Tag Archives: franchise social media

Reaching Franchise Candidates on Facebook

18 Oct

Facebook Reach


Are you using Facebook to sell Franchises?

For nearly all Franchise Development executives with whom I’ve spoken this year, the answer is “Sure!”  Less than 2 two years ago, the answer was, “Why?”

I have recently spoken to several groups about Social Media and Franchising including the International Franchise Association Convention 2016 FLDC in Atlanta, and IFA’s Women’s Franchise Network in Chicago.  At these events, the subject that attendees keep coming back to is Facebook Custom Audience Targeting for franchise development.

Custom Audience Targeting allows you to upload a database of email addresses and then serve up Facebook ads to only those people. While Facebook won’t open the floodgate of targeting your prospects by name, it will match the person’s email address from your list to a Facebook user profile.

Here are step-by-step instructions on uploading your email list to Facebook Custom Audience Targeting.


An Easy Touchpoint for Your Prospects

While consumer marketers have been taking advantage of this capability for nearly as long as there have been ads on Facebook, many franchise marketers have not yet discovered it. Most franchisors are focused on creating awareness with larger audiences based on demographics. They’re missing an easy touchpoint with their leads and candidates who could be engaged in a place where they are easy to reach.

And REACHING them is what it’s really all about! This isn’t about finding people who you never knew existed. It’s about not discovering a whole new species of humanoid who wants to be a franchisee. This is about getting in front of your candidates where they already live.

The average American adult spends nearly 7 hours per week on Facebook. Insert yourself and your brand into those hours among the political memes, game highlights, family photos, and cat videos.


Multiple Stages, Multiple Messages

If your email database is updated and well-managed, you can serve messages appropriate for every stage in your sales funnel. One message may be great for an old lead that faded away a while back. A very different message may fit a candidate further along in the pipeline. The more narrowed-down your target audience, the more relevant your message, and the more efficient your ad spend!


A Unique Marketing Opportunity for Franchising

Franchise Development is different than other Business-To-Business sales types in that prospects and leads use their home or personal email addresses on whatever submission forms brought those email addresses into your database. This is perfect for Facebook Customer Audience Targeting, as most people sign up with Facebook using their personal email address.  Selling other business services can be challenging using this method, as most B2B sales pros have prospects’ work email addresses, not the ones that match Facebook’s database. In this way, as in many other ways, Fran Dev is much more like B2C selling in the digital world.

Social Media Marketing: Beyond the Basics

3 Oct

IFA Women's Franchise Network


Chicago! Social Media! Franchising! 

If you’re a marketing pro in Chicago, join us October 13 for an evening of discussion about building social media marketing campaigns for global brands and local customers.

I’m pleased to be on this panel with some top level local talent including:


Thursday, October 13
5:30 – 7:30 PM

No Limit Agency
1 Prudential Plaza
130 East Randolph
Suite 1950

Register Now!
Cost: $20

Thanks to Cheng Cohen and The International Franchise Association for organizing this event which is sponsored by No Limit Agency!

No Limit Agecny


Social Media Marketing for Franchises Best Practices

27 Jun

SEFFLogoIFA logo

I’m excited about speaking at the Southeast Franchise Forum / IFA Franchise Business Network July 12 in Atlanta. We will be discussing best practices in Social Media Marketing specifically for Franchises.

I’ve been working with franchise systems to help their consumer and franchise development using social media for about as long as social been around. But tactics that worked in the “old days” of 4 or 5 years ago may not cut it this year or next. We’ll explore:

Yesterday v. Tomorrow

National v. Local

Paid v. Earned

What are we doing v. what should we be doing?


If you’re near Atlanta, please join us! Save your seat today and I’ll look forward to chatting with you.



Franchise Sales Using Facebook

5 Oct


How much of your brand’s Facebook activity should be devoted to franchise sales efforts versus consumer marketing and engagement?
Many franchise systems with whom I’ve spoken in the past several years have struggled with balancing their social media communication for consumers and their engagement with potential franchisees. Some designate a certain amount of content on the page for consumer marketing and an amount for franchise development. Others create completely separate Facebook pages for their franchise sales messages.

I don’t recommend either of these practices; all goals of marketing a franchise on Facebook can be achieved in a more holistic approach.


Your Page Versus Their Feed

First, let’s stop thinking of Facebook pages like websites with certain amount of real estate devoted to various parts of your organization. A Facebook page is really just your starting point.

The true power of Facebook communication lies in users seeing your brand and your news on his or her news feed, not on your Facebook page.

It doesn’t really matter what’s on your page. Very few people are ever going to seek out your page and view it the way people once did with websites. Typical consumers won’t be confused by your franchise sales messages because they don’t see them.


Organic Versus Paid Target

Your messages may be seen as organic (free) posts, which will reach 2% to 20% of your fans, depending on your fanbase size. But more likely, your messages will be seen in the form of boosted posts or other types of paid advertising. The reach or size of audience depends how many dollars you want to spend.

Target your paid content by the demographics of your franchise sales candidates. This goes beyond just age and gender; target according to your typical candidates’ interests, industries, and more.

Even within your group of franchise sales posts, you may want to change up content or demographics based on location. Messages promoted to Texas candidates might need to be different than those promoted to Florida candidates.

Your brand’s fans and your franchisees’ customers won’t see that content. With a few exceptions, I typically don’t see anything wrong with showing consumers some franchise sales-specific social media content. But when paying to boost and target Facebook posts, it is cost prohibitive to show all messages to all people.



Facebook Content Marketing in 4 Steps

9 Jul


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.


Set up Your Future Facebook Pages Now!

16 Jun



Is part of your business plan for 2016 to expand into Canada? Is your Franchise Development team focused on Texas? Are there big empty spots on your map with no pins in it?

Create Facebook pages now for those future locations, markets, or franchisees.

  • Share the same great content you’re putting on your brand’s corporate page as well as any of your current locations’  or franchisees’ pages. No need to worry about localized special content yet.  
  • Generate some local interest in the brand … and who knows, maybe some local franchise sales leads!
  • You own the page from day one. When a store opens in that market, you can update the name, address, and details.
  • You’re adding value to the sale. Part of what the new franchisee is buying is a pre-made Facebook page with great content already living there and a built in fan base!

What’s Your Personal Brand?

13 Apr

I am honored to speak as part of a panel about personal branding in digital media and represent Manalto at this upcoming event hosted by The WFN next Tuesday evening in Atlanta. Here are the details from WFN and a link to RSVP.

I hope to see you there!   atlanta-70847_1920   

WFN Atlanta Chapter Presents:

What’s Your Personal Brand and Why Does it Matter?

A panel of experts will discuss the importance of your personal brand and how the digital world affects how you may be perceived within your industry. Take control of your career by building, enhancing and developing a digital persona that speaks to your skills and experience. Understand how your personal brand is communicated and shared. Discover the steps you can take to control the message when it comes to your own personal brand! Three panelists will share their perspective on the personal branding in today’s complex environment:  

Jack Monson

Jack is the Global Head of Strategic Accounts at Manalto, Inc. He has been helping franchise systems and global brands with Digital Marketing for two decades.


Terri McCulloch

As the VP of Sales and Marketing for Any Lab Test Now, Terri manages the company’s brand, as well as all aspects of sales and marketing support to the company’s franchisees.


Yvonne Dwyer

Yvonne Dwyer has been a successful medical recruiter since 1998 and prides herself on identifying top personnel for medical practices in and around Atlanta.


Tuesday, April 21, 2015
Networking 6:00 – 6:30 p.m. Program 6:30-7:30 p.m.
JW Marriott 3300 Lenox Road NE Atlanta, GA 30326

RSVP by Friday, April 17, 2015. Please feel free to forward this to any franchise colleagues!  

Sponsored By:


Any Test Franchising, Inc.

We Sell Restaurants

Manalto, Inc.

Manalto Logo Big J

Advice From Your Social Media Consigliere

9 Mar

When debating what is the greatest film of all time, the only question for me is “Part 1 or Part 2?”


Of course I refer to The Godfather. In both parts, the Consigliere had an important role in mapping out plans for the future and giving advice (some taken, some not) for the next move.




I have written on this blog many times about my dislike of terms like Social Media Expert, Guru, Ninja, and Maven. But lately I like Consigliere: a trusted advisor to the Boss.


As your unofficial Consigliere, I can tell you this: In social media marketing right now there are too many Fredos and not enough Michaels.


FredoCorleone1. Don’t be a Fredo

Be bold, be strong, and be smart.  You may have a good heart but that will still  get you passed over. Most importantly, never take sides against the organization.




Sonny corleone_22. But don’t be a Sonny either

Saying what you think at the wrong time may result in tragedy for your boss and your hotheaded carelessness will lead to your own demise.



Michaelcoreleone3. Be a Michael, to a point

Be fearless and innovative, yet patient enough to act at the perfect time. But when you want to get out of a bad situation, don’t let them pull you back in!





15 For ’15: Franchise Pros to Follow on Social

4 Jan

2015 smartphone

If you’re involved in marketing, management, or sales for a franchise brand, I recommend connecting with these 15 industry professionals on any social channel and follow their updates.

These pros come from all areas including operations, sales, executive management, and more. They may work as franchisors or consultants or suppliers. However, they all have one thing in common: they share great ideas about franchising and other business topics every day on their social media channels.

Click their names to see their LinkedIn profiles. But be sure to dive deeper to see their blog, Tweets, Facebook page, YouTube channel, or listen to a podcast.


Jerry Darnell, CEO, Jerry Darnell & Associates


Deb Evans, President, Franchise Foundry


Stan Friedman, President, FRM Solutions


Matt Kelton, Chief Operating Officer, Showhomes


Susan King Glosby, VP of Operations, FIT4MOM


Brandi Kloostra, Vice President of Marketing, Service Brands International


Joel Libava, Franchise King


Brendan Major, Chief Strategist, Accelerated Digital Strategies


Tim Miller, VP Enterprise Sales, Yext


Lee Plave, Owner, Plave Koch


Paul Pickett, VP of Franchise Development, Wild Birds Unlimited


Paul Segreto, CEO, Franchise Foundry


Ryan Vaspra, SVP of Product and Operations, Sightly


Rachael Wachstein, Vice President, Content Marketing, Fishman PR


Clarissa Windham-Bradstock, CEO, Any Lab Test Now



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