August 16th, 2019
The internet has permanently changed the marketing landscape. People regularly spend several hours per week on social media sites chatting with friends, sharing videos and memes, and looking for news and rumors. You might think social media is great or you might think it’s harmful, but if you’re marketing a franchise business you can’t afford to ignore it. Engagement and visibility are essential to any corporate marketing strategy, and there are a few key features every franchising company should keep in mind.
Keep Your Franchisee Marketing Consistent
By franchising your brand, you’re allowing other business owners to use your name and your products in their local area. However, thanks to social media each local owner can get just as much national exposure as the parent company. If you let them all do their own thing with marketing, your customers will get a very inconsistent message as they stumble across various franchisees who aim at different demographics and use different strategies. Innovation can be useful and franchisees can have good ideas, but you need to present a united front and give each franchisee a strict marketing playbook.
Take Advantage Of Local SEO Rankings
No matter what your product is, your potential customer base will look for locations in driving distance and not on the other side of the country. That means they will use local keywords like city and state names, and your franchisee can use good SEO practices to show up at the top of these local searches. So while the overall marketing tone and aim should be consistent, franchisees should create written, audio, and video content with good keyword use to target their local market and improve their visibility.
Never Underestimate Word Of Mouth
Word-of-mouth is both the most powerful tool of marketing and the hardest for any business to control. However, the rise of social media has made it much easier to keep track of word-of-mouth marketing and have a direct connection to the conversation. You can find out what customers think of your locations when they talk about it on Twitter or Instagram, and you can get customer reviews on Yelp and Google. Not only can you evaluate your online reputation, you can also find out whether your franchisees are living up to your company’s standards.
Lead The Social Media Charge From The Home Office
While franchisees focus on creating online content to boost their individual visibility and local SEO, it’s up to your marketing team at the home office to show them the way by giving them a platform for their content and demonstrating the marketing strategies and tones you want them to use. As the parent company you have the biggest presence on social media, so take advantage of it by creating interesting content for people to enjoy and share.
Smart marketing is all about social media and online practices. Franchise marketing can make you more visible, but it also gives you more weak points. For more details and other marketing strategies, you should contact today and set up an initial consultation.