In recent blog posts, I have explored how brands have launched products on social media, and promote products even if they are "boring" in nature. This time, I wanted to take look at a service; companies whose offering is not tangible or photogenic like a product can be. I chose is Hassle,. a company that allows people find and book domestic cleaners online.
Hassle's social media strategy caught my eye because it goes against - in the most effective away - everything you might expect from the marketing of cleaning services, be that on social media or not. Let's take at some examples of how Hassle promotes its service and resonates with customers on Facebook and Twitter:
Branding to reflect the goals and desires of its customers
Even though Hassle is a company that finds people cleaners, you wouldn't know it from the cover art on its social profiles, or even by its logo. Instead of a photo of a shelf full of cleaning products or a filthy oven (the very things that its customers are trying to avoid) the brand focuses instead on the positive things that employing a cleaner will provide, e.g. more time to relax, or even go off on adventures! And who really wants to read about cleaning products or see photos of them on social media?
Offers and giveaways
I especially like this promotion in the way that it encourages people to work for their reward in a fun way - a cleaning company gamifying their service! By challenging customers to snap a photo of one of their real-life ads and posting it to social media, Hassle keeps their brand in hte forefront of their mind, and bags itself free promotion each time a photo is shared.
Showing the human side of the brand
Cleaning as an industry doesn't have the most exciting reputation, and cleaning staff are often invisible when they go about their work. Hassle is attempting to change this image; showing the upbeat personalities of its front line marketiing staff in candid behind the scenes photos, and inviting customers to interact with its friendly staff. In the tweet above, the firm's boss publicly praises her workers.
Sharing real moments, having fun
Fun and unexpected moments make for great social media content, especially if they involve cute and fluffy pets! When Tia showed up at Hassle, it leapt on the opportunity. Memes, too, if catered to your audience, are quick, easy, and popular "filler" items.
Posting related, inspirational content
Hassle realises that its customers are proud of the houses they live in, so it uses this passion to share an interest in architectural design and interiors. Notice how the wording of the text is used as a method to relate the image back to Hassle's business, with a little humour thrown in for good measure.
Sharing hints and tips
As well as inspiring its fans, Hassle offers practical hints and tips for making their homes that little bit nicer to live in, often sharing such content from other sources. These types of posts set the brand up as a beacon of useful information and ideas, encouraging fans to stick around for more.
Featuring customer testimonials
Hassle isn't just keen to show the boss praising her staff. There's no better recommendation than that of genuine customers, so when a customer tweets about some great service they have received, Hassle is only to happy to showcase it. In the second example above, notice how Hassle replies to the customer in appreciation of their comment, as well as engaging further, and subtly selling the benefits of employing one of its cleaners - more free time.
Providing great customer service
When Matt was having trouble with Hassle's service and tweeted them for help, they were on the case right away with a friendly and proactive attitude. So pleased was Matt, that he tweeted all of his followers to let them know about his experience. As with the previous example, this is the kind of genuine word-of-mouth marketing that money cannot buy.
Caturday night. You could be doing so much more than cleaning! Leave us to help with that, right! pic.twitter.com/631xWbFezn— Hassle.com (@hassle) July 12, 2014
Manky Gaff? Who you gonna call? Nope, not the Ghostbusters, us*! *although we can't help with ghosts...yet pic.twitter.com/jRkMBQW1UW— Hassle.com (@hassle) August 18, 2014
The non-paid self-promotional statuses that Hassle posts maintain the brand's personable, fun, personality. When promotional posts are sponsored (such as in the last example above), the message is simple and clear. It is interesting to note that this paid Facebook status features a photo of a messy setting, something that pretty much all of Hassle's other statuses do not.
Over to you
What do you think of Hassle's approach on social media? Has it given you ideas for your own business? Let me know in the comments below!
ndrew Macarthy is a social media consultant and the author of the #1 Amazon Web Marketing Bestseller, 500 Social Media Marketing Tips.