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Successful social media marketing can be a challenge for any type of business. But this task can be especially challenging for franchises. One of the reasons is that it can be difficult for a franchise to strike the right balance between maintaining a consistent brand identity and giving individual locations their own personality.
Although franchise social media marketing can be quite challenging, there are ways to make it work. Proven social media marketing tips for franchises that work in 2016 and will continue to be effective include:
1. Creating Content Guidelines
Franchisees get a lot of value out of being part of a larger brand. Since there is value in that association, most franchisees don’t have any problem following guidelines that help them stay in line with the brand. At the same time, it’s helpful for franchisees to have a way to showcase the personality of their location. Doing so helps to create connections with both existing and potential customers. The best way to achieve both objectives is to create and issue content guidelines. By creating a type of map or blueprint for franchisees to follow, they can add their own flair to the brand’s existing identity.
2. Make Consistency a Priority
Consistency is something that will improve any type of franchise marketing services. It can be possible to build some momentum on social without much consistency. That being said, social media efforts are almost always going to be more successful when they’re done on a consistent basis. Consistency helps to create a type of snowball that increases both the reach and engagement franchisees are able to achieve through social.
3. Give Franchisees the Ability to Measure Their Efforts
Testing is an integral part of online marketing for a franchise. That’s just as true of social as it is for other channels, which is why it’s very important to give franchisees the ability to test different things and easily see the results. One interesting thing about the nature of social media is what works great for one franchise location may not be ideal for another. By creating a culture that encourages testing, you can empower individual franchise owners to be proactive about figuring out what works best for them on social. Not only can this information then help make social media marketing stronger across an entire organization, but it will also provide starting points that other franchisees can refine through their own testing efforts.
Whether your franchise is already doing social media marketing or you’re trying to get this initiative off the ground, if you want expert guidance to help ensure that all your efforts are as effective as possible, learn more about how Franchise Success Team can help your organization.