I run a small commercial cleaning company and we're trying to grow beyond word-of-mouth. We've got a solid reputation but I'm not sure where to put marketing dollars. What's actually worked for other service businesses here? Not looking for generic advice like 'be on social media.'
Service Marketing
how to market a service based business
What's your current client mix? If it's mostly offices, I'd focus on LinkedIn and local business associations rather than consumer-facing stuff. Commercial cleaning is a trust sale.
Google Business Profile is non-negotiable for any local service business. Make sure your service area is set up correctly and you're collecting reviews consistently. That alone drives a lot of inbound calls.
Mostly small offices and a few retail spaces. We do have a GBP but it's pretty bare. i'll work on that. Reviews are a good point—we have maybe a dozen and they're old.
Do you have a defined niche? Service businesses that try to be everything to everyone usually struggle to market effectively. If you focus on, say, medical offices or dental practices, your messaging gets much sharper and referrrals happen more naturally.
Referral program. Simple as that. Offer existing clients a discount on their next month if they refer a new client who signs a contract. Cheap to run and the leads are warm.
Direct mail still works for commercial services if you target the right buildings. We did postcards to property managers in a three-mile radius and got a handful of meetings. Response rate was low but the contract value made it worth it
I'd also look at partnering with businesses that already serve your target clients. For cleaning, maybe office supply vendors or commercial realtors. They can refer you without competing with you.
How's your website? A lot of service businesses ignore it, but if someone hears about you and Googles you, a dated or thin site kills the trust. Doesn't need to be fancy, just clear about what you do and where.
Website is okay but not great. Niche is interesting—we've thought about targeting dental offices but haven't committed. Partnering with realtors is something I hadn't considered.
If you go the dental route, learn their compliance requirements and scheduling quirks. That knowledge is your differentiator. You can market it directly: 'we understand dental office cleaning.'
One more thing—track where your leads come from. You can't scale what you don't measure. Even a simple spreadsheet is better than nothing.
Also, don't overlook email. A monthly check-in with past clients and a short case study could bring back old accounts. Cheaper than cold outreach.