Franchisors need not fret: heres everything they need to know to organize, conduct, evaluate and oversee an effective social media marketing campaign for their franchise app that will impress all their franchisees.
What Are The Principles Of Social Media Marketing For Franchises?
Franchise app social media marketing strategies entail engaging consumers on both a local and corporate level, creating brand recognition, and making sure all social media channels represent your values and messaging consistently.
Centralized corporations feature one chain of command and own all their locations - more commonly referred to as branches - within their control.
Simple.
By contrast, each Franchise Management App Development Company location is legally separate and owned by either another business or an individual.
While they must pay license fees to their parent company and adhere to established procedures for their brands designs, these branches remain legally autonomous entities.
McDonalds is an iconic franchise app with more than 38,000 locations globally; each independently run but consistent in experience and menu items/signage across its stores.
Patrons should expect the same experience regardless of who owns/operates each restaurant independently.
Franchisors are businesses that sell licenses to franchisees so that they may use their trademarked brand in operating business locations under a franchise app management software agreement.
Franchisors typically own all trademarks and rights associated with their brand.
Individual or company who pays a licensing fee and ongoing royalty to leverage an established brand, name, services and other proprietary property of another organization as part of a new business venture.
Integration Strategies To Make Social Media Work For Franchisors
Do you require assistance positioning your franchise app successfully on social media?
Always Act According To The Mission Statement of Your Brand
Establishing the brand guidelines of a franchise social media presence can be an enormous task; developing them may seem intimidating at first, but you can use your company mission statement as guidance in creating them.
Use them as guides for setting the tone of your shared content and interactions.
Create An Effective Spending Plan
Prior to investing in any online marketing strategy or advertising for your franchise app and franchisees, an appropriate budget must be set.
Research the typical costs associated with such endeavors before crafting your budget plan. With an affordable budget in place, brands can achieve the results that theyre seeking through social media.
Experience Different Social Media Networks
Many franchises opt to restrict themselves to using only two social networks, such as Facebook and Twitter, for digital marketing strategy.
However, in order to take full advantage of social media for business use, experimentation across many channels should be explored if this means finding someone outside your organization to research how best to utilize Instagram as a marketing medium - and start posting without waiting until internal teams know exactly how.
YouTube, Pinterest and LinkedIn are often disregarded social media websites. Associating yourself on as many social media platforms as possible should always be a goal, even though overposting may occur at times - its all part of an exceptional franchises marketing strategies.
Market And Sell Yourself Using Social Media
Social media algorithms make getting results with organic posts difficult. To improve your presence and reach goals more effectively on social media, you should create a budget for advertising on digital marketing platforms.
Social media ads can support app downloads, in-store visits and brand awareness efforts - and more - via advertisements displayed across various social networks.
Recognize And Accept Unusual Situations Within Your Franchise
Consider what it would feel like for them on the other side. People want to learn more about your company; dont keep its existence under wraps.
Social media posts should reflect the tone and sense of humor associated with your brand, making use of this opportunity to add personality.
People will more readily open themselves up to getting to know you and your business when you show its unique characteristics honestly and authentically.
Being distinct also increases brand recognition
Read More: Strategic Investment: The $110K Guide To Franchise App Development
Here Are Some More Integration Strategies For Social Media For Franchises
Establish Objectives For Both Your Brand And Each Branch
Since dial-up days, every blog post about social media marketing has stressed the value of setting goals and KPIs to measure the effectiveness of efforts, so I wont bore you by repeating myself here.
Instead, I offer you this free template to track everything easily while providing tips for setting social media goals with real return-on-investment potential.
Franchisors setting goals for both your overall company and specific social media objectives for each branch will allow you to assess its progress effectively.
Growth and profit are of equal concern. Loyal customers. However, how you go about reaching those goals may differ significantly across your locations (assuming each has their social profiles managed independently).
Goals for branches could include:Assuring that every Direct Marketer (DM) gets an answer within an hour is of paramount importance to us.Survey results on customer satisfaction exceed 90%.Raising engagement levels and followership.
(PS: For an assessment, use our free engagement rate calculator.)
Instead, your organizations objectives may be brand-driven and could include:Staying aware and developing the reputation of your brand is vital.Social listening allows businesses to use it proactively as a method to address potential PR crises and conduct market analysis.
Supporting franchise locations success through sharing analytics results and coaching them on best social media marketing tips practices.
Write A Guide With Dos And Donts
As per industry best practice, franchisors should provide three guidelines to their franchisees:
Brand Guidelines: Brand guidelines include all visual elements associated with your brand, such as colors, font styles, product name spelling and trademark symbols that might be needed.
Social Media Policy: As part of your larger brand guidelines document, consider including this element to establish and communicate your company voice on social media campaign platforms.
This policy defines your brand voice.
Assume this list to be an easily understandable, one-page snapshot of all the most pertinent social media "rules."
Franchisees should use an expectations guide as a resource when considering whether to post anything. Setting clear expectations will allow your franchisees to avoid potential PR missteps while giving your brands content assurance.
While Best Buy does not refer to its rules as "dos and donts," theirs are clear and concise:
Make sure your policy documents and guidelines are easily accessible to all your franchisees - an accessible Google Drive folder is fine for this task.
Also, include any visual assets (logo files, etc) within this same folder so they always know where they can find the latest versions.
Need assistance? Download and utilize our complimentary social media policy template, then review this comprehensive set of brand guidelines.
Simplify Publishing Processes
Scheduling tools offer immense power when it comes to content scheduling. Though most platforms native apps allow free scheduling options, publishing workflows involve so much more than simply scheduling.
OwlyWriter AI will boost franchise marketing power even further, creating content which accurately represents their brand - ready for immediate posting - making the marketing power of each franchisee even greater.
Keep A Close Watch Over Global Analytics
Analytics data can provide invaluable insight into the success of any online marketing strategy, making analytics even more crucial when franchisors require monitoring overall growth as well as branch performance measures.
Developers.dev Analytics makes it simple for you to gain quick insight into everything that needs your attention right now.
Receive an overview of all your franchisors across platforms, or quickly drill down by outlet, region, or specific branch.
Discover which components work and dont ahead of the digital marketing campaigns ending, giving time for adjustments if needed.
No more spreadsheets or logging into each platforms website to view, export, or share numbers directly - save key metrics as custom content reports for easy viewing, exporting or sharing.
Developers.dev provides another significant advantage of setting up franchisees: comprehensive analytics in addition to effective content scheduling for each location.
What metrics to track? All the details needed to set up and use social media engagement analytics properly are here.
Conduct Social Media Audits At Each Branch
No doubt, using the word "audit" wont cause you any discomfort; an audit is simply one technique for regularly assessing performance and finding areas for improvement on social media platforms.
Use this recurring process to evaluate the success of franchise social media marketing efforts and recognize high-performing posts while pinpointing areas requiring coaching support.
What should the frequency of branch social media audits be? That depends, but I suggest quarterly checkups before updating your data-driven marketing guide plan/budget for next year.
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In summary
Social media sites, like LinkedIn and Facebook, give your business instantaneous access to its target market. Social media strategy can be utilized for various purposes ranging from relationship-building and customer feedback gathering to promotion sharing - Developers.dev can assist.
Our franchise app social media agency provides franchise app social media management services for both marketing and advertising campaigns.
Our award-winning team and our dedicated Developers.dev account manager will collaborate as partners to deliver remarkable outcomes with monthly reports and tailored strategies tailored specifically for you.
