Marketing that works: generating business opportunities in the cleaning and FM industry

By Merci Marosi, Co-Founder, Bubble Duck Marketing

In an industry as essential as cleaning and facilities management (FM), you’d think the value would speak for itself. But the reality is, even the most outstanding businesses need effective marketing to stand out, grow, and build lasting relationships.

As we approach The Cleaning Show 2025, it’s clear that marketing isn’t just about flashy ads or social media attention - it’s about creating meaningful connections, showcasing expertise, and positioning your brand as a leader in an increasingly competitive landscape. So, how do you make marketing work for your business? Here are the key trends shaping the future of marketing in the cleaning and FM sectors.

The Power of Storytelling

In a sector driven by results, it’s easy to focus on technical details—service specs, certifications, and performance stats. While these are important, what really connects with people is the story behind the brand. Clients don’t just want to know what you do; they want to know why you do it.

Sharing stories about your team, sustainability efforts, community initiatives, or even the challenges you’ve overcome adds authenticity to your brand. People engage with people, not faceless corporations. A well-crafted story can turn a routine cleaning contract into an inspiring partnership.

Digital-First Strategies: Beyond Just Being Online

It’s no surprise that digital marketing continues to dominate the sector, but the approach has evolved. It’s not enough to simply have a LinkedIn profile or an occasional blog post. Businesses need to create targeted, data-driven content that speaks directly to their audience’s needs.

In the cleaning and FM space, this means:

• Leveraging LinkedIn for thought leadership, case studies, and industry insights.
• Using short-form videos to highlight services, showcase innovations, and humanise the brand.
• Optimising websites for both user experience and SEO, ensuring clients can find you easily.

At Bubble Duck, we’ve seen firsthand how consistent, relevant content builds trust and generates high-quality leads. It’s not about going viral—it’s about being visible to the right people.

Authenticity Over Perfection

Gone are the days when polished corporate jargon dominated marketing. Today’s audiences crave authenticity. Whether it’s a behind-the-scenes look at your operations, real testimonials from clients, or honest reflections on industry challenges, transparency resonates.

This doesn’t mean abandoning professionalism—it means showing the human side of your business. A quick smartphone video of your team in action can be just as powerful as a professionally produced ad because it feels real and relatable.

Sustainability That Speaks to Your Audience

With ESG (Environmental, Social, and Governance) priorities becoming central to procurement decisions, businesses that can effectively communicate their sustainability credentials gain a competitive edge. But here’s the catch: it has to be genuine.

Clients are savvy—they can spot greenwashing a mile away. Focus on real initiatives:

• How are you reducing your carbon footprint?
• What sustainable products do you use?
• How do you support local communities?

Marketing these efforts isn’t just about ticking boxes; it’s about aligning your brand with values that matter to your audience.

Community Building: Your Network Is Your Net Worth

In the cleaning and FM sectors, relationships drive business. Attending industry events like The Cleaning Show, engaging in online forums, and participating in professional associations aren’t just networking opportunities—they’re marketing opportunities.

Showcasing your involvement in industry discussions, sharing insights from panels (like the ones part of The Cleaning Show), and celebrating collaborations help position your business as an active, trusted voice in the sector. People buy from people they know, like, and trust—and marketing helps you build that connection.

Marketing in the cleaning and FM industry isn’t about reinventing the wheel. It’s about understanding your audience, telling your story authentically, and showing up consistently.

As we look ahead to The Cleaning Show 2025, I’m excited to see how businesses are embracing these trends, connecting with their audiences, and using marketing not just to promote—but to genuinely grow. Because at the end of the day, good marketing isn’t just about getting noticed—it’s about being remembered.

Merci Marosi is one of the Ambassadors for The Cleaning Show 2025.

The exhibition will take place at ExCeL London from 18 – 20 March 2025. Registration for The Cleaning Show 2025 is now open. Entry remains free, but visitors should pre-register online.

To register and find out more about this year’s event, visit https://cleaningshow.co.uk/london/