The most important place for your brand’s content marketing is likely Facebook. For franchise brands, here are the four steps to effectively tell your story to customers.
Three of these are controlled by the franchisor; the fourth and final step is in the hands of each franchisee.
Steps 1, 2, & 3 by the Franchisor:
1. The Franchisor Takes Control of brand on all social pages
Don’t drive consumers to your franchisees’ pages until they’re ready. Be confident that they are all up to date with current logos, images, names, and proper content.
2. The Franchisor Publishes organic content, curated news, great stories
Share valuable content to all franchisee pages for their local fans to consume.
3. The Franchisor Sets up Franchisees to Engage
This may be empowerment for some systems that set up franchisees to dive in. Or this may be more controlled for some systems that want to approve content from franchisees before it goes out live.
Step 4 by the Franchisee:
4. The Franchisee Boosts Some of the Above Posts on Facebook
This will maximize local audience exposure at the local unit’s discretion and depending on its means. Instead of spending resources on creating content, the franchisee can efficiently choose some of the posts the franchisor published (in Step 2) and boost with local ad dollars. Boosting will vary based on the franchisee’s budget.
Need more info publishing to franchisees’ pages? Connect with my colleagues at Manalto to learn more.