Gary Vee Featured on MODRN Business Podcast with Rallio's VP of Business Development

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Social media and branding expert offers tips to help franchise systems up their social media game

IRVINE, Calif. - March 18, 2019 - Amzeal -- Gary Vaynerchuk, CEO of VaynerMedia, was among the featured guests on a recent episode of MODRN Business Podcast, hosted by Ryan Hicks, the Vice President of Business Development at Rallio. The episode includes not only GaryVee, but also two franchise entrepreneurs: Scott Mortier, Chief Revenue Officer of Dental Whale (parent company of Dental Fix), and Shane Evans, Co-Founder and President of Massage Heights.

In the episode, recorded before his keynote at the 2019 International Franchise Association Annual Convention in Las Vegas, GaryVee offers several tips to help franchisors and their franchisees get started in social media marketing. Here's a look at a few of his top tips.

Give More Than You Take

"People are often self-serving on social media," says Gary, and that approach doesn't do anything to win over your target audience. "Your content needs to bring value to the audience at no cost so they can go and do something with it."

The most successful social media accounts serve up content that either informs and educates or entertains rather than going for the sale, says Gary. He adds, "There are no accounts doing well on social media that don't do one of those two things."

Make Local Content

Franchisees need to be producing local, engaging content. Why? "Because they want their business to grow," quips Gary. "If you're not making contextual content, you've lost."

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By contextual, he means that simply pushing out the same corporate content across all locations isn't effective in terms of broadening your local reach. If you want to do business with people who actually live in your area and are likely to frequent your establishment, then you need to speak to them directly.

"That whole concept of vanilla from corporate doesn't work," says Gary. That's a tough lesson to learn for many new franchisees, who often join a franchise system because of the perceived structure. They may think that corporate will handle everything for them, including their local marketing, when in reality that's a task they must undertake just as an independent entrepreneur would.

When corporate content doesn't generate any engagement, leads or sales for them, they may think social media simply doesn't work for them as a marketing medium. However, the solution is not to abandon social media, but rather embrace local, location-specific content. Original content that's contextual to your five-mile radius is always going to disproportionately outperform generic content that isn't meaningful to your local audience. "Like, you know the pothole on your street — that's the joke you should be making," says Gary. "The hot new yoga studio [in town], the principal in town who just celebrated her 50th anniversary — that needs to be your post."

The key takeaway? Customers want to see that there are real humans behind the local social profile. Again, ask yourself if a post either informs or entertains. If it fails that litmus test, then it's not providing value — and it's probably not going to get any online engagement.

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Furthermore, pay attention to what happens after you post. If people are asking questions, commenting, liking, sharing and leaving online reviews, you need to be involved in that conversation. When they engage with you, they expect to hear back — and quickly — especially if they're voicing a complaint. Be polite, be engaging and be present so your customers know you're listening.

Pick Your Platform

With so many different platforms, from Instagram to LinkedIn, how do you know which one will give you the best return on your marketing investment? While you don't need to limit yourself to one platform, you can take a look at your demographics to see where they are spending their time the most, but don't ignore other opportunities to branch out into other platforms. "LinkedIn has helped me quite a bit because it's broadened my reach," says Gary.

To listen to the entire interview with GaryVee, visit

Marketing experts and executives interested in being featured on the MODRN Business Podcast may reach out to Hicks at To be featured or for guest blogging opportunities on the Rallio blog, contact Additionally, for product or service inquiries, contact or

Visit Dental Fix ( or Massage Heights ( online for more information about their respective services and franchising opportunities.

Media Contact
Karen Spaeder
VP Communications

Source: Rallio
Filed Under: Technology

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