When it comes to marketing to a specific niche, you’ve already won half the battle in you actually selected a niche!
Once you have a niche chosen, it is time to do what I call finding the “market media match”. Whether your target niche are property managers for luxurious condos or the owners of restaurants, the concept remains exactly the same.
First, you need to understand your target market.
The more specific you are the better. In this case we’re talking about property managers at luxury condos that have the power to hire or fire their current cleaning services. You will need more than just that to market to them effectively though. We want to build a real customer avatar of what these people actually look like rather than leaving them as a blank face customer.
Resource Alert: Niche Market Strategy – http://www.growmycleaningcompany.com/niche-market-strategy/
For example, the average property manager of luxury condos in your area might be a 27 year old woman still fresh out of college, single and whose focus is purely on her career. She wants to make sure she really proves herself to be a valuable member of a team to her older bosses and might even be stressed out from the job.
That is where you come in offering her a way to reduce her stress by saying your cleaning company is a full turnkey solution that will add time to her week where she doesn’t need to chase down the company performing the service to do the service right.
You see how much more effective a pitch like that is versus just being someone who cleans toilets?
You want SOLVE their pain.
Once you got the customer avatar figured out, the next thing you need is their actual position title. This is super important if you decide to do any kind of paid marketing because you can call them out right away in your facebook ads or other marketing medium you perform. Also, it is useful to know the official title these people have if you ever decide to buy a list and call through that list.
Now it is time to start the marketing.
You need to figure out which kind of media performs the best.
These people might just prefer a phone call, or maybe they convert best with a direct mail advertisement. Or maybe they love luncheons where you can invite them all and teach them something valuable along with giving them a free lunch.
Resource Alert: Transitioning from Servicing Everyone to Servicing a Niche http://www.growmycleaningcompany.com/transitioning-to-your-niche/
Whatever it is, your marketing should be advertising something of value that can really help them before they ever spend any kind of money with them.
The best way to show people that you can help them is by helping them.
When you help these people and they are ready to switch out their cleaning service for another contractor, you will be the obvious choice for them because you were helping them BEFORE they ever needed you in the first place.
Alright, let’s dive into the Lightning Round!
Best advice you’ve received either personally or professionally?
Never stop hustling!
What’s the biggest mistake you’ve made in the cleaning business we can all learn from?.
In the beginning investigate who you are working for, I was once hired by someone who was doing some shady business and I had to chase them down for my money when the Feds shut them down.
What’s one idea cleaning nation can put into practice to improve their business or their lives immediately?
It’s okay to fail if you keep trying.
Have any questions? Leave a comment below!