Chem-Dry Continues To Dominate Online With Social Media Presence
High-quality posts at the right frequency help franchise owners build brand awareness and book business through their social media presence
Having a social presence isn’t a good idea for small businesses — it’s a must. That’s especially true for home-oriented enterprises such as a Chem-Dry carpet cleaning franchise.
Happily, Chem-Dry franchise owners understand that, and work to maintain a robust presence across many different social media platforms. They create colorful and informative content that suits their territory’s needs, such as seasonal cleanings, short-term special offers, and more. They also benefit from a great deal of support from the Chem-Dry corporate advertising and marketing team.
National campaigns push referrals to franchise owners
A great example is a recent national campaign that ran on Facebook. It was targeted to participating franchise owners’ top revenue-generating ZIP codes. This campaign, like many others before it and those in development, is designed to do one thing: drive franchise revenue.
“When our marketing team creates a national campaign, it helps franchise owners tremendously,” says Doug Smith, Senior Vice President of Franchise Development. “It supplements what they are doing with their own local, targeted marketing by getting the Chem-Dry name in front of social media users more often, and it also builds brand awareness for those who may not see the local message. Either way, these campaigns generate significant leads for the franchise team to follow up on, so it’s a great plus to owning a Chem-Dry carpet cleaning franchise.”
Social media supplements traditional marketing
The push to do more social media marketing isn’t replacing traditional efforts, however. Both email and physical mail campaigns continue to produce strong results for Chem-Dry franchise owners; and so they, along with other advertising strategies, are very much still in play.
“We are always evaluating what is working at the national level, and our franchise owners are doing the same thing for their local spend,” Smith explains. “By studying the metrics, we are learning what images are working, what types of sales or specials are popular, and what specific copy is working to convert viewers to leads and eventually clients. Then franchise owners and the corporate team share that information, and it helps all of us create better online content that elevates our brand performance and creates more revenue opportunities.”
Chem-Dry is the world’s largest carpet and upholstery cleaning franchise with more than 3,000 franchises in more than 55 countries, serving 11,000 homes and businesses a day. Chem-Dry has been Entrepreneur magazine’s top-rated carpet cleaning franchise for 32 straight years. The Chem-Dry Hot Carbonating Extraction process delivers a faster-drying, deeper and more environmentally friendly clean that appeals to home and business owners. In addition to carpet and area rugs, Chem-Dry provides cleaning and renewal services for tile and stone, granite countertops, leather and upholstery, air ducts, and dryer vents.