Marketing Your Franchise in the Time of Social Distancing

Marketing Your Franchise in the Time

of Social Distancing

Michele Rempel, Managing Partner, Westvyne

2 1. As the owner of a marketing and website design company, I’ve had many intense conversations with business owners over the last few weeks. Some have had to close their doors as “non-essential,” while others have seen their revenues drop dramatically. A few have even seen an increase in business. What they all have in common is a question about what they should be doing with respect to marketing. You may have the same question, so here is a summary of what I have told our clients and anyone else who has asked: Stay active. If your doors are closed or you have reduced business, it may feel weird or futile to continue posting on social media or sending out emails. Resist the urge to stop. More people than ever are on their phones, tablets and computers and are scrolling through Facebook, Instagram, emails, TikTok, etc. Remind them that you’re still here. Reassure them. You owe that to everyone. Grow your audience. I’ve been telling everyone to make a concentrated effort to increase the number of connections you have on Facebook, Instagram, LinkedIn, etc. On Facebook, this is mostly

7. 6. 5. 4. 3. achieved through placing an ad or sharing your page with friends, but on Instagram you can follow people/businesses in your geographic area and you’ll see many follow you back. Ask to connect with people on LinkedIn. Get your business out in front of more people right now. You’ll have a larger audience when your business is back up to speed. Be real. Your customers and prospects are feeling weird right now too. Let people know what’s going on with your business and your employees. Consider recording a short video on your phone or on Zoom to talk about what’s happening. For example, we have a client who is the owner of a cleaning franchise. We helped her make a video in which she talked about what they are doing to keep their clients and employees safe. Her clients and prospects have appreciated the information and the time she took to reassure everyone. Offer tips or helpful information. A few of our clients offer spa treatments and massages, but they are closed right now. So, they are offering self-care tips and educating their clients about products and techniques they can use while they are at home. Some are even inviting people to group Zoom calls to stay in touch and answer questions. Thank your staff and customers/ clients. If you have had loyal customers or have experienced people buying gift cards for future use, etc., take the time to thank them on social media. You don’t have to name names necessarily, but letting people know you appreciate your customers’ loyalty and help goes a long way. In the same vein, if you have some employees that you would like to highlight, now is a great time to do so! Make sure your Google My Business listing is updated with your current hours or status. If you’re offering delivery or curbside pickup, you can add that as well. Take some time to upload photos or refresh your listing. Send an email or post a message on Facebook asking loyal customers to leave you a Google or Facebook review. Don’t forget that you can post to Google My Business as well! Search for your business on Google, Bing and Yelp and review how your business is showing up. Not coming up with the information you want? Take the time to update your listings or let your franchisor know that you need to update some details. Do a website review. Go through your website with a fine-toothed comb. See anything that needs to be updated? Ask people who aren’t part of your business to give you their perspective. Does it ask the right questions? Does it look current? Is it clear and concise? Do photos need updating? If you have the ability to make updates, take the time to do that. If it’s up to your franchisor, make a list now and have a discussion with the powers that be. Don’t be afraid of humor. Yes, these are serious times, but I have been amazed and delighted at some of the creativity and laughter generated by clever people at this time. Laughter helps heal and humor reveals the human behind a brand. (And if you’re unsure about posting or sharing something, ask a couple of trusted people first). Bottom line: Now is a great time to intensify your marketing efforts and look at your marketing channels, online listings and offline materials with fresh eyes. Grow your audience, be real, say thank you, laugh a little and stay healthy! Grow your audience, be real, say thank you, laugh a little and stay healthy! “ 8.

Michele Rempel is the founder and managing partner of Westvyne, a marketing and website design firm based in California and Illinois. For almost a decade, she and her team have been guiding their clients in what to say, how to say it, where to say it, and who to say it to in order to attract and retain customers. For more information about Westvyne, visit www.westvyne.com.