As our Senior Account Manager, Natasha draws on over eight years of account and project management experience to lead our account team in providing exceptional service and work to a diverse roster of clients in all areas of digital marketing. She began her career working in Los Angeles at William Morris Endeavor, where she spent several years learning the entertainment industry and growing her account and project management skills. Upon returning to her hometown in South Florida, she began working in marketing and advertising as an Account Executive at Zimmerman, notably working on the Save-a-Lot and Lumber Liquidators national accounts.
Natasha provides daily hands-on service to clients both large and small, offering timely, creative solutions to meet their digital marketing needs. Natasha’s attention to detail, client service, and digital marketing knowledge allows her to excel and lead the team in client collaborations to create relevant and impactful digital marketing campaigns.
Natasha is a graduate of Penn State University, and in her free time, she loves spending time with friends and family, staying active, and soaking in the sun.
5 Things You Don’t Want to Forget When Franchise Marketing
Franchise brands require a simple recipe to succeed: dedicated employees, effective management, and a top-notch franchise marketing strategy. While a solid internal team keeps individual franchisee locations afloat, advertising and marketing efforts are responsible for drawing interest for the brand as a whole. Across search consoles and social media platforms, franchise advertising is vital to connect with potential customers and prospective franchisees alike.
However, despite the importance of a franchise marketing strategy, no one said developing one would be easy. If you’re beginning to construct a marketing campaign, these are the five things you don’t want to forget.
What is Franchise Marketing?
Franchise marketing encompasses all of the efforts a franchise undertakes to grow its business, including pay-per-click advertising (PPC), search engine optimization (SEO), email marketing, content marketing, social media marketing, and traditional marketing efforts. Outside of digital marketing, traditional franchise marketing also includes commercial or local newspaper advertisements, billboards, trade shows, and direct mail marketing.
Though a franchise brand is commonly confused for a multi-location business, marketing strategies for the two are substantially different. While a multi-location company is typically owned by the same individual or family of individuals, each location of a franchise business is often run by a separate entity. Each entity has a degree of independence in marketing its franchise branch, and each may have a different goal.
Therefore, franchise marketing is two-fold. On the one hand, you have operational franchise marketing, which involves marketing your franchise location to acquire potential customers. Franchise development marketing, on the other hand, harnesses marketing efforts to sell more specific franchise locations. Overall, a franchise marketing strategy must account for advertising at the local level and the broad corporate level.
Don’t Forget These 5 Crucial Elements of a Franchise Marketing Strategy
In 2019, there were a whopping 773,603 franchise establishments in the United States alone. Chances are you scroll past some form of franchise digital marketing for these establishments each day, either in the form of social media advertisements or even digital coupons. If you’d like to get the word out for your local franchise business, you’re going to need to cut through a ton of this noise — which is where a franchise marketing plan comes into play.
A marketing plan should account for both franchise lead generation and reputation management. Ideally, your strategy should be spread across multiple platforms and include a hefty amount of local marketing to draw potential customers to your front door. If you have no clue where to start, we’ve got you covered from initial goal-setting through content development.
1. Understand Your Goals and Know Who You Are Targeting
When discussing franchise marketing, people often forget the two distinct types: operational franchise marketing and franchise development marketing. Each type of franchise marketing is based on different goals. Where operational franchise marketing aims to attract potential customers, franchise development marketing seeks to attract potential franchisees.
The digital marketing services you utilize will vary drastically depending on which type of franchise marketing goals you’ve set and, in turn, who you are targeting. For instance, if your goal is to encourage more individuals to become franchisors, your target audience will likely consist of individuals in their mid-30s to mid-50s who can afford the $50,000 to $200,000 investment required to get started.
However, if your goal is to attract potential customers rather than franchisors, the qualifiers for your targeting will be much less strict. In terms of demographics, you likely won’t target individuals with nearly as high of an income as you would for franchisee investments. Before you decide on any additional factors to supplement your franchise marketing strategy, establish your goals and target audience first.
2. Harness the Power of Omnichannel Marketing
Once you’ve determined your goals and target audience, it’s time to move along to the crux of your strategy. At this stage, it’s common for franchisees and franchisors to hone in on one element of marketing, such as their website, direct marketing, or paid ads. But considering that the future of digital marketing is mainly omnichannel, franchisors must focus their efforts on multiple areas as they enter the planning stage.
Just how big of a role does omnichannel marketing play in overall success? Recent research revealed that companies who embrace an omnichannel marketing strategy increase their return on investment (ROI) by 32% compared to those who do not. Even more, omnichannel campaigns produce a 90% higher customer retention rate than single-channel campaigns.
As you construct an omnichannel franchise marketing strategy, be sure to account for:
- Franchise website — From content marketing to search engine optimization (SEO) efforts, the bulk of your digital marketing strategy will stem from a well-optimized website. Your website should be easily discoverable and pass the website audit checklist.
- Social media — Social media is the second-most utilized medium for addressing customer service issues, second only to in-person interactions. Utilize social media as a chance to engage with customers and build relationships.
- Email marketing — Whether you send out a monthly newsletter or routine digital coupons, email marketing is a convenient way to get eyeballs on the content you can easily personalize.
- Paid advertisements — Paid media and organic media (like non-boosted social posts) work hand-in-hand to drive familiarity and trust for your franchise brand, regardless if you’re looking for customers or franchisors.
3. Develop Unique Messaging and Content
The majority of franchises must adhere to specific guidelines around messaging. For instance, if you started a Dunkin’ franchise, you couldn’t swap the tagline, “America runs on Dunkin’” to “Downtown runs on Dan’s Dunkin’ franchise.” Likewise, if corporate messaging leans cheerful and bubbly, you’ll want to replicate that tone in your own messaging.
However, although franchisees have to adhere to specific guidelines around messaging, there is some flexibility around what you can produce from a content standpoint. So, find your unique angle and use it! Maybe your specific franchise location has massive windows and tons of natural sunlight. If that’s the case, be sure to capture as many photos of the space to add one-of-a-kind imagery to your franchise website or social media pages.
Another angle to take for local franchise marketing is B2B video marketing. A behind-the-scenes look at a day in the life of a franchiser could be just what a prospective franchisee needs to take the next step. For those with a B2C franchise marketing strategy, videos of your location’s atmosphere, products, or friendly staff can also set your messaging apart from competitors.
4. Maintain A Strong Local SEO Presence
It’s no secret that franchise brands should be all over local marketing. Yet, there are multiple aspects that franchise owners often neglect when developing a local marketing strategy. Ensure that your franchise location is established on Google Maps and is connected to a Google My Business account that you own.
A Google My Business account will gather business details such as your phone number and business hours, as well as images and reviews for your franchise location. Remember to
fine-tune your Google My Business account regularly, update imagery, and respond to new reviews as soon as possible.
Likewise, ramp up your franchise SEO with localized landing pages and localized content. Landing pages should target specific high-intent keywords and include geographic keywords in the content, meta descriptions, and tags. For instance, if you run a burger franchise in Miami, Florida, leverage local SEO to include keywords like “burger Miami FL” or “restaurant in Miami FL” in your blogs and directory page.
5. Utilize Offline Marketing When Applicable
Previously we touched on omnichannel franchise marketing and how that applies to a digital marketing strategy. However, if you want your local franchise marketing to be impactful, you should work offline marketing efforts into your omnichannel strategy as well. The goal here is brand consistency, so franchise owners should aim to create lasting partnerships within the local community.
CTV advertising, radio, digital billboards, and even preview screens at the local movie theater generate awareness by reaching your audience in locations where they are not explicitly looking for you or your products. Alternatively, you can become a partner for a community event, like a festival or food driver, to gain media attention and improve your brand awareness.
Other offline marketing techniques to consider include:
- Billboards, signage, or bench advertisements
- Local newspaper advertisements
- Television or radio commercials
- Industry or local trade shows
- Direct mail marketing
Struggling with Franchise Marketing? We Can Help
Let’s be honest: A franchise marketing strategy can be difficult to ideate and implement alone. If you’re struggling with franchise marketing, it’s time to tap into a qualified digital marketing agency that can help. The pros at Bullseye Strategy have you covered, from a leading-edge franchise website to targeted local SEO and social media marketing. Contact us today to get started.