When you’re running a franchise business, successful social media strategy has a huge hand in your success. Great social media sets you up for a long-term presence in your target market by building and nurturing a community. Set yourself apart from competing franchises, and represent your corporate branding in a positive way by tackling social media in a way that prioritizes and embraces your customer base. Nick Rojas provides another great post for our blog at Comms Axix, this time explaining where to start with franchise social media.
Franchise Social Media That Sells
6 Steps to Franchise Social Media That Sells #franchisesocialmedia #SoMeClick To Tweet
#1: Know Your Customers
How is your sandwich shop franchise on 3rd Street going to set itself apart from all the sandwich shops on Main Street? It’s simple: know your customers and use that knowledge to build social media that they actually respond to.
Chances are that you’re already collecting purchase data, so consider using that information to whip up excitement for your signature Two For Tuesday deals or that new Thanksgiving turkey sandwich that’s been a huge hit going into November. Knowing your customer is vital for the success of any social media, marketing or digital strategy.
Franchise Social Media That Sells, Tip 1 of 6: Know Your CustomersClick To Tweet
#2: Be Regular
Social media needs a constant stream of content to succeed, so don’t slack when it comes to social media for your franchise business. Make sure to always let your customers know where they can find you on social media, and if you have a mobile app, make sure you promote it as well to increase downloads and interactions. Keep it consistent by using social media management tools to keep things moving – a drip-feed of social media updates is much more effective than ad hoc bursts of activity.
HootSuite is a hugely popular business tool for social media that allows you to manage social media campaigns across Facebook, Twitter, YouTube, Instagram, and other popular channels, so you can schedule posts for the week on Monday and sit back and watch the response through Friday. IFTTT is another great tool for automating social media sharing, and it integrates with Buffer for super-smart sharing power.
Franchise Social Media That Sells, Tip 2 of 6: Be RegularClick To Tweet
#3: Foster Genuine Connections
It’s not 100% about sales. Show your customers that you care about the same things they care about by aggregating and sharing content that they love, rather than only sharing original sales-oriented content.
This means seeking out viral videos about adorable kittens if you’re a pet grooming franchise, or posting the latest BuzzFeed article about fashion and lifestyle trends if you’re a women’s fashion franchise business. This keeps your feed more natural, and encourages your customers to interact with your business in a genuine way.
Franchise Social Media That Sells, Tip 3 of 6: Foster Genuine ConnectionsClick To Tweet
#4: Prioritize Responsiveness
Social media isn’t just about sharing content; it’s about building a community surrounding your franchise. This community expects back-and-forth discourse between the local franchise and the community members, which means that responding quickly to social media tags and comments is an absolute must.
If you can dedicate a social media response team to your franchise business, then, by all means, do so. If it’s not in the budget, then at least set aside time every day for checking social media channels. This responsiveness is what sets you apart from the competition and puts you in a great position to represent corporate the right way.
Franchise Social Media That Sells, Tip 4 of 6: Prioritize ResponsivenessClick To Tweet
#5: Partner with Franchisees
Depending on your franchise business size, budget, and resources, you may want to take a hands-on or hands-off approach to social media, or land somewhere in between. Some corporate franchises are fine with a monitored social media strategy that gives franchisees free reign, while others prefer a controlled strategy and offer their franchisees corporate-approved content for posting on Facebook and Twitter.
If your budget for social media marketing is limited at the corporate level, consider reaching out to your stores and asking if they have local (or even in-store) talent that’s interested in helping out at the franchise level.
Franchise Social Media That Sells, Tip 5 of 6: Partner with FranchiseesClick To Tweet
#6: Aggregate Feedback
In addition to monitoring social media response at a corporate level, you should reach out for feedback at two very important levels: the franchisee level and the customer level. Ask your franchisees what the in-store response to social media has been like, and if your franchisees are handling their own monitored social media, then check in and see if the process is working for them.
Finally, ask your customers what kind of content they like to see, and listen to them. After all, it’s their response that matters the most and you could uncover some valuable learning for your franchise social media.
Franchise Social Media That Sells, Tip 6 of 6: Aggregate FeedbackClick To Tweet
The right social media strategy can set you up for huge success as a new franchise brand, or completely reinvigorate your existing brand if you’ve been around for a while. Either way, taking advantage of these six social media tips ensures that you’re never in a situation where you don’t know where to take your Facebook or Instagram next.
6 Steps to Franchise Social Media That Sells - some great tips here!Click To Tweet
About the author, Nick Rojas
Nick Rojas is a business consultant, specialising in digital and SEO marketing, and journalist / writer who lives in Los Angeles and Chicago. He has consulted small and medium-sized enterprises for over twenty years. His work often discusses social media, marketing, and branding in regards to small and medium enterprises (SMEs).
Dan Purvis writes for a number of leading business, social media and marketing sites, including Smart Insights, MarketingProfs, Marketo, MarTech Advisor, Marketing Tech News, MarTech Today, MarTech Exec, and Business2Community. Dan's also ranked by Brand Republic as one of the Top 50 UK Marketing & Social Media influencers.
Dan is passionate about the philosophy behind Comms Axis: we bring content, marketing and sales together to connect businesses with their audiences.
We pride ourselves on delivering tangible business value and ROI alongside excellent customer service. We work with a broad range of clients and industries, from B2B to B2C, from technology to cosmetics, from start-ups / SoHos to pan-European and global brands.
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