CHICAGO \u2014\u00a0Social media is often described as essential for a dry cleaner\u2019s marketing efforts, but it\u2019s important to determine what messages resonate with customers and where those messages are best presented<\/p>\n
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<\/a> 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\u2019ll conclude by exploring the role of AI in social media efforts, and where a cleaner\u2019s time might be best spent when it comes to generating social media content.<\/p>\n Artificial intelligence can be a useful tool, but different cleaners will find it useful in different ways<\/p>\n \u201cI\u2019d be wary of AI images and posters,\u201d says Zach Pozniak, co-owner of Jeeves NY<\/a>, the New York drycleaning operation he runs with his father and co-owner, Jerry Pozniak. \u201cI posted one and most of the comments were, \u2018I really<\/a> don\u2019t like the AI-generated photo.\u2019 They\u2019re incredibly obvious at this point. AI is a great way to get a jump start if you\u2019re having writer\u2019s 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.\u201d<\/p>\n Where he does see AI mattering is in how customers find a business in the first place. \u201cWe got into this to become an authority in the space, to the point where editorial folks reach out and say, \u2018We need an expert to talk about whitening sheets,\u2019\u201d he says. \u201cThen I kindly ask them to link my website in the article, and that\u2019s what Google and AI are looking for: how many other websites are backlinking to you.\u201d<\/p>\n 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<\/p>\n For all the enthusiasm both operators have for content, neither treats it as a replacement for the fundamentals<\/p>\n Pozniak recalls his father pushing back on the time investment a few months ago. \u201c\u2018Zach, let\u2019s not forget who pays the bills. It\u2019s our business,\u2019\u201d he says. \u201cIf you\u2019re 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.\u201d<\/p>\n Garman stays honest about what she can and can\u2019t attribute to social media<\/p>\n \u201cOur incoming sales are up 4% this year, and revenue\u2019s up 1%. In this economy, that\u2019s a position we\u2019re grateful for,\u201d she says. \u201cGoogle is always our No. 1 driver for new customers, and word of mouth is usually in the top three. I don\u2019t have a way to measure whether the 105 Stories campaign itself has been a huge driver.\u201d\u00a0<\/p>\n 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%<\/p>\n For operators without a milestone anniversary or a decade of content behind them, Garman\u2019s advice is to start with what\u2019s already happening in the shop<\/p>\n \u201cHighlight an employee,\u201d she says. \u201cIt doesn\u2019t even have to be work-related. Maybe they had their 50th wedding anniversary. People relate to that. It doesn\u2019t have to be a big event or milestone. It\u2019s the everyday things that cleaners may not even realize they\u2019re doing, but that are meaningful to people outside the industry.\u201d<\/p>\n Pozniak would rather operators start small and stay in it for the long haul than burn out chasing a viral moment<\/p>\n \u201cIt\u2019s constantly evolving,\u201d he says. \u201cThe main thing about drycleaning content, as long as it\u2019s correct, is that it\u2019s evergreen. Focus on consistency over quality right now, and don\u2019t take it too seriously. If it\u2019s getting frustrating, take a break. Burnout\u2019s real. Just take care of yourself and your business.\u201d\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/p>\n For Part 1 of this series, clickHERE. For Part 2, clickHERE<\/p>\n \n En rapport:<\/strong> \n Rejoindre Justfine Infotech<\/strong> et d\u00e9velopper de v\u00e9ritables comp\u00e9tences num\u00e9riques en IA, automatisation, d\u00e9veloppement web, marketing digital, bureautique, e-commerce, travail ind\u00e9pendant et cybers\u00e9curit\u00e9<\/a>.<\/p>\n Programmes disponibles :<\/strong> WhatsApp :<\/strong>Where AI Fits (and Where It Doesn\u2019t)<\/strong><\/h3>\n
Where the Time Actually Goes<\/strong><\/h3>\n
(Photo: \u00a9 ra2studio\/Depositphotos)<\/em><\/h2>\n
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