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Integrated Digital Strategies - A Franchise Marketing Agency

At IDS, we know how important it is for businesses to have social media and reputation management solutions. The goal of these services is two-fold, as they complete your business’s online presence and give your business the ability to present your best, most authentic selves to potential customers. 

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As you think about your business’s social media marketing, it’s also important to consider developing a corporate social media policy. Social media isn’t going anywhere: estimates reflect that in 2022 4.6B people worldwide will use social media. This number is projected to increase to nearly 6B by 2027. 

With more people using social media platforms and the influx of remote working, it’s easy to see how the personal and professional lines within social media use can become unclear. In 2021, 98% of workers stated they had social media profiles for personal use, with 77% of workers reporting that they use social media at work. The same research found that 45% of companies have no social media policy for their employees.

Businesses of all sizes should consider creating and updating their social media policies to ensure they’re providing clear guidelines for acceptable online behavior for all employees. What employees share on social media can be interpreted as a direct reflection of their employer’s brand, leaving companies susceptible to a higher risk of damage to their brand and its reputation

Companies can take different approaches to social media usage while on the clock, and social media policies are the best way to clearly define acceptable use.

franchise social media policy

Why You Need a Franchise Social Media Policy for Your Business

Social media policies present a unique challenge for businesses. On the one hand, the affiliation from employees can lead to positive outcomes while respecting the liberty of free speech. On the other hand, you need to protect your business’s interests and online reputation.

Developing a social media policy for employees that takes personal freedom, the law, and your business into consideration provides some measure of control over your brand’s affiliations, reputation, and image. Experts say the key to developing a great strategy is to be proactive, not reactive.

With a social media policy for your business, you’re not just taking one department of employees into account: there are many levels of employees to consider. When crafted correctly, a good social media policy will protect your employees’ creative freedom while ensuring posts are aligned with your business’s values and tone, no matter their level of employment.

Social media marketing for franchise businesses comes with many benefits. Your business will be able to engage with new audiences, handle customer service inquiries, and increase sales, all while boosting brand awareness.

Social media policy is intended to provide both the company and its employees with guidelines to ensure usage is safe, consistent, and scalable.

Here are a few additional benefits of creating a corporate social media policy:

Policy Elements and Best Practices

When developing a social media policy, it’s important to consider all aspects of your business and its goals with social media usage. The rules and regulations you create should be a reflection of your brand, values, messaging, and tone while helping protect you and your company against legal or regulatory disputes.

Social media policies vary by company and should align with your social media strategies. Your policy should aim to increase the effectiveness of your procedures while ensuring anyone who posts from your company is encouraging a positive brand image. 

following policies and procedure

Some elements that other companies have included in their social media policies include:

Whether you choose to err on the side of caution or wish to have a more flexible approach, there are endless amounts of policy elements that can be incorporated into your social media policy. Again, it’s all about making efforts to take your company and brand into consideration.

As you mull over different social media policies, there are some best practices you can embrace and implement as you decide your approach.

Best practices for social media platform policies can include:

Social Media Franchise Marketing Services from IDS 

No one understands social media franchise opportunities like IDS. Our team of expert social media strategists has worked with a number of brands and knows the unique circumstances of marketing as a franchisor, and we’ll help you get the most out of your experience.

Our social media marketing for franchises is designed to complete your business’s online presence by balancing pertinent information with authentic brand representation.

For example, we can highlight the relationship between your brand and current industry trends while showcasing new location openings, calling attention to the value propositions that make your business unique, and sharing other franchise brands' franchisee success stories.

The team at IDS creates social media marketing solutions that:

We take the time to get to know you and your business as we develop social media management for your franchise. Whether you need organic campaigns, paid campaigns, reputation management, follower development, or social page optimization, the services IDS provides are ideal for franchise businesses.

Let us help you develop a corporate social media policy that incorporates all the best that social media has to offer for your business.

Are you interested in learning more about how IDS can help your business get started with sound social media marketing and corporate social media policy? Contact us to set up a time to meet with a member of our franchise marketing company team today!

Why do you shop locally? 

Personally, I choose to shop at the local hardware store because Mary always knows exactly where what I need is located, based solely on my vague vernacular descriptions and exaggerated hand movements.

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I choose to shop at the local bakery because not only does their cozy, kitschy dining nook make me reminisce about holiday dinners at my grandmother’s house, but they’re the closest I’ve found to NYC-metro area cannolis in my 10 years of living across New England.

Small local businesses have long been the backbone of America’s economy. And they still are! 

While some experienced unfortunate side effects due to the pandemic and its aftermath, local businesses that found increased support from residents are thriving. In fact, in 2021, some 70% of consumers supported local businesses via online or in-store shopping.

Plus, 57% of Americans state that the main reason they shop small is to keep money within their local economy. Additionally, 38% of shoppers echoed the sentiment of wanting to support their local community and creators. 

Why should customers shop at local businesses? Some of the reasons include:

While these are all great reasons to shop locally, in today’s digital world, you’ll still need more to get more customers through the door of your small business. How did I find Mary’s hardware store or the novelty bakery? I searched on my smartphone. 

local business marketing

Oftentimes, local businesses rely on traditional forms of advertising because they believe they don’t have the time or money to compete with the benefits of digital marketing. Once they open their doors, they rely on print ads, coupon mailers, outdoor advertising, and word-of-mouth to bring in customers. 

And while these strategies might bring in some customers, there’s an easier and better way for small local businesses to bring in more customers: digital marketing

More customers are searching for and evaluating small local businesses online than ever before. In 2021, 99% of customers used the internet to find information about a local business in the past year.

Some 78% of customers used the internet to find information about local businesses more than once a week (an increase from 69% in 2020). And In 2020, 63% of customers used the internet to evaluate local businesses, but in 2021, this percentage increased to 81%.

What Are the Benefits of Digital Marketing for Business?

There are many benefits of digital marketing for your business. Utilizing a digital marketing strategy for your small local business makes it easier than ever to grow your business while providing a multitude of additional benefits. 

Some of the benefits of digital marketing for small local businesses include:

digital marketing reporting

Plus, increasing your digital presence makes you a more authoritative source of information in your industry. You’ll be able to increase your digital footprint and reach out to anyone, anywhere. You’ll be able to get to know your customers better and learn exactly what they’re looking for by being able to communicate with them at every stage of the buying process. This helps drive engagement and brand loyalty.

Targeting the right audience at the right time is easier than ever with digital marketing for your local business. And with IDS, we can help you with every aspect, from personalization to tracking and monitoring your marketing efforts. 

How IDS' Marketing Services Can Help

To create a truly omnichannel presence for your local business, you’ll need a variety of digital marketing resources. IDS is your complete digital marketing solution to maximize your impact on your target customers! 

Digital marketing has grown significantly over the past few years. Since the onset of the pandemic, digital marketing has become even more relevant than ever. IDS can help your small local business show that your business is still vital: our team of experts in SEO, SEM, graphic design, social media, and content creation can improve your digital marketing efficacy so your small local business can reap all of the benefits.  

Digital marketing is so powerful because it transcends industries, geographic locations, and demographics: virtually everyone can harness the benefits of digital marketing. At IDS, our goal is to help your business make an impact in your local community while receiving the best return on your investment. 

To start, we take the time to analyze your current digital marketing for your local business to identify strengths and weaknesses. From there, our team will develop a customized digital marketing plan that features elements from our unique suite of services to meet your specific needs, budget, and growth objectives. 

Our innovative and integrated digital marketing solutions include:

Whether you need a total redesign, refreshed content, or an updated SEO strategy, IDS will help you create a customized digital marketing package for your small local business' needs and budget.

Are you interested in learning more about how IDS can help your local business reap the benefits of digital marketing? Get in touch with a member of our franchise marketing company team today to get started!


Integrated Digital Strategies has been selected among the Top Digital Marketing Agencies In Massachusetts by Designrush.

Great first impressions are imperative to encourage website visitors to stay and learn more. When it comes to your website development for your franchise, you need to effectively reach prospective franchise owners, bolster your online presence, and provide up-to-date information in an effort to garner more high-quality leads and turn them into franchise sales.

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In this ever-changing digital landscape, information travels at a rapid pace, and it seems that there are constant streams of industry updates. Perhaps your industry has seen significant changes, your brand underwent a major design overhaul, or you’re just not seeing the same amount of leads come down the funnel. Whichever the case may be, it could be time to refresh your franchise website design.

Refresh Website Development for Your Franchise

The goal of a website refresh is twofold: one, to ensure that prospective franchisees are receiving the most relevant information in an easy and accessible manner, and two, to ensure more franchise candidates are developed into high-quality leads.

Why Do You Need to Design a Website Dedicated to Franchise Development?

Think about it like this: why does anyone (or anything) need a website? Websites have become a staple in most brands’ marketing efforts, whether you’re selling cars or ketchup. If a consumer is looking to purchase a car, they’re more likely to visit a dealership that has a robust website where they can browse inventory, see the latest deals, and learn more about the dealership. This helps to build trust with the consumer while providing all of the information they need to make an informed decision.

It’s really no different for franchise development. With franchise web design, your goal as a franchise marketing executive is to ensure your marketing efforts, plans, and strategies are reaching your target audience while increasing your online presence.

To effectively reach prospective franchisees, you’ll want to make sure potential owners can learn more about your opportunity while bolstering your online presence. It’s not enough in our digital day and age to have only a single social media profile when providing a sales proposition; you need a website to solidify your brand’s strong reputation with an omnichannel approach.

Your website is an authentic and transparent way to showcase your brand, share testimonials from existing franchisees, increase qualified lead generation, and engage with prospects on multiple platforms.

Prospects will need to be able to find your business online, access valuable investment information, learn more about your company, and understand why your opportunity has more advantages than the competition.

Ultimately your website should give prospective franchisees the opportunity to see themselves in your brand and the motivation to take the next steps with you.

When Should You Update Your Website?

Humans have become well-adjusted to following set timelines. We utilize timelines every day, whether it’s expiration dates to ensure our food is fresh and safe, deadlines to meet work goals, or timetables to take public transportation.

While there’s no set timeline for when your website should be updated, here are some considerations to keep in mind when analyzing your website to see if a refresh is due:

IDS Is the Franchise Digital Marketing Company Team That Can Help!

If you’ve found your digital marketing for franchises can use a refresh, IDS can help! We can modernize and elevate your franchise development website with a balanced blend of eye-grabbing design, all-original content, and the latest security features.

Updating your website helps to ensure that:

As a premier franchise digital marketing agency, IDS can improve your franchise website design with wireframe and site architecture designed to reflect your prospective franchisee’s journey. We’ll ensure the flow of information and sequence of events is logical and productive to the sales process.

Franchise Digital Marketing Company

We’ll ensure your site is properly formatted and generates the wow factor first impression your website deserves. We can update your branding when the colors, fonts, and design become outdated.

We’ll create responsive mobile or app versions of your website for easy access on laptops, tablets, smartphones, and more while maintaining an accurate and informative representation of your website.

Our rich and relevant content will highlight the strengths of your franchise offering while drawing attention to the success of your brand, providing an authentic view of your company, and convincing prospective investors that your opportunity is the best option. We’ll keep visitors coming back with up-to-date industry information and keyword research to improve SEO.

When considering cutting-edge sales and marketing technologies, value-added initiatives, and powerful franchise development marketing tools, IDS is your complete marketing solution. Let our franchise marketing company help you take your franchise development marketing efforts to the next level with a refresh of your website.

Are you interested in learning more about IDS’ franchise digital marketing services and how we can help develop or update your website? Get in touch with a member of our franchise marketing company team today!


If you’re looking to develop more franchises, you’re likely searching for information that can tell you whether your sales, marketing, and other tactics are working for or against your goals. While financial statements, FDDs, and other business reports address the company’s profitability over time, how do you measure other aspects of progress in franchise development? That’s where key performance indicators (KPIs) can help.

Franchise KPIs can measure and track your company’s progress toward a specific goal and can help gauge long-term franchise development. These metrics quantify your company’s performance by giving you a framework that can be assessed, whether against your own targets or industry standards and best practices. These are especially important for franchise development, as you will need to have performance indicators in mind when you bring on new owners, adjust campaigns, or expand into new markets.

The key to making KPIs work for your business is to choose the right metrics to measure. While it might seem like a good idea to establish broad-minded KPIs like “increase franchise sales” or “strengthen brand consistency,” focusing on specific metrics that are most impactful to your business is more critical to keeping you and your team aligned on the journey to achieving those goals.

IDS features a dedicated, award-winning sales team that can help you with all aspects of your franchise development plan. We’re experts at bringing data analytics and marketing together, so we can help you track your success and get your message out there by utilizing data and content effectively. No matter your brand or industry, IDS is there to help you qualify and nurture your leads, so you can focus on running your business.

How KPIs and Reporting Help You Scale Your Brand and Your Business

Although similar to objectives and key results (OKRs), KPIs, or “health metrics,” can tell you how your company is progressing toward set objectives. While both types effectively measure metrics, OKRs serve as broader and more ambitious goals with a flexible timeline; these big-picture ideas tend to speak toward achievements. KPIs are more specific and ideal for scaling.

KPI reporting tools can help you track and assess your business’s performance against set targets. Most businesses utilize KPI reporting tools to track impactful metrics while filtering out irrelevant data. This will allow you to easily see your business’s performance data in charts, graphs, and tables and provide a snapshot of your company.

KPIs enable you to keep everyone in your company aligned by maintaining employee accountability and allowing managers to adjust. At IDS, we use data analytics to analyze your initial performance, help you stay ahead of the competition, measure your impact, generate leads, and more.

KPIs are Critical in Franchise Sales

“Most franchise development clients are looking for leads, not just any leads – quality leads. A quality lead can be any of the following:

To get a step further, clients are looking at what the cost of those leads are, how far they move down the funnel, and the cost to convert them to a franchisee.”

Katie Knapp, IDS Client Success Director

KPIs can be applied to any aspect of your business, but they are especially important for franchise sales. Sales executives can use KPIs to measure their market model, sales strategy, and salespeople. By monitoring sales metrics, you’ll gain insight into your company’s performance and track progress while awarding incentives and identifying strategic issues.

Some valuable KPIs that franchise sales departments might find helpful include:

Which KPIs Sales Executives Should Care About When Marketing to Franchisees

There’s a lot to consider regarding which KPIs your company should utilize. You’ll want to determine your goals and your team, then set your targets. These targets can be based on many factors, including your company’s prior performance, industry standards, and more.

For franchise sales KPIs, it’s a good idea to begin with who, when, and why. By identifying who is managing the KPI, you’ll have a go-to person to track and report on progress—identifying when will give you a timeline in which to reach your targets. And finally, by identifying why, you’ll reinforce your goals and keep your team aligned.

The industry in which you work and your company’s business model can influence the KPIs you use. KPIs vary from company to company, department to department, and team to team. Some common types of KPIs include quantitative (numerical), qualitative (opinion), leading (future performance), or lagging (past results).

When considering which KPIs franchise sales executives should care about, here are some ideas for KPIs:

Other KPIs that could prove helpful include:

As you manage the franchising process from start to finish, you’ll want to maintain your brand and company standards while marketing, creating, screening, and tracking potential franchise owners. KPIs are not only a great way to qualify leads and cultivate prospects but also to establish procedures and programs for following through on leads. This will help you build and maintain a strong rapport with prospective franchisees and serve as their liaison throughout the franchising process.

IDS is your partner for comprehensive sales management that incorporates your franchise KPIs to tailor a custom strategy to optimize your current efforts. We’ll help you analyze your leads and attract higher-quality prospects so you and your company can achieve your goals.

Are you interested in learning more about IDS’ digital marketing services for franchise KPI and how we can improve your strategy and help you grow your business moving forward? Get in touch with a member of our team today and let's get the conversation started!

If you’re looking to improve business relationships to grow your business and increase franchise sales, consider customer relationship management (CRM). Customer relationship management is the practice of managing relationships with customers.

Customer relationship management software is a category of software that helps automate, analyze, and streamline your franchise relationships. Companies can use CRM software solutions to stay connected with customers, streamline processes, and improve profitability. You can use CRM technology to manage contacts, sales, agent productivity, and more.

“[CRM] allows you to communicate either externally or internally with your prospects or teams. All leads funnel into a CRM, and then they are followed up with appropriately.”

-- Maggie Holland, IDS Director of Operations

CRM software is designed to maintain emails, phone calls, purchases, and more and measure the performance and success of those interactions. CRM gives you the ability to provide a better level of service and earn loyalty with customers as you span the entire customer lifecycle: marketing, sales, digital commerce, and customer service interactions.

For franchise development, CRM allows multiple levels of the company to maintain a relationship with customers and leads. CRM can help you manage the external interactions and relationships, store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one location. As a bonus, CRM allows anyone at your company to access the information, making it easier to collaborate and increase productivity.

“We have two sides to our CRM: the one is used for the sale process and keeping new prospects moving down the funnel to open their new location. This helps them receive the FDD, review documents, and understand the coming steps. The other side of the CRM is for operations and marketing of the existing locations. This helps us all at corporate keep in close contact with the franchisees and spread company-wide messages across the entire system. Franchisees can also keep in close communication with each other to share best practices and fun new ideas or programs.”

-- Mark Renehan, IDS Director of Franchise Development

Need Sales Management?

Look no further than IDS. If your leads are just sitting there, let us qualify and nurture them as they move through the sales funnel. When you partner with IDS, our dedicated team can help with franchise lead qualification quickly and efficiently. We take the time to validate our franchise lead qualification services, vet prospects and drive them down the sales funnel. We know leads need to be contacted as soon as possible after their initial inquiry and that franchisors often don't have enough hours in the day to respond quickly and efficiently. Our data-driven lead scoring can efficiently manage lead flow to save your team time and improve ROI.

IDS franchise sales consultation services make us an extension of your sales department. You can count on us to:

We do this by learning your brand's culture and criteria to determine your ideal buyer. We work with you to set up your CRM by defining your goals, understanding your ideal candidates, and establishing a deal pipeline. Our inbound marketing strategies will filter your leads and set up lead scoring to determine which have the most potential. We’ll spend time working with strong leads to move them toward investing in a franchise. Finally, we’ll report back to you when leads have been developed.

“The top solutions we hear from are HubSpot, Salesforce, and Franconnect, which is franchise-specific CRM. CRM: tells you the average number of leads (MQR, SQL), the average time to close; helps define your persona, how many leads per marketing source, what is the most profitable ROI from marketing; and some CRMs such as Franconnect even show insight into the POST SALE information so you can see who is in the real estate/development stage, opening dates, and franchise sales performance.”

-- Maggie Holland, IDS Director of Operations

Improve your business relationships to grow your business and increase franchise sales with IDS.

Are you interested in learning more about IDS’ digital marketing services for franchise sales and how we can improve your strategy moving forward? Get in touch with a member of our team today!

“Think of your website as the menu and your social media as a tour of the restaurant. Your website will tell consumers whether or not they're interested, and social should give them a better idea of the experience and help them make a decision to dine there.”

-- Katelyn Baginski, IDS Social Media Manager

Any way you look at it, social media marketing is an important strategy for any business plan. As Katelyn explains above, websites only provide so much information; social media gives consumers a deeper look into your brand and can help them make a decision whether or not to do business with you.

There’s a lot to consider when weighing the options between paid and organic social media management for franchises. As the premier digital marketing agency, Integrated Digital Strategies (IDS) can help you navigate the ever-changing digital landscape and provide innovative and integrated solutions tailored to your unique business needs.

Social media marketing is in our blood. We can help you develop social media management services that attract new consumers and further fine-tune your posts to reach a wider audience of qualified leads.

Paid vs. Organic

With an increase in social media usage due to the pandemic, there’s been a great increase in the number of people that advertisers could reach. Spending a portion of your advertising or marketing budget on social media is no longer considered optional; it’s a must to get your brand’s name out there and target new audiences.

Paid and organic social media marketing strategies are two different parts of a whole. Depending on your brand’s goals, you can use one or both to achieve a strategy that works well for you.

Think of paid social media as advertising. Businesses use paid social to raise brand awareness, attract new followers, promote the latest deals, generate leads, and drive conversions. Brands pay money to social media sites to have their content shared with specific, targeted audiences, boost organic content, and design unique advertisements.

On the other hand, organic social media is free content in the form of posts, photos, videos, memes, stories, and more, that all users can share with each other. Brands can use organic social to establish their personality and voice, build relationships through content, engage customers, and support them with customer service. Organic social media is the best way to nurture connections with your customers.

“Organic social media is the best way to humanize your brand. It can help you reach a different audience and showcase your brand personality. It's a great place to provide additional information that can't be found on your website: brands should share behind-the-scenes and in-the-moment content, user-generated content, and current company happenings. Social is all about curating communities and connecting with current and potential customers. It's a place to hold conversations, share industry knowledge, and provide information that can help customers make decisions about purchasing. While it's not a major lead driver, it's a great tool to increase awareness and influence consumers.”

-- Katelyn Baginski, IDS Social Media Manager

5 Reasons to Choose Organic Social

  1. Organic social media humanizes your brand. Organic social can help build brand awareness, build brand loyalty, curate communities, showcase brand personality, show authenticity, strengthen credibility, and increase referrals and sales.
  2. Social media is the new search engine. Chances are your target audience is using social media regularly. Customers regularly use social media to search for products, services, and reviews, usually around the same time they are looking at your website.
  3. Usage continues to see growth in the social media sector. All major social platforms reported strong increases in engagement since the pandemic, with as many as half of U.S. adults using social media more. Globally, more than 3.5bn people use social media every day: that’s about half of the world’s population.
  4. Business objectives have measurable results. By utilizing social media data and tracking metrics, you can measure the effectiveness of your efforts via follows, shares, saves, comments, likes, @mentions, clicks, email sign-ups, and testimonials.
  5. Grow your audience and keep them engaged. By developing engaging content, a consistent posting schedule, and using hashtags, you can stop the scroll and allow more people who are not following you to find you.

At IDS, our social media management and suite of digital marketing services for franchises present your best, most authentic self to potential customers and complete your business’ online profile. We can help take your organic social to the next level.

Are you interested in learning more about IDS’ social media management for franchises and how we can improve your strategy moving forward? Get in touch with a member of our team today!

Entrepreneur Top Franchise Supplier Awards 2018 to 2021

Integrated Digital Strategies (IDS), a nationally recognized digital marketing firm specializing in campaigns for established and emerging franchise brands, was recognized by Entrepreneur Magazine as a top-tier franchise digital marketing agency for the fourth year in a row, as voted by IDS clients and the franchise community. As one of just two agencies to be ranked among the top third, we continue to attract A-list clients and add to our comprehensive suite of services.

At IDS, we have enjoyed incredible progress since our inception in 2012. Now 10 years in and currently serving over 55 brands and 750 franchisees, we are the premier online marketing firm often recommended by leading experts in franchise marketing. We attribute consistency, attentive client interaction, and foresight of a healthy ROI as key contributing factors for our growth and development.

With an ever-growing client list, we have expanded our operations to include a group of dedicated Franchisee Success Account Managers. These specialized account managers strategize with franchisees across a wide variety of industries to ensure that their brands are attracting their target audience.

Digital marketing has grown significantly in recent years, and franchise marketing companies need to evolve to show that their services are still vital in a changing business landscape. Fully invested in client success, our IDS team utilizes a range of talent and expertise to assist franchisees. The company’s franchise development, franchise sales management, and franchisee findability programs produce exciting results through innovative and integrated digital marketing solutions, including franchisee local marketing, tailored to solve their clients' unique needs by creating effective customized campaigns to optimize their marketing budget.

The franchise digital marketing agency remains honored and humbled by the recognition and will continue to stay focused on their mission: provide the best digital marketing strategies and leverage their growth to empower franchisors.

IDS’ experienced digital marketing professionals look forward to helping you connect more effectively with your prospective clients.

Are you interested in learning more about IDS’ digital marketing services for franchises and how we can improve your strategy moving forward? Get in touch with a member of our team today!

Integrated Digital Strategies - A Franchise Marketing Agency
Greater Boston

6 Chestnut Street
Unit 210
Amesbury, MA 01913


100 E Pine Street
Suite #110
Orlando, FL 32801

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