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Local franchise = local content. Here's how to kick off a local franchise social media strategy.
Does your local franchise business have a compelling social media strategy? If not, your social media marketing efforts aren’t likely to cut through or convert your ideal local customers.
Instead of posting social media content in the moment, a social media strategy ensures every post you share is working towards a business goal (whether that’s to boost brand awareness, drive engagement or increase in-store visits).
Along with the 753,770 franchise businesses operating in the US, you have the added advantage of a franchisor’s brand name that can help you win business and trust on social media. But, you need to spend some time getting to know your local market to ensure your social media and content marketing engages with your local community.
Ready to craft a winning social media strategy that drives meaningful results for your business? Keep reading to discover everything you need to know about building a franchise social media marketing strategy.
There’s plenty of reasons why a whopping 96% of small businesses say they use social media as part of their marketing strategy. With a strategic social media presence, local businesses can reach new local customers with ease and at a fraction of the cost of traditional marketing channels.
Plus, customers use social media as a way to research products, services and businesses before they decide to make a purchase. Take this stat: 41% of brick and mortar buyers read online reviews (including social media reviews) before making a purchase.
Essentially, social media marketing is a powerful tool to win business, grow your team and boost the chances of long-term success in your local franchise business.
Still not convinced? Here are a stack of benefits of using social media marketing as a local franchisee:
If you’ve already created a marketing strategy (that includes SEO and other digital marketing efforts) for your local franchise business, you might be wondering where social media fits in.
While every business is different, social media marketing works across the board as a powerful marketing tool to increase brand awareness, drive in-store traffic and inspire sales.
Depending on your business goals, you can decide to use social media as a:
The good news? You can actually select different social media platforms to hit each of these different marketing objectives. Keep reading to discover exactly how to do this in our step by step guide below.
Ready to bring your franchises’ social media strategy to life? Here’s a handy guide to what you need to include in your social media marketing strategy as a local franchise business.
All the best social media marketing efforts have one thing in common: they are anchored in business goals and objectives.
Goals and objectives are what give your social media content purpose, direction and a framework to measure success. They help you narrow down which social media platforms are the right fit for your business, what types of content are more appropriate and allow you to set KPIs to track your performance along the way.
No matter what industry or niche your business is in, make sure your social media goals are:
The more defined and prescriptive your social media goals are, the more likely you’ll be to achieve them. That means giving your goals a single focus, using metrics to define what success looks like and setting milestones or deadlines to achieve these goals.
And remember: your goals and objectives are likely to evolve over time as your local franchise business grows. Your initial social media goals might be to:
As your business becomes more established, your social media goals might look like:
Remember: it’s hard to hit multiple goals at once. So, when creating your social media strategy, keep your objectives to three clearly defined goals that you want to reach in the near future.
With your goals and objectives mapped out, it’s time to decide what social channels are the best fit for your business. Every social media channel has its strengths and weaknesses, which can help you narrow down your marketing efforts to only the channels that will drive results for you.
Not sure which social media accounts are right for your business? Let’s give you a quick rundown of the pros and cons of each social media platform:
The number of platforms you decide to launch really depends on the size of your team and the resources you have to dedicate to social media marketing. If you’re a small team with limited time, focusing on one social media platform is your best bet to see maximum results from your efforts.
Plus, now is a great time to consider how often you want to post content to social media, too. Again, consistency is better than sharing huge volumes of content infrequently.
Think about what goals you’re working towards, how many platforms you plan to use and land on a number of posts per week that are manageable and sustainable for your team over the long term.
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.
Another key step to developing your social media strategy is this: understanding your franchise location's ideal audience.
Each local area and business will have a different target market that they are trying to reach. So, you need to spend some time figuring out:
There are stacks of different ways to figure out your ideal target market as a local franchise business. Some strategies can include:
With this information on-hand, you’ll be able to craft a compelling brand voice and visual identity for your local business (more on that next!).
As a franchise business owner, you’ve already got a leg up in this department. That’s because your franchisor should already have a set of standardised brand voice and visual identity brand guidelines for you to leverage.
The best brand voice guidelines cover:
When it comes to visual identity guidelines, these should include:
Plus, you can go one step further to flesh these out for your local franchise team. By developing a few extra guidelines and frameworks, you can speed up your content creation processes and ensure your brand shows up consistently on social media.
Our tip? Design a stack of templates, using graphic design software such as Canva, that your team can customise and download at scale. From testimonials to product launches to sales, make sure you create easy-to-use templates that you can replicate and edit as needed.
Speaking of content types, it’s a wise move to include a set of content pillars in your franchise businesses’ social media strategy.
In short, content pillars are broad topics or themes that you use to anchor your content on social media. These pillars can help make it easier to manage content creation on a month-to-month basis and create a sense of consistency between your social media posts.
The best content pillars always link back to your social media objectives and goals. Take this example: if your goal is to increase DMs on Instagram, you might have a weekly content pillar that encourages your followers to answer a question or guess the answer to a question on Instagram Stories.
In broad terms, your content pillars should align with these topics:
With your social media strategy coming together, a key piece of the puzzle is to figure out your social content workflow.
This piece of jargon simply means deciding who is going to manage specific tasks related to your franchise businesses’ social media presence.
Generally speaking, the key steps of your workflow will include:
The earlier you plan out these roles and responsibilities, the better off your local franchise business will be when it comes to staying consistent with your social media marketing and onboarding new marketing team members.
Last, but not least, is the final step of every social media strategy: setting check-in dates to review your social media results.
The best way to check if your social media strategy is working is to set time-sensitive KPIs and schedule regular meetings to review if you’ve reached these targets or not. This could be to reach follower growth rates, engagement rates, or other content interaction goals.
Make sure to review your best and lowest performing pieces of content and draw insights from your social media analytics, too. Then, use these insights to help you pivot and change your strategy to ensure you’re continuing to drive increased engagement and results from your social media marketing.
And that’s a wrap! When it comes to building a social media strategy as a local franchise owner, the key is to understand your local audience and develop content that is based on clear goals and objectives. With the backing of a larger franchisor, your local-level business has the advantage of an established brand name to help you. build brand awareness. Like any local business social media strategy, you need to set KPIs to measure and track your businesses’ progress towards your social media marketing goals along the way.
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