Franchise Digital Marketing
Franchise marketing refers to the marketing strategies and tactics franchisors and franchisees use to attract new clients or customers to increase awareness and drive revenue to their franchise organization. Franchise marketing has evolved to almost 100% digital marketing.
In order to effectively market a franchise, a balance must be kept between the franchisor and franchisees. The franchisor must create a strong, recognizable, and profitable brand with an easy-to-replicate business model. Meanwhile, the franchisee must strictly adhere to the marketing standards set by the franchisor, in order to maintain a consistent brand identity and improve profitability, across the board.
Chances are, you’re either trying to create your marketing strategy, or you’ve run into some trouble with your franchising marketing plans-specifically your online presence. You want to portray a certain image at the corporate level, but you also have franchisees with their own individual local goals and unique outreach methods.
Consistency is key, but as a franchise marketer, we know that context is king. From time to time, franchisees need the freedom to operate within their local market to connect with their local community.
So, how can franchisors and franchisees combine efforts to create a cohesive franchise marketing strategy that works for the brand and its entirety?
Digital Logic is an industry leader in internet marketing for businesses. We’ve put together this post so that franchise owners can get a feel for how to create a franchise marketing plan that accounts for local marketing initiatives and what marketing strategies work for their specific franchise business model.
For more information, give us a call! Our franchise marketing experts are happy to help.
What is a Franchise Business?
Let’s just start with the basics, here.
A franchise business is a business model where an established company grants an individual or group the right to operate a business using its brand name, products, services, and overall franchise business processes.
The franchisee essentially buys the rights to replicate the franchisor’s successful business model and leverage its established brand reputation. In return, the franchisee pays a franchise fee and ongoing royalties or a percentage of their sales to the franchisor.
Franchises can be found in various industries, including fast-food restaurants, retail stores, automotive services, fitness centers, and more. The franchise business model offers several advantages, such as access to a proven business concept, training and support from the parent company, established marketing strategies, and the ability to tap into existing brand loyalty.
By joining a franchise, entrepreneurs can benefit from reduced risks compared to starting an entirely new business from scratch. But, it’s essential for potential franchisees to carefully review the terms of the franchise business agreement, understand the ongoing costs and obligations, and assess whether the franchisor’s values and business practices align with their own goals and values before making a commitment.
What is a Franchising Strategy?
Franchising is a specific business strategy used to capture market share for getting customers and maintaining relationships with those customers. This type of system creates recognition for the company, as a whole, for both current and future customers.
You can think of franchising as a strategic alliance, a web of relationships that allow those involved to share and benefit from brand identification, successful business operations, and a proven distribution system. Franchise companies are already “well-known,” giving yet another allure of a built-in reputation without the marketing hurdles that new brands face. So, how does one successfully market a franchise?
Franchise Marketing Plan
Creating a franchise marketing plan falls in line with every other marketing strategy: Step one is knowing what you want to accomplish with your campaign. What are your goals? What does a successful franchise marketing campaign look like for your company?
We provide more helpful insight here: How to Write a Marketing Plan
Define Franchise Digital Marketing Goals
When it comes to the franchise marketing plan, as the owner, you have one of two options: manage national franchise development marketing and operational franchise marketing yourself or create clear brand guidelines for your franchisees to follow for individual franchise locations.
Regardless of your choice, the goal is always to maintain brand consistency. You want to give your franchisees the best opportunity to represent your brand in a positive manner, and consistent branding is the best way to accomplish this.
Franchise Marketing Tools
In order to achieve this goal, you must provide your franchisees with the proper tools while giving them the flexibility to localize marketing efforts for their own franchise locations.
If you want to transform your current franchisees into successful franchise marketers, you’ll need to provide the following tools:
- Branded backgrounds and templates
- Stock assets
Co-Op Franchise Marketing Efforts
Franchise marketing is laced with difficulty. Marketing 101 tells you that the brand is and always will be the number one priority. However, the needs of each franchise location are also critical.
You’ll want to establish common ground for your co-op franchise marketing strategy-one that meets the needs of your local establishments while maintaining brand consistency.
But, how do you build a brand when your company is essentially a patchwork of business owners flying the same flag? By creating better brand guidelines.
Marketing for Franchisees
As the franchisee, it’s your responsibility to inquire about creative ideas, marketing support, and what’s expected in terms of your own marketing materials.
You’ll want to ensure you have a good understanding of the following: font, spacing, kerning, logo usage, color codes, etc. You want to make sure that your promotions consistently portray the pre-established identity of your company.
FRANCHISOR BRAND GUIDELINES
As the franchisor, if you’re going to make cohesive marketing efforts, the branding guidelines must be fine-tuned, crystal clear, and easy to communicate.
Good brand guidelines should include:
Brand Overview for Franchises
Key points such as the brand’s history, mission, vision, and values provide franchisees with a better sense of brand identity. This helps stand out in the competitive franchise industry.
Franchises develop a brand in order to create an emotional connection with their target market. If franchisees can accurately understand and create the brand personality at their respective franchise locations, they’ll be able to attract and retain customers.
Mission Statement for Franchises
A franchise’s mission statement gives franchisees, employees, and the target audience a reason why the brand exists. It reminds franchisees and employees of what the brand’s objective is. A good mission statement can serve to inspire the whole franchise system, from the corporate level down to individual franchise employees.
Quality Control for Franchises
Franchisor brand guidelines must address the quality of their products or services. Prospective customers expect quality continuity.
Operational Marketing for Franchises
Developing a successful plan of operations may be costly upfront, but in the end, it solidifies the success of your company in its entirety.
A well-oiled operational marketing system reduces the number of resources used and increases profits without sacrificing quality. Adhering to strict operational marketing systems ensures individual franchise locations maintain optimal profit levels.
Franchise Marketing Strategy
A franchise marketing strategy is a vital component of any thriving franchise business.
This strategy is a comprehensive plan designed to promote a franchise opportunity, attract potential franchisees, and drive franchise business growth. A cohesive marketing strategy involves a combination of traditional and digital marketing techniques tailored to showcase the unique selling points and benefits of joining the franchise or securing new customers for a specific franchise location.
A key element of the franchise marketing plan is identifying the target audience and understanding their needs and motivations.
By utilizing various marketing channels, such as a professionally designed franchise website, social media platforms, targeted advertising, and participation in industry events, the franchise can reach a wider audience and generate quality leads.
Additionally, engaging content, such as success stories and testimonials from satisfied franchisees, blogs, and service pages, adds credibility and fosters trust among potential investors.
A successful franchise marketing strategy also encompasses ongoing lead nurturing efforts and the establishment of a strong brand presence to maintain visibility and attract the target audience. Regular evaluation and data analysis ensure that the marketing efforts remain agile and adaptable, resulting in a successful and thriving franchise network.
It’s a little more complicated than that, though, isn’t it?
This is one of the many reasons why you need an experienced agency to help you run your franchise marketing strategy. You’ll want to calculate CPM, as well as compare cost per lead with conversions and close rates, anticipated cost per lead with the value of leads, etc.
Franchise Marketing Services
While there are several outlets of marketing, there’s no arguing that digital marketing is the future of successful franchise marketing. We encourage franchisors to invest in the following:
- franchise SEO services / local SEO services
- franchise advertising services
- responsive web design services
- email marketing
- social media/online reputation management services
Paid Advertising for Franchises
Paid ads play a pivotal role in driving the growth and success of franchises. As part of a well-rounded franchise marketing strategy, a professional AdWords management service enables franchises to reach their target audience, generate leads, increase brand visibility, and smash KPI metric goals.
Utilizing various paid ads platforms, such as pay-per-click (PPC) advertising on search engines and social media, allows franchise owners to showcase their unique selling proposition and attract potential franchisees actively searching for business opportunities.
With the ability to set specific demographics, locations with geofencing ads, and interests, online advertising ensures that the franchise message reaches the most relevant consumers, maximizing the return on franchise marketing funds.
Moreover, paid campaigns can be continuously optimized based on real-time data. This allows franchisees to refine their approach and focus on the most successful marketing channels. By incorporating paid advertising into their marketing efforts, franchises can effectively compete in the digital landscape, expand their reach, and drive sustainable growth in the franchise industry.
Learn more about Digital Logic’s pricing models: PPC management pricing.
Search Engine Optimization for Franchises
Search Engine Optimization (SEO) is a critical aspect of digital marketing for franchises. Search engine marketign enables them to enhance their online visibility and attract potential franchisees.
A well-executed franchise marketing SEO strategy ensures that a franchise’s website ranks higher in search engine results. This drives organic traffic and increases brand exposure.
By conducting keyword research and optimizing website content with relevant industry-specific keywords, franchises can target their potential customers effectively.
Local SEO for Franchises
Local SEO tactics are especially valuable for franchises, as they enable individual franchise locations to rank higher in local search results. This means they’ll attach potential customers in specific geographic areas.
Technical SEO for Franchises
Additionally, SEO for franchise development incorporates technical optimizations, such as website speed and mobile-friendliness, to improve user experience and search engine rankings.
Learn more about our technical search engine services.
Content Marketing for Franchises
As franchises continue to invest in SEO and content marketing services, they gain a competitive edge, establish a strong online presence, and position themselves as industry leaders, ultimately contributing to the growth and success of their franchise network.
Content marketing is a powerful and essential strategy for franchises to engage their new customers, build brand authority, and drive business growth.
By creating valuable and informative content, franchise owners can connect with potential franchisees and consumers on a deeper level.
Content marketing involves producing a diverse range of marketing materials, including blog posts, articles, videos, infographics, and more, that address the needs and interests of the franchise’s target audience.
For franchises, content marketing can showcase industry expertise, share success stories, and provide valuable insights into the benefits of joining the franchise network. Sharing this content across various marketing channels, such as the franchise website, social media platforms, direct mail, email marketing newsletters, and industry publications, establishes the franchise as a thought leader and fosters trust and credibility among prospects.
Learn more about Digital Logic’s content marketing services for business.
A well-executed search engine marketing strategy not only attracts potential franchisees but also strengthens the franchise’s brand presence, leading to increased franchise sales and sustained business success for the entire franchise.
Learn more about Digital Logic’s monthly SEO packages.
Social Media Marketing for Franchises
Social media marketing is a critical component of a franchise’s digital marketing strategy., as a positive social media experience offers unparalleled opportunities for engagement and brand awareness.
With billions of active users across various platforms, a social media presence allows many franchise marketers to reach and connect with their target audience on a personal level. By using various social media tools, creating engaging content, and sharing updates about franchise promotions and success stories, franchises can foster a loyal community of followers and potential franchisees.
Social media marketing enables franchises to leverage the power of user-generated content and word-of-mouth referrals, as satisfied customers and existing franchisees share their experiences. This further amplifies the franchise’s reach.
Through targeted advertising and audience segmentation, franchises can effectively pinpoint and attract new clients or prospects interested in franchise opportunities.
Additionally, regularly monitoring social media insights and analytics empowers business professionals to refine their franchise development marketing strategy. This ensures that they continuously deliver relevant and valuable content to their audience.
With a well-executed social media marketing approach paired with cohesive marketing materials, franchises can solidify their position in the market, boost franchise sales, and cultivate a thriving business within the franchising industry.
Website Development for Franchises
Website development plays a pivotal role in every successful franchise marketing campaign because it serves as the digital storefront and the first point of contact for potential franchisees and prospective customers.
A well-designed and user-friendly website is essential for creating a strong and lasting impression. For franchises, website development involves not only a professional design but also an intuitive navigation system that guides potential customers to relevant information about the franchise opportunity, available franchise locations, and marketing support services.
Additionally, the franchise website should feature compelling content to instill trust and credibility in the brand. Mobile responsiveness is also critical, as it ensures that the website performs seamlessly across various devices, enhancing the user experience.
With clear calls-to-action and lead capture forms strategically placed throughout the site, franchises can generate and nurture leads effectively. Regular updates and optimizations, such as search engine optimization enhancements and security measures, ensure that the website remains competitive in this fast-paced digital landscape. A well-executed website development strategy empowers franchises to stand out from the competition in the franchising industry, attract qualified franchise candidates, and drive business growth in their franchises.
We provide more information here: Website Design Best Practices
Franchise Marketing Funds
Why Do You Need a Franchise Marketing Fund?
The basic principle of a franchise marketing fund, or collective spending, follows the same thought process or cooperative purchasing for marketing activity and marketing materials.
This method ensures brand consistency and purchases efficiency. It’s the building block of franchise marketing that allows franchisees to work alongside the franchisor to implement cohesive marketing plans and marketing materials that benefit both parties.
In many cases, this can stretch marketing dollars further!
How Do You Structure the Franchise Marketing Fund?
Most national marketing funds are set as separate fiduciary entities, keeping the balance separate from corporate profit and loss. This provides the franchisor with an opportunity to grant as much or little as he or she wishes to digital marketing and public relations efforts.
The franchisor may or may not contribute to the co-op but typically has the final say over the structure and policies regarding brand marketing and allocation of resources for franchise marketing.
They may specify a minimum amount to be spent on local online marketing services. The local marketing is then spent at the discretion of the franchisee for that individual franchise location.
Work With an Experienced Franchise Marketing Agency
Digital Logic stands out as one of the best franchise marketing agencies due to its unparalleled expertise, commitment to excellence, and track record of driving outstanding results for franchises.
As a leader in the digital marketing industry, Digital Logic possesses an in-depth understanding of the unique challenges and opportunities that franchises face in the competitive digital market.
Our tailored franchise marketing efforts are meticulously crafted to align with the specific needs and goals of each franchise client. From creating captivating content to executing targeted paid search engine marketing campaigns and leveraging the power of social media, Digital Logic employs a comprehensive approach to attract your target market and engage potential franchisees effectively.
With a team of highly skilled franchise marketing professionals, Digital Logic ensures that each aspect of the franchise marketing plan is executed with precision, consistently delivering exceptional outcomes. When choosing Digital Logic, franchises benefit from a collaborative and results-driven partnership, propelling their franchise network towards sustained growth and success.
We have a client retention rate of over 97%. If you’re ready to stand out in the franchising industry and reach more potential customers, ask about our successful franchise marketing initiatives!