July Newsletter

Newsletter for the Cleaning and Restoration Industry

Administration Course Out Now!

This course has specif­i­cal­ly been designed for the sole trad­er of a clean­ing com­pa­ny. Start your busi­ness with your best foot for­ward.

Top­ics cov­ered include:

  • Cus­tomer Expe­ri­ence
  • Myer Brig­gs Per­son­al­i­ty Types
  • Net Pro­mot­er Score
  • Intro­duc­tion to Mar­ket­ing
  • Tar­get Audi­ences
  • Social Media Strat­e­gy
  • Opti­mi­sa­tion
  • Basic Analy­sis and Report­ing
  • Con­tent Cre­ation
  • Social Media Man­age­ment
  • Basic Invoic­ing and Account­ing

Podcast Series: Professional Carpet Cleaners and Restorers Podcast

Professional Carpet Cleaning and Restorers Podcast

The  Pro­fes­sion­al Car­pet

This week on the Pod­cast:
We put a call­out for clean­ing and restora­tion busi­ness own­ers. Our host Phill McGurk was joined by Brooke McLean and Scott de Vere. We dis­cussed YouTube mar­ket­ing, hir­ing, con­sult­ing, asso­ci­a­tions, and more!

Broad­cast­ed every fort­night dis­cussing top­ics for small to medi­um size com­pa­nies. 


Lat­est Pod­cast is avail­able now with a new one released every 2nd Fri­day.

Next Pod­cast avail­able Fri­day 16th of July 2021 @ 5 pm AEST

This month’s articles

The inter­ac­tions and expe­ri­ences that clients have with an organ­i­sa­tion are referred to as the Cus­tomer Expe­ri­ence. This includes the first con­tact all the way through to the end of a par­tic­u­lar job. The cus­tomer expe­ri­ence is an inte­gral part of a busi­ness as it can impact the prof­its and work com­ing in through a busi­ness. If cus­tomers are treat­ed poor­ly, it can cre­ate issues and com­plaints. This in turn means that they may be reluc­tant to utilise your ser­vices.

The Myer-Brig­gs per­son­al­i­ty test was cre­at­ed by Myers and Brig­gs in the 1940’s and devel­oped over the next two decades. They believed that by help­ing peo­ple under­stand them­selves that they could help peo­ple select occu­pa­tions that were best suit­ed to their per­son­al­i­ty types and lead health­i­er, hap­pi­er lives. The per­son­al­i­ty test can also be utilised to help under­stand indi­vid­ual dif­fer­ences. This per­son­al­i­ty test is used in many dif­fer­ent indus­tries and roles to help under­stand cus­tomers on a deep­er lev­el. Although you will not have your cus­tomers take the test, if you under­stand some key dif­fer­ences between the dif­fer­ent types then it can assist.

The per­son­al­i­ty test con­sists of four pairs of per­son­al­i­ty indi­ca­tors which then form one of six­teen per­son­al­i­ty types. These indi­ca­tors are:

  • Psy­cho­log­i­cal atti­tude – Introversion/Extraversion
  • Per­ceiv­ing func­tion – Sensing/Intuition
  • Deci­sion-mak­ing func­tion – Thinking/Feeling
  • Lifestyle pref­er­ences – Perceiving/Judging

Mar­ket­ing describes the process of pro­mot­ing a prod­uct or ser­vice to make sales. It is the study and man­age­ment of exchange rela­tion­ships. It cre­ates rela­tion­ships and sat­is­fies the needs of cus­tomers. It can include ads, brochures, social media, and more. The aim of mar­ket­ing is to know and under­stand the cus­tomer enough that the prod­uct or ser­vices sells itself. It is all about under­stand­ing your tar­get audi­ence needs and keep­ing that at the fore­front of every­thing you do. When some­one decides to start a busi­ness, it is gen­er­al­ly done as they see a need for the prod­uct and ser­vice. This need should be solv­ing a cus­tomer prob­lem.

A tar­get audi­ence is a group of peo­ple that are defined by cer­tain demo­graph­ics and behav­iours. When mar­ket­ing, a blan­ket approach will not work as your prod­uct or ser­vice can appeal to dif­fer­ent buy­ers who have a vari­ety of needs and goals. It is impor­tant to clear­ly iden­ti­fy the pur­chas­er and how your prod­uct or ser­vice can help them. It is eas­i­er to gain the atten­tion of the right peo­ple with per­son­alised con­tent. When a busi­ness knows their audi­ence, they can save mon­ey with their adver­tis­ing. A busi­ness does not need to waste time or mon­ey cre­at­ing irrel­e­vant con­tent when they know who their audi­ence is, what plat­forms they are on, and what type of con­tent they respond best to. Some­times you may need to exper­i­ment to find out exact­ly what the tar­get audi­ence responds to, but once you know you can focus efforts on those areas.

A social media strat­e­gy is a detailed blue­print that answers the what, when, how, and why for all the con­tent you post on your busi­ness social pages. It is a crit­i­cal aspect for any busi­ness to have a social media strat­e­gy. The best strate­gies have a cus­tomer cen­tric approach which makes cre­at­ing con­tent, con­ver­sa­tions, and con­ver­sions eas­i­er to gen­er­ate. One of the most impor­tant aspects of a suc­cess­ful social strat­e­gy is decid­ing what plat­forms you should not be on and why.

Social ana­lyt­ics is the col­lec­tion and analy­sis of sta­tis­ti­cal data on how users engage with an organisation’s social net­works. Social ana­lyt­ics can help a com­pa­ny under­stand their tar­get audi­ence. The data can show what con­tent your audi­ence likes and dis­likes, what they engage with more as well as the ide­al times to post. The data that is tracked through social media plat­forms can help a com­pa­ny iden­ti­fy which social media net­works are dri­ving the most con­ver­sions. This can help you deter­mine where to focus your efforts, there­fore increas­ing your bot­tom line.

Social con­tent is a term used to describe any­thing that some­one has post­ed or shared with oth­ers to a social media net­work. There are many dif­fer­ent types of con­tent how­ev­er they can be bro­ken down into text, images, videos, and files.

Con­tent cre­ation is the process of gen­er­at­ing ideas that appeal to your tar­get audi­ence, cre­at­ing con­tent around those ideas, and giv­ing your audi­ence access through a blog, video, info­graph­ic, or anoth­er for­mat.

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Phillip McGurk

Phillip McGurk

Australia’s only CFO (Certified Forensic Operator) and CBFRS (Certified Bio-Forensic Restoration Specialist)


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