Franchise Networks and Owning Micro-Moments

How Marketers Can Win New Customers for Each Franchisee

By Sarah Milbrath, Product Marketing Manager

Marketers know that mobile marketing is an indispensable part of doing business in today’s world as more and more consumers turn to their smartphones to check their social networks, check out brands and businesses, and, most importantly, buy.

When a consumer turns to their mobile phone to take action on whatever they need or want in that moment, that’s called a micro-moment — a term coined by the Think With Google team. Micro-moments are changing how consumers make purchasing decisions, which is why it’s more important than ever for marketers to own each and every one.

This shift in behavior has compressed the consumer decision journey from days, to hours, to just seconds — which means at any given moment, marketers could be winning or losing customers for their brand networks. As a marketer, you may have a clear vision and strategy for your brand network, but executing it across each franchisee’s multiple channels and social platforms, with the right blend of consistency and local authenticity, is incredibly challenging.

As a marketer for a brand network with multiple franchisees, micro-moments are happening across your network, and you may be missing out on the opportunity to capture them at the local level.

Just think about this stat: 88% of consumers who search for local businesses on mobile either call or visit that business within 24 hours, according to Nectafy.

Marketers can win these micro-moments by ensuring that each franchisee has a presence on social media, (separate from the corporate page), that they are posting compelling and useful information on those pages, and that they are swiftly answering requests, comments, and concerns across those social platforms.

Follow these 3 steps to win micro-moments:

  1. Be there: This is simple — marketers should ensure that brand networks are where their customers are so they don’t miss a micro-moment. It’s essential that each franchisee has an established presence on the social platforms consumers are spending their time on like Facebook, Twitter, and Instagram, and review sites like Yelp, Google, and TripAdvisor.

Regular customers think of the franchisee they visit most frequently as their location. They want to interact with the business they visit every day, not just the corporate Facebook, Twitter, or Instagram page — so be there to engage with them.

2. Be useful: Marketers need to make sure that each franchisee is posting compelling content across its pages and sharing information its customers want to know. Through relevant and interesting content, franchisees can make it easy for their customers to stay up-to-date on all of the news, events, specials, and promotions for their locations and choose their business at every micro-moment.

According to MarketingSherpa, 95% of millennials (ages 18–34) are likely follow a brand on social media for incentives like a gift cards and discounts, and so they can contact the business quickly and directly if a problem, concern, or question arises.

3. Be quick: Every interaction is a micro-moment in the making, so when a customer reaches out to a franchisee with an issue via social media, marketers need to make certain that the franchisees are there for them in that moment. The longer the delay, the more likely the franchisee is to lose that customer.

Using social media for customer service requests is on the rise. In fact, 67% of consumers now utilize Twitter and Facebook for questions, comments, and concerns, and, 71% of consumers who have had a positive customer service experience on social media with a brand are likely to recommend that brand to others.

Customer service requests provide marketers with an opportunity to master micro-moments like responding to a question or comment, and that action in turn can help spread the word about the franchisee to bring customers in the door.

It’s clear that marketers can master these micro-moments by ensuring that franchisees are present on the platforms that matter, are engaging with the community, and are responding quickly to deepen relationships with loyal fans and win new customers — and these micro-moments all add up to make a big impact for their brand network clients.

Want to learn more about how to master micro-moments?

Come see us at IFA 2018 (The International Franchise Association Conference) at Booth 556.

We’re looking forward to discussing the changing behaviors of consumers in today’s mobile-first world and what franchises can do to win every micro-moment.

Read the full press release on the launch of Main Street Hub’s new solution for franchise networks and learn more on our blog here.

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Franchise Networks and Owning Micro-Moments was originally published in Main Street Hub on Medium, where people are continuing the conversation by highlighting and responding to this story.


Source: Main Street Hub

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