Success Story: Driving Growth With Impactful Lead Generation Campaigns

At Wild Fig, we can’t help but love working with clients like Two Bettys Green Cleaning.

They’re fun and creative (duh, of course we love that!), but more importantly: they take great care of their people, their community, and the planet. They are, quite honestly, an absolute dream client.

While Two Bettys has had a solid base of great customers for many years, they had recently gone through the wringer with one struggle after another. Once they came out the other end of that tunnel, it was time to generate some major GROWTH.

For growth to happen, we needed to bring in leads. And not just any leads — the right leads. The ones who were ready to buy.

That brings us to the topic of this blog: how we helped Two Bettys drive growth this spring through two impactful lead generation campaigns. Let’s dig into it.

The Client: Two Bettys Green Cleaning

Two Bettys is a green cleaning company in Minneapolis that is committed to serving both people and the planet. Their advocacy goes beyond using eco-friendly cleaning products: In their own words, they are “a social enterprise that’s influencing positive change in our local community and beyond.”

Their values can be seen in everything they do, from using non-toxic, eco-friendly cleansers and taking great care of their employees to testifying on behalf of fair labor practices at the State Capitol.

Since their start in 2006, Two Bettys has grown from a tiny business of two people (two "Bettys” 😉) to a thriving company with more than 70 employees. They serve both residential and commercial clients across the Twin Cities metro area and have gained a reputation as a friendly and professional cleaning service beloved by their clients. (We can vouch for that — they’re amazing to work with!)

The Need: Bring In More Clients & Highlight Add-On Services

Two Bettys has weathered a lot of storms in their 20 years, most recently with COVID, uprisings in their neighborhood after the killing of George Floyd, and this year’s ICE raids.

During the more than three months of ICE raids this winter and spring, for example, they had to pause a lot of their regular cleaning services. Although all of their employees go through background checks and I-9 verification, the threat to their staff caused many to stay home from work, or even self-deport or move to protect themselves and their families. They lost some of their best workers this way, and had to rebuild their team.

Side note: One beautiful thing arose during this difficult time. More than 350 of their existing clients chose to continue paying for their cleans during the pause to support the cleaning staff and help keep Two Bettys running. Community at its finest!

Once they were fully staffed again, and ready for growth, it was time to bring in more clients.

In addition to growing their client base, the Two Bettys team also wanted to highlight their add-on services to current clients. And since spring cleaning was top-of-mind for their audience, spring seemed like a perfect time to implement some lead generation campaigns.

Our Solution: Two High-Impact Lead Generation Campaigns

We implemented two lead campaigns this spring: One focused on bringing in new clients with a discount on one-time cleans and another reminding existing clients about Two Bettys’ add-on services with a free fridge clean-out.

One-Time Cleans Campaign

The one-time cleans campaign offered new clients $75 off a one-time clean. It was promoted solely on social media (Facebook and Instagram), in the hopes of drawing in new clients. We also boosted the Facebook posts for this campaign to reach a larger audience.

The goals of this campaign went beyond simply generating new customers. The Two Bettys team already has a high conversion rate of clients who initially book a one-time clean, then end up signing on for recurring cleans. They knew that if they could inspire more people to book a one-time clean, they’d be highly likely to come on board as a regular customer.

It’s a great way to get their foot in the door with a new group of potential clients.

Fridge Clean-Out Campaign

This campaign promoted Two Bettys’ fridge clean-out and other add-on services to current customers. It was promoted via social media, email, and text, as well as through fridge magnets and postcards. They had never promoted their add-on services quite this aggressively before

This fun campaign started with a “love letter” from the perspective of a client’s fridge. This went out to current clients via email and text. Check it out:

The other thing that was unique about this campaign is that we engaged their cleaning team to help promote it. The concept was simple: Cleaners left a magnet on each client’s refrigerator that included a fun graphic along with helpful info about how often you should clean different parts of your fridge and how long certain food items stay fresh.

It’s so cute and handy — who wouldn’t want this on their fridge??

At the start of this campaign, Two Bettys did an internal kickoff to let their team know about it and provide the leave-behind items. Then all the staff had to do was leave behind the magnets and postcards at all of the houses they cleaned, and people would book services from there.

Two Bettys also set up team-based incentives to encourage their team members to take part in the campaign. Based on how many fridge clean-outs clients booked, the cleaners would earn certain incentives. (Update: They did reach their goal, so the staff will be enjoying a special lunch event in their offices to celebrate!)

This was one goal of the campaign, in addition to scheduling more fridge clean-outs: to empower the staff who wanted to (it wasn’t required) to take an active role in promoting Two Bettys’ services. After all, they’re the feet on the ground — the staff who work most directly with customers.

And it worked! The cleaning staff got excited about it, and it ended up being a great way to get everyone working together toward the goal of building the business.

This particular campaign was so successful (see below for details) that we’ll certainly do similar campaigns in the future to showcase their other add-on services.

The Results: Cleaning Up … in More Ways Than One!

Both campaigns ended up meeting or exceeding the initial goals we set.

Fridge Clean-Out Campaign

As I mentioned above, the fridge clean-out campaign certainly met its goal of getting the cleaning staff more involved in promoting Two Bettys’ services. But it also brought in a lot more business.

From the time we initiated this campaign at the end of March through the beginning of June, the Two Bettys team booked 14 fridge cleanouts!

What’s more, this campaign brought attention to their other add-on services, leading to additional bookings: 4 freezer cleanouts, 9 oven cleanouts, 6 cabinet cleanouts, and 3 dishwasher cleanouts. So not only did this campaign draw attention to Two Bettys’ fridge cleanout services, clients were also reminded of the other services available to them.

One-Time Cleans Campaign

Not only did Two Bettys book 12 new one-time cleans through this campaign, the volume of overall cleans booked during this time was much higher than usual.

For example, weekends are typically when they get the most service inquiries and instant quote requests. One weekend at the end of April (shortly after this campaign began), they had about 16 new clients that came in over the weekend, whereas they typically average eight! I’d say double the number of inquiries is a pretty good result!

We had really good success with boosting the Facebook and Instagram posts for this campaign, rather than running a full-on Facebook ad campaign.

In just a 7-day period, one boosted Facebook post resulted in:

• 15,652 overall views
• 161 landing page views
• 193 link clicks

On Instagram, that post received an additional 8,222 views and 95 link clicks. Their cost? $0.61 per landing page view. Not too shabby!

One thing Two Bettys will be focusing on going forward is location-based boosted campaigns.

Say, for example, they've started picking up more clients in Plymouth. We can do a targeted campaign by boosting a post to the Plymouth area, along with their specific criteria for their target audience. It's such a nice way to do targeted growth without having to blanket the entire metro area. Plus, their cost-per-click is lower this way. I think these types of campaigns will be really helpful for them going forward!

Needless to say, we’re thrilled with the results of this campaign — and so is the Two Bettys team! Here’s what they had to say about the fridge refresh campaign:

“Overall, for our first time trying this, I think it went great! The fridge cleaning campaign really raised awareness for those services among our clients and helped our cleaners get more involved. I’d definitely call it a huge success!” ~ Adi Tam, CEO

“The spring campaigns were effective at increasing our clients' awareness of our additional service offerings. We saw a positive boost in cleaner engagement, and the promotion successfully drove sales across multiple services beyond just the refrigerator refreshes. While the overall results were conservative, the impact was certainly noticeable and helped us educate our customers on the value of these additional services.” ~ Michael Paradise, Customer Experience Director

Want to learn how having a fractional CMO at the table can help your business grow? Schedule a free, no obligation discovery call to chat about your needs and how Wild Fig can help.