Should Your Franchise Be on Twitter?

Posted by: Chris Marentis

Should Your Franchise Be on Twitter?

Do’s
Don’ts

Twitter seems to get a lot of buzz these days, but franchise owners are often unsure if Twitter is actually a worthwhile investment for their business. Here are a few things to keep in mind:

To Tweet or Notwittert to Tweet

 According to some local marketing experts, it does not always make sense for franchise owners to devote hefty marketing resources to Twitter. Typically, Twitter works well for restaurants and retail businesses, where there is a constant stream of in-store customers who regularly check in on Twitter and other social networking websites. These businesses use Twitter to promote special offers, discounts, and product/menu updates that drive consumers to their location and entice them to spend. However, many franchise business owners are focused on lead generation, which doesn’t lend itself to constant updates. If that’s the case for your business, you will benefit more from using Twitter to announce new blog content, newsletters, infographics, and similar items. These activities drive engagement with your content, which is a good thing for Branding and SEO.

Remember the Hashtag

The hashtag has always been a critical piece of Twitter’s success. If your franchise business decides to engage your customers through Twitter, make sure you make effective use of hashtags and use trending hashtags for your category. Without hashtags, your tweet may go unnoticed, but if you use them, they can help you connect with people who are discussing topics related to your industry.

Weigh Your Advertising Options

Like Facebook, Google+, and other social networks, Twitter offers business several paid advertising options. The most common type is the promoted tweet, which appears in your target audience’s Twitter feeds. If you’re already on Twitter and thinking about advertising, promoted tweets may be a great place to start.

Twitter is also developing more precise targeting tools, which is great news for franchise owners. With Twitter’s new lead generation cards, made available to all users in August, franchise owners may be able to get leads based on seasonality, weather events, and new product innovations. Since it’s only been publicly available for a month, reporting is limited, but predictions suggest these new lead cards could make it easier for businesses to connect to customers at a local level, helping franchise owners like you.

Start with the Basics

If you’re just getting started with local social media marketing, it’s best to start with Facebook and Google+ because these social networks are most useful for search engine optimization. Until you build a solid base with these two sites, it’s best to hold off on Twitter.

However, if you’re already set up for social media and if you already create regular website and blog content, setting up a Twitter account will be easy.

In general, Twitter offers many opportunities for franchise owners, but for people who are unfamiliar with social media networks, it may not be the best place to start.

 

 

Chris Marentis

Chris Marentis is a passionate entrepreneur and innovator determined to leave a legacy bigger than himself. Chris grew up in an entrepreneurial family with a father who owned a home contracting HVAC business. When traditional media was disrupted by the online world, empowering consumers to rely less on sales people and advertisements to make decisions, large companies with big budgets could afford to play the game, but the local entrepreneur, like Chris’s father was left behind. This disadvantage inspired Chris to write Surefire Social: the guide for local SMB’s to compete in the digital world. Chris was invited to speak at events and demand grew for ways to implement his ideas. Chris turned his vision into a reality when he started Surefire Social in 2009. Feedback was strong. Businesses began asking for help implementing their digital marketing and Surefire evolved into a SaaS and services business. The company’s dramatic growth came with only 1-2 sales people at any given time and a limited marketing budget, thanks to referrals from rabidly loyal clients. The company’s latest innovation Surepulse, an SMB’s Digital CMO, provides data insights and competitive tactics to marketing novices, giving them complete control over their online marketing activities. Chris has spoken at the following events: SMX, BIA/Kelsey, Hanley Wood International Roofing Show and Contractor Summit, NAILBA National Conference, Tech Summit, CCN, GAF Wealth Builders, Gutter Helmet National Dealer Meeting. Publications Chris contributes to: Street Fight, Search Engine Land, iMedia, Social Media Today, Franchising World‏.

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