Social networks: how to develop your local influence?

Expert Views

by Nathan Rayaume

Franchisees, increase your visibility on social networks! In his book “Local digital marketing explained to my florist”, the expert Georges-Alexandre Hanin gives all the keys to develop his local influence. Explanations.

In recent years, it has been imperative to appear on social networks. In his book entitled “Local digital marketing explained to my florist”, Georges-Alexandre Hanin reveals his advice, intended for franchisees, to develop and manage their presence on these communication tools. First lesson: we must not skip the stages. To start, forget Instagram, Facebook or other TikTok and favor Google.

First, the franchisor must create a brand page on Google My Business, then add a Store Locator page for the franchisee’s establishment. If the latter is not helped by the network and this Google page does not exist, he can create it himself. This is essential, because it is his first showcase”, explains Georges-Alexandre Hanin.

On this page, notices, opening hours of the establishment and any other important information (such as the menu for a restaurant, for example) should appear. You will thus create a first source of traffic and de facto increase your visibility. Once the flow has been generated, you have to think about loyalty.That’s when you have to go on Instagram or Facebook. Thereupon, the franchisee will announce good deals, share news or even reveal exclusives. Of course, you have to use beautiful photos to attract the consumer. To go even further, it is possible to pay and make sponsored posts”, indicates the expert.

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To help you, several choices are available to you. You can retain the agency that accompanies the franchisor or favor a local agency. However, this operation is risky: you have to read the contract and all the clauses carefully. “It is possible to seek help internally, from an employee who is familiar with social networks, also offers Georges-Alexandre Hanin. See the franchisee can ask customers for help. Barter is indeed possible: the customer takes photos, in exchange for a reduction or a free meal.”

Similarly, there have been micro-influencer platforms for a few years that you can “hire” to take care of social networks. Finally, don’t forget that you can also take dedicated training.

In total, about twenty minutes are enough to properly feed Facebook and Instagram accounts. “Two posts a week is enough. One on Tuesday to start the week and another on Thursday to start the weekend, recommends the expert. However, we must not forget Google. » Indeed, it is essential to respond to all the opinions left on the search engine. An operation to be performed either in real time or during a dedicated time.

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Social networks: how to develop your local influence?

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