What Best Care Dry Cleaning’s Facebook Videos Get Right

SERIES: Social Media Stars

By Becca Anderson

If you want to get your feet wet in the social media arena and are looking for a role model, look no further than Lisa Loscerbo, CEO of Best Care Dry Cleaning in Winnipeg, MB. Lisa’s posts are engaging, informative, and have her customers talking—everything a good post should be.

As I discussed earlier in this series (More than Just Social), great social media posts share several key characteristics:

• Clarity beats cleverness
• Every post should do one job well
• Posts should try to do one of five things: Educate, Reassure, Explain, Remind, Humanize.
• Expertise should be shown rather than promotion
• The post should be understandable in one second
• Captions should be meaningful, not filler material
• Posts should be consistent, rather than too frequent
• Showing local ties is a strength
• Showcase your people, as a basis of trust
• It’s OK to repeat the same information in a different way
• Should include a call to action, but not hard sell
• Crafted with the idea in mind that they will be there forever

How it’s done

Example 1:

Lisa is a master at finding pain points in people’s lives, and putting together a warm, personal message showing how her company can take that pain away. Just this week she posted a humorous chat with her mannequin, Manny, about the fact that he looked stressed, even though he was about to go on vacation. Manny was worried about the laundry side of his trip. Lisa reassured him, and all the other viewers, that Best Care had their backs.

The caption read: (You can click the link to view the actual post)

LINK TO POST HERE…

CAPTION:

Manny has vacation plans
But also… laundry worries.
Washing. Drying. Ironing. Folding, Packing
And what about when he gets back?
That’s where Best Care comes in.
We take care of everything —
from wash to fold, neatly prepared and ready for travel.
And when you return?
Drop them off. We’ll handle the rest.
Before and after your trip — worry free.
#BestCareDryCleaning #WashAndFold #TravelSmart #WinnipegBusiness

Why it works:

• Though the post was clever, it was also very clear about the problem, and the solution that Best Care provides.
• The post educated consumers about a service they might not know Best Care offered.
• It covered just one subject, and did it well.
• It was personable, with Lisa herself giving the information.
• The caption included all the important information and nothing more.
• There was a gentle call to action.

Example 2:

The caption carried the important information, and the post itself was a fast-paced video with upbeat sophisticated music in the background. The video showcased a Best Care employee operating a shirt unit, and it not only showed how good she was at her job, it demonstrated the advanced equipment that is used for customers’ clothing — something they can’t achieve at home.

POST LINK

CAPTION:

Spring is finally here and you know what that means – it’s time for all those fun parties and social gatherings. Before you hit the town looking like a million bucks, remember to give your favorite outfits some TLC with a little help from Best Care.
Whether it’s a fancy soirée or a casual catchup with your buddies, we’ve got your back for that chic look you’re after. Let’s make sure your wardrobe is ready to shine, like you! #winnipegdrycleaner #winnipeglocalbusiness #BestCare #ShirtService #GarmentCare #Pressed #WellDressed #ShirtLaundry #ProfessionalPressing #LookSharp #FirstImpressions #Shirts #Suits #WorkWear #winnipegworkwear #winnipeglaundryservice

Why it works:

• It was quick and efficient, like the person working the machine
• It used a real person in the images
• It educated the customer without being heavy
• The bouncy music was memorable
• The call to action was clear but not pushy

Example 3:

Sometimes, Lisa just puts out a feel-good video. In this one, she is showcasing the staff of Best Care by stopping by each of their work stations while they’re busy, and they each look up and wave, with their first names displayed on the screen. It’s a very effective way to salute employees, and also show all the various aspects of what goes on behind the scenes. The fun music carries the message, as well, with the lyric, “Everywhere you look, there’s a heart, hand to hold on to. Everywhere you look, there’s a face, somebody who needs you.”

POST LINK

CAPTION:

Meet the team behind Best Care Dry Cleaning.

The people who inspect every seam, treat every fabric with care, and make sure your garments come back looking their best.

Experience matters. Attention to detail matters. And so does trust.

We’re proud to serve our community with service done properly.
#MeetTheTeam #BestCareDryCleaning #DryCleaningExperts #WinnipegBusiness

Why it works:

• It features real people, who look like they actually like their jobs and their company
• The music is catchy and memorable, keeping the message in viewers’ minds
• It focuses on one message — our employees work hard, and like to take care of you.
• It educates in a very subtle way that there is a lot going on at Best Care
• It doesn’t need a call to action. You want to go see these people.

Behind the videos

I asked Lisa about her online activities, and their importance to Best Care. She was very clear on the role they play in her success.

“Our online presence plays a huge role in our business,” she said. “When I review our POS referral reports each month, Google, our website, and social media consistently land in our top five referral sources. While not everything online is easily measurable unless you’re running paid ads, one thing is very clear — asking every new customer how they found us tells a powerful story. I also keep a close eye on website analytics to see where customers are clicking most and make sure those pages stay fresh, current, and useful.”

We’ve saluted the Best Care website (above) in the past, and it is a great example of doing things well online. Some companies spend a great deal of money hiring an outside firm to create and oversee their websites and online presence. Lisa goes decidedly in-house for hers.

“Our website was built and is maintained in-house by a family member,” she said. “I’m lucky enough to have a son who’s a software developer, which means I have both tech support and family dinners covered.”

When it comes to the active social media side, Lisa is usually the featured presenter in the videos. This is intentional, as it gives the company a consistent look and personality (often quirky!) that her customers really love. They regularly comment on how they enjoy the videos.

I asked if there’s someone on her staff who is coordinating all this activity, and how long it takes each week.

“I oversee everything Best Care does online — from website updates and Google Business profiles to responding to reviews, answering Facebook and Instagram messages, and brainstorming, overseeing, and editing social media content,” she said. “Altogether, it works out to about six hours a month, including a two-hour monthly content session with a social media company. Our Operations Manager handles any registrations or customer questions that come through the website.”

So, even though those videos look homemade, they have professional expertise behind them in shooting and then assembling the final product. That’s key to her success. It frees her up to run her business, not be playing around with video-editing equipment in the back room, and gets the shooting done efficiently, with great quality.

Facebook isn’t the only place you’ll find Best Care.

“While TikTok keeps calling my name, I haven’t answered yet,” she joked. For now, you can find Best Care at:

• Instagram: @bestcaredrycleaners
• LinkedIn: company/best-care-dry-cleaners
• Facebook: BestCareDryCleaners

Now that she has an established website and social media presence, keeping everything updated and running smoothly is much easier. The work Lisa put in on the front end is paying off.

“We update our website whenever we add a service, adjust pricing, spot a new FAQ opportunity, or simply feel something needs a refresh,” she said. “At a minimum, it gets a full review once a year — often more. On social media, we post at least once a week to stay visible and connected.”

You can do it, too

One of the wonderful things about trying to learn to do great social media and websites is that you have literally millions of examples right at your fingertips. You don’t have to build from the dirt up, you just have to look around, see what you like, enlist a team to help you, and go for it. The dry cleaning and laundry community is full of wonderful people who are eager to share what they’ve learned on their way to success, so tap into someone not in your competing market and learn from a social media star!

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