 to 3 mailings each year per customer.)
31% – 50% Consistent generic mailings such as newsletters and/or some basic reminders. (4-12 mailings each year per customer.)
51% – 80% Consistent targeted mailings such as ServiceMonster’s FillMySchedule (FMS). (4 mailings per year per customer.)
Over 80% Repeat rate of over 80% are usually urban legends or the result of an improper calculation. A few of our customers have repeat rates this high as a result of consistent client campaigns from all channels (email, direct mail, and phone) and the correct alignment of the planets.

In addition to the increase in base revenue, you’ll also reduce your expenses. Keeping your name in front of your client is far less expensive than trying to get a new customer, and your cross sale potential increases radically if your current clients are aware of ALL the products and services you offer.

How to increase your repeat business
First, it’s time for a change. Rest assured, you will produce the same results if you make the same mistakes. There are many ways to do a better job of staying in front of your customers. Here are the common numbers we see every day.

0% – 15% No customer retention campaigns.
16% – 30% Inconsistent customer retention campaigns such as the occasional seasonal mailer, random newsletters, and random reminders. (2 to 3 mailings each year per customer.)
31% – 50% Consistent generic mailings such as newsletters and/or some basic reminders. (4-12 mailings each year per customer.)
51% – 80% Consistent targeted mailings such as ServiceMonster’s FillMySchedule (FMS). (4 mailings per year per customer.)
Over 80% Repeat rate of over 80% are usually urban legends or the result of an improper calculation. A few of out customers have repeat rates this high as a result of consistent client campaigns from all channels (email, direct mail, and phone) and the correct alignment of the planets.

If you fall into the first two ranges, you seriously need to reevaluate what you’re doing for your current clients. If you’re in the 30% – 50% range, doing just a little better will have significant results. Sending targeted direct mail pieces on an ongoing basis will improve your repeat rate rapidly. A simple card stating “Dear [First Name], it’s been 9 months since your last cleaning” is all it takes.

The hard part is actually doing it. Gathering the list of clients you serviced between 9 and 10 months ago, performing a mail merge to personalize the messages, and printing on the media are just a few of the problems you need to overcome. Then there’s the stuffing, sealing, stamping, and delivery to the post office.

ServiceMonster can help you with this in two ways. The marketing engine will make list gathering and mail merge simple. Then you can print and mail your reminders with a few clicks. Most of our clients use FillMySchedule and completely automate the process. We can gather the list, print, stuff, stamp, seal, and deliver your cards directly to the post office. Your thank you cards and reminder cards will never be late again. Remember: Consistent campaigns for consistent results. Our customers are averaging an 8 to 1 return with the campaigns we automate for them.

One simple way ServiceMonster can increase your repeat rate with just a few clicks!

Want more marketing tips and tricks? Visit the ServiceMonster blog at servicemonster.net/blog!

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