Social media sites are more than just a place to post selfies, random updates about your day, and funny cat videos. They’re also a great place to raise brand awareness for your franchise and engage with potential customers. And looking at the numbers, it’s not hard to see why. Statistics show that 74% of consumers say their purchasing decisions are influenced by what they read or view on social media, and 81% say their purchasing decisions are influenced by their friends’ social media posts.
Does your franchise have a strong presence on social media sites such as Facebook, Twitter, LinkedIn, Google+, and YouTube? If not, other companies are likely filling the gap and attracting customers that could have gone to your franchisees. Now is the time to get serious about your social media strategy!
Here are 3 reasons your franchise should be active on social media:
1. Likes & Followers = A Captive Audience of Qualified Leads
When people like or follow your franchise on social media, they usually do it because they have some type of interest in your franchise, or in the content you are posting. This means you are able to reach people who are more likely to become future customers of your franchisees. Furthermore, several social media sites allow you to segment your audience (such as by geographic location, interests, demographics, company size, etc.) so you can create more targeted posts. This makes it even easier for you to send the right message to the right crowd!
2. Advertising on Facebook Is Much Cheaper than Other Forms of Advertising
With Facebook ads, you can reach thousands of potential customers for a fraction of what you would spend in paid search advertising, and an even smaller fraction of the cost of traditional advertising. And in addition to being affordable, your Facebook advertisements will also be highly relevant to your desired audience thanks to targeting and retargeting (showing your ads to Facebook users who have visited your website in the past). You can choose to use ads that appear along the sides of your followers’ feeds, or included right in their feeds with their regular posts.
Social media ads are an affordable way to engage a very specific audience, and attract a large volume of impressions (views) and website visits. You should, however, keep in mind that these types of ads do not produce the same kinds of conversions/clients that paid search ads do. As a result, it’s usually best to run your Facebook ad campaign as an add-on to your current paid search strategy so you can get both brand exposure and a good flow of new clients.
3. Social Media Creates a Way for People to Connect with Your Brand
When people read, view, and interact with content you post on your social media profiles, they are connecting with your brand. With social media, your users get to see what is important to your franchise (through what you post); they get a more personal experience of your franchise’s brand (such as through videos, photos, and your franchise’s unique voice); and they even get to interact with your franchise through likes, shares, and comments. It’s also a great way to keep your franchise brand fresh in users’ minds!
To keep your social media followers properly engaged, make sure to post content (on a consistent basis) that they would best interest your target audience. You should also be sure to respond to all comments so you can show your users that you’re readily available, and that you’re interested in what they have to say.
Not sure what to post on your franchise’s social media page? Here are a few ideas:
- Helpful information and tips related to your industry
- News updates about your franchise company and/or your franchisees
- Industry news updates
- Photos and videos of examples of your best work and/or of your team
- Questions to spark discussion
- Contests and special offers to help attract likes, shares, and followers
If you want to learn more about how to engage online users through social media, download our free guide for franchises.
About the Author
Stephen Bess is VP of Client Marketing at Scorpion. He is committed to helping franchises attract more customers for their franchisees through competitive digital marketing strategies. Stephen, who is Google AdWords-certified, is a graduate of Rice University in Houston, Texas. He has extensive experience in client management, marketing, and writing.
Prior to joining Scorpion, Stephen spent more than 10 years in the print, web, and digital publishing industry as a head editor of several magazines. He is also a former professional baseball player the Detroit Tigers, a foodie, and an amateur chef. He enjoys learning, trying red wines, and traveling to Santa Ynez, Paso Robles, Napa, and Sonoma with his wife and his daughter.