Local networking can be a game changer for franchisees, especially when serving niche communities. There’s no question we’re doing business in an online world, so not having a digital marketing strategy would be detrimental to growth. However, an over-reliance on digital channels can also stunt your growth.
When I say “networking,” I’m not just referring to groups like BNI. I’m speaking of a strategy that is built on thinking about who else in the local community which you serve, would it be beneficial to have a relationship with. For example, at Walfinch, we provide home care to anyone over 18 but most of our clients are over 65. Who else services this population then? Solicitors, for one. One of our newest franchisees recently secured coffee meetings with several solicitors who work with the elderly in their area. As with any networking, it’s not about selling yourself. It’s about forming relationships and educating each other about how your respective services help the same people. This is how you open the door to long-term referrals.
Of course, this approach doesn’t replace digital marketing—it complements it. At Walfinch, we see the value in having a robust online presence, but over-reliance on algorithms or paid ads can lead to diminishing returns. Digital marketing platforms, as we’ve seen, are constantly evolving, and keeping up with their algorithms can be exhausting and expensive. It’s crucial to maintain your online channels and do your best to keep up with the changing digital landscape. However, one thing that will never change is the fact that you can grow a successful business by meeting people face to face and spreading the word by getting away from your desk and pounding the pavement.
Local networking also adds a personal touch that digital marketing can’t always replicate. When you meet face-to-face with potential referral partners, you create a real human connection. This trust can lead to referrals that are not just one-offs, but part of an ongoing relationship. The solicitor who refers their client to you today might send five more over the next year because they know and trust your business, and they’ve seen how successful the first referral was.
In fact, local networking can significantly enhance the client experience. We’ve always advocated for a personalised approach at Walfinch, where understanding individual needs is key. Similarly, when you collaborate with other local businesses that are equally invested in your community, your services become even more tailored to your clients. It’s about creating a care ecosystem, where clients feel supported not just by your team, but by the network you’ve cultivated around them. This might include solicitors, financial advisers, and sheltered housing schemes for example. We’re not a Jack of all trades, master of none, but rather a network of masters.
For franchisees, embracing this strategy can also make your marketing budget go further. Networking costs little but delivers long-term benefits, and these relationships are often more resilient than paid marketing efforts. While digital platforms can provide data-driven insights and instant reach, networking taps into the power of personal recommendation, which carries significant weight in the home care industry and beyond.
Ultimately, successful franchisees should focus on a balanced strategy—leveraging both digital and local marketing channels. By building meaningful relationships within their community, they position themselves as trusted local providers, while their online presence supports visibility and reach. This combined approach ensures steady, reliable growth without over-reliance on any single marketing channel.
