The popularity of social media platforms cannot be ignored, and incorporating social media into your marketing plan is necessary to remain competitive.
A franchise industry marketing survey was conducted in 2016 asking franchises what their top three marketing channels are that are most effective at generating new business. Not surprisingly social media took up 55% of the vote and you can read the full report via Highervisibility.com here.
1.Define Your Purpose
Why are you using social media? Is it because you want to raise the profile of your brand, recruit franchisees or want more customers? With platforms such as Facebook, LinkedIn, Twitter, and Instagram you can generate great online exposure, allowing you to highlight your franchise to the right audience.
2.Tone of Voice
Define your tone of voice by assessing who your ideal franchisee or customer is. What are your core values, what makes you better than your competitors?
Build your identity on social media platforms by incorporating your tone of voice and focusing on what you do best. Run an audit across all platforms to ensure that your franchise is consistent across the board.
3.Content is Key
A neglected or poorly written blog can be more detrimental than beneficial. Case studies can be a great way to promote your franchise, especially if you’re looking to recruit franchisees. Put a content marketing plan in place to include case studies, brochures, and blogs. Think about themes, current trends, tips and techniques and how-to guides, all of which will help increase engagement and interest.
4.Create a Plan
Your social media marketing plan is crucial to the success of your franchise. Ask yourself where do your potential franchisees and customers hang out on social media and how can they be reached and what platforms make the most sense for your audience?
5.Be Relevant and Timely
Being relevant and timely seems self-explanatory. We see it repeatedly where social media accounts are not given the proper attention and the credibility of your franchise will suffer.
Social media is a worthwhile tool and all aspects of your marketing need to complement each another. If you are at a cross roads with your social media marketing plan and need advice, please contact us.
By Ann Davies, Director and Carina Arkless, Digital Marketing Manager