Marlene Meyers talks about how she uses social media to support her franchise business and why, for her, growth is rooted firmly in trust and real-world impact.

“It’s about reassurance as much as visibility.”

When asked how important social media is to her business growth, she was clear.

“Social media supports my business growth by building visibility, reassurance and trust especially for parents booking first aid for the first time,” she explained. “But most of my growth actually comes from delivering high-quality sessions, repeat bookings, partnerships with schools and nurseries, and word-of-mouth. ”For Marlene, social media isn’t the engine of the business, it’s the amplifier.

“It reinforces the work I’m already doing. And being part of the Mini First Aid national platform helps hugely. The campaigns and shared content allow me to start local conversations while staying aligned with the wider brand.”

Choosing the right platforms

Rather than trying to be everywhere, Marlene focuses on where her audience already spends time. “I mainly use Instagram, Facebook and LinkedIn,” she told me. “That’s where my parents, partners and professional contacts are.”

The structure provided by the franchisor’s central marketing team gives her consistency and confidence.

“Mini First Aid campaigns and shared content provide a framework that helps me stay consistent with the brand, while still showing what’s happening locally and the impact of my work.”

Purposeful posting

When it comes to frequency, Marlene takes a measured approach.

“I post purposefully rather than frequently,” she said. “Milestones, reels from events and shows, highlights from classes and nurseries, and ‘what I’ve been up to’ updates keep my presence relevant, without taking focus away from delivering high-quality sessions.”

It’s a reminder that social media should support operations, not overwhelm them.

Organic growth built on trust

Interestingly, Marlene doesn’t currently allocate a local budget to paid advertising.

“I don’t have a local budget for paid-for posts,” she explained. “Mini First Aid has an incredible central marketing team driving national campaigns, which supports brand visibility and awareness at scale. At a local level, my growth has been organic built on trust, reputation and authentic content rather than paid advertising.”

Her engagement strategy reflects this same authenticity.

“Engagement comes naturally when content is relatable. I share real-life safety topics, use national content as conversation starters, post feedback and testimonials, and keep my tone warm and reassuring. A lot of interactions happen through direct messages and those often lead straight to bookings.”

Looking ahead

Marlene reflected honestly on her journey with social media.

“It’s an area I continue to develop,” she said. “But I’m proud that my growth comes from impact, consistency and care. Moving forward, I want to use social media more confidently to showcase the work I do locally and across the wider Mini First Aid network.”

In a franchise environment where credibility and community relationships are everything, Marlene’s approach is a powerful example of how social media, when used thoughtfully, can strengthen rather than distract from sustainable business growth.