Centralized Marketing: One Message, One Page.
When Facebook launched almost 15 years ago, businesses quickly realized that social media was a great opportunity to interact with their current customers and gain new ones. Consumers were already talking about brands they loved on the platform: why not insert your business into the conversation by creating a page for the Facebook community to find and post on?
In the early days of social media, franchises used to create and run only one page for the entire brand. There are several advantages for franchisors when choosing to structure their Facebook pages this way:
- The whole brand community is centralized on the franchise page, a large amount of traffic to this page signals to Facebook that it is important and all business information is centralized for consumers.
- There is a great consistency between everything that is published because often a social media marketing expert from the corporate office will manage the page. There is no concern for the control of the brand image: all comments and reviews of customers are made on this single page. A perfect showcase of your brand image.
Local Marketing: One Message, Many Locations, Many Pages.
Today, there are many social networks your customers are interacting with. With Facebook, in particular, these pages are no longer a simple showcase. Now with more of a focus on local communities, it is more likely that a local page will show up over the national franchise page in searches made by each business’s target costumes.
Marketers now view Facebook as a vital tool that must be used to acquire new customers, build loyalty, and generate traffic at their individual locations. The trend is changing and more and more franchises are opting for the new, local model: one page per location.
This is difficult for franchisees, whose business is not to generate individual content for hundreds, or sometimes thousands, of Facebook pages. Each page must post regularly, respond to opinions, comments, and update business information.
It is now the role of the franchisor to offer support so that the franchisees have quality pages without spending too much time managing the pages themselves, all while making sure messages remain consistent and that the brand image is preserved.
Local Digital Marketing Agencies Nurture Each Business Page
Some agencies can support each location in a franchise and take care of posting for:
- Interacting with the local community,
- respond to comments, messages, and reviews,
- Build a loyal following and care for your online reputation,
- Invest in paid posts and advertising to grow each location’s following.
Local Advertisements on Facebook Develop Local Brand Awareness
In addition to adding great content and facilitating interaction with the local business pages, agencies can help you advertise with Facebook Ads. With all of the data available about Facebook’s users, Facebook targeting is very precise: geographic, demographic, interest center targeting… Getting these settings to align with your target customers increases the probability that a Facebook user who clicks on your ad will turn into a customer.
Local Digital Marketing Platforms
Adplorer offers an agency management system that brings together all the tools to manage the digital marketing of an entire franchise. With Facebook, for example, franchisees can view and respond to messages and reviews within the Adplorer platform. They can easily launch Facebook Ads, according to their specific marketing needs and budget. When ordering their campaign they can choose from a catalog of advertisements pre-approved by the franchisor so brand messaging remains consistent.
Franchise marketing must be considered globally and activated locally! Each franchisee must be able to use Facebook to develop their reputation, acquire new customers, create traffic in their location, and build loyalty!