The risk of unproven channels
You are a growth person; you know that not every channel is going to work. The risk with a managed network is that you might spend a significant amount of your growth budget on a channel that doesn't deliver the conversions you need. You need to be testing it in smaller, focused ways before you scale it up. Don't just commit your entire budget to it right away. Prove the value, show the CPA, and then scale it based on results.
Platform dependence and algorithm changes
You know better than anyone that platforms change. The risk is that your entire network strategy could be upended by an algorithm update. You need to have a diversified approach to growth. Do not rely solely on one network for your acquisition. Use it as part of your broader growth strategy, and always be prepared to pivot if the platform environment changes. This is the only way to ensure your growth remains sustainable over the long term.
Managing for ROI, not just reach
The temptation is to focus on reach. But as a head of growth, you know that reach is not revenue. The risk is that you spend all your time on distribution and forget about conversion. You need to ensure that every single post in your network has a clear call to action and that you are tracking those conversions. If you cannot trace a sale back to the network, then the reach is just vanity. Stay focused on the bottom line.
Ensuring high-quality testing
Your team needs to be very disciplined in how they test. The risk is that you don't get meaningful data because you are not testing properly. You need to be very clear about what you are testing, what the variables are, and how you are measuring success. If your team is not disciplined about this, you are just going to be running tests that don't tell you anything. That is a waste of time and money.
Focus on ROI and rigorous testing to ensure your managed network is a profitable growth driver for your franchise.
See your network before you hire.
Tell us what your franchise brand already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
How do I know if it's working?
Track conversions. If the network is not leading to store visits or lead form fills, you need to adjust your strategy or your content.
Is it worth the risk for a franchise?
Yes, if you need scale. It is one of the only ways to reach a broad audience without spending a fortune on paid ads.
What happens if the provider goes away?
You need to have a plan for how to replace them. Always maintain a relationship with potential alternative providers.