From using last-minute mobile deals to combating slow days by providing special offers through Facebook, more franchises are not only embracing social media but seeing real results from it. Although plenty of franchises have integrated social media into their core marketing strategy, it wasn’t long ago when this type of adoption was rare. Continue reading
While franchises can be found in just about any industry, they all share some common traits. One trait that all franchisees share is the need to bring in new customers on a regular basis. A big obstacle for many franchises and other types of businesses is creating a strategy for consistently bringing in new leads. Since franchise lead generation can be a definite challenge, we want to focus on an approach that can work very well.
Over the past few years, social media has evolved from something that franchises viewed as helpful to an essential part of marketing. This is true for franchise owners who want to reach more customers. It’s also true for franchisors looking for potential franchisees. There are several reasons why social media has grown into such a powerful marketing channel. Not only can social media deliver an impressive ROI when managed correctly, but it also offers a level of targeting that’s simply not possible through other channels. Add to that just how much time people from all walks of life spend on social media platforms, and it’s easy to understand why social media as a marketing channel is here to stay. Continue reading
At the start of this year, analysts found that there were 2.8 billion active social media users around the globe. To put that number in perspective, 2.8 billion was the entire population of the world in 1955. This figure marks a global penetration of thirty-seven percent. What may come as an even bigger surprise is social media grew by twenty-two percent last year.
Based on those figures, it’s safe to say that just about anyone your business may want to reach is on social media. Of the billions of active social media users, 28% are on just one platform and another 24% are on two platforms. Active users of three platforms drop to 16%, then 8% for four platforms and only 4% for five. What those percentages show is when people find a platform they like, they’re going to stick with it. This is the first big lesson for franchisees that want to utilize social media marketing. You need a clear idea of exactly who you’re trying to reach so you can find the one or two platforms where most of those individuals are spending their time online.
Getting Your Audience’s Attention
When Facebook made a big change to their algorithm a few years ago, they explained that anytime someone visited their News Feed, there were over 1,500 possible stories that Facebook could show. Since then, the rate at which social media content is produced has only continued to grow. While social media usage (especially on mobile devices) has also continued to increase, competition for attention is fierce. Because major media publications and businesses of all sizes want to get their content in front of people on social media, identifying exactly who you want to reach and how to get their attention is an essential component of a successful franchise social media marketing strategy.
From Social Media to Customers
Once you have the attention of your target audience on social media, you’ll want to provide them with consistent value in the form of great content. By delivering value, you’ll establish a trusted relationship with your audience. Having this level of trust will then allow you to make compelling offers that successfully convert a meaningful percentage of your audience into customers.
How to Get An “Unfair” Advantage
Even though we only skimmed the surface of social media marketing, it’s clear that developing and executing an effective strategy requires a lot of work. If you know that you want to utilize social media to market your franchise but aren’t sure where to start, take a look at how expert franchise marketing services from Web Strategy Plus can put your organization on a path to online success.
Michelle has been a franchise advisor for 15+ years. She also holds a valuable Internet Marketing Degree – however, with the ever-changing world of web marketing she strives to learn something new every day. Michelle can help you develop marketing, sales, and lead generation strategies that produce real results.
Michelle Hummel is CEO of Web Strategy Plus a full-service digital marketing agency focused on Franchise Marketing. She was recently nominated for the Woman-Owned Business of the Year! She’s a passionate Social Media Trainer with 15+ years of successful online business development, sales, and marketing experience.
She travels Nationwide visiting her 22 Social Media Enthusiasts Chapters she developed Nationwide delivering in-depth social media training. She also provides Social Media Certifications through founding Web Media University. A current contributing editor to The Franchise Dictionary Magazine and she has written 3 books in her series called, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media”, where she shares her best-kept secrets to success. She also specializes in helping Franchisors and Franchisees develop an integrated web marketing program to drive leads. She’s available for interviews via email, telephone, Skype video, news segments on location, and more. Just let her know how she can help!
It wasn’t that long ago when many franchises were at least a little skeptical about whether or not social media could do anything tangible for their bottom line. However, thanks to the explosion in social media usage across B2B and B2C demographics, franchise social media has become a standard marketing strategy for most organizations. Continue reading
Social media is one of the best ways for franchisees to market themselves. While social media is a very powerful option for connecting with customers, plenty of franchisors have concerns related to platforms like Facebook and Twitter. Given the immediate and widespread nature of social media, these concerns are completely valid.
Fortunately, there is a way for franchises to fully harness the power of social media and simultaneously protect their brand. The key to striking this balance is to create a social media policy for franchisees. Here are some of the most important elements to keep in mind as you work on creating this policy:
If you want to generate more leads for your franchise, here are the best strategies to utilize:
Targeted Marketing Based On Interest Level
Without targeted marketing personalization, there will be a great deal of downturn in the overall productivity of franchise opportunities. While it may take longer for companies to identify their target demographic, the end result will be more lucrative than previously anticipated. Continue reading
One of the reasons that franchise marketing can be such a challenge is because it requires a somewhat different approach from marketing other organizations. While this type of marketing can present challenges, that doesn’t mean it has to be an uphill battle. As long as you know what works best and have a clear plan to follow, you can make your marketing efforts successful.
Since knowing where to focus and how to stay on the right track with marketing are some of the biggest challenges for franchises, we want to dive right into a handful of proven tips:
Creating a strong and effective franchise marketing plan can help franchisees and the entire organization flourish. However, creating this type of plan isn’t easy. Whether you’re in the process of creating a franchise marketing strategy or are concerned that your current plan has some significant issues, there are quite a few pitfalls that can come up during the planning and execution of marketing. Through our franchise marketing services, we’ve had direct experience seeing and helping to resolve many of these pitfalls. That’s why we want to share four red flags you’ll want to watch out for with your own franchise marketing efforts:
One of the advantages franchises have is the ability to use their scale to continue growing their brand. However, many franchises miss out on making the most of this advantage. This is because they don’t create a consistent experience across their entire brand. A surprising finding of a franchisee survey was that 49% of franchisees “are not required to follow specific corporate recommendations on marketing strategy.” So even though it is helpful to get input from franchisees about what’s working best and which areas need improvement, your marketing plan should ensure consistency across all operators.
2. Scattered Campaigns
Both direct mail and email are channels that can work well for franchise marketing. While plenty of franchises are aware of these channels, they often make a significant mistake when trying to use them. That mistake is not managing these efforts through an integrated platform. Not having a centralized platform will increase marketing costs and decrease the efficiency of campaigns.
3. Lack of Budget
With marketing channels like social media, it’s possible to get more bang for your buck by creating campaigns and content that gain organic momentum. Although increasing marketing ROI is great, getting campaigns up and running still requires having a budget. So if a marketing plan doesn’t include getting at least some financial support from franchisees, chances are very good that it’s going to significantly hamper results.
4. Forgetting About Personalization
As a franchise, you probably want your presence to spread well beyond your home base. It’s normal to have aspirations to create an established presence on a national or even international scale. One important thing to keep in mind as your franchise is opened in more locations is marketing efforts should be personalized to the area. When franchisees don’t take regional or cultural differences into account, they miss out on a big opportunity to tailor their marketing efforts in a way that helps them to resonate even more (while still maintaining a consistent brand image).
If you want to avoid these mistakes and/or need help with your franchise marketing, be sure to take a look at how Web Strategy Plus can help.
Michelle Hummel is CEO of Web Strategy Plus a full-service digital marketing agency focused on Franchise Marketing. She was recently nominated for the Woman-Owned Business of the Year! She’s a passionate Social Media Trainer with 15+ years of successful online business development, sales, and marketing experience. She also holds a valuable Internet Marketing Degree however with the ever-changing world of web marketing she strives to learn something new every day.
She travels Nationwide visiting her 22 Social Media Enthusiasts Chapters she developed Nationwide delivering in-depth social media training. She also provides Social Media Certifications through founding Web Media University. A current contributing editor to The Franchise Dictionary Magazine and she has written 3 books in her series called, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media”, where she shares her best-kept secrets to success. She also specializes in helping Franchisors and Franchisees develop an integrated web marketing program to drive leads. She’s available for interviews via email, telephone, Skype video, news segments on location and more. Just let her know how she can help!
Marketing programs are an important part of franchising. Collecting funds from the different franchisees in a system can lead to greater marketing power. On the other hand, this type of policy can cause tension if some people feel that the money is not being spent the way it should be. That is why you need to make sure that your company’s marketing system is rock solid. Here are some key qualities of a great franchise marketing program: Continue reading