“Social media platforms are rapidly turning into a critical part of organization's marketing strategies, particularly in a period of lower marketing budgets.”
In spite of the fact that we’ve all been using social media for some time on an individual level, influencing social networks for marketing purposes remains a challenge for most businesses, either huge or small.
For franchise channels who already strive with lead generation, brand conformity and onboarding issues, using social networks efficiently are even more challenging as the little blunder can affect every particular franchisee and significantly harm their financial success and brand reputation.
So for this purpose, these channels have been fluctuated to drive into the social entertainment, driving local franchisees to themselves in battling with hardcore local rivalry who have for quite some time been more active, proficient & aggressive at transforming social media into powerful marketing devices.
Taking a glance at the recent franchise marketing trends, we will reveal few simple strategies to turn social media platforms in robust marketing channels to build brand awareness while ensuring brand conformity, obtain more leads, enhance customer service, turn social networks into a powerful recruitment tool, transform followers into brand advocates, and usually take your franchise marketing to a whole new level.
Influence Social Networks as Specified Marketing Channels
Franchise recruiters have pretty much abandoned using social media to create leads for buyers just when social media has emerged enough to really assist in the development process.
Certainly, as franchises involved early in social media they first thought it was ineffective as an online marketing tool, which is just legitimate since it’s not what social networks were initially developed for. In truth, the purpose for this disappointment wasn’t so much the networks themselves as the failure for these marketers to gauge their ROI with hard conversion numbers.
As social networks like LinkedIn, Facebook and now Twitter offered more analytics, paid ads and conversion tracking tools, many understood that social networks could certainly prove quite powerful both as a lead generation and as a brand building and recruiting tool.
One of the main key point over here is that franchisors consider Facebook as the most powerful social channel. They often overlook other social networks and are less articulated for brands in general.
The importance on Facebook leaves your franchise with a wide cluster of circumstances to exploit this flaw on other social networks, as lengthy as you use each channel for what it’s best for.
Whereas, Twitter is considered as a renowned social media to post short updates on new locations, services, and products, give an alternative to franchising opportunities and general info., and help build brand awareness with essential hashtags.
Similarly, LinkedIn too is a compelling platform to build an extensive pool of qualified prospects and grow a soft-sell strategy to attract latent franchisees in finding and requiring more information about your program.
Strengthen your Social Networks as Two-way Routes
As digital marketing become more and more customer-centric, any brand that maintains social media marketing as different PR tool is destined to experience critical effects from its consumer base sooner than later.
However, the 10% of franchisors that primarily seem to not have any idea about the power of Facebook promoting, surveys also show that while they seem convinced with their social media strategy, they essentially use it as a top-down brand reputation and community building tool.
Many franchisors overlook the immense pool of opportunities that their own franchisees represent. Subsequently, while they make attempts to control the brand reputation on a worldwide level for main franchise websites, they neglect to do such for franchisees social interactions at a local level.
To separate yourself while boosting your social media power, you need to place your franchisees to work, and social networks are the ideal place to get started.
50 years ago, we use to receive information about any product via radio, newspaper, television & through word of mouth. But, nowadays everything is changed. If we want to buy any product, we just google it and see the reviews given by different users. Being a marketer, the moment of purchase and pre-ordering is valuable for selling more products in the market.
The Zero Moment of Truth (ZMOT) refers to the buying cycle when the consumer researches a product, often before the seller even knows that they exist. The number of customers investigating a product online prior to purchases has been on the rise in recent years as the internet and mobile keep on advancing.
First Moment of Truth
The First Moment of Truth (FMOT) was introduced by the Procter & Gambler (P&G) in 2005. For FMOT, customer experiences products from a store or else we can say that a customer confirms and trust to purchase the product in a store and use it. This micro-moment helps different brands to run high with best changes in the market.
If you are having a question that why supermarket moves everything around, you will now realize that it relies on impulse or unplanned purchases.
Second Moment of Truth
In the Second moment of Truth (SMOT), Customer buys the product and experiences it. This is where your product or service has to fulfill the promises made by your marketers. If the product is not meeting promises of SMOT, no one will purchase products.
Third Moment of Truth (Stimulus)
Consumers’ feedback or opinion towards a brand, product or service i.e. consumer becomes a brand advocate and gives back via word of mouth or social media publishing. If the product is offering more or not we must go from awareness/analysis through the sale, and ideally, to the post-sale recommendation. This is where you can convert a customer into a fan.
Zero Moment of Truth
Zero Moment of Truth (ZMOT) was introduced by Google in 2011, The study discovered that the customer’s journey changes at every moment from field marketing to online marketing. Assume, I want to purchase something, what would I do? I’d go to the web, search the product and check the reviews of those products. With that fact, I’ll have accurate feedback in terms of what to buy? where to buy?
The study determined that the customer journey is evolving continuously:
A subsequent study in 2014 showed that users are using their smartphone to research products and there are even more touch points on the way to a purchase. Today, we are using our smartphones to research best brands, prices, reviews. The ZMOT can occur on search engines and social networks, as well the net outcome is a more confident and well-informed purchase decision.
The conclusion here is that users now do research, analyze brands, read reviews, talk to friends, view videos, interact on social sites (from Facebook to TripAdvisor), read news and furthermore visit brands’ websites to make decisions — and the majority of this is done at the Zero Moment of Truth.
With this fact the demand of eCommerce world has been drastically increased. Vendors are more of moving towards getting their online web presence ready in the form of website, iOS application, android application and many other along with promoting that to different segment of users.
With that, we @9series are receiving lot of inquiries in terms of building eCommerce website, e-ordering mobile applications and promoting that to have more and more users with the help of SEO / SEM and Social Media Marketing. Overall demand of this says that, 71% of solution demand have been increased over the period of past few years and that’s the real change of world and effect of ZMOT.