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5 Social Media Marketing Strategies for Franchisees: The UPS Store

5 Social Media Marketing Strategies for Franchisees: The UPS Store

Learn about why social media marketing is valuable for franchisees.

Franchise owners typically have pretty long to-do lists: order supplies, finish next week’s schedule, make sure employees are providing excellent customer service and all of the other tasks that come with running a business. With all those responsibilities, it can be tough to find time to market your business.

While many franchise brands provide national marketing support, local-level marketing is an important layer to complement the broader, national message. For franchise owners, social media marketing can be an effective vehicle to make sure your brand’s messaging reaches local consumers.

Why Social Media Marketing is Valuable for Franchisees

As a franchisee, establishing a robust social media presence allows you to:

  • Leverage the power of the national brand to develop trust with consumers in your market.
  • Build and expand a base of local consumers.
  • Strengthen your relationships with customers by engaging with them online.
  • Showcase your location’s products and services.
  • Promote local events, specials and limited time offers.

Social media platforms also provide franchisees access to a massive audience. More than 70 percent of internet users in the United States used social media in 2017, according to eMarketer – that’s an audience of more than 194 million people! And, depending on the platform, social media provides access to several types of audiences:

  • Looking for as much coverage as possible? Facebook is the way to go. The social media giant has almost 170 million U.S. users across a wide range of age groups and demographics, according to eMarketer.
  • Want to reach professionals and fellow business owners? Time to up your LinkedIn game. The social media platform for professionals has 133 million users in the United States.
  • Are you looking for a more engaged user base? Twitter has an active community of roughly 70 million users in the United States.
  • Need to reach younger generations? Consider Snapchat and Instagram. By the end of this year, eMarketer estimates that among internet users ages 12 to 17, 68 percent will use Snapchat and 44 percent will use Instagram on a regular basis. Even if this isn’t your target audience, you’ll be ahead of the game as channels like these often start off popular with younger demographics and gain adoption with older generations later (e.g., Facebook).

How to Use Social Media Marketing to Promote your Franchise Business

When it comes to social media marketing at the franchise level, it’s better to start small and work your way up. Here are five ways you can establish and grow the social media presence for your franchise location.

No. 1: Set up social media profiles for your location

For franchise brands, the first step for building a social presence is to have location-specific profiles set up across the various platforms. This can be handled at the franchisee level, but it works better when the brand leads the charge and sets up a parent-child relationship between the brand’s profile and each location. Luckily for franchisees, many franchise brands offer marketing and advertising support to take care of things like local social profile and listings management.

No. 2: Build your audiences by sharing content with local fans

Once your social profiles are set up, it’s time to fill them with engaging content that’s relevant to your target audiences. This can include sharing content from the brand – blogs, infographics, e-guides, etc. – or curated content from experts in your industry. Make sure to also include your own posts like event invites and business updates specific to your location.

No. 3: Use video to engage audiences

One way to take advantage of Facebook’s preference for personal content and make sure your posts reach as many people as possible is to use video, especially live video.

“Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook,” according to the head of Facebook’s News Feed, Adam Mosseri. “In fact, live videos on average get six times as many interactions as regular videos.”

As you create video posts, and other hyper-local content designed to generate conversation (i.e., go viral), make sure you follow the guidelines set forth by the brand. If your corporate marketing team doesn’t allow franchisees to create social media posts, try asking for some video content to increase organic engagement.

No 4: Have a conversation with your social followers

Social media marketing isn’t about just pushing information out, it’s about being a part of the conversation. Here are a few tips to help you get the process going:

  • Reply to comments on your posts, even if it’s just a simple “Thank you!” This interaction gives your business a personal feel and builds relationships with your customers.
  • Respond to reviews, especially if they’re negative, to make sure your customers know you appreciate their feedback.
  • Encourage people to interact by offering prizes and discounts for those who engage with you on social.

No. 5: Launch paid social media campaigns

Unfortunately, Facebook’s News Feed has made it tough for businesses to get the word out organically – that is, without investing money behind a post or ad.

“Recently we've gotten feedback from our community that public content – posts from businesses, brands and media – is crowding out the personal moments that lead us to connect more with each other,” said Facebook’s CEO Mark Zuckerberg in a post earlier this year. “The first changes you'll see will be in News Feed, where you can expect to see more from your friends, family and groups. As we roll this out, you'll see less public content like posts from businesses, brands and media.”

To spread the word to large audiences, it might be time to look outside standard posts and consider paid ads. There’s no shortage of ways to advertise on social media sites - here are just a few examples:

  • Pay to boost standard posts. You can do this on several social media platforms. For example, Twitter’s “Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers… Promoted Tweets act just like regular Tweets and can be retweeted, replied to, liked and more.”
  • Promote offers and specials. An example of this is Offer Ads on Facebook: “Offers are discounts you can share with your customers on Facebook to encourage people to shop on your website, at your physical store, or both places… When people see your offer in their News Feed on Facebook, they can save it, like it or comment on it.”
  • Create video ads. As an ad or a boosted post, video is a great format to increase engagement, especially on more visual platforms like Instagram or Snapchat. With Instagram video ads, you can “get the same visually immersive quality as photo ads – with the added power of sight, sound and motion.”

If you need help using social media to promote your franchise location, talk to your corporate marketing team to see if there are any programs in place to make sure you’re taking full advantage of the brand’s support system. If you’re not a franchise owner but are interested in becoming one, make sure to choose a brand that offers marketing support to help you connect with consumers in your market.

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We Proudly Support Our Veterans

Participating partners with the VetFran program, The UPS Store offers qualifying veterans $15,000 off their franchise fee to start their new business. To learn more, contact The UPS Store Franchise Development Team.

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Ranked for over 30 Consecutive Years

The UPS Store has been ranked #1 in the postal and business services category for over 30 years and remains in the top 5 overall for the seventh consecutive year according to the Franchise 500 list.

Kristin Howard

Franchisee, Michigan

The reason my husband and I decided to go into franchising and specifically with The UPS Store, is the different opportunities we're given with the business. The UPS Store has name recognition as well as opportunities to expand.

Debbie Adams

Franchisee, Kentucky

What I enjoy most about being a The UPS Store owner is working with my customers. We are the solution specialists for our customers.

Jim George

Franchisee, Illinios

My favorite part about The UPS Store network is the camaraderie with other franchisees. Everybody loves to help everybody else. You’re really part of a family.

Greg Murray

Franchisee, Florida

The interesting thing about The UPS Store is that when a customer walks through the door there's an extremely high probability that they're coming there to do something that is important to them. So at the end of the day, what we do for customers is very important and they are trusting that we are going to do it well.

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Mariana Huberman

Franchisee, Washington, D.C.

One of the things that I love about The UPS Store franchise system is that you're not ever in this by yourself. The franchisees of The UPS Store network are great.

Heidi Morris

Franchisee, Colorado

The thing I enjoy most about being a The UPS Store franchisee is I get to get up, go to work and know that I'm helping other business owners succeed in what they're doing.

Bob Brown

Franchisee, Tennessee

Owning a The UPS Store franchise has changed my life because it's finally given me the opportunity to engage my customers and my staff and be able to take real pride in what I do. As a franchisee, we get faced with solving peoples' problems every day and we do everything we possibly can to try to help.

Marie Jensen

Franchisee, Oregon

My favorite thing about The UPS Store is the variety. I love the variety of customers, I love the variety of services; getting to know the customers, meeting their needs, finding out how we can help them accomplish what they need to accomplish and seeing how happy they are. That makes me ecstatic.

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Tad Mollnhauer

Franchisee, Florida

With the products and services that The UPS Store provides we can make a difference in people's lives and that is the best reason for being a The UPS Store owner.

Joy Batchelor

Franchisee, Idaho

What makes being a The UPS Store franchisee worthwhile at the end of the day is the customers. The customers treat us like we're family.

Paul Erchinger

Franchisee, Texas

One nice benefit of owning a The UPS Store franchise for me has been that it gives me the opportunity to be more involved in the community. As I make relationships with others it seems like no matter what the environment is, in one way or another business comes out of that and that's not my objective—it's been a secondary benefit to being involved in the community.

Chris Reminder

Franchisee, Ohio

There are several things that I really enjoy about being a The UPS Store franchisee. First and foremost it allows me to get to know the people in the local community and that is a lot of fun. We get to see people on a regular basis. We get to know their life stories. That's a lot of fun.

Bruce Jones

Franchisee, Kentucky

Since we have joined The UPS Store, our life has changed by just having more time to spend together as a family. We've been very fortunate with the stores that we have and we have a great staff that looks out for our best interest and we look out for theirs.

Lonnie Williams

Franchisee, Oklahoma

What makes The UPS Store so successful is it gives each individual an opportunity to grow with the network and just meet the challenges that are brought to them on a daily basis. Every day gives us a new opportunity to help another person, to help another small business, to answer a question and to solve a problem.

Jeff Graham

Franchisee, Alabama

I love my customers. I love my employees. I love every person, every face that comes into my store. I enjoy every day going into work and I can't see doing anything else for the rest of my life.

Stacie Stigar

Franchisee, Alaska

I think that this franchise is so successful because of all of the resources that are available to us as center owners—we have marketing materials, we have so many different opportunities for help from the home office, and it just really makes for a great franchise.

Don Pollard

Franchisee, New Jersey

I think the thing that makes this franchise successful is a number of things. First of all we have an outstanding system, we have a great product, a great brand, and we're able to attract dynamic people to run these centers and run the business. So I think when you put all that together it really provides for a winning combination.

Mary Ellen Nichols

Franchisee, Tennessee

The thing I love about the franchise is that you have the UPS name backing you but yet you also have the autonomy to make your own decisions to promote.

Laura Griffin

Franchisee, Florida

In the eight short months I've owned my The UPS Store it has really changed my life. I've gone from being an employee of someone else to being an employer of my associates. It's a big responsibility but it's exciting every day.

Sandy Scandrett

Franchisee, Wisconsin

Being a The UPS Store franchisee has improved every aspect of my life. It's very rewarding financially, professionally, and emotionally. I have a large number of regular customers who are really, really appreciative of everything we do.

Kristie Robison

Franchisee, Alabama

I would say owning a The UPS Store location has changed my life to where I have more time and flexibility. In owning your own business you get your store up and running and you get employees that you can trust that are going to help keep your store running. This allows me to attend my two boys' ball games and also travel and do things with them so it has really changed my life for the better.