Social media is often touted as a must-have marketing tool, but for franchisees in senior-focused industries, the return on investment (ROI) might not justify the effort. If your corporate office already handles social media posting for your franchise, it’s time to rethink how you allocate your marketing resources. Here’s why social media may not be your best bet and what to focus on instead.
1. Corporate Social Media Covers the Basics
Most franchisors maintain a corporate-level social media presence that posts generic, brand-approved content on your local pages. This includes posts about your services, company news, and seasonal updates. While these posts may not be hyper-local, they ensure that your franchise’s social media is active and aligned with the brand’s messaging.
By duplicating efforts or heavily investing in your own social media strategy, you risk wasting time and resources on activities that may not significantly boost your visibility or ROI. Instead, leverage corporate’s posts and only occasionally share hyper-local content that resonates with your specific audience.
2. Social Media ROI for Senior-Focused Businesses is Low
The senior living and home care industries target an audience that isn’t as active on platforms like Facebook or Instagram compared to younger demographics. Caregivers may browse occasionally, but most make decisions through direct research, recommendations, and local search results—not social media.
For franchisees, this means that social media efforts are unlikely to result in measurable leads or conversions. Investing in high-ROI marketing channels, like local search engine optimization (SEO) or listing management, is often more effective.
3. Focus on Local Google Search Instead
Google remains the primary tool for people searching for senior-focused services. A well-optimized Google Business Profile can drive significantly more traffic and leads than social media ever could.
How to Optimize:
- Ensure your profile is complete and accurate with up-to-date contact info, services, and hours.
- Add photos of your facility or team to enhance credibility.
- Use Google Posts for local updates and promotions.
This local presence makes it easier for families and caregivers to find and trust your business.
4. Local SEO Offers Long-Term Benefits
Unlike fleeting social media posts, investing in local SEO provides lasting visibility. Ranking higher in local searches ensures you’re the first option when potential clients search for services in your area.
Key Steps for Local SEO:
- Optimize your website with location-specific keywords.
- Gather and manage reviews on platforms like Google and Yelp.
- Build backlinks from reputable local directories (like Seniors Blue Book).
Local SEO delivers consistent, measurable results and positions you as a trusted authority in your market.
5. Local Listing Management Simplifies Visibility
Maintaining accurate and consistent business listings across directories is essential for local businesses. Tools like listing management services can help you:
- Ensure your name, address, and phone number (NAP) are consistent across all platforms.
- Improve your visibility on local directories.
- Reduce the risk of errors that could confuse potential clients or hurt your search rankings.
By focusing on listing management, you can build trust with search engines and customers alike, driving better results than social media can offer.
What to Do Instead of Social Media
If your corporate team is already managing your social media presence, your time and resources are better spent on these high-impact areas:
- Engage Locally: Occasionally share local updates, community events, or team highlights to personalize your page.
- Enhance Local Visibility: Prioritize local Google search and SEO strategies to capture leads actively seeking your services.
- Streamline Listings: Use listing management to maintain accuracy and expand your reach.
Conclusion
Social media may seem like an essential tool, but for franchisees in the senior-focused space, it often delivers limited ROI. With corporate already managing generic posts, it’s smarter to focus on strategies that directly drive local traffic and leads—like Google Business Profiles, local SEO, and listing management.
Let corporate handle the social media basics, and redirect your efforts toward what really matters: connecting with local clients and growing your franchise.
Ready to grow your business? Get a free marketing assessment from experts who specialize in the senior care industry. Our team will provide an in-depth analysis of your current strategies and show you exactly what to do to achieve real results. Reach out today!