Across the entire franchise industry, in the past five years, the total number of franchises grew by 13.7%. While this can mean that franchising is still a solid investment, it can also mean more competition for owners.
Franchise management services are nothing without marketing, and digital marketing is a cost-effective and efficient way to bring more customers in.
If you don’t know how to create a digital marketing strategy for your franchise, this guide is for you. Continue reading to learn more.
Understanding Franchise Digital Marketing
Franchise digital marketing is an internet strategy focused on promoting franchise businesses. With a rise in the popularity of franchise ownership, there is a lot of competition. Having a solid marketing plan is crucial now more than ever.
Traditional marketing channels and public relations are the past when it comes to franchise management services and marketing. Although some of these techniques may work, digital marketing is often the best route.
Staying on top of the latest digital marketing trends might be the difference for growing your franchise.
Franchise Management Services: Digital Marketing Strategies
Using digital marketing best practices is key to success as a franchise owner. These ideas will help you create a digital marketing strategy that works for your franchise.
It would be easy to market if every person you are targeting was on the same social media apps and channels, but this is never the case. Because of this, franchise advertising should be made up of multi-channel approaches.
Cohesive organic social media, search engine optimization (SEO), and local search ads should be cohesive to work. You don’t want the different marketing channels to be working independently from each other.
If you have multiple franchise locations, it’s especially important to be synced up with marketing.
Local SEO involves using search engine optimization techniques to attract customers within the area. This can bring in more people and boost rankings in organic search results.
The first thing you can do as a franchise owner is make sure your locations have verified and accurate Google Business Profiles. Local directory listings should be accurate and up-to-date as well.
If your information is up to date, here are other ways to succeed with local SEO:
- Having a sitemap
- Ensuring your site is mobile-friendly
- Completing your Google Business Profile
- Fostering customer reviews
- Publishing high-quality content
- Using local keywords
Your website is going to be the catalyst for your digital marketing strategy, so it needs to be up and running efficiently.
Franchise marketing systems are nothing without a well-known brand identity. Becoming well-known isn’t always easy, but your strategy should be pushing you towards that goal.
It’s common for franchises to struggle to compete with businesses that have a homey and local feel to them. Your brand story can change that completely.
Highlighting your company’s mission, origin story, and core values can create more empathy. People feel a stronger connection and sense of loyalty to businesses that share their values.
A great way to get started with this technique is by highlighting the people behind the brand and sharing their stories.
Standing out amongst the competition is easier said than done. Franchises can use different types of ads to highlight their uniqueness.
When marketing a franchise, digital ads are typically the most common option. This is where the bulk of your digital advertising funds may go. You can use these ads for general information about the franchise.
Paid ads are effective at getting the word out about improvements, new updates, and value propositions. For example, if your franchise is running any type of special or promotion, consider paid advertising.
Paid ads are also a great way to highlight your brand’s unique offers and benefits that can differentiate you from the competition. To get the most out of these ads, follow these best practices:
- Conduct A/B tests for imagery and copy
- Monitor and analyze ad performance regularly
- Create custom landing pages
- Leverage local keywords
Franchise pay-per-click (PPC) advertising is a great paid ad option that can save you some marketing dollars as well.
Geofencing has grown in popularity in recent years because it can easily target local customers.
Geofences use virtual GPS territories that send alerts to mobile devices when users enter those spaces. In simple terms, it’s like an invisible fence. When people are in a certain location, marketing actions are automatically served.
Geofencing is a location-based marketing technique that uses information to display special offers, notifications, ads, and more to those in specific areas. Users will get these ads through cellular data, GPS, or WiFi.
This method of marketing is more costly than others, but if you want to hyper-target the locals, it might be worth the money. You can also leverage geofencing to target people visiting your competitors.
National Scale and Local Experience
The best franchise business will be on a national scale. While this is great for business, it’s not always the best for digital marketing. Balancing a national mindset with local ads is a roadblock that many franchises face.
A national mindset is key to growing your brand and reaching more individuals. However, attention to detail is required for local advertising to provide customers with customized experiences that can turn one visit into multiple visits.
You’ll want to cover both bases when you create your digital marketing strategy. The plans need to:
- Reflect the overall brand, mission, and messaging
- Target region or area-specific customers
When you hit these two bases, you will find that your strategy runs much smoother.
Meet Your Goals With 360 Solutions
Franchise owners are experts when it comes to day-to-day franchise management services, but they might not have time to keep up with the latest digital marketing trends.
Digital advertising is prevalent in today’s world, so you need to have a strategy that works for your franchise. The power of franchise digital marketing cannot be understated.
With the help of Franchise 360 Solutions, franchise owners can take on these digital marketing best practices effectively. Let us help you meet your goals. Try our free trial today to get started.