Women working at dry cleaners

Creating a marketing plan for 2019 [and beyond] gets more complicated by the minute. Sure, social media is a big part of marketing, but it’s still only a PART what your online marketing plan should be. Let’s look at the foundation of a solid marketing plan for dry cleaners and other small businesses.

Your marketing should be a unique mix to reach your online goals. These might include:

  • Get new customers
  • Retain current customers
  • Grow market share
  • Increase brand awareness

Things to consider while thinking about your marketing plan:

  • How will you provide value to your intended audience? [special offers, coupons]
  • How will you create and implement your marketing, including social media? [in-house or outsourced]
  • Reach people where they spend time. You might think this is Facebook, but in reality, people spend much time on email. 
  • Combine online marketing with traditional marketing like PR and advertising.


1st KEY: Website

Your website is the only real estate that you own and control on the internet. Facebook, Twitter, LinkedIn, and other social media sites are places where you can post your marketing messages, but they could disappear.

Creating your website isn’t as complicated or costly as it was in the past. WordPress brought control to the owners of the site versus the past where you had to pay someone to make every small change you wanted.

It’s possible to find someone local that can create a WordPress website for you or you could work with someone virtually. You can also hire someone to create a website for you and manage it. 

What you want:

  • Build a self-hosted website 
  • Built-in SEO for your website [we use Genesis framework on our website]
  • Plan to communicate your business and services through your website
  • Build credibility 
  • Think mobile-friendly for everything you create

2nd KEY: Email list

Once you’ve created your website, it’s time to start building your email list.  On average, professionals check their email 15 times per day or every 37 minutes. 

From marketing expert Rebekah Radice, “Not everybody who reads your social media posts will be ready to buy. That’s where email marketing comes in. It helps you nurture those relationships into paying customers. Pairing social media with email marketing is a way to move people off social channels and into a more personalized conversation.

Once they’re on your email list, you can nurture that relationship over time. Share relevant information that aligns with the reason they signed up. 

For example, they opted in after clicking through from a tweet about your pick up and delivery services. Once they’re on that list, don’t make the mistake of sharing anything and everything. Create an email workflow that shares value around that topic.”

The key is retaining their attention by moving them further into your marketing funnel.

MailChimp is an easy-to-use email service that you can use to send an email, create landing pages, and create marketing automation like sending coupons. The data and stats will help you reach more of your marketing goals.

Read to learn: How to Communicate with Customers

How To Use MailChimp Effectively To Grow Your Business 

3rd KEY: Google my Business Listing

Google search is crucial for being found online. We all “Google it” when we’re looking for services in our area.


Claim your listing HERE. Having a Google Business listing can move the needle in your business if you leverage it strategically.  

A Google My Business listing is positioned front and center at the top of the SERP (search engine results page). That’s powerful considering Google has the vast majority of search market share. 

Google My Business gives you the power to attract and engage customers when they search for your business on Google. Your Business Profile gives you a presence on Google Search and Maps, allowing you to respond to reviews, post photos of products or special offers, and add/edit your business details. Your Google business website lets you present your business professionally online, showcasing your photos and business details beautifully. Insights show you how you can optimize your customer engagement for better results, and you can encourage more engagement by interacting with your customers from the Customers tab.

Click to learn more: The Benefits of a Google My Business Listing.

I hope these three keys to building a solid marketing plan will jumpstart your ideas and get you on your way to reaching more people in your community.