Five Local Marketing Tactics That Can Grow Your Laundry Business
Marketing can be a tricky subject to approach. On one hand, you want to attract new customers and gain business. On the other hand, you have a lot of options, information, competing ideas, and most likely a bad personal experience (or two).
What are you supposed to do with all of this?
Ultimately, the choice is yours to make, but I want to focus on some ideas that might help you dip your toes in the water with modern marketing tactics. These are legitimate, low-risk options that any laundry business can try. All it takes is a little research, planning and experimentation. My hope is that, in sharing this information, I can at least pique your interest in long-term digital marketing strategies down the road.
#1: Search Engine Listing Optimization
Google does everything these days, including help local businesses grow. When people want to know what their laundromat options are in their cities, they go to Google. When they need a stain removed, they go to Google. And the list goes on.
Search engine optimization is a worthy endeavor, but I’m not recommending that, precisely. Rather, I’m pointing toward services like Google Business Profile (formerly Google My Business), as well as its platform-based alternatives, such as Yelp, Foursquare, etc. These listings provide the most visibility to local businesses that optimize them. In GBP’s case, you also can regularly post on the platform. It’s the closest thing there is to a “search engine social media.”
Greater visibility on a search engine pushes more people toward your website, which can lead to new customers. However, this method relies on having a solid method to push users from your website to your physical location, which brings us to our second tactic.
#2: Give People Directions
This tactic is one that all local businesses can benefit from: be sure to place your address and business hours in a prominent space on all of your online platforms. This includes your website, listings and social media. In the SEO world, this is called NAP – name, address and phone number. And conversation rate optimization data will tell you also to include links to Google Maps that users can click on.
I will tell you this: if your location is hard to find online, no one will find you… except by accident.
#3: Local Social Advertising
Social media likely will be the platform through which people connect for a long time. It’s how we stay in touch with our communities and learn about things that are happening down the block – as well as around the world.
If you haven’t considered running an ad to your local area on Facebook or Instagram, now may be the time. This idea requires a bit more financial investment, but I’m throwing it out because of how effective it can be under the right circumstances.
You’re guaranteed a local audience for awareness building at minimum, with the upside that you take the time to develop and experiment with an ad that yields a return. There’s a lot covered under all of this, but it’s worth keeping in mind long-term.
#4: Local Sponsorships
It’s easy to think of local sponsorships as banners at a ballpark or signs on benches. Those examples are still valid, but local sponsorships take many forms these days. Some cities have local influencers or micro-influencers on TikTok or Instagram Reels who gladly partner with local businesses they love. Brands that collaborate with other local businesses often see new customers through the combination of word-of-mouth marketing and increased online reach.
There are plenty of creative people on the internet who can bring your business to life online in unique ways. Finding locals who love you online and will share your content is today’s version of local sponsorship – and business can do it.
#5: Retention
Retaining your customers is still one of the most profitable tactics for all businesses, regardless of industry. In fact, one study showed that a 5 percent increase in customer retention brought revenue increases between 25 percent and 95 percent. Loyal customers not only use your services multiple times, but they also tend to make bigger purchases as well.
What does retention marketing look like? For the most part, it’s an emphasis on customer experience in your business. The impression your business makes on a customer is an indelible part of this. Getting to know your customers – and what they like – is always encouraged.
For those in search of additional tangible retention efforts, be aware that customer loyalty programs can be effective. In addition, personal offers to customers who share their contact data with you can drive people to return to your business over time. Online data capture also is becoming more sophisticated for businesses that can utilize it. There are plenty of options, so figure out what suits your needs.
All in all, the simplest advice with regard to marketing is also the best – go where your customers are. And today’s customers are online.
Local brands are growing digitally, and laundry businesses can be a part of that trend. There are plenty of paths forward for brands that want to try them – go find yours!
