ISSA Today is an online magazine produced by the worldwide cleaning association ISSA, who are based in the United States. An article in their April edition called “Changing the Way the World Views Cleaning” featured comments I’d made in a transatlantic interview I did with them via Skype. Below is part of that interview, there is also a link at the bottom of the page to the complete article.
Tapping in to New Technology
Content marketing is the approach Gary Fage, Managing Director of Janitorial Express in Central London in the United Kingdom, is trying to change the way the world views cleaning.
"I really believe that companies should educate their customers with method statements on cleaning and other useful information and it make freely available, so people can see that you've got the various tools to help them. We have the benefit of being part of The Jangro Network which provides a wealth of support material" Gary says. "This way, the people who find you through search engines and social networks will be the most relevant to your business, because they are searching the very subjects that matter most to them and you are Blogging about"
Gary says this approach means you not only attract the people who want what you have, but you also raise your overall profile to the point where you are seen as an authority. That, he says, is what can create rapport and eventually lead to long term business relationships.
Eighteen months ago, Gary started a blog and was adding content once every few months. Now he's posting a few items a week to generate interest. One post alone generated more than 500 views in one week. The topic hit home for Janitorial Express' target audience: "10 Money Saving Ideas that Every Contractor Should Know About."
While Janitorial Express is aiming to reach CEO’s and directors, Gary says he's discovered that the impact of the content is occurring through a bottom-up groundswell that he believes will have a long-term pay-off. "The cleaners are picking up on the content and putting upward pressure on their managers to see what we're doing," he says. "So we're spreading the word through supervisors, and. it’s starting to pay off with a number of conversations we're now having with high profile potential clients"
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