Digital platforms have emerged as powerful marketing tools for businesses to connect with their target audience, and franchisees are leveraging and customizing this as a strategy for continued growth.
Due to the impact that digital marketing has on businesses and their growth, franchisees have begun to adjust their strategies to leverage this channel for their own growth and expansion.
The 1851 franchise Marshal DavisPresident and Founder Ascendly Marketing Gain a better understanding of the best digital marketing strategies for franchises. From targeted ad campaigns to creating compelling content, we'll show you how franchisees can make their digital marketing efforts a success.
Establish a strong online presence
A strong online presence is a good foundation for any franchise's digital marketing strategy. By creating a user-friendly website and creating attractive social media profiles, franchisors can effectively showcase their brand identity and offerings to potential customers. A well-designed website displays the franchise's online identity and allows visitors to explore your services and easily get in touch. Additionally, your website should highlight your brand's unique value proposition and key differentiators to set you apart from your competitors.
Also, keep your target audience in mind: as a franchisee, you’ll likely be speaking to members of your own community, so optimize your SEO with that in mind.
“Local SEO is key,” says Davis. “Franchises thrive on local customers, so each location should have an optimized Google Business Profile with accurate information and compelling content. This will help your rankings in local searches and drive foot traffic. And don't forget reviews.”
Davis also suggested making the site mobile-friendly, as many consumers now conduct internet searches on their phones.
Take advantage of targeted ad campaigns
Targeted advertising campaigns play a key role in reaching potential customers who are actively seeking a franchisee's products and services. By leveraging platforms such as Google Ads and social media advertising, franchisees can tailor their messaging to specific demographics, locations and interests, optimizing their advertising budget for maximum impact. Davis suggested that geotracking is a particularly effective marketing tool.
“Focus your advertising efforts on the specific geographic areas where your franchisees operate,” he said. “This will ensure your ads reach the right audience and maximize your return on investment.”
As AI capabilities continue to evolve, the data provided through loyalty apps will become increasingly useful, allowing promotions to be customised to individual preferences.
By running a variety of creative online options simultaneously, franchisees can gauge audience preferences and refine their marketing approach going forward.
Create compelling content
Content marketing helps brands establish authority in their niche and foster meaningful connections with their audience. By creating informative blog articles, entertaining videos, and engaging social media posts, franchisors can provide valuable insights to potential customers. By regularly sharing photos, product highlights, and customer testimonials on social media platforms, franchisors can build a community of loyal followers and drive interest in the products they offer.
By continually creating new content, you're more likely to catch the eye of people who might have missed you at first glance. More content means more exposure, which Davis says is especially useful for retargeting campaigns.
“Add retargeting campaigns to re-engage website visitors who showed interest but didn't convert,” he says. “This will significantly increase your lead generation and sales.”
Franchise owners should also actively interact with their followers by replying to comments and posting polls and questions to increase engagement and build a sense of community.
Keep it up to date
To stay competitive in the market, franchise owners must continually adjust their strategies to evolving consumer behaviors and new technologies. By reading about what other brands are doing, checking out online platforms, and discussing digital marketing strategies through networking and collaborative groups, franchisees can inspire and educate each other. In other words, taking risks with new technologies is key. By trying new methods and analyzing their effectiveness, franchisees can learn which strategies work and which ones to abandon.
Work with a digital marketing expert
Digital marketing tools are readily available, but working with experienced professionals in the field can significantly enhance a franchise's marketing efforts. Experts know how to leverage industry insights, optimize campaign performance, and effectively navigate the complexities of online advertising. Additionally, franchisees can receive customized guidance and strategic direction to effectively reach their target audience and achieve their business goals.
The future of marketing is digital
Digital marketing offers franchisees an unparalleled opportunity to expand their reach, engage with their audience, and drive business growth. By establishing a strong online presence, leveraging targeted ad campaigns, creating compelling content, staying up to date, and working with digital marketing experts, franchisees can effectively master digital marketing in the ever-competitive world of franchising.
If you would like to learn more about marketing in the franchise industry, check out the following resources:
