Introduction
This article has been created by Elliot Ghali of Example Marketing Ltd. Example Marketing has worked with Paperclip for a year or so to help us create more engaging, effective and strategy-led social media marketing.
The images used in the article show include Elliot delivering one of his popular social media workshops.
If you are interested in any of the ideas and suggestions in this article, Elliot’s contact details are provided at the end of the article.
Some of the biggest franchises in the world and their franchisees use social to their advantage, so why can’t any franchise and their representatives? In the contemporary digital age, social has become an invaluable resource for businesses aiming to broaden their reach and engage with potential customers. For franchisors, the potential of social media extends beyond brand promotion; it can also play a pivotal role in assisting franchisees in generating leads. In this article, we will explore how franchisors can tap into the power of social media to aid their franchisees in acquiring valuable leads. Having personally worked in both a franchisor and franchisee operation, and subsequently with franchises across the UK as clients of my business, Example Marketing, here are my personal insights into becoming successful on socials using a consistent and effective approach.
Understanding the franchisor-franchisee relationship
Before delving into strategies, it’s crucial to acknowledge the unique relationship between franchisors and franchisees. Franchisors furnish franchisees with a proven business model, support, and access to a well-established brand. Furthermore, the success of franchisees directly influences the overall prosperity of the franchise network. This is where social media can serve as a bridge, empowering franchisees to take charge of their lead generation endeavours.
Establish a unified brand presence
Franchisors should ensure that their brand maintains a strong and consistent presence across all social platforms. This consistency aids in building trust and recognition among potential customers. Franchisors should centralise branding guidelines and templates that franchisees can readily access and employ for their profiles and posts.
Deliver comprehensive training
One of the most pivotal steps for franchisors is to provide comprehensive social media training to franchisees. This training should encompass platform-specific best practices, content creation, community engagement, and advertising strategies. It is incredibly important that franchisees feel confident in order to utilise new media to its fullest potential.
Develop a Social Media content strategy
A well-considered content strategy is crucial for franchisees to maintain an active and engaging social media presence. Franchisors can lend support by providing a content calendar and suggestions for relevant and captivating posts. Encourage franchisees to share their unique local narratives while staying aligned with the overarching brand message. But most importantly share the franchise’s value proposition and mission statement through value-based content.
Localise marketing efforts
Each franchisee operates within a specific geographic/commercial area, and social media can aid them in effectively engaging with their local market. Franchisors should guide franchisees in customising their social media content to resonate with their local audience. This may involve spotlighting community events, forging partnerships with local businesses, and showcasing local testimonials. In-person, face-to-face networking is invaluable, but you can increase its reach by creating social media content referencing the networking and by tagging new connections e.g. LinkedIn tagging on posts.
Create videos, videos and more videos
Creating videos has become pivotal in generating leads on social media, primarily due to their ability to engage and captivate audiences. In the fast-paced digital world, videos provide a quick yet comprehensive overview of a product or service, allowing potential customers to understand offerings more effectively than through text alone. The visual and auditory stimulation offered by videos elicits stronger emotional responses, fostering a deeper connection between the brand and the viewer. This connection can significantly improve lead generation, as it enhances recall and encourages viewers to take action such as sharing the content or reaching out for more information. Integrating video content into your social media strategy can be a game-changer for lead generation.
The easiest way to start is to identify the value proposition of your products or services. What are the ‘wants’, ‘fears’ and ‘needs’ of a potential customer that’s looking to utilise the products or services of the franchisee?
Leverage paid advertising
Franchisors can allocate resources to corporate-level social media advertising campaigns aimed at promoting the brand and generating leads on a larger scale. These campaigns can be tailored to target specific demographics and regions. Additionally, a portion of the advertising budget could be allocated to support franchisees in promoting within their specific territory. Facebook and Instagram are generally the most cost-effective routes; Google typically generates straightforward quality leads on a more regular and consistent basis; LinkedIn generates high quality leads but is expensive for new businesses/franchisees.
Monitor and analyse performance
Tracking the effectiveness of social media activities is essential. Franchisors can grant franchisees access to analytics tools and dashboards for monitoring key performance metrics, such as engagement rates, click-through rates, and lead conversions. Regularly reviewing these metrics enables franchisees to make data-driven improvements e.g. LinkedIn outreach KPI of connecting to 25 new people per week and following 50 accounts on Instagram.
Community engagement
Encourage franchisees to actively engage with their social media followers by responding to comments, messages, and reviews. Cultivating a robust online community not only generates leads but also nurtures customer loyalty and promotes positive word-of-mouth referrals. An effective example is posting to Business Owner groups on Facebook and/or LinkedIn as well as liking and commenting daily on prospects’ social media posts.
Share success stories on Social Media
Showcasing success stories of franchisees who have effectively utilised social media for lead generation can serve as inspiration and motivation for others. Disseminate these stories within the franchise network to illustrate the possibilities. Online, social selling comes through selling through storytelling. Highlight your testimonials and successes as social proof.
Summary
Incorporating social media into the lead generation strategy for franchisees is a mutually beneficial endeavour for franchisors and franchisees alike. By offering training, support, and resources, franchisors can empower franchisees to assume control of their social media presence, effectively reach their local audience, and ultimately generate valuable leads. In today’s digital landscape, social media is a potent tool that can facilitate the growth and sustainability of franchises. Embracing it is no longer an elective, it’s a necessity for enduring success.
If time is at a premium, franchisors (and larger franchisees) could collaborate with a social media agency to ensure regular, consistent and effective content. If franchisors do adopt this strategy, it is important to invest time in educating the chosen agency about the culture of the franchise network, its value proposition, target customer personas, and other key marketing inputs.
For franchisors, it’s time to capitalise on the potential of social media to assist franchisees in unlocking a new perspective on lead generation. Together, you can construct a more robust and prosperous franchise network.
Elliot Ghali
Founder of Example Marketing and Social Media Partner to Paperclip.
elliot@example-marketing.co.uk
You may also like:
- What sets Paperclip apart from the competition?
- Case Study – Franchisor – More Than Loft Ladders
- You and your business phone: five key learning points
Hi, I’m Louise Bellwood, Director at Paperclip. I am responsible for delivering Paperclip’s customer service and growth strategies for 2024 and beyond, I am a crusader for the benefits call answering can deliver for organisations of all kinds; customer service, sales generation, customer retention and more. If you have a question about call answering – pricing, set-up, benefits – I would love to hear from you at louise@paperclip.co.uk or 01246 418 181.