Local credibility in cleaning

FROM OFFICES to sports stadiums, if you want to build a loyal customer base of local names for your cleaning business, you need a positive reputation to win them over. 
 

Luckily, though, there are plenty of ways that you can gain the trust of your market. To help you build credibility in the cleaning industry and keep up with industry changes, we’ve compiled the best methods to get started with. 

Generate positive reviews

It’s well-known that businesses will check out reviews before teaming up with a cleaning company. But what’s not as widely recognised is that 66% of buyers will find more value in reviews from the past 3 months than older feedback. Essentially, this means that to win over your audience you need a constant feed of new reviews.

 

Of course, that’s easier said than done. When you’re busy talking to potential new clients, partnering with new suppliers, and staying on top of current work, you’re unlikely to want to add ‘chase reviews’ to your daily to-do list. 

 

Luckily, though, there’s software available that can do the work for you.

 

Magic is one provider that offers review management software. A key tool for cleaning professionals looking to get more reviews for their business online; automating the process of sending review invitations and making it easier to organise your client feedback. 

 

It compiles reviews across sites into a single dashboard, too, for quicker responses to customer comments, and provides templates to make replying a breeze. When you’re busy running your cleaning company, your reviews will take care of themselves. 

Does SEO build brand credibility?

A stack of positive reviews helps with search engine optimisation (SEO). But does this marketing method do anything for your credibility?

 

The answer to that question is a resounding yes. SEO is a powerful tool for improving your online presence and brand recognition, and the more familiar a potential lead feels with your company, the more likely they are to trust you. As you move up the search engine result pages (SERPs), it also signals to your audience that search engines like Google think you’re credible. 

 

In short, people are more likely to trust a site that’s at the top of the SERPs than one that’s further down. 

 

If you haven’t already, it’s smart to develop an SEO strategy. Techniques that can help push you further up Google’s results include:

 

• Incorporating relevant keywords across your website

• Including keywords in your metadata

• Improving website load speeds

• Using external and internal links

• Encouraging backlinks from other websites

• Optimising images for SEO

Partner with charities

Why partner with charities? For a start, consumers are four to six times more likely to buy from, protect, and speak about businesses with a purpose, and raising money for a charity that aligns with your views certainly fits the bill. Not only does this boost credibility among your existing leads, but it also gains you a lot of word-of-mouth referrals, encouraging others to trust your cleaning company, too.

 

You’ll also gain credibility simply from working with another organisation. From co-hosting events with your chosen charity to featuring on their website, you’re going to gain a lot of brand recognition and build trust simply by associating with another reputable name.

Avoid using AI

Artificial intelligence (AI) has caused a stir across industries, with the likes of ChatGPT and DALL-E bringing accessible uses of the futuristic concept to the masses. You might have heard of businesses using AI, too, but is that the right thing for your cleaning company?

 

In terms of credibility, it’s actually best to steer clear of AI for now. The majority of consumers are concerned about its use in business, with written content topping their list of worries. The general consensus is that using AI could lead to incorrect information reaching the customer and make it harder to talk to a real member of your team.

 

It’s also important to note that there are real risks of AI content damaging your brand image. Robotic, run-of-the-mill copy could be perceived as low-quality, lacking the human voice you need to engage your audience, and with tools for testing whether text or images are AI-generated, you’d be easily caught out if you try to be discreet with your AI use. 

Be transparent about your services

When it comes to credibility, honesty is always the best policy. A massive 92% of consumers are likelier to trust a brand when it’s transparent about its processes and practices, making it crucial if you want to be viewed as a reputable cleaning company.

 

Beyond instant credibility, transparency can also strengthen your brand image, create deeper connections with your audience, and bring higher standards to your company. In the modern age of business, it’s something you can’t afford to skip.

 

There are a number of ways your cleaning company can be transparent with the businesses looking to work with you. One method is to be completely clear about your processes and what you’re offering, such as detailing the cleaning products you use and the tools you’ll bring to the job. 

 

You can also win bonus sustainable points if you’re transparent about your carbon footprint. With consumers becoming increasingly eco-conscious and adding sustainability to the factors they consider when choosing between brands, opening up about how you’re working to be greener is a smart choice. Not only will your honesty build credibility, but you’ll have a strong unique selling point (USP) that could give you the edge over your competitors. 

 

Another way to build your credibility through transparency is to show more of your business. On social media, for example, you can let your audience in on how you pick your cleaning products along with videos of some of your happy cleaners at work. These behind-the-scenes peeks can go a long way to creating a trustworthy image in the eyes of your audience.

Publish valuable content

When looking to build trust with your local market, don’t underestimate the power of quality content. It’s crucial to note, too, that it certainly is quality over quantity here!

 

Your content needs to be valuable. Simply put, that means it should interest, educate, or entertain your target audience. High-value, informative content shows your brand off at its best and will quickly boost your reputation.

 

Build credibility with blog posts that discuss the best methods for cleaning tricky spots and with videos that review the latest cleaning tech. Your content should show what you know while staying relevant to your audience’s interests, and if you can leave them feeling entertained then you’re onto a winning strategy. 

Work with marketing professionals 

It’s pretty easy to spot a blog or social media profile that a professional doesn’t run.  When you’re looking to build credibility, consider bringing in the experts to add a polished, professional finish to your brand image.

 

An Instagram manager, for example, will have the time and resources to create high-quality images that resonate with your audience while showing off your cleaning company. 

 

They’ll also be able to craft compelling captions and proofread them to avoid spelling mistakes (a credibility killer). When not posting content, your manager will engage with your audience and work to boost your followers. 

 

The end result? A consistent brand voice and cohesive content strategy that strengthens your brand reputation. 

 

This applies across your marketing strategy. From the design of your logo to the copy on your website, it’s always better to have an expert hand for a high-quality finish.

Final thoughts

Building credibility as a cleaning brand is a multi-faceted strategy. From the content you publish to the values you hold, almost everything can be used to forge a brand image that your audience trusts. But for all the effort you put in, the lift in your conversions will make it well worth it.

 

To keep up to date with industry news and the latest innovations in cleaning, join the Cleaning Matters community. www.cleaning-matters.co.uk/News

 

Daniel Groves is an independent business growth consultant.