contractor success Maximizing Today, marketing goals can be met with a minimal budget and without a large team of experts. By: Paul Cochrane For many commercial cleaning companies, online marketing has become an integral part of their overall marketing strategy. In today’s Internet age, online marketing can often be accomplished with a minimal budget and without a large team of market-ing experts. Having a well-designed and engaging website is a critical component of online marketing, but this is simply the foundation to maximizing a company’s online marketing efforts. To get noticed, and drive traffic to a com-pany’s website, there are countless online opportunities for commercial cleaning companies to harness. Online Marketing F they are likely to see an electronic news-letter (e-Newsletter), or several, in their inbox. Many companies involved in commercial cleaning have used them for years. For those who have not used e-Newslet-ters, there is a reason why so many compa-nies continue to use them. Properly developed — with educational content and not sent too frequently — they are one of the most cost effective ways to stay connected with clients and potential customers. The cost of e-Newsletters, as compared to traditional printed and mailed newslet-ters, is next to nothing. Advertising In Digital Publications More publications are turning to digital media to reduce costs, reach more readers and al-low quicker response to new developments. Online Videos Videos are one of the fastest growing trends in online marketing. Consumers want quick and easy access to information, and well-made videos pro-vide it. Videos allow consumers the chance to see and hear directly from the provider in a format that is easy to understand and can provide a wealth of information. Since videos can combine images, mo-tion, music, voice and even text, they pro-vide for highly engaging content. When visitors to a website are engaged they stick around longer. Posted to YouTube, these videos can be a tremendous marketing tool. e-Newsletters For virtually everyone who sits down at their computer and checks their email, Online marketing has become a critical piece of the overall marketing puzzle. 32 CM/Cleaning & Maintenance Management ® • December 2013 Image courtesy of Jason Ganser/iStock/Thinkstock
CMM – Archives December 2013: 32
