Wondering how to market your dry cleaning business? Especially now that business is slow? When business is slow is exactly when you need to turn up your social presence.
Most small businesses believe social media can be a useful marketing tool, however, most dry cleaners don’t have time to learn how to use social media to reach their customers or to bring in new customers.
Foot traffic isn’t going to work at this time, so let’s look at a few ways that you can reach people where they are now: at home. And probably on their smartphones or computers.
Here are some ideas to help bring in business with social media:
How to get Social Media Working for Your Small Business
Social media is a combination of sales, marketing, PR, and advertising for your company. Using online communication methods for your small business can help you grow locally and globally depending on your goals.
“44 percent of local businesses said they depend on social media to generate brand awareness, and 41 percent depend on it to drive revenue.”
1. Change your message
If you haven’t been present on your social media accounts or have been talking only about your dry cleaning services, this is the time to pivot. Switch your message to one of being able to help deep clean their home items and clothing to keep their family healthy.
Everyone is scared and wants their loved ones to be as safe as possible. Let them know you can help their household be cleaner during the quarantine period.
HERE IS HOW TO DO IT:
- Ask questions – how can we help you?
- Share a story – talk about how you helped a customer with
- Talk about how you’re there for the community
- Be positive and encouraging
IDEA: Talk about how you are using a powerful detergent [Trebon Plus process] that is scientifically tested and certified by Germany’s Robert Koch Institute [RKI].
Kreussler Textile Chemistry’s powerhouse laundry detergent, Trebon Plus, has a procedure that any professional laundry will be able to use to safely kill viruses and bacteria. This process has been certified by the RKI but not evaluated by the EPA. It’s safe and effective for cleaning home textiles and clothes.
Why is RKI Certification important? Robert Koch Institute is the public health institute in Germany. Around 1,080 people, including 450 scientists, work there. When there are health emergencies across the world, such as disease outbreaks, the Robert Koch Institute’s RKI staff are involved in various international research projects and programs. ⠀⠀⠀⠀⠀⠀⠀⠀⠀
Our textile chemistry partner Kreussler Inc.’s parent company, Chemische Fabrik Kreussler & Co. GmbH is located in Germany. They have had specific textile chemistry processes certified for hygiene and disinfectant with RKI.⠀⠀⠀⠀⠀⠀
Germany is handling the coronavirus very well due to its hygienic and disinfectant practices. We’re sharing innovative German textile chemistry that you can use in your own dry cleaning plant or commercial laundry. ⠀⠀
2. Explain your hygienic cleaning process and why you’re using it
Question: Is disinfection possible in dry cleaning using solvents?
In dry cleaning using solvents, there are no fixed disinfection standards; all hygiene standards exist only for washing procedures. However, it is known from cleaning processes in today’s dry to dry machines that the cleaning process with drying reduces the bacterial count by about three powers of ten. Thus, defined disinfection in dry cleaning using solvents is not possible. Still, the cleaning process, drying, and finishing/ironing contribute in a positive way to a hygienic reprocessing of the usually not washable outerwear. [Read more here]
Question: Can you hygienically clean my bedding and clothes?
Yes, we use a process with high-powered laundry detergent in our professional machines following the guidelines from Kreussler Textile Chemistry that are scientifically tested to thoroughly and hygienically clean better than home laundry or dry cleaning.
Answering questions that people may have about how you clean garments will educate them and let them know that you can clean things they might not have thought about. Shoes? Pillows?
3. Power up your social media posts with facts
Try to keep your posts as positive as you can and share information about how you clean and why they should use professional laundry services.
The text you can use on your social media posts:
“conditions or practices conducive to maintaining health and preventing disease, especially through cleanliness.”⠀⠀⠀⠀⠀⠀⠀⠀⠀
This has never been more important worldwide than right now. We’re using Kreussler Textile Care’s RKI Certifed Trebon Plus process to help more of our customers with fluff and fold and other laundry projects to help keep their families safe from the coronavirus and keep their homes clean. ⠀⠀⠀⠀⠀
Hygienically clean isn’t talked about enough in America – we want clothes fresh, which is nice, but a fresh scent doesn’t mean that garments are thoroughly cleaned.⠀⠀⠀⠀⠀⠀⠀⠀⠀
It’s essential to make the smartest decisions possible.
4. Communicate how you can help your customers
Take a look at your business through the eyes of your customers and answer a few questions.
- What are you offering your audience that changes their lives for the better?
- What does your product or service do to enhance or improve their current situation?
- Are you offering something new to help with the current pandemic? Explain the changes you have made to your business.
- How have you updated your day-to-day processes and procedures to make it safer for people to come to your dry cleaning location or added new curbside service? Share the details with your community.
If you can clearly communicate the changes you have made to help your customers as an essential business, they’ll feel safe in bringing their garments to you for cleaning.
Why not let them know how close you are to the grocery store with a friendly post saying something like“If you’re making a trip to Trader Joe’s today, don’t forget we’re right around the corner at 123 Main Street. We’ll be here until 3 pm today and we’d love to say hi.”
Be specific about how you can help people and give them ideas of what to bring in. Talk about your safety measures at your shop.
5. Commit to consistency
Most people are home on Facebook and Instagram, so commit to posting regularly.
You can spend one chunk of time creating your posts for the week and then check in twice a day for a few minutes to respond to comments or add comments to posts in your community. Connect with other small businesses in your community by searching for your town on hashtags such as #CapeCod or #PortsmouthNH – check to see what other small businesses are using in your community.
6. Create a workable social media strategy
Focus on one really great social post per day to highlight your professional laundry and dry cleaning services. Add context to each post and make it valuable for your customers.
Make sure to check out our monthly marketing material that is sent each month with our newsletter. We have lots of bonus content this month for marketing with Trebon Plus, the coronavirus, and our regular graphics.
Instagram works for small businesses
Instagram is very hot right now with huge growth rates on the platform. If you’re not sure where to start, Instagram might be a good start.
This article will be helpful in getting started on Instagram: Instagram 101: 7 Keys Steps to Instagram Success
Share a challenge that people are having right now and how your services can solve it.
We know that this is a stressful time for everyone. We wanted to remind you that XYZ Cleaners is here until 3 pm today. If you’re making your weekly trip to the grocery store, swing by and drop off your comforters and other bedding. You’ll sleep better, knowing that we’ve hygienically cleaned them for you.
If you have news about changes in hours or services, by all means, share those as well but work on one great social media post to be there for your customers. Even if it is just to tell them how much you miss seeing them on a regular basis.
If you don’t have a Facebook Page, it might be best to start using Instagram because it’s very hard to start a new Page and build an audience. Facebook has free courses online that you can take to learn how to use Instagram and Facebook.