You Don’t Need to Be a Social Media Guru to Grow Your Laundry Business Online
Over the years, I learned to accept that I simply can’t keep up with everything that’s happening these days in the social media and online marketing world.
When it comes to search engine optimization, pay-per-click advertising, social media messaging or any of the other aspects that fall under the digital marketing umbrella, the fact of the matter is that the “flavor of the month” is more likely to be changing a weekly basis.
Of course, I also would venture to say that, like me, most laundromat owners and wash-dry-fold operators aren’t necessarily experts in social media and online promotion either.
Given that, my first nugget of advice is to realize and accept that you’re not a marketing expert or social media maven. However, there are marketing gurus out there – find them and use them to help build your business.
Also, most of the wash-dry-fold software companies have begun to embed social media marketing tools within their platforms. I strongly recommend taking advantage of this built-in expertise.
Although there are a few different business models out there – from partner companies where you’re doing work for their customers, to companies that will build a customer base for you, to software providers that offer tools to help you better manage your operation – all of these companies now feature components as part of their software that will enhance your SEO, social media engagement, and so on. And these management and marketing tools are constantly being modified and optimized to adapt to and leverage the constant changes occurring in the online marketplace.
Don’t misunderstand me. None of the above excuses you from remaining (or becoming) an active participant in social media to help grow your business.
In fact, everyone in the laundromat business should regularly monitor what the leading social media practitioners in laundry and other industries are doing on their platforms – be it Instagram, Facebook, TikTok, etc. Focus on the platforms on which your customer base can be found, and on which you can advertise and/or “tell your story.”
If you don’t have time to do this research, at least designate someone on your team to peruse social media and report back to you.
I would suggest seeking out some of the larger players in the social media space. Two drycleaning businesses that I think everyone should check out are Sudsies, located in Miami, and Dryy, based in Washington, D.C.
These two companies are constantly posting content and staying relevant within their communities. They’re regularly interviewing customers, talking about unique aspects of their operations, or discussing some neighborhood event to which they’re somehow connected.
If you’re trying to build your relationship with your customer base and your community, I would look at these two companies and others like them for ideas.
Clearly, you’ll need to come up with your own specific niche and your own story to tell. But everyone has a story. You just need to be willing to get out there and share it.
It’s not just about your products and the nuts-and-bolts of your laundromat operation. It’s also about who you are and what your business believes in. It’s about connecting with customers and becoming relevant within the community you serve. It’s about building a brand and then messaging that brand.
To recap, there are two ways to look at your laundromat’s online presence:
First, develop a winning website, which promotes your products and services, and provides all of the basic information about your business. Make sure your website is relevant – as well as being promoted, accessed and viewed, while fully leveraging all of the marketing tools offered by your business management software.
Second, unleash the social media self-promoter within you. See what other leading influencers are doing, and carve out your own social media niche for your business.
Both of these online aspects are important, and you definitely should be focused on both. But, remember, you’re probably not an expert at either, so don’t be afraid to ask for help.
