Tag Archives: social networking

Find Your Pizzazz Magnet

If there is anything that the economic climate over the last few years has taught us – its that you have to hold on to the people who are incremental to keeping your business going. Problem is…which business owners are mature enough to identify that they are nothing without the team behind, alongside and in front of them? Well…the answer is very few.

The franchising world is not different by any means – a franchisor is nothing without his franchisor team nor his network of franchisees. So, action must be taken to identify what your PIZZAZZ is…capture it, protect it and nurture it. Now, you’ll be asking yourself – what on earth is she on about?

Well, one of the success factors in businesses that consistently grow and improve their profits year on year – is EMPLOYEE LOYALTY. If your team love the work they do, enjoy the environment they are in and more importantly are supported in moving forwards in their careers – you are more likely to have a business that is growing naturally and encourages profits to steadily increase.

One of the biggest elements I bring home to any prospective franchisor I work with is that if you create a business that is motivating, sustainable and full of potential…that in itself will attract fantastic franchisees your way. It costs time and money to recruit franchisees – so once you have brought one into the fold – the last thing you want is for them to leave.  In my strategic planning phase of work with a new franchise client – we map out the franchisee’s life span over 10 years (preferably covering two franchise terms approximately) – and plan for their growth as a franchisee and as a business owner. This way you can already have the right things in place to cater for the way the franchisee will mature and change…and as a result…their comfort needs will change. By pre-empting these need changes as a franchisor, you will give the impression of being emotionally intelligent, engaged in your business, supportive and more specificially…a franchisor worth staying with!

If you know what your Pizzazzz is in your business (i.e. the MAIN thing that attracts people to you/your business) – then make very very sure that you know how to maintain it and infiltrate it into your business model. There is nothing more satisfying than hearing your very own employees, associates or franchiseees (in a franchise case) “sell” you and/or your business to everyone they see and come into contact with. That in itself is priceless.

In the world of social sharing that we are in – you need to maximise the loyalty you have in your team, feed it, nuture it and then turn it outwards into the digital world – because that’s where your Pizzazz becomes viral and magnetises you as a brand and a business that people want to buy from, work for and buy into.

I’m interested to know what your Pizzazz is? Let me know by commenting on this post and please do share it with your colleagues, business contacts and your own readers – it would be really great to hear from as many people as possible!

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Find out more about social media engagement by checking out my other business called Social Intelligence….we teach you how to engage ‘intelligently’ and how to engage your team to use social media as a megaphone to shout about your brand and draw business to you. You can have a look at the website here, find us on Facebook here or follow us on Twitter here.

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Franchising Going Digital?

I knew it would come, in fact, I was waiting for one of my news feeds to have brought me a story about it a long time ago. An American serial entrepreneur, Jim Piccolo, has not only jumped into the world of franchising (for what seems the first time), but he has also leaped into the ‘new’ fandango world of digital marketing. Digital marketing is a relatively new field which has grown off the back of the rise of social media and all the channels that it opens up for business owners in marketing their businesses online.

Piccolo reportedly expects to invest $45million in starting the BizziBiz Franchise business, with the franchisee paying $18,000 for  a franchise with two employees and $25,000 for a franchise with unlimited employees. The franchisee will in essence be selling localised digital marketing – i.e. encompassing social media, search marketing, free and paid media, and blogging.

As ever, I am more than pleased to hear of new and innovative franchise models, but I do still hope that certain rock solution keystones are in place:

  • The Franchisor can recoop what he has invested in building the model
  • The franchise model is sustainable long term
  • The Franchisee can recoop his investment within a relatively GOOD period of time
  • The franchisee’s profitability is secured (i.e. the model isn’t based on a loose wing and a prayer)…obviously matched with a hardworking, amibitious franchisee!
  • The Franchisor makes money in the long term success of the franchisee (and not in the upfront fees and/or a wish for a quick exit at a high return)

So, I wish Piccolo the  best – its great to see a digital marketing franchise take to the stage – I will be very interested to watch how it progresses and grows over the next year.

Social Media: Branding and Franchise Recruiting Tool?

A good social media campaign will act as a very powerful brand building and recruitment tool for start-up franchisors (or those thinking of franchising their businesses in the next year or so).

One of the first things I look at when a prospective franchisor approaches me is a good brand image (or at least the beginnings of one). The next thing I look at or question is its impact on the customer target market (is it well understood; is it well respected; is it something they will tell their friends about; etc).

For any small business trying to build a brand, it is very clear from the outset that very few can afford to spend a ton of money on marketing and advertising to get their brand in the forefront of the consumer’s mind. Now, with the advent of social media and its prevalence in the new generation of consumer – growing a brand couldn’t be easier. Of course it still takes careful planning, design and message architecture, so please don’t minimise the importance of that!

Now – where do you start? What kinds of social media should you be using? Well – it does depend a bit on what your target audience is:

1) As a franchisor
(i.e. which prospective franchisees do you want to attract), and

2) As a business
(i.e. the target customer of the product or service).

The things I would suggest you look into are:

BLOGGING: This is an often misunderstood platform and a lot of people fear it because they think that they have to be writers to do it. Not so. I mean – yes its important to not make huge grammatical and spelling errors because this will lead to an unprofessional reflection on you and your business by default. The thing about blogging is h however two-fold: the number of blogger readers in the world is staggering (we are talking in the 100’s of millions) and Google loves the constantly changing and rich content.  For some blogging tips have a read of this article – Top Ten Easy Steps to Starting a Business Blog – by Denise Wiseman.

Denise rightly says : ” Blogging should be one of the cores of your business. It should be right in the middle of your social media mix—the bulls-eye, the main target.”

FACEBOOK BUSINESS PAGE: This is VERY important to set up and I mean VERY important. If you don’t already have a presence on Facebook, then I strongly suggest you get started today. Again – please pay attention to your brand, your message and what you want to get out of the exercise. If you want to know more about what Facebook is about have a listen to my podcast here and it you need tips on how to get started on Facebook, think about buying some very easy to understand guides by Kirsty Wilson of Interim Business Solutions…click here.

Through this Facebook Business (Fan) Page you will be able to engage with an audience, find out what people think about your brand, and run recruitment campaigns for new franchisees! Never minimise the importance of creating (and sustaining) a buzz about your brand or business culture.

I think to start, these two major platforms are good to go with, I don’t want to overwhelm you with too much in one go! As a business you will also need to look into Twitter and some of the social news bookmark mediums – but we’ll save that for another time!

Do let me know how you get on!


A ‘FAN’ yet of my Expert Franchise Guide page on Facebook?
Go to: www.facebook.com/expertfranchiseguide

Social Media – The Business Case

The scary term is “Social Media” – the actual meaning for me is “Community Building and Trust”.

If, like many people you have been dodging the SocMed bullet, I’m here to help you understand it, dispel the mystery and urge you to look seriously at the huge potential this phenomenon has for you as a business owner.

Let’s think back to basic historic business and remember what it used to be called: TRADE. If I wanted meat, I could trade my cabbages for your lamb chops. Business was simple – it was about (a) your word; (b) whether you arrived on time for the trade; and (c) whether your goods were “of quality” to ensure future trade. The things that could potentially scupper trade however was rumour; reputation and remissiveness (if that is a word!) By this I mean that your return business depended on happy returning customers and them referring you on to others.

This dependence forms the foundation of creating a community of people who love you and your business…and are happy to steer more ‘fans’ your way which in turn means more trade for you. Does that make sense? Yes! We have lost sight of how easy it can be to engage customers with truth; vitality; enthusiasm for our business; and the belief (and proof) that we can offer something great to them.

This, my readers, is the basic tenet of community building, a.k.a. Social Networking. The premise of Social Networking is that it is only one small part of a Social Media Strategy…which in turn is part and parcel of your overall marketing plan. Business planning can be complicated however it can also be pretty simple – if you don’t lose yourself in all the jargon. Stick to what our forefathers used to cherish as rudimentary to being thought highly of in their social and business communities: “Attract good customers, be good to them and deliver what you promise when you say you will.”

By sitting down and ‘listening’ to what Social Media has to offer – you will soon learn that it is in essence a FREE and hugely comprehensive business attraction tool that can mean a boost to your business’ bottom line. Please do take heart and know that I wouldn’t support this if I didn’t believe it works, but I am very strict about also advising that social networking and community building has to be done responsibly and with a clear focus on message, audience and content. No-one wants to collect more spam – so don’t be a spam spewer!

For franchised and non-franchised businesses Social Media represents an ideal way to not only build a national brand and listening for your product/service; but also an opportunity to connect with the local (and international) community and drive customers to your website and/or business door.

With Twitter, you attract ‘followers’ and with Facebook Pages you attract ‘fans’ – these people become your prospective lead generators and/or customers. Consider that each fan or friend you attract may have 200 to 300 friends (on average) and if they like what you have to say they will very easily pass a link on to their friend base. It is obvious what the ramifications are: exponential exposure to an ever growing audience.

Be smart: review your offering, see where you can take advantage of having a captive audience and tap into this new way of doing business – which isn’t really very NEW, so much as the re-invention of an old lamb vs. cabbage trade situation…but online.

If you would like to have your finger on what is going on in the world of Social Media, here are some resources you may find useful to follow:  Social Media ExaminerMashable