Alternative Residential Cleaning Business Marketing Solution.edited

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Jomo Kenyatta University of Agriculture and Technology *

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Marketing

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Nov 24, 2024

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1 Alternative Residential Cleaning Business Marketing Solution Name Institution Professor Course Date

2 Old marketing framework Marketing Objective Increase brand awareness and customer acquisition for Olive Branch Cleaning Company's residential cleaning services. Target Audience Homeowners and renters in the local area who value cleanliness and convenience. Value Proposition: Olive Branch Cleaning Company offers reliable, high-quality residential cleaning services with a focus on customer satisfaction and customization. Key Channels Social media advertising, such as Facebook and Instagram ads, are highly effective channels for reaching potential customers. Additionally, optimizing Local SEO, including Google My Business listing, Yelp, and other local directories help businesses enhance their visibility in the results of search engine pages and attract more local customers. Another key channel is the use of Referral programs which is a powerful way to encourage existing customers to refer new businesses. Lastly, direct mail campaigns, such as postcards and flyers distributed in local neighborhoods, can be an effective way to reach potential customers who are not active online or who may be more receptive to physical marketing materials

3 Marketing Tactics The first marketing tactic is to launch a social media advertising campaign. This will target local homeowners and renters with ads featuring Olive Branch Cleaning Company's value proposition and customer testimonials creating a wide awareness of the business. Secondly, Optimizing Olive Branch Cleaning Company's online presence through local SEO tactics would help formulate a customer review platform helping in business improvement. Another market tactic is creating a referral program that incentivizes customers to refer new businesses by offering a discount or a free cleaning for every new customer they refer. Last but not least, using direct mail to target local neighborhoods with postcards and flyers highlighting Olive Branch Cleaning Company's services and special offers is another tactic that would help get more customers. Metrics to Track Some of the metrics to track include website traffic and online inquiries, social media ad performance metrics such as click-through rates, cost per click, and conversion rates, and Google My Business listing analytics such as views, clicks, calls, and direction requests. Additionally, businesses should track the participation and results of referral programs and direct mail campaigns, including response rates and conversion rates. By monitoring these metrics, businesses can identify which channels and tactics are most effective and make data-driven decisions to optimize their marketing efforts for better results.

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4 Summary of Changes I made and the expected results Marketing is a crucial component of any business, and the success of a marketing strategy depends on various factors such as the target audience, value proposition, channels, tactics, and metrics. However, sometimes, even the best-laid marketing plans may not work as expected, and it may become necessary to re-evaluate the approach and make changes to improve the outcomes. In this essay, I would like to summarize a few changes that I would make to my marketing framework for Olive Branch Cleaning Company's residential cleaning services. One potential change that I would make is to refocus the target audience which was homeowners and renters in the local area. If the current audience is not responding to the marketing efforts, it may be necessary to redefine the target audience (Ferrel, 2021). For instance, expanding the focus to include small businesses or vacation rental owners could open up new opportunities. By doing so, Olive Branch Cleaning Company can target a more relevant audience that is more likely to engage with its services. Another change that I would make to my marketing framework is to revamp the value proposition. It may be necessary to revisit the value proposition to ensure that it is resonating with the target audience. This would be possible through conducting market research and customer surveys providing insights into what customers value most about residential cleaning services, which can then be incorporated into the value proposition. Thus, by creating a more compelling and relevant value proposition, Olive Branch Cleaning Company can attract more customers and increase customer satisfaction.

5 Trying new channels is another potential change that I would make to the marketing framework. If social media advertising and direct mail campaigns are not producing the desired results, it may be necessary to explore new channels such as influencer marketing or partnerships with complementary businesses (Tabuena, 2022). For example, partnering with a local real estate agent to offer move-in/move-out cleaning services could increase the customer base to a very large extent. Therefore, by implementing these changes and closely monitoring the results, it would be possible to improve brand awareness and customer acquisition for Olive Branch Cleaning Company's residential cleaning services.

6 References Ferrell, O. C., Hartline, M., & Hochstein, B. W. (2021). Marketing strategy . Cengage Learning. Tabuena, A. C., Necio, S. M. L., Macaspac, K. K., Bernardo, M. P. E., Domingo, D. I., & De Leon, P. D. M. (2022). A Literature Review on Digital Marketing Strategies and Its Impact on Online Business Sellers During the COVID-19 Crisis. Asian Journal of Management, Entrepreneurship and Social Science , 2 (01), 141-153.

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