New franchises constantly pop up in growing cities. Familiar large-name brands like Ikea draw huge crowds every weekend, and many local brands are also expanding their reach and opening new locations.
This rapid growth is part of a nationwide trend. The total number of franchises has increased by 13.7% in the last five years. As these businesses expand, many owners seek new ways to engage customers. Franchise digital marketing is one of the most popular and effective approaches.
Franchises can use a wide range of digital tools to reach their audience, from email to TikTok. However, some strategies are more effective than others. This guide explores the best franchise digital marketing tactics and resources. It also covers partner programs and other tools you can use to achieve your goals.
Introduction to franchise digital marketing
What is franchise digital marketing? First, it’s important to understand what franchising a business means.
The International Franchise Association defines franchising as an agreement between two key parties:
- Franchiser: This partner “establishes the brand’s trademark or trade name and a business system.”
- Franchisee: They pay “a royalty and often an initial fee for the right to do business under the franchisor’s name and system.”
Franchisees benefit from the parent company’s reputation, resources, and structure. However, they also represent the larger brand and must follow strict marketing guidelines. For example, a Wendy’s franchisee can’t create a new logo without approval from the franchisor.
Understanding the fundamentals of franchise digital marketing
Business owners can use franchise digital marketing to promote their products and services. This approach uses digital channels to reach customers and improve brand visibility.
Franchisors use digital platforms to market the overall brand. For example, McDonald’s and other franchises have central social media accounts. Franchisees also use digital marketing to promote individual locations. They can localize content for their audiences while maintaining the brand messaging.
Benefits of franchise digital marketing
Franchise digital marketing has many advantages, including:
- Ability to personalize content
- Consistent messaging across franchise locations
- Easy scalability
- Higher return on investment (ROI) than traditional methods
- Increased brand awareness and visibility
- Improved customer engagement
- Increased customer loyalty
Developing a strategic franchise marketing plan
Creating a franchise marketing plan may seem stressful, but don’t worry. With the right preparation and knowledge, anyone can develop an effective strategy. Follow these steps to get started.
Assemble the key ingredients
A successful franchise digital marketing strategy has these components:
- Clear and measurable goals: Develop specific goals to guide your marketing campaigns. For example, you could aim to boost sales by 25% or double your social media following.
- Brand guidelines: Franchisors typically create guidelines to establish a consistent brand identity. All franchise locations should use the same brand voice, colors, logos, and slogans. These elements increase brand recognition and trust.
- More than one marketing channel: Don’t rely on a single method to get the word out. Use a mix of channels to build familiarity and reach more people. For instance, you could promote your franchise through email and social media.
- Key performance indicators (KPIs): Collect data to assess the performance of your marketing campaigns. Relevant metrics include return on investment (ROI), level of engagement, and web traffic.
Align your marketing efforts with the overall franchise objectives
Every franchise has specific goals and values that guide decision-making. Your marketing initiatives must align with these principles to create a consistent message.
Say you own a clothing franchise, and your franchisor wants to appeal to teenage customers. You can design a marketing campaign that aligns with this goal. For example, you can partner with social media influencers in that demographic. You can also use SMS marketing to share coupons with teenagers and their parents.
Use proven digital marketing techniques
You don’t need to reinvent the wheel to market your franchise. It’s okay to use reliable digital marketing methods, especially when you’re starting. What is the most profitable in digital marketing? Here are nine effective strategies to set you up for success:
- Design localized landing pages for your website.
- Leverage local search engine optimization (SEO) across your site, social media, and other channels.
- Encourage customers to follow and engage with your brand on social media and share user-generated content.
- Use paid-per-click ads to reach specific audiences.
- Geo-fence your marketing campaigns to raise local brand awareness.
- Create an email newsletter to stay connected with your target audience.
- Partner with local social media influencers to raise brand awareness.
- Share customer success stories and testimonials on your website.
- Target local audiences by posting ads on sites like Craigslist.
Building brand consistency across franchise locations
Everyone recognizes McDonald’s signature golden arches. And every UPS store has the same blue and tan coloring. These are just two examples of franchises with consistent brand identities.
Franchisors should create clear brand guidelines for franchisees. Cover every aspect of your identity, including:
- Brand personality and voice
- Official logo
- Color palette
- Fonts, icons, and other visual elements
- Social media hashtags
- Slogans
- Image policies
- Words and images to avoid
Maintaining a clear brand identity has many benefits. Creating a coherent story allows you to build connections with your audience. Brand guidelines also streamline marketing efforts and give you a solid foundation for your campaign.
Leveraging digital channels in franchise marketing
Digital channels offer many digital marketing franchise opportunities. Here are three ways to promote your brand and generate sales.
Embrace the power of social media
Many franchise owners embrace social media marketing. You can use many platforms to connect with your audience, including Facebook, Instagram, and TikTok.
Every platform attracts different users. For example, 78% of people aged 18 to 29 use Instagram compared to 15% of those over 65. Meanwhile, Facebook is most popular with people aged 30 to 49. Choose channels that appeal to your target audience for the most impact.
Scooter’s Coffee’s main account often shares funny coffee content to appeal to customers. This Instagram post was an April Fool’s Day prank about a fictional new drink. While this post came from the headquarters account, many independent franchise owners can post similar content or share posts from the main account on their independent profiles to garner engagement.
You should also tailor your content for each platform. Here are a few content ideas:
- Infographics and memes for Instagram and Pinterest
- Short educational videos for TikTok
- Live stream product demos for Facebook
Invest in paid advertising
Paid ads can help you reach specific audiences. Popular platforms include Google Ads, Facebook Ads, and LinkedIn Ads.
These channels let you target users based on their behavior and demographics. For example, if a user visits your website but doesn’t buy anything, Facebook can display ads for the products they viewed, which may entice them back. This approach personalizes your marketing and boosts conversion rates.
Build an email list
Email marketing allows you to deliver content to your subscribers’ inboxes. Use this method to share discounts, product recommendations, and other personalized content.
Simplify this process with an email automation tool, such as Constant Contact. You can schedule emails to send when clients perform specific actions. For instance, you can automatically send new subscribers a welcome email.
Have an integrated, multi-channel approach
Leveraging multiple channels empowers you to reach potential customers in different ways and stay connected. Don’t put all your eggs in one basket, and be sure to have a multi-channel marketing plan.
Maximizing local efforts
Two franchise locations can have very different audiences. You can localize your content to cater to your specific customer base.
To start, use local search engine optimization (SEO) techniques. Create content using location-specific keywords, such as your city and landmarks. You can also create localized landing pages for every franchise location.
Additionally, many franchises use local marketing initiatives to engage customers. For instance, you can sponsor local influencers and community events. These tactics build trust and improve your brand reputation.
Finally, geofencing is another powerful tool that utilizes GPS to target ads to customers in a designated location. This helps you get an edge over competitors.
Crafting effective marketing materials
Focus on creating marketing materials that resonate with your target audience. You can survey customers about their interests and preferred content. Developing buyer personas can also help you understand your customers’ behavior and needs.
Use this information to develop more effective and meaningful marketing campaigns. Suppose your franchise sells software to healthcare executives. They may prefer educational materials like articles and white papers. Meanwhile, a company that sells children’s clothing could create targeted Facebook ads.
Industry-specific marketing techniques can also attract leads. For instance, real estate franchises can use mobile marketing to connect with busy home buyers. Sports franchises could develop brand partnerships with local teams, fitness centers, and more.
Financial planning for franchise marketing
How much does digital marketing for a franchise cost?
The cost of franchise digital marketing services varies significantly. There are many factors to consider, including your chosen channels and tools.
Some marketing methods are free or low-cost. For example, Instagram and TikTok don’t charge businesses to create accounts. You can also subscribe to Constant Contact’s email marketing platform for as little as $12 monthly.
Other marketing methods and tools have higher price tags. For instance, influencers charge an average of $2,784 per Instagram story. Meanwhile, Google ad budgets can start at an average of $10 per day.
Research channels thoroughly to understand their costs and budget accordingly across the franchise. This information can help you develop a realistic budget. Many franchises start with two or three affordable channels. As your ROI grows, you can expand to new platforms and increase your marketing budget.
Direct marketing tactics for franchise businesses
Direct marketing focuses on promoting brands to individual leads. Many franchise owners use direct mail to reach local audiences. For example, you can mail fliers and coupons to nearby homes. This approach can help you connect with people who prefer traditional marketing methods. It also increases local brand awareness.
Nurturing brand reputation and loyalty
A positive reputation is critical to success in the franchise industry. A few ways businesses can impress customers and build loyalty include:
- Provide excellent service and high-quality products.
- Gather and promptly respond to customer feedback — whether positive or negative.
- Market loyalty programs when in line with brand and franchise guidelines.
These actions show customers you value their business and nurture strong relationships.
Operational marketing aspects of franchise marketing
Entrepreneurs often enter the franchise business because they want to receive support from a larger entity. Franchisors can assist individual locations by providing marketing resources.
This help can take many forms, such as:
- Customer referral programs
- Customizable email templates
- Grand opening promotions to create hype about new locations
- Lead generation tools
- Marketing training
The role of franchise organization in marketing
A franchise’s structure will significantly influence its marketing tactics.
Some parent companies have close relationships with their individual locations. These organizations often run centralized marketing campaigns and promotions.
For example, Anytime Fitness began offering members access to Apple Fitness+.
Some companies let their franchisees operate with little oversight. These locations have more freedom to develop localized campaigns.
Measuring success in franchise marketing
Use metrics like conversion and engagement rates to assess the impact of your marketing efforts and improve them over time.
Constant Contact’s partner programs make it easy to check your progress. Our Enterprise Program lets franchises track performance from a central platform. You can monitor click-through rates, web traffic, and other key metrics. This software also enables you to develop a library of approved marketing materials.
Exploring digital marketing franchise opportunities
Are you interested in specializing in digital marketing? There are many opportunities to start a franchise digital marketing company. These franchises let you jumpstart your business and access an established customer network.
The cost of starting a franchise marketing business ranges from $2,000 to over $70,000. Research existing franchise locations carefully to determine the revenue you could generate.
Elevating your franchise marketing efforts with professional agencies
You don’t have to develop an entire marketing campaign alone. A digital marketing agency can help you succeed and implement an integrated digital strategy (IDS). These teams can build content marketing strategies, design social media posts, and more. Look for agencies that specialize in boosting franchises’ digital presence.
Grow your franchise with digital marketing
Franchises offer unique opportunities and challenges for entrepreneurs. These agreements let you build on an established brand and business structure. However, they also often have strict guidelines to maintain brand consistency.
Digital marketing can help you promote your franchise without losing your identity. Franchises use many channels to connect with customers, from content marketing to SEO. These methods let you engage specific audiences and raise brand awareness.
Get started by researching your target audience’s interests and needs. Use your insights to choose one or two marketing channels to start your campaign. As you gain experience, you can experiment with more methods to engage customers.
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