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Aligning multiple businesses to one brand? No problem.
As a franchise, promoting and building your brand consistently can be a challenge. With so many franchisees to manage, ensuring your reputation is safeguarded is more complex than most traditional business models.
There’s a reason why 42% of franchises no longer feel that traditional marketing channels (such as advertising, direct marketing and PR) are worthwhile. Instead, many franchise businesses are tapping into the power of social media marketing to grow their business, secure new franchisees and engage local communities at scale.
When managed correctly, social media marketing can allow franchisees to source, serve and satisfy their growing pool of customers across the country (or even the globe). However, it’s important to have a tailored social media strategy in place to ensure your brand’s messaging is consistent and compelling.
Let’s run you through how social media marketing can benefit from franchises, the challenges you might come up against plus a stack of practical steps to execute your own social media strategy.
With close to 1 million franchises operating in the US alone, cutting through and remaining competitive has never been a bigger challenge for franchise businesses.
That’s why so many businesses are turning to social media and digital marketing as a cost-effective way to reach new customers, grow new franchisee locations and offer customer service support at scale.
Rather than sinking thousands of dollars in traditional advertising, social media marketing gives franchise owners the ability to empower franchisee teams to market and promote their stores to their local community with ease. Plus, social media is the platform of choice for customers when they’re searching for a store’s contact information, opening hours and latest product releases.
Here are just a handful of ways franchises can use social media to grow and scale their business:
As far as marketing channels go, social media is one of the most transparent and versatile, especially for franchise businesses. By developing a social media presence for your franchise you can improve your customer experience, solidify your franchise brand as a leader in your field and win trust with your target market at a local level.
Still not convinced? Here are three reasons why your franchise brand should add social media marketing into your brand building toolkit:
But, there are a few drawbacks and challenges to consider when launching your franchise business on social media. Without the right strategy and framework in place, your franchise brand can become diluted and your social media presence can detract from your desired brand experience.
Here are three of the biggest obstacles franchises face when getting started on social media:
However, all of these roadblocks can be overcome by having a winning social media strategy for your franchise business in place (more on that next!).
Ready to nail your social media marketing strategy as a franchisor? We’ve rounded up seven practical tips to help you nail your marketing strategy, build brand awareness and empower your franchisees with the tools and resources they need to succeed.
The first place to start when building your social media strategy as a franchisor is to decide how you’re going to manage your franchise’s social media presence. For some brands, having just one social media account (run by the head office marketing team) is a better way to retain autonomy, control and ensure the brand messaging is delivered consistently.
However, many franchisors want to empower their franchise locations to communicate directly with their local audience. In that case, creating individual social media profiles for each location makes a lot more sense.
So, what should you consider when deciding which option is right for you? Here are a few questions to ask yourself:
Ultimately, if your franchise locations have the scope and ability to manage their own social content and marketing campaigns, creating individual profiles will enable your brand to connect with multi-location audiences with ease.
At the same time, it’s also important to consider what social media networks are the most appropriate for your franchise business. We recommend focusing on one or two social networks to avoid spreading your team too thin or becoming overwhelmed by a huge scale of social content creation.
Not sure which platform is right for your business? Here’s a quick guide to what you need to know:
Every social media strategy should put goals and objectives at the heart of your social media content. These goals are what will guide all your decisions around brand messaging, brand guidelines and even what content formats are best suited to your brand.
So, it’s important to develop realistic goals for your franchisees to strive towards as well as company-wide goals on social media.
The best way to set effective goals is to make them SMART (a.k.a. Specific, measurable, achievable, relevant and time-bound).
Plus, make sure to tailor your social media goals to each franchise location and the stage they’re at in their business journey.
Want to get your ALL of your franchises up and running on social? Chat with one of the Sked Team to see how we can get you set up, end-to-end, start to finish.
To ensure your franchise business is presented consistently on social media, it’s important to develop a set of social media policies and brand guidelines. These frameworks are designed to take the guesswork out of creating content for social media and ensure every post or social media campaign is delivered cohesively across your franchisee network.
Your social media brand guidelines should cover everything to do with how your business is represented visually on social media, including:
Plus, it’s worth crafting a set of tone of voice guidelines to give your franchisees’ content a consistent and aligned brand voice. These guidelines should explain:
These social media plans will streamline your onboarding process and make it easier for your teams to craft on-brand content for social media.
Another smart way to govern your social media content across your franchisee network is to develop a bank of on-brand assets. These graphic templates, images, and videos should be shared across the network to speed up your team’s content creation workflows.
Make sure to include a mix of evergreen assets as well as content specific to social media campaigns that you might run throughout the year.
It’s also worth developing a range of processes and workflows for how you’re going to manage content creation on social media across your franchise business.
These guidelines should cover the entire social media marketing process from start to finish, including who is responsible for content creation at each franchisee location, who needs to review and approve posts and how content is scheduled and published to social media.
With a social media management tool (like Sked Social), you can manage this content creation workflow easily and at scale. With all your franchisee locations submitting content for review in one place, your head office marketing team can have great control and transparency over what each team is sharing with their local target audience.
Last, but certainly not least, is the final step of any winning social media strategy: putting KPIs in place to measure and track your performance.
While each franchise business will have different goals they’re working towards, here are a few handy metrics you should consider tracking on social media:
And that’s a wrap! As you can see, social media marketing is a powerful tool for franchise businesses to grow and scale their network. With the right social media plan and strategy in place, you can ensure your franchisees share social content that accurately captures your brand identity and build brand awareness, interest and loyalty with ease.
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