Friday, October 10, 2014

Marketing Your Cleaning Business on Social Media


For many cleaning business owners, both veterans and newcomers alike, marketing is not likely to be your primary focus or background. And why should it be? Running a cleaning operation at maximum efficiency and productivity is already difficult enough so adding something like marketing on to your list of responsibilities (and costs!) might sound impossible. Fear not. In just an hour or two, you can make a huge difference in your company’s digital presence.

Identify your channels

The first step to setting up your business’ social media presence is to identify what channels your current and potential customers are using the most. One way to achieve this is to simply ask your current customers, but if that’s not possible, perhaps try looking for your competitors online and work from there. Facebook, Google+ and Linkedin are great places to start. Twitter is also a very common outreach tool, but may not be ideal for a company that is easing into digital marketing as it requires more upkeep and attention. You can always register, save the best user name to represent your company, and then come back to it later.
If you’re not familiar with using these social media platforms, consider signing up for your own personal page to try them out and get comfortable with the interface. They’re all free and very powerful for networking purposes, and you’ll need an account for yourself before you can build one for your company or brand anyway.

Set up your pages

Once you have identified the channels you wish to start with, create company pages on each of them. Here are links on how to do so for each platform:  

There are many other platforms out there that may interest you as well, such as YouTube to show product demos or Pinterest to advertise via product photography. Keep exploring and see what works best for you.
Once you have your first platforms created, you’ll want to upload your logo and any other photography that is relevant to your business in order to populate areas such as your cover photo (the big photo at the top of most social media pages) and the profile photo (the smaller photo that should best represent your company—this is typically your logo). Be sure to also populate important fields such as your address, website and contact information as these are the most likely to improve your sales leads and conversions.

Create & share

Once your page is optimized and you’re comfortable with what your visitors are going to see, start creating and sharing content that is relevant to your business. Whether it’s news about your business, or articles that you think your customers/audience might appreciate—just about anything on the internet is fair game for sharing so long as it represents your brand and has the proper attribution of the original creator.

Build your audience

Once you’ve established what social media channels are “working” for you, advertise them to your customers through traditional means. Add a link to your social pages in your email signature, post the URLs in your storefront, add them to your voicemail system by informing people what social channels you’re on. You may even consider trying to run promotions through your social channels to build your audience (people who are “following” what you share).

Don’t stop!

Once you’ve established good practices for your business’ social media presence (sharing new and interesting content regularly, engaging your customers, providing customer service through social media, etc.) then keep the momentum going! Find out where else your customers are online and build on those channels as well. The best way to get noticed on the web is to create content that people are interested in, but they may need a lot of touch points to find you before they can engage with your brand or company online.

Finally, if all of this sounds like it’s too much work or is too confusing, you can always resort to hiring somebody else to manage your brand’s digital presence. While social media may seem like just another expense that your business can’t afford, the reality is that your business can’t afford not to leverage the power of social media—especially when your competitors already are!

Monday, September 22, 2014

Recruiting is Easier Online, Especially on Social Networks

This article was originally published in ContractingProfits.

Spreading your employee recruiting message is now significantly easier because you can use social networking tools to connect to a more desirable and broader labor pool.


According to the Pew Research Center, 65 percent of adult Internet users are members of, and regularly visit, social networking sites such as Facebook, Twitter and LinkedIn. These sites open your doors to higher quality applicants because your social network connections are the people who know your company best: your existing employees, customers and vendors. When they rebroadcast your job openings, they are implicitly recommending you as an employer. By building your social networking presence, you can collect a large following of “virtual recruiters.”


Read the full article here to learn more about recruiting employees online.

Tuesday, September 9, 2014

How Clarke Delivers: Five Trends Impacting the Cleaning Industry

In response to an article written last year for CleanLink News discussing their top five niche trends for the cleaning industry, we've adapted each category specifically for the cleaning equipment industry. Here is how Clarke delivers in each category, ordered the same as the original article:

1. Performance

As the article referenced above points out, “Products which combine their efficiency with innovative features have an advantage in this marketplace.” While this is true for a majority of industries, it is especially so for industries that are as intensely competitive as the cleaning industry.

That’s why, in 2008, Clarke pioneered the first orbital scrubbing technology in the industry: BOOST®. By rotating a rectangular pad in a quarter-inch circular motion at 2,250 RPM, BOOST uses Orbital Scrubbing Technology to clean more efficiently. Beyond the benefit of having a squared off cleaning pad that matches the square shape of most any building space’s walls, BOOST also improves cleaning power thanks to its ability to hit dirt and grime from every angle, rather than hitting it from the same angle repeatedly like most disc-based autoscrubbers do.

2. Cost effectiveness

To meet the industry need for cost-effective equipment, Clarke is excited to introduce a number of new cleaning machines at the more affordable end of the pricing spectrum as of 2014. These new products will deliver the same high level Clarke cleaning power at a price point that is more competitive than ever.

3. Ease of use

In addition to these new 2014 Clarke products being more affordable, readers should take note that they are also among some of the simplest, most intuitive cleaning machines on the market. When Clarke facilitates equipment training schools for industry newcomers, “students” with little or no background in cleaning machine operation are encouraged to test each machine out for themselves. Those students often find the equipment extremely intuitive—from the user interface and handling to general storage and maintenance.



4. Environmental awareness

Clarke technologies like BOOST aren’t just in it for the powerful cleaning—they’re developed with an eco-friendly mindset. In the case of BOOST, operators can actually leverage it to remove floor finish without the use of costly, caustic floor chemicals. The Orbital Scrubbing motion removes floor finish with just a small amount of water applied to the floor, saving companies time and money while saving the environment from more waste.

5. Fragrances, aesthetics and packaging

While packaging may be less of a concern for most commercial cleaning equipment, Clarke does pay plenty of attention to aesthetics and smell.

For example, with the sleek, modern designs of Clarke equipment in their janitors’ closets, companies are better equipped to clean while conveying a sense of professionalism and high-tech efficiency. Sometimes replacing a mop and bucket of dirty water with a brand new Clarke autoscrubber is just the kind of face-lift a company needs to boost their professional appearance at every level of their operations.

Likewise, Clarke understands that cleaning can be a smelly, dirty job when cleaners are forced to use a conventional mop and bucket to complete the job. Even automated cleaning equipment can cause unruly smells (and unsightly appearances) if it’s not properly maintained. Fortunately, every Clarke machine is uniquely designed to optimize access to tanks, filters and other components that are prone to getting dirty, making them simple to clean and easier to keep smell free.

Monday, August 25, 2014

Deferred Maintenance: Turning Crisis Into Strategy

This article was originally published in Facilities Maintenance Decisions.

Maintenance and engineering managers know all too well that deferred maintenance never went anywhere. In the last five years, many people inside and outside of institutional and commercial facilities were understandably preoccupied with fallout from the nation’s financial crisis.

While all that was occurring, managers were continuing to address the mounting backlog of maintenance needs many facilities have faced for decades. So while the issue of deferred maintenance might seem like it has only recently become a problem again, managers know that it never really stopped.


Read the full article here to learn more about the costs of deferred maintenance.

Monday, June 16, 2014

The Missing Link: Are You Skipping a Step in Your Recoats?

This article was originally published in Hardwood Floors.

Recoating wood floors is a great option for finishes going through a midlife crisis. Quick and clean, it is still gaining in popularity and acceptance with homeowners. Those of us who have been in the industry for awhile have seen a noticeable spike in interest since a couple of manufacturers of waterborne finishes started promoting it, as they saw an expanding recoating market and started putting products out there to support it. These products include liquid cleaners, synthetic pads, test kits for acrylic waxes, auto scrubbers and bonding agents needed to prep an old finish and promote adhesion. The process has evolved dramatically over the last 10 years.

However, recoating has an identity problem that needs to be faced. Contractors, decorators, real estate agents, designers, etc., don’t talk about “recoating” a wood floor. They talk about “screen and recoat.” The term “screen” refers to using a screen-backed disc (worn, in most cases) to prep the floor prior to applying a fresh coat of finish. That’s an option if the finish is new. However, if the finish has years of use and layers of dirt and grime, just screening old finish without cleaning it first will increase the potential for problems and even failure. In essence, if all you’re doing is screening a floor without a deep cleaning prior to recoating, your chances for failure skyrocket.

Read the full article here to learn more about recoating wood floors. 

Monday, June 9, 2014

Tips to Speed Carpet Drying

This article was originally published in ICS.

The carpet cleaning season has finally arrived. And as most carpet cleaning technicians know, one of the most frequently asked questions about carpet cleaning right after it’s done is "How long will it take for the carpets to dry?"

Suggestions to help reduce carpet drying times include:
  • Technicians should carry an assortment of air movers with them, including blowers, down draft systems, "whole room" dryers, stackable dryers, "kickstand" dryers, and angle adjustable fans.
  • Proper wand technique is imperative - perform extra dry passes while "wanding," and be sure to overlap just-cleaned areas.
  • Pull the wand back an extra few inches after closing off the solution flow; this will pick up any excess water left at the end of the wand stroke.
  • Install air movers in each room as it is completed; move and add fans to each room as they are cleaned.
  • Activate ceiling fans if present in the facility.

Monday, June 2, 2014

Clarke CarpetMaster® 100 Series Upright Vacuum


CarpetMaster® 12 inch and 15 inch single-motor upright vacuums deliver affordable quality along with a high level of cleaning performance with its exceptional dirt pick-up and filtration. A full complement of tools and user-friendly design features makes the CarpetMaster easy to use and maintain.