Should you use Facebook Ads to Market Your Janitorial Business?

Short answer… Yes!  

But I caution any cleaning company from making this a yes or no question on its own.  The more important, and harder question to answer is, is your Janitorial Business ready to use Facebook Ads?

In this post, we’ll cover the questions you and your team should answer before you hand over your hard earned marketing dollars to Facebook.

#1 What is the specific outcome your company is looking for?

There are a number of objectives that marketing can achieve for a business. Sometimes it’s awareness, other times it’s direct sales.  The reason this question is so important is that it will be the single most important thing your company uses to determine the value of the marketing investment.  

For example, if your objective was to generate interest in your spring cleaning promotion, there are a few things you would want to measure before you could determine if the marketing actually “worked”.  Did we get any traffic to our website? Did we get any leads through our website as a result of these ads? Did we get any phone calls as a result of these ads?  Knowing the answers to these types of questions can go a long way to understanding the value behind your marketing’s effectiveness and whether or not you’re going to continue spending in the future.

#2 Are you ready to measure success?

So now that you’ve decided what outcomes this marketing is meant to deliver, it’s important to make sure that you can measure when it actually happens.  Assuming that your objective is to generate business for your company, let’s review a couple checks that you’ll want to complete before launching any ads on your facebook.

Check #1 Google Analytics is installed

Make sure that your website is running Google Analytics and that your team has access to the account.  If you haven’t yet, don’t worry, it’s completely free and very easy to setup. Simply sign in to Google Analytics with any valid google account to get started.

Check #2 A Google Analytics Goal has been Setup

Once Google Analytics has been installed, you’ll need to set up at least one goal.  If sales leads are your objective for example, you’ll want to set up a goal whenever someone has filled out the “Get a Quote” or “Contact Us” form on your website.  This step is also very simple to do.  Google provides a form to fill out that will guide you through the process.

#3 Who are you trying to reach?

For many marketers, this step is all too often overlooked.  Many simply deploy a “Spray and Pray” approach hoping that they will reach the intended audience.  This is a major lost opportunity when it comes to Facebook advertising.  In fact, this is one of the key reasons that Facebook ads can be so effective for your Cleaning Company.  

The best approach is to sit down with your team to come up with a “Persona” for your ideal customer.  A persona (from a marketing perspective) is a fictional character you make up based on what you understand about who it is you're trying to reach.  Are they male or female? What role do they hold in the company? What problems do they have?   One helpful tool to help you and your team through this process is Up Close & Persona.  Start there to get a firm idea of who you are trying to reach and what is important to them.

From here, use the persona your team comes up with to leverage Facebook’s targeting.  The more specific you can be, the better chance you have a connecting with exactly it is you're trying to reach.  Use detail like geography, age, Gender, Job Title, and even the specific interests you think they may have.

Pro Tip:  Make sure to use Google URL Builder to track the specific ads you buy. This will help you understand not only that Facebook helped but that it was your specific ad that influenced their decision.

#4 Do you know what they want to hear?

With the average person exposed to over 5000 brand impressions / day, it’s not enough to know what you want to say to your target audience.  For your Facebook Ads (or any ad for that matter) to get their attention, you need to know what your audience wants to hear.  The key to this is to dive deep into the head of your audience.  

The best place to start is with your existing customers.  Making a quick call or striking up a quick conversation is the best way to get an understanding of what was driving their decision when they were looking for your services.  Be candid when you’re talking to them.  Ask what it was that made them choose you, and more importantly, what key problems they were trying to avoid when hiring a new company.  Here’s a hint… Quality cleaning services is not deep enough, all customers expect that, what more are they looking for?  

Pro Tip: Regroup on your persona and update it with the feedback your customers provide.

#5 Did it work?

The key to this is to keep it simple.  Once your ads have run and you’re ready to review the results, make sure to report on only the questions your team identified in #1.  This is where the work you did in Google Analytics will pay off.  There are 2 reports that you can review to get these answers.

#1 Goal Overview Report

Under Conversions, go to Goals, then Overview.  This report will show you all the conversions setup and their numbers.  Be sure to click the Source / Medium section under “Goals” to see how many were from Facebook.

#2 - Assisted Conversions

Sometimes when a visitor to your website fills out your lead form, it wasn’t their first visit. Facebook may have been the first impression that was made, but now that your company is known to them, they simply google you and fill out the lead form on that second or third visit.  This report will make sure to show you if Facebook is “assisting”.

So hopefully these questions and first steps will help you and your Janitorial company dive a bit deeper into how Facebook can help you improve your business.