Social media marketing for cleaning businesses refers to the organic and paid content that cleaning businesses use to promote their services on social media.

Social media marketing is important for cleaning businesses because it boosts brand visibility and awareness, fosters audience connection, and builds trust and credibility.

Cleaning businesses can market themselves via social media through organic posts, social media ads, community groups, contests, and influencer marketing.

Cleaning businesses can leverage different social media platforms like Facebook, Instagram, TikTok, and LinkedIn by posting: 

✓ Cleaning transformations

✓ Tips

✓ Customer testimonials

This article will discuss the various forms of social media marketing for cleaning businesses and offer tips on how to get started.

What is social media marketing for cleaning businesses?

Social media marketing for cleaning businesses is a digital marketing strategy that uses platforms like Facebook, Instagram, and TikTok to reach potential customers.

It involves using social media to: 

• Enhance online presence 

• Promote the business 

• Educate customers

• Showcase work 

• Build brand awareness and more

When correctly implemented, social media marketing can be a powerful tool that helps janitorial and cleaning businesses to: 

• Build credibility and trust

• Increase brand visibility

• Attract new clients

• Book more jobs

Why is social media important for cleaning businesses?

Social media is more than a nice-to-have for cleaning businesses; it’s one of the most powerful and affordable ways to reach potential and existing customers. 

Whether you’re looking to build trust, stay top-of-mind, or stand out in a crowded market, social media marketing gives you the visibility and connection needed to grow.

Here are other benefits it offers your cleaning business:

Let's look at each of them in more detail:

1. Enhance brand recognition. Sharing behind-the-scenes content, customer testimonials, and before-and-after photos highlights your brand’s professionalism. It also helps to build familiarity with your followers and keeps your business top-of-mind when they need cleaning services. 

2. Attract local customers. Social media channels like Facebook and Instagram let you target users based on their geographic areas. This makes it easier to reach people in your neighborhood.

3. Engage with customers directly. Brands can build loyalty by interacting with existing and prospective clients, building strong, lasting relationships.

4. Drive bookings and inquiries. Clear calls to action in your social media posts guide followers to your booking form or website, which helps turn interest into jobs.

5. Highlight your work. Visual content effortlessly showcases the quality of your service, which can help convince potential customers. You can also create content that shows specialty services like move-out or post-construction cleans, or eco-friendly options.

How do I market my cleaning business on social media?

To market your cleaning business on social media, leverage organic social media content and paid social media advertising.

Organic social media content is free content you post on social media platforms, such as feed posts, stories, and reels. This content reaches followers without paid promotion.

Social media ads are sponsored content and pay-per-click advertisements. You pay to promote the content so it reaches a larger, often-targeted audience.

Some other social content marketing strategies include: 

• Influencer marketing 

• Social media groups 

• Sweepstakes or contests 

These methods require more involved social media management, so they may not be ideal for small businesses.

Here are some tips for leveraging each of these methods:

• Post photos, videos, tips, and customer testimonials to engage your audience, build trust, and keep your brand top-of-mind. Consistent posting (around three times a week), local hashtags, and responding to comments and questions can help you grow your reach.

• Paid ads let you target specific audiences with offers and promotions. Start with a small budget and test different creatives (text and images). Use high-quality visuals and a clear call-to-action (CTA) to drive conversions.

• Facebook groups for local communities are a valuable place to connect with potential clients. Share advice and useful content, and avoid directly selling, to build trust over time.

• Partnering with local influencers can help you reach new audiences. Ensure their audience matches your target market and encourage them to share their actual experience with your service in exchange for a free cleaning.

• Social media contests, like a free spring-clean giveaway, boost engagement and brand visibility, and bring in new followers. Ask users to like the post, follow your page, and tag their friends to enter. Keep it simple and relevant to your business goals by tying it to your service area.

What are the best social media platforms for a cleaning business?

The best social media platforms for your cleaning business should be sites your customers use so you can connect with them there, build trust, and show off your work. Think Instagram, TikTok, or Facebook. 

However, it’s essential to understand how each tool works to maximize its effectiveness:

• Facebook: With targeted ads and community groups, Facebook is ideal for reaching local prospects. It is well-suited to residential and commercial cleaning businesses and offers a community-building platform. Facebook has almost 197 million active US users, so you will likely reach your target audience there.

• Instagram: Visual content is Instagram’s forte, and the platform lets businesses connect with their audience in a more personal, engaging way. It is ideal for showcasing before-and-after photos, behind-the-scenes videos, and client testimonials. Short-form content performs best, so try to keep video content under 15 seconds.

• TikTok: Even though its audience consists mostly of users aged 18 to 35, TikTok is still a great platform for boosting your cleaning brand’s visibility, as content easily goes viral here. The key is to create short, entertaining videos, such as cleaning transformations, tips, and fails.

• LinkedIn: With around 1.5 billion monthly visits, LinkedIn is a great platform for commercial cleaning businesses to connect with corporate decision-makers. 

To choose the best platforms for your business, identify where your ideal clients spend time. Local platforms like Facebook are suitable for residential services, while LinkedIn offers more value for commercial contracts.

More platforms mean more work, and not all content works on every platform, so don’t try to be everywhere immediately. Start with one or two platforms, tailor the content to the audience, and post consistently. Track engagement data and insights to see what works and focus on quality over quantity.

Social media post ideas for cleaning businesses

Developing a social media content strategy can be daunting if you don’t know where to start. While testing different content types to see what resonates with your audience is a good way to begin, fleshing out a content calendar can take time.

To help you simplify this process, here are post ideas you can try for a social media campaign:

• Cleaning transformations

• Customer testimonials

• Quick cleaning tips

• Behind-the-scenes content

• Seasonal checklists

Cleaning transformations

Cleaning transformation photos or videos show the before-and-after results of a cleaning job and highlight the effectiveness of your services. They are especially powerful if the difference is dramatic, such as after a deep clean.

This type of content grabs attention and provides visual proof of the quality of your work. Many social media users find these posts satisfying, leading to higher engagement. It performs particularly well on visual-based social platforms like TikTok and Instagram.

Customer testimonials

A customer testimonial is a firsthand account from a satisfied customer about their positive experience with your cleaning business. These posts are social proof that builds credibility and trust with potential clients.

Quick cleaning tips

Cleaning tips are bite-sized, practical advice that your followers can implement in their own cleaning routines. Sharing these tips—like how to speed up daily cleaning tasks or remove stains from different materials—positions you as a helpful expert in the cleaning industry. This enhances your credibility as a cleaning business.

Behind-the-scenes content

Behind-the-scenes content gives your followers insight into your daily operations, cleaning processes, and team culture. It builds trust and humanizes your business by putting a face to the brand, helping followers feel more connected to it.

Seasonal checklists

Seasonal checklists are educational content that helps your audience stay on top of cleaning tasks, like spring cleaning and holiday tidying. They are easy to share and help position your brand as an expert. Combined with strong CTAs and a lead capture form, they can also help nurture conversions.

For more personalized social media marketing ideas, you can:

• Ask your audience: Use polls or questionnaires to ask your followers what kind of content they want to see.

• Competitor research: Check out what other cleaning businesses (local, national, and international) are posting to see what performs well. Identify content gaps to fill and opportunities to make it better.

• Research trends: While not every trend will be a good fit for your brand, staying updated on trends can provide content inspiration.

• Use AI tools: Tools like ChatGPT and Gemini can also help you come up with fresh content ideas tailored to your audience.

To further increase your cleaning business's reach, combine social media marketing with other channels like email marketing. For example, social media posts highlighting cleaning tips or checklists can be repurposed into email campaigns.

Wondering how to do that? 

Aspire Marketing Pro enables cleaning companies to run targeted email campaigns and send them to different audience segments. Businesses can fuel the content pipeline with repurposed social media content and use Aspire’s pre-built, customizable templates and simple drag-and-drop editor to quickly design effective email campaigns.

How to advertise a cleaning business on social media

To get started with social media advertising for your cleaning business, you need to:

Let’s break down each step:

Understand your audience

Start by identifying your ideal customers. This could be residential clients, busy professionals, luxury homeowners, or commercial property managers. Establish their demographics and pain points, then consider what content interests or resonates with them.

Choose your channel(s)

Analyze which platforms your ideal customers are active on and decide which best meet your needs. Facebook is great for local visibility and community groups, Instagram and TikTok for visually showcasing your work, and LinkedIn for commercial outreach.

You don’t need to be everywhere, especially not at first. Focus on getting one or two platforms right before expanding.

Define your goals

Think about what you want to achieve through advertising—do you want to grow your follower base, generate leads, or raise brand awareness? Each goal needs a different approach and content, so it’s vital to define SMART (specific, measurable, achievable, realistic, time-bound) goals before diving in.

Set a budget

Decide how much you can spend on advertising each month. Start small with around $5–$10 daily to test different ad types, formats, and audience targeting. Factor in paid ads and boosting organic posts.

Create compelling content

Your ad copy should address your audience’s needs and the pain points your services address (like ‘Stress-free cleaning’ or ‘Get your weekend back’). Pair it with high-quality images and videos and a strong CTA, and maintain consistency across all posts and ads. 

Track and optimize performance

Monitor ad performance using each social platform’s analytics tools. Track key performance metrics related to your goals, like clicks, impressions, engagement, and conversions, and identify the content and audience segments that deliver top results.

It’s good practice to run A/B tests and trial different targeting, visuals, and CTAs to see which combinations work best. Review the metrics regularly, use the data to channel ad spend into high-performers, and inform future campaigns.

Turn engagement into paying customers

Running ads is only half the job; what happens after someone clicks matters just as much. To truly make the most of your advertising efforts, you need a reliable way to capture, organize, and follow up with leads generated through social media.

That’s where a CRM (Customer Relationship Management) system becomes invaluable.

Aspire’s CRM helps cleaning businesses manage incoming leads from paid social campaigns and convert them into booked jobs. The CRM is built for cleaning businesses and offers an all-in-one platform for tracking lead status, managing client communication, and keeping projects on time.

Social media marketing examples for cleaning businesses 

Social media gives cleaning businesses a platform to share their expertise, build trust, and connect with their audience. Here are three standout examples of effective social media content:

Sophie Hinchliffe – Instagram

In this Reel, Sophie Hinchliffe (aka Mrs. Hinch) takes her audience through a step-by-step oven-cleaning session. The video showcases her approach, products, and tools.

https://www.instagram.com/reel/C48lgYULWsF/ 

This is a good example of social media content for several reasons:

• Educational: Mrs. Hinch explains and demonstrates the cleaning process and provides practical tips that viewers can implement when they clean their oven.

• Authentic: The candid commentary and personal touch make the content relatable and authentic, fostering trust and connection.

• Visual appeal: Transforming the oven from dirty to sparkling clean offers a satisfying visual, making this engaging content for visual platforms like Instagram.

The Maids of Cincinnati – Facebook

This Facebook post from The Maids of Cincinnati shows a dramatic before-and-after photo of a bathroom sink undergoing a deep clean.

Source: https://www.facebook.com/TheMaidsOfCincinnati

This is a good example of social media content for a cleaning business for several reasons:

• Quality work: The strong contrast between the dirty and clean sink shows that The Maids are knowledgeable and perform high-quality deep cleaning work.

• Simple yet effective copy: The text included with the post is simple, yet it speaks directly to their ideal customers’ pain points. The strong CTA leads viewers to their website to make a booking.

GoCleanCo – TikTok

In this TikTok video, the team at GoCleanCo shares their floor-cleaning hack using a tablespoon of powdered Tide. The video shows the process for mixing the floor cleaner and the resulting dirty water from mopping the client's floors.

https://www.tiktok.com/@gocleanco/video/7055339226589662470?lang=en 

This is a good example of social media content for cleaning businesses for several reasons:

• Highlights the result: The clip of the dirty water pouring out of the mop bucket clearly shows how well the hack works and how much dirt it picked up, which builds trust. 

• Valuable practical content: Cleaning hacks demonstrate expertise and professionalism without hard selling, which positions the brand as helpful experts.

• Audience appeal: The satisfying visual is perfect for getting engagement on TikTok’s platform and fits with the ‘lifehack’ content trends, making it an ideal candidate for virality. This, in turn, boosts organic reach and brand awareness.

Social media marketing can help your cleaning business attract new customers, boost brand visibility, and build lasting relationships.

With Aspire, cleaning businesses can easily manage their marketing efforts with tools tailored for home services businesses. From lead management and CRM to email marketing campaigns, Aspire helps you streamline your business operations and enables business growth.

Ready to elevate your cleaning business marketing? Book a free Aspire demo today and see how it can support your business.