The world is a very different place than it was in 2019. We’re now hypersensitive of our surroundings and how they’re being cleaned and maintained to prevent the spread of the novel coronavirus. While product certifications from third-party organizations, government approvals and even training were important before the pandemic, they are now must-haves in the eyes of the public. With so much still uncertain, people want to know that cleaning products and services are thorough and effective.
Whether you operate a residential or commercial cleaning company, manufacture cleaning chemicals and tools or operate a facility, you need to have the proper precautions in place and clearly communicate your credentials. Doing so will give your customers, employees and stakeholders peace of mind. If you don’t adequately promote your preparedness around cleanliness, customers may seek out alternatives in an already competitive market.
Perhaps your employees have completed COVID-19 training or certification through an association or partnership with a trusted supplier. Maybe your disinfectant has secured approval to be used against SARS-CoV-2, following testing from the Environmental Protection Agency. Or your facility may have completed a rigorous accreditation process ensuring you follow the right cleaning and safety procedures.
Whatever the situation, you’ll need to be strategic about marketing these important updates. Consider the following best practices for communicating your accreditation, certification or COVID-19 reopening safety plan.
Your website is one place where people go to find the latest information about your organization. The content on your website supports search engine optimization. Make sure visitors can easily find information about your accreditation, certification or approval. Upload a press release to your news section, add a blog that dives deeper into your dedication to cleanliness and add a scrolling header or a pop-up that notes your important coronavirus-related updates. The more prominent, the better.
Accomplishments like certification and accreditation are worthy of video. Whether it’s an animated video with on-screen text and voiceover, an address from a key leader in your organization that’s supplemented with B-roll or a whiteboard or chalkboard “explainer” video, this format allows you to showcase your news in an engaging way. Optimize the video for sharing on social media by creating shorter snippets so you can capture the attention of followers who prefer bite-sized updates.
Does your brand have followers on channels like Facebook, Twitter, LinkedIn, Instagram or Snapchat? Social media provides you with easy access to your customers and prospects. And according to a 2020 survey, 40% of consumers polled want to hear how brands are responding to the pandemic. As more facilities reopen, it’s important for organizations to communicate how they are protecting their employees and customers. Building services contractors and other cleaning companies should also use social media to demonstrate which products and processes they are using to achieve cleanliness. Use engaging photos and video, and update your pages regularly so your audience can continually see your ongoing commitment to clean.
Now is the time to leverage your email distribution lists. Whether it’s a monthly e-newsletter, or weekly updates about your latest certifications or reopening plans, email communication sent directly to your customers and prospects is one of the best ways to get their attention, share your message and keep your brand top of mind. Use a distribution platform that allows you to track your opens and click-through rate and adjust your messaging and subject lines accordingly, as well as your distribution days and times to maximize interest in your emails. While it’s inevitable to experience unsubscribes following distribution of an e-blast or e-newsletter, your customers who truly connect with your brand will appreciate your updates and open your messages for the latest news.
It’s times like these that we remember how brands handled even the toughest situations. If a client feels that your cleaning business cuts corners while maintaining its facility or a customer feels uneasy to enter a grocery store because he or she doesn’t understand what safety measures are in place, your business risks losing their loyalty. If you have earned accreditation, certification or approval for key processes, products or services, now is the time to communicate this information.
Cleaning is at the forefront of everyone’s minds and will continue to be a topic of conversation, even after there is a vaccine or treatment for coronavirus. Even after the pandemic is over, your customers will remember how you communicated facility safety and the steps your brand took to uphold cleanliness and wellbeing. Make a positive and lasting impact for your business by clearly explaining how your accreditations and certifications support health and safety.
Did you know that Mulberry helped the Global Biorisk Advisory Council launch its GBAC STAR™ facility accreditation program? Learn more via our case study here. Contact us today to discuss how we can help your organization promote its biggest achievements, from accreditation to certification to award wins and more.
Jess Messenger is an Account Director at Mulberry Marketing Communications, an award-winning full-service B2B communications agency based in Chicago, London and Australia. She enjoys developing PR campaign strategies and writing for B2B audiences across numerous verticals such as retail, foodservice and healthcare.