Re-branding, new website and marketing

CleanerPlanner is a successful SaaS business for window cleaners that had grown to just shy of 1,000 customers from word of mouth and limited marketing. There was a desire to rapidly grow the business during 2018 and a fresh marketing approach was required. CleanerPlanner is largely a zero touch SaaS product - the free trial naturally leads into being a paid customer.

Marketing to date had been ad-hoc and, with sales, product development and customer support often taking priority, marketing was typically on the back burner. Further to this, the original website and branding that had been created was dated.

Growth strategy created

The initial project (which is where we start with a lot of clients) was the creation of a 12 month marketing strategy. This looked at:

• The target market, competitors and positioning
• Pricing
• New website requirements
• Onboarding strategy
• Action plans for all marketing channels with a detailed monthly plan and ROI based budget

The detailed document outlined an executable marketing plan for the next year.

New branding and website

As a platform for new marketing campaigns, new branding and a website were required. Website content was updated to be more aspirational, benefit driven and take on more of a personality.

The website was designed to be a reflection of the new logo and bring out some key points - like exactly who it’s for and case studies. The free trial sign up process was simplified and a new onboarding process for free triallists was created and put in place.

Xander Marketing responsibilities

Once this ‘marketing platform’ was in place, Xander Marketing became responsible for:

• PPC on Google Ads and Facebook Ads
• SEO
• Content marketing
• Email outreach
• Email lead nurturing
• Social media updates
• Onboarding optimisation
• Website CRO
• Advertising

Results leading to an exit

The marketing work saw an increase in leads and customers, sustained and higher SEO rankings (which were starting to fall), a more professional presence and new, fresh content.

The new branding, website and marketing performance led to a successful exit for the owner in early 2019.

“I can’t speak more highly of the Xander Marketing team, who are all experts in their individual fields, great to work with, and coordinate really well as a team.”

Rob Morgan, CEO, CleanerPlanner