The New Drycleaning Social Media Marketing Playbook (Conclusion)

CHICAGO — Social media is often described as essential for a dry cleaner’s marketing efforts, but it’s important to determine what messages resonate with customers and where those messages are best presented

In Part 1 of this series, we examined the efforts of two successful cleaners who have used social media to build their business, and the importance of pulling back the curtain, rather than offering discount codes. In Part 2, we looked at the importance of selecting the right platforms and what type of messages might work best for your business. Today, we’ll conclude by exploring the role of AI in social media efforts, and where a cleaner’s time might be best spent when it comes to generating social media content.

Where AI Fits (and Where It Doesn’t)

Artificial intelligence can be a useful tool, but different cleaners will find it useful in different ways

“I’d be wary of AI images and posters,” says Zach Pozniak, co-owner of Jeeves NY, the New York drycleaning operation he runs with his father and co-owner, Jerry Pozniak. “I posted one and most of the comments were, ‘I really don’t like the AI-generated photo.’ They’re incredibly obvious at this point. AI is a great way to get a jump start if you’re having writer’s block or a starting point for research, but when people rely on it heavily, it provides a lot of distrust, and it comes across as a bit lazy.”

Where he does see AI mattering is in how customers find a business in the first place. “We got into this to become an authority in the space, to the point where editorial folks reach out and say, ‘We need an expert to talk about whitening sheets,’” he says. “Then I kindly ask them to link my website in the article, and that’s what Google and AI are looking for: how many other websites are backlinking to you.”

Janet Garman, who co-owns Glyndon (Maryland) Lord Baltimore Cleaners with her husband, Mike, uses AI mostly behind the scenes: ChatGPT suggested the 105 Stories concept in the first place, a research tool kept carefully out of the finished, customer-facing product

Where the Time Actually Goes

For all the enthusiasm both operators have for content, neither treats it as a replacement for the fundamentals

Pozniak recalls his father pushing back on the time investment a few months ago. “‘Zach, let’s not forget who pays the bills. It’s our business,’” he says. “If you’re signing up 10 new clients a week through social media but losing a couple of decent clients because you took your eye off the ball, there are going to be some serious implications. Getting a new customer is 10 times more expensive than keeping a recurring one. Providing the best service possible, and other people telling folks about it, is still the best way to get new clients.”

Garman stays honest about what she can and can’t attribute to social media

“Our incoming sales are up 4% this year, and revenue’s up 1%. In this economy, that’s a position we’re grateful for,” she says. “Google is always our No. 1 driver for new customers, and word of mouth is usually in the top three. I don’t have a way to measure whether the 105 Stories campaign itself has been a huge driver.” 

One place she can point to a direct effect is bridal, where videos featuring Gen Y and Gen Z brides have helped drive bridal business up more than 30%

For operators without a milestone anniversary or a decade of content behind them, Garman’s advice is to start with what’s already happening in the shop

“Highlight an employee,” she says. “It doesn’t even have to be work-related. Maybe they had their 50th wedding anniversary. People relate to that. It doesn’t have to be a big event or milestone. It’s the everyday things that cleaners may not even realize they’re doing, but that are meaningful to people outside the industry.”

Pozniak would rather operators start small and stay in it for the long haul than burn out chasing a viral moment

“It’s constantly evolving,” he says. “The main thing about drycleaning content, as long as it’s correct, is that it’s evergreen. Focus on consistency over quality right now, and don’t take it too seriously. If it’s getting frustrating, take a break. Burnout’s real. Just take care of yourself and your business.”           

For Part 1 of this series, clickHERE. For Part 2, clickHERE

(Photo: © ra2studio/Depositphotos)

Source: americandrycleaner.com