Comment les franchisés peuvent-ils établir une forte présence en ligne ?

There are a few outstanding examples of building your #franchise online presence in Australia, but the No.1 example is @joelkleber's work for the #jimsgroup Low budget video with franchise owners, #masterfranchise owner and Jim Penman has given them a huge following on multiple platforms. Not a co-incidence that they train 100+ new #franchisees every 3 weeks. All the rest such as good web sites, SEO and advertising can work, but if I was managing a Franchise recruitment budget right now i know where my money would go.

Franchise marketing doesn’t need to be complicated and cost the earth. Low budget testimonial videos with your franchisees is an authentic approach to marketing! These will gain an organic reach and attract new franchises very quickly if done correctly.

Stop thinking and start doing. So much opportunity on the platforms and showing up daily with short-form content is a massive advantage when it comes to franchise growth. Trust your marketing teams to create content without too many roadblocks and a lot of it. If you don't use social media or a particular platform, that doesn't mean you're prospects don't. You should be on as many platforms as possible and show up as consistently as possible.

The platforms to engage on are the ones where your Guests are. To review for the 125 character deficient: The platforms to engage on are the ones where your Guests are.

"I believe that nowadays there are multiple tools that allow for the creation of a strong presence on social networks. Marketing plans, platforms, and other elements are available to be used. The key to adding value to that is "Content"; it must be relevant and appealing to the target audience, and that's where I would concentrate the majority of efforts."

Get creative with your comment. Show photos of employees working with your customers and share videos of customer testimonials or events at your store. Potential customers love seeing that on social media and following your page.

In our field of home services, time-lapses, free mows and the 'oddly satisfying' trend are massive winners. Short-form video is a must, very hard to grow with just photos now. Customers and commercial clients will generally share the work if tagged in it as well.

I would advise franchisees to focus on the following strategies to build a strong online presence: 1)Create a Professional Website: Ensure that your franchise has a professional and user-friendly website that showcases your brand, products, services, and contact information. 2)Optimize for Local Search: Optimize your website for local search by including location-specific keywords, creating a Google My Business listing, and ensuring that your business information is accurate and consistent across online directories. 3)Leverage Social Media: Use social media platforms to engage with your audience, share valuable content, and promote your franchise. Choose platforms that are most relevant to your target audience .

BE TRUE TO YOUR BRAND! MAKE IT RELEVANT AND ENGAGING! Keywords, hashtags, and visuals! Don't just post, optimize your content for each platform's sweet spot. Research winning keywords, sprinkle in trending hashtags, and hook them with eye-catching visuals. Follow platform best practices (think post length, format, frequency) to stand out.

valuable and relevant content such as blog posts, videos, infographics, or podcasts to attract and educate your target audience.

This is a critical point particularly with the monopoly Google has on the digital space. Responding to Google Reviews incorporating SEO keywords not only shows a prioritization to customer relationships by the franchise but also helps searchability when prospective customers are searching for the location.

Don't just post, be a local social butterfly! Respond to comments, answer questions, like & share. Encourage customer love through testimonials, reviews & user-generated content. Spice things up with contests, polls & giveaways. Building relationships & fostering conversations? Now that's how you turn followers into fans (and local brand advocates)!

A la hora de afrontar el inicio de la creación de contenido en una RRSS todo es ilusión, se pone todo en marcha... y se descubre que puede acabar siendo algo aburrido si no se tiene gran cosa que decir. Además el trabajo del franquiciado no es atender las RRSS, es atender todas las demás necesidades operativas del negocio. Estos suelen ser los ingredientes de una mala receta: la de unos clientes decepcionados por la falta de interacción o la interacción tardía. Es crítico ser consecuente con esto, si el acuerdo con la franquicia permite el uso de RRSS se debe ser educado/apropiado/puntual en el trato con el público

My team utilized Google Analytics across our main website as well as individual franchisee sites to track unique visitors, bounce rates, time on site and conversion goals like online orders or requests for more information. We synced our CRM platform to capture lead quality and close rates. On social media, we leveraged built-in analytics and third party tools like Sprout Social to gauge engagement levels, follower growth, clicks, shares and sentiment over time.

Optimize for search engines (SEO)**: Implement SEO techniques to improve the website's visibility on search engines, including keyword optimization, meta tags, and local SEO for each franchise location.

I Agree that Monitoring and measuring the performance of online strategies is essential to understand the impact of actions and guide future decisions. Franchisors and franchisees should establish clear metrics and use analytical tools to track progress, such as website traffic, social media engagement, and conversion rates. This data-driven approach allows for quick and informed adjustments, optimizing the ROI of digital campaigns. Collaboration in performance analysis strengthens the online strategy, aligning efforts to achieve common growth objectives.

One thing that really worked well in the past was group buying of google and facebook ads. This helped with the stores on the local level to help build awareness, followers, and more leads to the store. Local store contests on Facebook were very sucessful.

Lo deseable es que el franquiciador tenga un control de las RRSS de la marca, al menos sobre el tipo de contenido, para evitar malos usos por parte de los franquiciados o su personal. De todas maneras, entiendo que el franquiciado está en su derecho de exigir al franquiciador una política de usos de RRSS donde no solo se indique lo que no se debe hacer, sino pautas y reglas de actuación sobre publicaciones, imágenes, trato con el público etc...

Las franquicias exitosas brindan un sólido programa de soporte y capacitación a sus franquiciados. Esto incluye capacitación inicial, asistencia operativa continua, marketing y publicidad, entre otros aspectos clave del negocio.

Actually I agree, Collaboration between franchisor and franchisee is crucial for building an effective online presence. Working together, they can align digital strategies with the overall brand, ensuring cohesive communication and strengthening brand identity. This joint effort fully leverages online capabilities, from content marketing to email marketing, maximizing customer reach and engagement. Collaboration fosters mutual success, harnessing collective knowledge for a dynamic and impactful online presence.

Everyone thinks their baby is perfect. CxOs need to come out of this mindset and be in tune with competitor offerings because every brand offers a different candy than the other. It is good to follow all the good trends adopted by competitors and analyze if they will work out for your brand in the long run for 100 partners.

One thing I believe is that Learning and improving are crucial components for the ongoing success of online presence strategies. Franchisors and franchisees must embrace a growth mindset, using feedback and analytics to continually evolve their approaches. Continuous learning through performance analysis helps identify trends, adapt to new technologies, and refine digital marketing tactics. This collaborative stance on learning and improvement not only enhances the effectiveness of online campaigns but also strengthens the franchisor-franchisee relationship, encouraging innovation and adaptability in an ever-changing digital environment.

Optimize Google My Business (GMB) Listings: Claim and optimize your franchise locations on Google My Business. Ensure that your business name, address, phone number (NAP), website, and business hours are accurate and consistent across all listings. Local Keyword Research: Conduct thorough keyword research to identify local keywords that potential customers are using to find businesses like yours. Incorporate these keywords naturally into your website content. Create Local Content: Develop localized content that caters to the interests and needs of your target audience in specific geographic areas. This can include blog posts, articles, and landing pages tailored to each location.

Don't forget about the off-line promotion of the Franchisees channels! Many Franchise brands provide marketing toolkits that focus solely on promoting the brands social channels. On local area marketing assets, and personal assets (business cards, local flyers, sponsorship activities, LinkedIn profiles etc), be sure to promote your local level channels.

Allow franchisees to create user-generated content and don't put roadblocks in place around this. Most franchise head offices are far too restrictive around branding and it discourages franchisees.