Digital Advertising Services to Grow Your Franchise Business
The best way for any national or local business to reach more customers and get ahead of the competition is to advertise its products and services online. The same is true for franchise owners. Spending your entire franchise advertising budget on radio ads, TV ads, direct mail, and billboards will not bring in new customers in today’s digital world. It’s time to direct all advertising efforts toward social media and search engines, where billions of consumers scroll and search daily. At Digital Logic, we specialize in successful franchise marketing and franchise advertising programs.
Our services include franchise SEO, digital advertising management, content marketing, web development, graphic design, and more. Call 318-678-5020 to speak to one of our franchise advertising experts today.
In 16 months, we boosted ROI to 523.53% for our highest-performing franchise marketing client.
What is Franchise Advertising?
Franchise advertising is the strategy and set of activities used to promote a franchise opportunity or to boost the sales and customer engagement of individual franchisee locations.
Unlike digital advertising for traditional businesses, which focuses on promoting a single entity, franchise advertising involves marketing a consistent brand image across multiple locations and, sometimes, across different regions or countries.
Franchise advertising uses PPC ads and other digital media materials to appeal to a target audience, generate leads and sales, have higher visibility on local search results, and maintain brand consistency.
Why is Franchise Advertising Important?
When you think about some of the most recognized brands globally, there’s a high chance you’re thinking about franchises. McDonald’s golden arches, Starbucks’ siren, or Subway’s bold yellow and green – these are just a few examples of how franchise marketing has made a mark on the global stage.
A significant reason behind their worldwide recognition? Effective franchise advertising.
Benefits of Franchise Advertising
Franchise advertising programs offer a unique blend of benefits, both for the franchisor (the primary brand) and the franchisee (individual business owners operating under the franchise brand). Not only are many franchise advertising programs incredibly effective at attracting customers, but they’re often more affordable than digital marketing campaigns.
In essence, franchise advertising offers a synergistic relationship where franchisors and franchisees can leverage their collective strengths, resources, and market reach for mutual growth and brand enhancement.
Here’s a comprehensive look at the advantages of franchise marketing:
Brand Consistency and Recognition
- For Franchisors: Ensuring a consistent franchise brand image across multiple locations strengthens the brand’s identity. When consumers see the same messaging, logo, colors, and brand values everywhere, it builds trust and credibility in each local franchise.
- For Franchisees: A consistent brand presentation means franchisees can capitalize on the brand equity already established by franchise owners.
Advertising Budget Efficiency
For Franchisors: National advertising campaigns or joint marketing campaigns allow franchise owners to reach a broader target audience for a lower per-unit cost.
For Franchisees: Co-op advertising, where franchisors and franchisees pool ad budgets, allows the local businesses to participate in larger, more impactful marketing campaigns they might not afford on their own.
Local Franchise Marketing
For Franchisors: It ensures that the marketing efforts remain relevant and appealing in diverse markets and demographics.
For Franchisees: A tailored advertisement campaign addresses the specific needs, preferences, and challenges of local audiences, increasing the chances of success.
Leveraging Collective Data
For Franchisors: Access to key performance indicators and data from many franchise advertising programs can offer valuable insights into what works and what doesn’t. This aggregated data can be used to refine and maintain control over the overall franchise marketing strategy.
For Franchisees: They can benefit from shared learnings and best practices from these marketing efforts.
Increased Purchasing Power
Collective bargaining in advertising can lead to negotiated discounts from media outlets, platforms, or advertising agencies due to the scale of the campaigns. This is a great way to maintain control and save money with franchise marketing.
Shared Expertise and Resources
For Franchisors: They can maintain control, ensuring that the franchisees are using proven marketing strategies that reflect the brand’s core values and remain within the franchise agreement.
For Franchisees: They often get access to the right tools, franchise marketing resources, and expertise provided by the franchisor. This can include marketing collateral, training, and campaigns ready for local adaptation.
Faster Time-to-Market
A pre-established brand guideline, marketing plan, and advertising template allows for quicker advertisement campaign roll-outs. There’s no need to start from scratch, which can speed up the franchise marketing process significantly.
Risk Diversification
For Franchisors: By having various franchisees contribute to the marketing strategy, the financial risk associated with campaigns is spread out, minimizing potential losses with standard franchise advertising fees.
For Franchisees: They can lean on the franchisor’s experience, reducing the risks associated with trial-and-error approaches to franchise marketing.
Enhanced Competitive Position
A unified and powerful franchise marketing strategy can help the brand compete effectively against other businesses or chains in the market. Franchises can offer customer loyalty programs collectively to help attract customers.
Greater Market Penetration
For Franchisors: Consistent franchise advertising across regions can lead to increased market share and a broader customer base.
For Franchisees: They benefit from the collective visibility of the parent company, even in areas they don’t personally serve.
Franchisor vs. Franchisee Advertising
When discussing franchise advertising, it’s crucial to understand the difference between advertising as a franchisor and advertising as a franchisee.
In the realm of franchise advertising, discerning the roles and responsibilities of franchisors and franchisees is pivotal. Their franchise advertising approaches differ significantly, underpinned by distinct strategies and objectives.
Advertising as a Franchisor
When advertising is orchestrated by the franchisor, the corporate team assumes a pivotal role in steering all franchise advertising initiatives for national advertising campaigns. This often encompasses:
Overseeing the entire franchise advertising budget.
Instituting and managing the review, vetting, and approval processes for digital and offline campaigns.
Adopting a centralized business model. Such advertising strategies are primarily evident in large-scale national campaigns aimed at promoting established brands and products on a broader scale.
Advertising as a Franchisee
On the contrary, when local franchisees take the helm of advertising efforts, the franchise advertising program shifts:
The corporate framework grants autonomy to individual franchise owners, enabling them to spearhead their advertising campaigns.
Franchise owners have the authority and flexibility to conceive, review, endorse, and finance advertisements tailored to their local demographics.
This approach exemplifies a decentralized business model, emphasizing grassroots marketing tailored to regional nuances.
In sum, understanding these distinct advertising methodologies is instrumental in crafting a well-rounded marketing strategy to reach the national and local audience of the franchise.
Most franchisees prefer the centralized business model when it comes to advertising campaigns. The corporate framework typically has larger ad budgets to create the best and most cost-effective franchise advertising programs.
This takes the pressure off many franchisees – they don’t have to worry about ad spend or creating Google ads that don’t quite align with the franchisor’s brand. They can also focus on managing the franchise instead of focusing on an advertising and marketing plan, which is a full-time job in and of itself.
Still, both franchisors and franchisees can benefit from paid franchise marketing.
Why hire Digital Logic for franchise advertising services?
- No monthly contract
- Attract new high-converting customers
- Have a dedicated account manager
Franchise Advertising Services
Below, we take an in-depth look at the different types of paid ads used for franchise and enterprise advertising.
Search Ads
- No monthly contract
- No wasted ad spend
- Decades of experience
- Only a $1,000 minimum ad spend
For franchises looking to attract potential customers, especially to an online store, search ads play an indispensable role. These ads, prominently displayed on search engines, are specifically designed to capture the attention of users actively seeking products or services related to the franchise’s offerings.
By integrating well-crafted marketing materials into these PPC (Pay-Per-Click) ads, franchises can effectively generate leads, driving more traffic to their online storefronts. Not only do search ads help in increasing visibility amongst potential customers, but they also offer a strategic advantage by allowing franchises to optimize their advertising budget, paying only when a user clicks on their advertisement.
Search ads help franchises maintain control over their brand while providing the ability to attract customers on a consistent basis.
- No monthly contract
- No wasted ad spend
- Decades of experience
- Only a $1,000 minimum ad spend
Remarketing Campaigns
Remarketing management services have become an indispensable tool for franchises aiming to recapture the attention of prospective customers.
Through platforms like Google Ads and social media ads, franchises can strategically retarget potential customers who’ve previously interacted with their brand but didn’t complete a purchase or desired action.
Beyond the traditional ad spaces, email marketing offers another avenue for re-engagement. Tailored email campaigns can be crafted to remind these potential clients of products they showed interest in or to introduce them to new offers and loyalty programs.
By integrating these social media and email marketing campaigns, franchises can maintain a persistent brand presence, increasing the likelihood of converting initial interest into concrete sales and lasting customer relationships.
Display Ads
In the arena of franchise marketing, display ads have emerged as a powerful tool to engage potential customers. Unlike traditional search ads, display ads visually capture the essence of a brand and can be strategically placed across various digital platforms to drive traffic to an online store.
Through franchise advertising programs, franchises can streamline their ad spend, ensuring that their display ads reach the right audience at the right time.
By targeting specific demographics and optimizing ad placements, franchises not only bolster their brand presence but also save money, ensuring that every dollar spent yields the maximum return on investment.
Geofencing Advertising Campaigns
Geofencing refers to a virtual perimeter on a map. This plays a big role in not only paid advertisements but local SEO campaigns, too. Franchises can choose which specific target market on the map they want to attract clients from.
In most cases, they will go with the same region as the franchise locations they’re advertising for. Once franchises pick a geofence, local audiences within that region will begin seeing advertisements on Google or social media when they search for certain keywords. When mobile devices exit this geofence, the advertisements may not appear on search engine results pages on prospective customers’ devices.
Geofencing advertising campaigns are more common and effective for franchisee locations. That way, these franchisees can attract the target audience within the area surrounding their local store.
Competitor Geofencing Campaigns
Competitor geofencing campaigns have become a strategic asset for franchises aiming to gain an edge in local areas. By setting virtual boundaries around rival establishments, franchises can target local audiences with tailored ads as soon as they enter or leave a competitor’s location.
This approach empowers local franchisees to offer enticing promotions or customer loyalty programs, directly appealing to potential customers who might be considering or are already engaged with competing brands.
By understanding and leveraging the power of geofencing marketing, franchises can proactively position themselves as the preferred choice in the eyes of local consumers, fostering brand loyalty and driving sales.
Social Media Marketing Ads
Social media has become an essential channel for franchises to engage with their target market. Through franchise social media marketing, franchises can create tailored campaigns that resonate with specific demographics on various social media sites.
Unlike traditional advertising methods like Google Ads, social media ads allow for a more nuanced and interactive approach to reaching prospective consumers. By leveraging the unique algorithms and user data on social media platforms, franchises can ensure their promotions are viewed by those most likely to be interested.
Furthermore, by maintaining an active and consistent presence on multiple social media sites, franchises can build brand recognition and loyalty. As the influence of social media continues to grow, effective franchise social media marketing becomes paramount for franchises aiming to acquire more customers and establish a dominant presence in their respective markets.
Google Local Service Ads
Google Local Service Ads have revolutionized franchise marketing by placing a heightened emphasis on the trustworthiness of businesses through online reviews. Prominently showcasing these reviews, franchises can enhance their credibility and appeal to prospects, ensuring they stand out in local searches.
Moreover, these ads integrate seamlessly with local SEO strategies, further bolstering a franchise’s visibility within specific regions or communities. The dual focus on online reviews, both in terms of quantity and quality, makes these campaigns crucial for franchises aiming to establish a reputable and reliable presence in their local areas.
Digital Logic’s Approach to Paid Franchise Marketing Strategy
At Digital Logic, we have created our own marketing and advertising strategy, which we tailor from client to client to meet their goals. When you trust us with your franchise advertising and marketing needs, this is what you can expect.
Maintain Brand Consistency
Arguably, the most important goal in any successful franchise marketing plan is maintaining brand consistency both online and offline. When a franchise’s corporate team is handling all advertising and marketing channels, maintaining brand consistency is easy.
It gets complicated when individual franchisees move forward with their own creative ideas for advertising the entire franchise brand.
At Digital Logic, maintaining the franchisor’s brand across marketing channels is a top priority during any marketing campaign.
Optimize Landing Pages For Better Quality Score
Next, our franchise marketing experts focus on optimizing ad landing pages to not only beat competitors but also to improve overall user experience. This usually requires a combination of high-quality content marketing and web development.
You want everything about your landing page to be perfect: visually pleasing, functional, relevant content, and quick loading speeds. Additionally, landing pages should have strong call-to-actions that encourage potential customers to convert into new customers.
Optimize Ads at the Local Level
Some franchise units across the United States are more successful than others.
If your franchise location is suffering, you will definitely benefit from a good local SEO and PPC advertising plan. The goal of both local SEO and ads is to attract the target audience in local markets to increase online visibility as well as leads and sales.
At Digital Logic, our franchise marketing experts are well-equipped to handle this.
Some franchise units across the United States are more successful than others.
If your franchise location is suffering, you will definitely benefit from a good local SEO and PPC advertising plan. The goal of both local SEO and ads is to attract the target audience in local markets to increase online visibility as well as leads and sales.
At Digital Logic, our franchise marketing experts are well-equipped to handle this.
Design Display Ad Content Based on Local Audiences
Display ads are only as effective if your target audience is interested in looking at them. In other words, consumers in some local markets are more interested in certain types of content and visually appealing elements than people in other markets.
Each franchise business must figure out what visuals their target audience responds to best, which can take a bit of trial and error.
Through close tracking and monitoring of KPIs and metrics, our digital advertising experts can help you determine the best look for your display ads.
Split Test
In the dynamic world of franchise marketing, split testing, often referred to as A/B testing, has become a pivotal strategy to maximize the efficacy of online campaigns. Within franchise advertising programs, split testing involves comparing two versions of an ad to ascertain which performs better with a specific target audience.
By leveraging the right tools, such as Google Ads, franchises can conduct in-depth analyses to understand which elements resonate most effectively with their viewers. This methodical approach ensures that ad budgets are utilized efficiently, directing funds toward strategies that yield the highest return on investment for the franchise business.
As the digital landscape continually evolves for franchise marketing, franchises that adopt and master split testing position themselves to stay ahead of the curve, ensuring their marketing messages are finely tuned to the preferences and behaviors of their target audience.
Transparent Reporting
At Digital Logic, we believe that the cornerstone of a successful franchise marketing service is rooted in transparent reporting. We understand that franchises operate in competitive landscapes, and the clarity in understanding their franchise marketing efforts is paramount.
Our commitment to transparency ensures that every franchise client is well-informed about where their investment is being directed, the returns on their campaigns, and areas of potential improvement. Through meticulous and clear reports, we clear up the complexities of digital marketing, allowing our clients to gain insights into their audience engagement, ad spend efficacy, and overall campaign performance.
Transparent reporting not only fosters trust but also equips franchises with the knowledge they need to make informed decisions, ensuring alignment between their business objectives and our franchise marketing strategies.
Don't just take it from us...
Franchise Advertising FAQs
Which Franchise Marketing Channels Provide the Best ROI?
All digital marketing materials and channels have the potential to provide the best ROI. Still, the ones that provide the best ROI are search engine optimization (SEO), paid advertising, and email marketing.
How Can I Use PPC Ads to Market My Franchise?
All franchise locations can benefit from PPC advertising. PPC ads are designed to attract the exact target audience that a franchisor/franchisee wants so that they can experience an increase in website traffic and new customers.
How Do I Calculate ROI for Franchise Marketing?
To calculate ROI for franchise marketing, use this formula:
ROI = Net Sales ÷ Marketing Costs x 100
So, you need to divide your net sales by your marketing costs and then multiply that number by 100.
Work With a Top-Rated Franchise Advertising Agency
Digital Logic is a full-service digital marketing agency based in Shreveport, Louisiana. We are known for creating the best SEO and paid advertising plans for several types of local businesses and industries, including law firms, plastic surgeons, dentists, chiropractors, roofers, plumbers, and many more!
Contact our team of specialists for all of your SEO, paid advertising, and social media marketing needs.
Shoot us your email and our team will be in touch about your proposal
