February 6th, 2018
Franchisees are too busy to worry about the digital marketing aspects of a franchise. For most, outreach and lead generation are left to corporate. In turn, this style of advertising causes the brand to develop a more corporate feel, losing the local aspect. While a centralized brand makes it easy to keep a unified message, losing the small-town feel of franchises can hurt sales, creating a dehumanized version of the business.
What are the Aspects of a Successful Marketing Campaign?
Let's break down all the responsibilities a good marketing campaign executes. Afterwards, it will become clear why using an outside firm or at least automated software is necessary for franchises to flourish. Like most things in life, creating a mediocre campaign will not have the results brands are looking for. It takes effort and time to gain traction and begin generating leads from an online presence.
Having a winning strategy. Just like implementing a business plan, knowing how to design and then execute a marketing campaign will help make it a success. There are professionals who spend their careers perfecting marketing strategies. Here are the most important features every digital marketer needs to utilize:
- SEO Optimization
Search Engine Optimization is how your websites are seen by search engines, like Google. When building an online presence, the entire design needs to use best practices that will help people find your business. Examples include fast loading times, relatable content, and consistent updates. Maintaining a popular website is not a one and done kind of job, it requires daily attention to stay relevant. Using an agency to manage your website can bring the professional touch you need to achieve front page rankings.
- Content creation
Having a well-designed website is one thing but if the content is lackluster, potential customers are likely to click away. Successful online presences have easy to read and relevant posts, videos, and even pictures. Turn your business website into a place where people want to spend their time. The ultimate goal of good content is to convert readers into leads. The more value given, the more likely a person will decide to enter the sales funnel.
- Local search results
As a franchise, your business relies on local patrons. This means targeting those local customers. It's easy to get caught up in the larger, more impersonal branding efforts pushed by the corporate umbrella. Digital marketing can make specific businesses rank high in local results. Smart techniques like using local zip codes and city names can give unique URLs a needed boost in search queries. The majority of your buyers are local – targeting them just makes sense.
- Social media
Perhaps the most reviled, overrated while simultaneously underrated part of any marketing campaign. Love it or hate it, the importance of having a strong social media presence cannot be understated. Apps like Facebook and Instagram offer unprecedented engagement with potential buyers. Creating a lively, always updated social media presence will help your company build relationships and create a stronger brand.
- Email Marketing
91% of people check their emails on a daily basis. This makes corresponding with and cultivating leads through email campaigns integral to any marketing campaign. It's more than sending a simple Email blast then sitting back and waiting to see what happens. Email campaigns are more of a science than a shotgun approach. Every lead can be categorized differently, creating various groupings among email lists. Target likely buyers differently than those with whom you are still building a relationship with. The more customized you can make the campaign, the better the results will be.
- ROI tracking and reporting
Track who opens Emails, understand your buyer persona. Create CTA's to embed them in emails, encouraging greater reader participation. See which headlines work and which ones don’t. Never stop improving your business outreach.
All of your website's metrics should be collected on a central hub. This aggregates user information into easy to read, data. Create visual graphs to present your business strengths and weaknesses. Collecting data from every visitor allows you to craft a more realistic version of the preferred buyer.