According to the ABS Australian census, there are around 6.42 million Millennials; this means cleaning businesses have a huge market they can target. Also, approximately 50 percent of home buyers worldwide are millennials, ages 23 to 38.
However, the question is how to market the value proposition of the cleaning service to the millennials.
Lucky for you, the following guide shares helpful marketing tips that the cleaning company can implement to engage with millennials via direct messages and social media.
Many millennials don’t trust or like traditional offline marketing campaigns, unlike other generations. Hence, cleaning businesses should focus on online search results, interactive websites, and social media presence.
What You'll
Learn..
Below you’ll find Market a Cleaning Business to Millennials
What Are Millennials Looking For in a Home Cleaning Service?
Unlike baby boomers, the millennial generation comprises people born between 1980 and 2000. It’s a relatively young, successful, and fast-paced generation familiar with the new technology. Also, they rely heavily on the Internet for hiring cleaners.
The cleaning market segment is evolving as Millennials hire a maid or professional cleaner from the agency. It’s because many millennials work full-time and stay online 24/7 with busy schedules and side hustles on weekdays and weekends; they often rely on cleaning companies for their expert cleaning services.
All young professionals, irrespective of gender, are working; hence, dual-income families need to hire cleaners. Nonetheless, the house owners require a clean and sparkling home when they return home to relax after a hectic day at work.
Additionally, most Millennials prioritise the quality of cleaning work and are willing to pay the right price. They require regular and deep cleaning for their houses, living spaces, and apartments to enjoy a deep clean and refreshing home after a hectic day at work.
Millennials believe in smart work more than hard work. They outsource demanding jobs, such as deep cleaning, to professionals to minimise their daily stress and manual effort.
Hence, professional cleaning isn’t a luxury but a necessity for Millennials. There is a golden opportunity for the cleaning companies; however, they need to devise an excellent strategy to market the services to the new segment that engages online more than offline.
Newspaper or magazine ads, brochures, or other print media are less effective and more costly than online marketing. Sadly, most cleaning businesses need to be made aware of the power of social media and websites.
Online Presence
The first question for cleaning businesses is, how do you want millennials to discover the company? Yes, there is an office, but do the millennials have time to visit the office? Certainly not.
That’s why it’s essential to have an online presence in terms of a basic website with an inquiry form, at least. The website serves as an online address that the cleaning businesses should update regularly and offer all the information related to the services.
The website should answer the question revolving around the millennial's mind,” Why should they hire you?”
As a cleaning business, you should develop a catchy tagline and personal branding that emphasises value proposition, affordable rates, and world-class cleaning services. Similarly, you must publish about the team of professional cleaners and testimonials of previous customers.
There has been an extreme penetration of smartphones meaning the cleaning company website should be mobile-friendly. In addition, millennials usually research on their smartphones rather than desktops or laptops.
Authenticity
Many cleaning companies take the previous stage very seriously; however, they start bragging about how good they are in their cleaning services.
On the other hand, millennials consume unlimited content online and can easily distinguish between authentic and fake information.
That’s why cleaning businesses should be careful while marketing their services without exaggerating. The objective is to emphasise the value of different cleaning services instead of making fake or unrealistic promises about quality.
Lastly, the cleaning company should be authentic, transparent, and relevant to the millennials regarding their services.
Great Content on Social Media
Cleaning is a service necessary to the population, so businesses should connect with the audience emotionally by publishing compelling and relevant content. Unlimited content about cleaning services is already available over the Internet, so it becomes a real challenge for cleaning businesses to create engaging content.
The cleaning services first need to categorise different media to connect to the millennials, such as websites, apps, Facebook, Instagram, Twitter, TikTok, etc. After finalising the platform, the next step is to use these platforms for different types of engagements and content.
For instance, TikTok is famous for live cleaning videos and hacks, while cleaning reels are trending on Instagram. You can use voiceover AI to add engaging narrations to cleaning videos, making them more appealing and professional. This enhances the storytelling aspect, helping businesses stand out in a competitive market.
Similarly, the cleaning service can use Twitter to microblog about cleaning tips 101 for living spaces, while Facebook can be used for online advertisement and promotional campaigns.
Hence, cleaning businesses can hire a digital agency or freelancers to create engaging content and high-quality cleaning photos to increase followers, views, clicks, and engagements.
Social media is a powerful tool that helps cleaning businesses understand the requirements of millennials via comments and messages. It gives the cleaning services a chance to offer different services that meet the target market requirements.
Think of Customers As Cleaning Brand Ambassadors
The millennials may not believe in traditional marketing; however, they trust endorsements by influencers and peer reviews. It’s an entirely different type of word-of-mouth advertising where everything is online.
Cleaning businesses should be proactive in asking for service reviews from consumers. Similarly, they can collaborate with different influencers and run social media campaigns about cleaning living spaces.
Another convenient method to promote cleaning services is introducing an online referral program. A business can send a follow-up email to the previous client offering a promotional discount in return for referring to new customers.
Similarly, cleaning businesses can send Thank-you emails for availing of the service and a promotional discount for the following order.
The millennials will check the review sites and other social media recommendations before reaching out to the cleaning business.
It’s essential to keep in mind that the brand ambassador program works only if the business offers premium-quality services. If the companies fail to provide the desired cleaning level, the clients don’t opt for a referral program and may leave a bad review online.
Search Engine Marketing
Once the cleaning service has set up a website and social media accounts, the next step is to use search engine marketing, such as:
The goal is to use SEO and Google Ads to boost the online business to maximise research. For this purpose, the company should write clear ads, set the desired budget, and target the audience within the serving location.
Cleaning Services Software
The cleaning services should reap the maximum benefits of digitalisation and social media insights by deploying company-wide cleaning software. Next, they can connect the website, app, and other digital platforms to the software to understand the customer demographics.
One of the most significant advantages of using online marketing is that cleaning businesses can measure their success with tangible goals and KPIs by analysing customer insights. Similarly, cleaning businesses can check clicks per ad, reach, clicks, views, and engagements.
Besides, the software helps professional cleaners streamline their work, cleaning schedules, to-do lists, attendance, payrolls, and other online payments. Also, the company can have a complete database of the customers along with their locations and ages. The next step is to understand the cleaning requirements of customers of different ages.
Final Thoughts
Cleaning businesses need to devise new marketing strategies for the millennial generation, who are now buying homes at an increasingly fast pace. Therefore, it’s high time to let go of traditional marketing techniques to reach Millennials.
The key to business progress is to use online engagement, advertising campaigns, and online content to target Millennials for hiring cleaners.
