ORLANDO, Fla. — The buzzword in marketing for dry cleaners — or any industry these days, especially when it comes to social media — is content.
With all the social media out there, it’s more crucial than ever for drycleaning businesses to stand out, stop selling, and start informing.
That’s not to say that you shouldn’t offer your drycleaning or alteration customers coupon codes they can use at your establishment. Or send direct mail deals to their mailboxes. If you see return on investment that way, keep it up.
But by offering value in a social media platform, you appeal to drycleaning customers in a whole new way.
You position yourself in their minds as an expert on all things dry cleaning, and from there, the business will follow. No hard sell needed.
Your social media can be another layer on your current advertising efforts, but ranking you as an authority in your field.
That’s it — and if you are consistent in your posts (or hire a writer who can be) — it’s more than enough.
So how does one position their drycleaning operation as an industry authority?
Without a hard sell. Instead, with content that is useful and valuable to your audience of potential customers.
This means that you don’t necessarily shout from the rooftops about your delivery service. But maybe a Facebook post touts the new lobby renovation on a nearby office building, with a photo of your employee who has taken on their route.
This sends a subtle message (we do deliveries!) while also offering content, or information (there is a new look to a building in our community).
A good content writer will be able to develop topic ideas and schedule them on your Facebook page in advance, for your review. An editorial calendar shows topic ideas developed.
For instance, one day you may present a moment in history, such as when Atlanta dry cleaner William Joseph Stoddard developed a drycleaning solvent bearing his name, as a less-flammable alternative to gasoline-based solids, in 1924.
Or you may post an inspirational saying or a photo of your Customer of the Month.
Other posts may discuss at-home fabricare, organizing a closet, the Top 3 garment manufacturers that produce their goods in the U.S., or a shout-out to a local sports team (with a photo of them playing in dirty uniforms, of course).
With a good content writer and enough posts that draw a reader in with useful and unique information, your drycleaning business will become known as a source of reliable information.
Dry cleaners with brick-and-mortar stores can additionally position themselves as an active member of the community where they are located, invested in the area and offering sage advice.
Drycleaning establishments can build reputation and credibility with a thoughtful, consistent social media presence that offers genuine value to busy readers.