Tag Archives: International Franchise Association

Reaching Franchise Candidates on LinkedIn

1 Nov

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More franchisors have asked me about using Social Media for franchise development in the past 6 weeks than in the previous 6 years.

At recent events including FranTech, Franchise Leadership and Development Conference, The Chicago Women’s Franchise Network, and Springboard, my conversations have focused on using Facebook for not only generating new leads from your consumer customer base, but also engaging with candidates further down your franchise development sales funnel using Facebook’s Custom Audience Targeting.

And often, the next question has been: “But what about LinkedIn?”

Franchisors at these events ask about improving their results in finding candidates on LinkedIn. Many tried LinkedIn early in their online marketing journey but got bad results and quickly moved on.

I suggest that LinkedIn may not be appropriate for engaging with some types of potential franchisees, just as Facebook or other channels may not work for other types of prospects.

Recommendation #1: Before jumping into any social media marketing for franchise development, look at who your candidates are and where they spend their time on social media.

 

Facebook LinkedIn Franchising

 

The Facebook Side

If your best franchise candidates are those folks who will be operating their own store or other franchise location day-to-day, Facebook is the best place to engage. They may be customers of a current franchisee who could visualize themselves running their own shop. They have an interest – and hopefully a passion – for your brand’s type of service, work, food, or culture!

At our FLDC panel discussion, Wild Birds Unlimited exemplified this type of brand. Chief Development Officer Paul Pickett shared how individuals on Facebook can engage with a brand that shares their passion and then picture themselves as owning their own store.  I would add that being a great storyteller and sharing appealing images and videos is key in developing these relationships! Facebook is the most important place to spend your development time as this is where such future owners are already spending their time.

 

The LinkedIn Side

If your best franchise candidates are looking for an investment or for their next franchise award, let’s look at LinkedIn. Those candidates are in “the business of business” and invest in a franchise based only on return. LinkedIn is an excellent place to share information about your franchise’s value.

On the same FLDC panel, LinkedIn success was represented by ZIPS Franchising. ZIPS Vice President Aaron Goldberg does a fantastic job communicating on LinkedIn with potential business partners who are multi-unit owners investing in franchises.

At my FranTech Roundtable on Social Media in October, many Franchisors shared with me that they burn through their LinkedIn ad budgets quickly. Unlike Facebook where your boosted posts are easy for the right prospects to consume, LinkedIn puts you in a very competitive position to get a franchise development ad viewed.

 

Recommendation #2: I’m currently recommending not initially buying ads on LinkedIn. Instead, use LinkedIn as the one-to-one communication tool that Twitter was meant to be. There’s no advertising cost to engage with a person as another person!

LinkedIn may not be a great place to generate a completely new lead, but it is the best place to communicate with potential business partners with whom you’re already engaged.

 

Recommendation #3: Use LinkedIn for franchise development via your personal profile, not your company LinkedIn page. People buy from people. The goldmine of LinkedIn for any brand is in its use by company representatives as individuals. Sure, your company page needs to be updated and appealing. But the heavy lifting needs to be done from you as a business leader.

 

Recommendation #4: Use these tactics every day to get to the next level with your franchise prospects on LinkedIn:

*Share relevant business articles and blog posts that would be of interest to your candidates.

*Reach out to them via LinkedIn messages and InMails. Both have a significantly higher response rate than emails.

And remember the most important thing when promoting a business to prospective buyers on social media: even when you’re not engaging with them, they’re watching you!

 

 

 

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
Chicago

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.

 

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Facebook for Franchise Development

1 Mar

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Thanks to everyone who attended our Facebook for Franchise Development panel at the International Franchise Association annual convention last week. It was just 500 or so friends getting together on a Sunday in San Antonio to chat about Facebook. Fellow panelists Paul Pickett, Ashley Pollard Sawyer, Lorne Fisher, and I were thrilled with level of engagement and enthusiasm from the crowd.

 

Facebook Ads, Not Just Posts

I should note that when I say Facebook for Franchise Development, I’m talking about Facebook Ads. Your consumer marketing counterparts can and should rely heavily on organic / unpaid content and updates. But when trying to reach potential franchisees, it’s all about the paid posts where you can target specific messages to certain groups of people based on demographics, interests, and location.

 

Surprise Audience Engagement

Three things from the audience have really stuck with me. First, an amazing crowd of 500+ came to hear about best practices in using Facebook for Franchise Sales. The overflow crowd was spilling out into the hallways by the time we started. 15 to 20% of the entire IFA Convention was attending this session on a Sunday morning!

Second, I was shocked and impressed that a majority of the CEOs and Franchise Development executives in the room answered affirmative when I asked if they were at least starting to use Facebook ads for franchise lead generation. One year ago it would have been under 20%. Five years ago I would have been laughed at for asking that question. When I first attended IFA in 2009 to discuss “emerging media” in franchising, suggesting spending money on Facebook would have gotten me kicked out of the convention.

Third, a great question from the audience allowed our panelists to drill down into a deeper discussion of what to do if you’re not getting results.  A franchisor had tried some Facebook ads, got a lot impressions or clicks, but no real prospects and no deals. Many see this as Facebook advertising not working; I see it as working well, just with the wrong content. She had touched many people but didn’t tell the story she wanted to tell the first time out. 

If you’re not getting the results you require from Facebook ads, you have only three options:

  1. Step on the gas and get that content in front of more people
  2. Change your content & try again
  3. Quit!

(And #3 is not an option)

 

 

 

Small Businesses, Mega-Brands, and Hope.

15 Sep

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Defending Small Businesses on Capitol Hill

This month will end with members of the International Franchise Association once again gathering in Washington DC and meeting with legislators. We will discuss several issues affecting all franchisors, franchisees, and suppliers as well as lobby for less regulatory impediments as usual.

The key issue this year will be the National Labor Relations Board’s decision to completely ignore the basis of the franchise business model. The NLRB recently ruled that some businesses are now responsible for the employment actions of other businesses.

Unless you’re blissfully ignorant or work for a service union, you will agree that employees of a locally owned business are NOT actually employed by a corporation that had nothing to do with hiring those employees. (Without setting foot on Capitol Hill, I can tell you right now how the two senators from my home state of Illinois will respond.)

If the work of the IFA in past years is any indication, the IFA members and the IFA team will do a fantastic job of communicating the needs for running a business, growing that business, creating jobs, and ultimately growing the economy.

Mega-Brands and “Hope”

But how much of this effort pays off for those who do most of the heavy lifting – small to medium sized franchise systems – versus the huge brands? Will McDonalds and the other mega-sized franchises join this fight? If we’re successful, these large brands have the most to gain. Will they support this activity and join us on Capitol Hill? I hope so.

A great deal of pro-business promotion, communication, and lobbying is done by franchise industry suppliers. Are the mega-brands supporting these suppliers? I hope so.

When they select a PR firm, software vendor, ad agency, insurance provider, or other business service, do they ask if that supplier supports franchising and the IFA? I hope so.

Continuing to educate legislators and voters about how businesses operate is important for the IFA this year. Perhaps in 2016, we can also educate some large brands about how businesses operate.

The 3 Best Things I Heard at Google

11 May
SGR at Google

Social Geek Radio on the Wall at Google HQ!

Thanks to Google’s franchise team for hosting several Franchise brands, Google partners, and other marketers at last week’s Google International Franchise Assembly Summit.

We saw many fantastic presentations from Google at GIFA. Here are my 3 favorite speakers, along with a favorite quote:

  1. Monica Plaza, Consumer Surveys Head of Sales:
    “You Are Not Your Target Market.”
     .
  2. Gopi Kallayil, Chief Evangelist, Brand Marketing: 
    “Don’t be afraid to experiment in digital marketing!”
     .
  3. Todd Rowe, Director, Global Head of Channel Partnerships:
    “Are your industry’s emerging experts promoting YOUR brand? Or your competitor’s?”

For more on GIFA, tune in to Social Geek Radio Wednesday 5/20 at 8pm ET as Deb Evans and I welcome back Brandi Kloostra and Leah Stewart of Service Brands International to review everything GIFA!

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:

Qiigo

Any Test Franchising, Inc.

We Sell Restaurants

Manalto, Inc.

Manalto Logo Big J

Digital Marketing Best Practices for Franchising on Social Geek Radio

16 Mar

SGRfeatured
This Wednesday night on Social Geek Radio, my guests will be Ken Colburn, CEO of Data Doctors and Chair of the FranTech Task Force, and Alisa Harrison, Senior VP of Communications and Marketing for The International Franchise Association. We’ll discuss the latest updates about the upcoming FranTech conference and get an overview of the keynote speakers. We’ll also talk about what to expect at the event and how franchisors, marketers, and tech geeks are slowly taking over the world.

Join us live on Social Geek Radio Wednesday at 8pm ET/ 7pm CT

 Or

 Download the show from iTunes immediately after.

Automated Marketing and FranTech! Social Geek Radio

15 Mar

SGR

 

Click here for last week’s episode:

Automated Marketing, FranTech 03/12 by Social Geek Radio | Technology Podcasts.

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