Franchise organizations are built on the foundation that there is power in a tribe. It's in the DNA of successful franchisor founders to empower their tribe of franchisees and customers to be the best brand evangelists in the world.
Why is it then that many franchisors and franchisees shy away from social media and digital marketing in 2019? Many franchisors will state they are a big fan of digital and social. However, when you do the double click, you see that it's mostly “lip service.” They may be a “fan” of social and digital technologies, but they are not truly investing in empowerment of their teams and integrating these technologies into the DNA of their organizations.
Unfortunately, many franchisors are afraid of risk. They fear the technology mostly because they often don't understand it. They fear that putting the technology in the hands of their franchisees will open up their brand for more risk.
Here's the truth and reality that franchise organizations MUST embrace for success in 2019…. digital and social media marketing is your friend. It's not going away. It's here to stay. Most importantly, your franchisees are using and will continue to leverage these digital and social technologies regardless if you take the time to train and empower them properly.
Franchisors Must Lead Their Digital Strategy
Franchisors must step up and take leadership. Franchisees must also take ownership and require that your franchisor lead your tribe.
The reality is that the more the franchisor takes the lead with their digital and social marketing strategies, the more the risk can decrease. Empowering franchisees to properly represent the corporate brand promise, learn how to have authentic conversations with their local market and community, the more consistent the brand will be across different locations.
It is not about control. Instead franchisors must think of it as empowerment. Avoiding the inevitable is a recipe for disaster. Instead franchisors and franchisees should take a driver seat and leverage social and digital marketing to stand out from the crowd and zoom straight past their competition.
The truth is that regardless if a franchisor, franchisee or brand of any type or size decides to engage on the social web, there is a conversation happening in their honor already. The question is do they want to be a proactive part of the conversation.
Our agency Marketing Nutz has worked with franchise organizations since the month we opened doors almost 10 years ago. We have worked with franchise organizations of all shapes and sizes – from organizations in startup phase up to franchise organizations with thousands of franchisees and locations. We help them not only implement social media, adopt new technologies but also setup an infrastructure including customized and co-branded virtual learning academies that empower the franchisees while also ensuring brand consistency, streamlined communication and ensuring the corporate organization and franchisor is consistently providing value and partnering with franchisee teams.
Franchise Social and Digital Marketing is about Empowerment, Not Control
Franchisors must learn that it is their responsibility to empower, not pull franchisees away from the most powerful technologies they have to ignite their brands and touch the hearts of their local communities.
Take a listen to episode 261 of the Social Zoom Factor podcast to learn how Franchisors and franchisees can leverage social and digital marketing to amplify their brand, empower their tribes and grow revenue! I share strategies and tips to help franchisors setup an infrastructure and culture designed to ignite collaboration, brand amplification and risk management.
Be sure to download our brand new Franchisor Content Marketing Calendar and Marketing Quick Start Toolkit loaded with resources to help both franchisors and franchisees get a grip on their content marketing fast so that they can zoom business results with social media!
- Social Profit Factor Strategy Mastery Course Pack (available for a LIMITED time – our top Digital and Social Media Strategy Courses in ONE Bundle!)
- 2019 Content Editorial Calendar Template
- Audience Analysis Worksheet (worksheet to help you prioritize your niche)
- Content Inventory Worksheet (conduct your own content audit and asset inventory analysis)
Need help taking your brand to the next level? Social Profit Factor Training Academy and Marketing Nutz Can Help!
Social Profit Factor can help you ignite your content and brand architecture to grow your online tribe and business with social networks such as Facebook, LinkedIn, Instagram and Twitter. 2019 is where those who have simply been “hustling” to get by realize they must hustle and work smarter. Before you even think about posting that video on Facebook you must know who you are, what your audience needs from you and how your efforts are going to deliver value for your audience and your business.
You need a structured plan to be successful using social media. Social Profit Factor will help you develop your plan with goals, objectives and priorities within 30 days!
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Need help honing in your branding strategy, architecture, message platform, online presence, or launching a new product or service? Want to leverage social media, digital marketing and branding to grow your business? Our agency, Marketing Nutz can help you build, launch and optimize your digital and social brand presence to achieve your goals. Give us a shout and let's get to work!
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