new service will help members populate and update their Facebook feeds
effortlessly to build engagement with customers.
Ian P. Murphy
Outside the plant, most drycleaners
already know social media makes it easy to keep up with friends and family
members. They might use Facebook to share events and keep up on the news, or post
pictures of their families, pets, and vacations to Instagram. They may track a favorite
celebrity on Twitter, or share recipes via Snapchat.
But drycleaners don’t always
harness the power of the social media to advance their businesses with the same
fervor. Working in a plant is often too demanding to take the time to tap out a
message on the closest touchscreen, and it isn’t always convenient for
operators to post information about clothing care to Facebook or tweet the details
on a flash sale.
“Drycleaners understand that online
marketing is important, but they either don’t know how to start, or don’t have
the time to do it,” said DLI web developer Ricardo Gonzalez. “Their hands are
full with more pressing business matters.”
That’s where DLI’s new service
comes in. Unveiled at Clean 2017 and launched in July, Effortless Social Media populates members’
Facebook pages with informative, entertaining, and consumer-centric posts
without asking operators to lift a finger. “Our members can sign up for the
service, and we will automatically post an article directly to their Facebook
pages,” said Jon Meijer, DLI’s Director of Membership and Marketing.
That’s right: Effortless Social
Media automates the tasks of researching, writing, and disseminating the
information that can help improve brand recognition and promote professional
drycleaning services. The service posts a new story each week to keep member
cleaners’ feeds fresh—and keep their offers and brands top-of-mind with
“You won’t have to do a thing, and
it will keep your Facebook page fresh,” Meijer said. “You can add your own
slant to it, too. Let’s say the article is on shirts; you will be able to add
something to it: ‘By the way, we have a shirt special.’ It’s in the tradition
of trying to stay ahead of the curve.”
Frequent updates keep
businesses at the top of news feeds and encourage customers to check pages
regularly. “A good social media presence involves regular posting online, which
is something that most cleaners don’t have the time to do,” Gonzalez said. “Instead,
DLI will do this for them. That allows members to save hours of time each month
and focus on what’s important.”
Posts educate customers on
clothing care and drycleaning processes, filling them in on topics such as
fibers and fabrics, soils and stains, items that can be cleaned, and the value
of professional clothing care. An educated customer is a good customer and such
posts will build trust in your operation and encourage readers to give you
In addition to more practical tips,
Effortless Social Media also posts an occasional quirky (but still
clothing-related) item to keep members’ pages approachable, inviting, and above
all, shareable. “Social media shouldn’t all be business,” Gonzalez said. “These
will be interesting, clothing-related stories that might lead to more sharing
Consumers look to the social media
for informative content, and if you provide it in the clothing care arena, you’ll
position your plant as an expert resource—the first place a local customer or
prospect will turn for all things drycleaning. And if you post interesting information
consistently, they’ll help you spread the word.
“Quality content is the key to any
successful social media strategy,” said Lisa Marcyes, senior social media
marketing manger with Marketo, a prominent marketing automation firm. “Users who
find content interesting, unique, and informative will freely share it on their
social channels, leading to higher engagement.”
The service also helps drycleaners get up to speed on social media
marketing fast, Gonzalez said. “Most cleaners don’t know where to start,
what information is important, or how to apply it to the drycleaning business.
Effortless Social Media will provide a short class that [includes] only the
information necessary to increase sales.
“Social media marketing is great at
increasing brand awareness,” he added. “Connecting with customers through
Facebook will help customers see a cleaner’s brand name more frequently. If the
content is good, it will lead to sales. And if the content is shareable, a
cleaner’s brand [will be] shared with non-customers, leading to greater brand awareness
within the community.”
Silver, Gold, and Premier members may sign up for the Effortless Social Media program at www.DLIonline.org/ESM.
Budget members may upgrade to take advantage of this and several other DLI programs, including the new Drycleaning Encyclopedia App, Stain Removal App, and much more.
Non-members are invited to join DLI at the Silver, Gold, or Premier level to access DLI's money and time-saving benefits.
P. Murphy is a freelance writer and editor based in Chicago. He served as the
editor of American Drycleaner magazine