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How to Execute a Localized Digital Strategy for a National Franchise Brand

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Digital is the name of the game in the world of marketing and has been for quite some time. Thanks to digital marketing techniques, even the smallest brands have been able to attract new customers, build lasting relationships, and expand their reach. This is easy enough for companies that operate on either a national or local level, but what happens when they do both?

In other words, how does a franchise marketing team adjust their digital marketing strategy to target local leads in their individual locations? In this guide, we will discuss some of the various tactics, best practices, and methodologies used in franchise marketing to achieve better local visibility and better targeting of local customers. This guide is not just for marketers. If you are a franchisee, franchisor, or handle local listing management for a franchise location, this guide is also for you. Now, let’s get started.

What is Franchise Marketing_

What is Franchise Marketing?

If you’re new to marketing for franchises, then it’s a good idea to quickly cover the essentials of what it is. Franchise marketing is a multi-tiered marketing plan whereby a company must craft marketing campaigns for franchises in specific locations, while also adhering to a broader strategy at the corporate level.

If it sounds complicated, that’s because it very well can be. When you own a franchise location, corporate will want to keep a hand in marketing to ensure consistency and quality control across the board. Local franchise owners will, however, be allowed some creativity to tailor ads to meet not just the cultural and socio-economic needs of an area, but also legal requirements.

Traditional vs Digital Marketing

Traditional vs Digital Marketing

From renting billboard signs to creating ads that run on game day and paying A-list celebrities to be brand ambassadors, traditional marketing is expensive. While these are still effective methods of generating leads and attracting customers, due to the high cost, they are better left to corporate. Local franchises who want to maximize their profits should focus most of their energies on digital marketing.

This helps to boost profitability by improving sales and cutting down advertising costs.

Even so, traditional marketing still serves a place as a complement to digital marketing strategies: a connection which we will discuss in greater detail later on in this guide. Here are some of the many marketing tools that are effective at the corporate and local levels.

  • Social media marketing
  • Pay-per-click advertising
  • Website search engine optimization
  • Video marketing
  • Email marketing
  • Text message marketing
  • Data analytics

Keep in mind that not everything on this list directly boosts SEO. Some items merely boost visibility or awareness, which increases the effectiveness of SEO tactics. It is one thing to be discoverable, but even better to be recognizable when you are. Also worth noting is the fact that not all of these tools will be beneficial to your specific brand.

To decide which methods will best suit your marketing goals and business type, you must consider how the demographic you serve prefers to engage with brands of their choosing and what forms of communications resonate best with them. Once you have these figured out, you can implement the specifics detailed in the rest of this guide.

Social Media Marketing

Social Media Marketing Strategies for Franchises

When it comes to digital marketing, one of the first tools that is often called upon is social media. That’s because social media is one of the best tools for increasing awareness of your business at both the corporate and franchise level if properly managed. If not properly managed, then you can create a mess of inconsistent messages intermingled with confusion over who has access to what account. Here’s the best way to organize this.

Corporate Level Social Media Marketing

There should be one social media account per platform at the corporate level, which is handled only by the professionals at corporate. Depending on your business and the demographic it serves, this could include LinkedIn, Facebook, Twitter, Instagram, and YouTube. These main accounts should either forego using an exact physical location or use the address of corporate. In the case of Facebook, it is best not to use an address at all, so you can use the locations feature to pinpoint franchises in different locations.

As the fount from which the rest of social media marketing strategies will spring, it’s a good idea to create a Best Practices Social Media plan for franchisees to use. A good plan book will detail the following.

  • Basic social media marketing strategy guidelines
  • Tips on how to find local professionals to assist with marketing
  • Any social, religious or moral convictions that must be upheld in the branding
  • To what extent corporate’s social media posts and general content can be copied or duplicated
  • Keywords and hashtags used to boost SEO

Local Level Social Media Marketing

Before creating social media handles for a local franchise, it’s important to check with corporate to ensure this is allowed. Note that another franchise location receiving permission does not guarantee that you will. To increase your chances, have a hired social media agency at the ready to prove to corporate that you have professional assistance to steer you and your marketing campaign in the right direction. It may also be worth it to speak with other local franchises and propose shared social media accounts for the location, such as @VDigitalPHX or @VDigitalLA to complement a corporate handle of @VDigital.

Pay-Per-Click Advertising

Pay-Per-Click Advertising Strategies for Franchises

Most social media platforms offer some type of PPC advertising. The ones that are best for you will depend on the platforms you have identified as being best for your business.

Corporate Level Pay-Per-Click Advertising

Digital advertising on social media is a great way to get your ads in front of more eyes, while only paying for the level of engagement it attracts. Here are some of the PPC offers corporate should not miss out on.

  • Google: Almost every business uses Google ads. The reason for this is simple. Google owns the vast majority of the search engine market, so the searches you would most likely want to appear in belongs to Google. Why not pay for your spot?
  • Twitter: Twitter ads are one of the most expensive you may come across with monthly payments of $99 to use their Promote Mode option. However, if you have several hundred dollars to dedicate to this each month, it does pay off as the price helps to keep ad competition low.
  • Facebook & Instagram: Facebook ads are more affordable and tend to deliver more value for your money. Facebook pages are also arguably better formulated for generating business leads than Twitter.

Local Level Pay-Per-Click Advertising

When it comes to PPC advertising, local franchises are better off using Google, Facebook, and Instagram as PPC platforms. The effectiveness of these three outlets make Twitter ads an unnecessary luxury item. However, if Twitter is where most of your customers and clients hang out, and corporate okays the local use of Twitter, Twitter ads may be worth looking into.

Website Search Engine Optimization

Website SEO Strategies for Franchises

Website SEO is an integral part of marketing for businesses of all size. This is because SEO expands a company’s organic reach and continues to bring in website traffic as long as the keywords chosen remain relevant. When the effectiveness of a specific keyword changes, it’s a simple task to update content to reflect that. This helps to ensure that when someone googles relevant topics related to your business, your website will rank high in searches.

Your goal should be to land in the first three spots because most people don’t look beyond the first three results. Here are a few things you need to make sure you rank in the first three spots as often as possible.

  • A strong online presence to attract do-follow links from local news agencies, government bodies, and charitable organizations.
  • Content that is unique, engaging and provides a solution to the question asked or topic broached in the search bar.
  • A website that loads quickly and is optimized for mobile use.
  • A website that is properly coded so that search engines can easily find, crawl and index the pages.

Corporate Level Website Search Engine Optimization

As in all other areas of franchise SEO, corporate is expected to lead the way. If the corporate website is doing well and generating large amounts of traffic, then all others will benefit. This is true even when all local franchises are expected to build and manage their own websites, because a successful corporate website helps to spread awareness and boost credibility for the brand itself. If corporate has a formula that has been working well, it should pass on this information to the local franchises, so they can benefit from HQ’s wisdom and experience.

Local Level Website Search Engine Optimization

Not all franchise companies will allow you to build your own website. However, it doesn’t hurt to ask. And, while you’re at it, see if you can get a hold of the keywords corporate has been using. By using those same keywords on your own local website and social media pages, you will be able to piggy-back off corporate’s success. However, to boost your local ranking, you should add location tags, such as, “SEO services in Phoenix” instead of just “SEO services”. This indicates to Google that the services you provide are relevant to a specific location.

Another way to improve your local SEO ranking, particularly with Google, is to ensure your franchise is listed on Google with the following information.

  • Physical address
  • Opening hours
  • Phone number
  • Website

Depending on your type of business, you may be able to add additional information. For example, if you own a restaurant, there is usually an available slot for a menu.

Quick Tip: Be sure to clean up local listings to prevent the SEO nightmare of duplicate entries. Duplicate entries will only cost you customers and needless embarrassment down the line. It may also not sit well with corporate, who may then seek to tighten the marketing reins.

Video Marketing

Video Marketing Strategies for Franchises

Did you know that YouTube is the world’s second largest search engine? This shouldn’t be too surprising when you consider that Google owns YouTube. Naturally, because of this, the two combine forces in the SEO world to produce amazing results. In short, Google gives special favor to its own videos on YouTube and ranks these higher up in its search results.

However, publishing on YouTube isn’t the only way you can use video marketing to your advantage as a franchise. Here are some of the many ways video marketing is useful at both the corporate and local level of franchise SEO.

  • Use videos to humanize your brand and inject humor into your social media stream.
  • Tutorial videos are a great way to demonstrate how to use a product or service your business provides.
  • Videos can help you share the story of your brand and how your business grew to its current status.
  • If your company participates in local events or encourages workers to volunteer, use videos to showcase that involvement while giving your charitable employees a moment in the spotlight.
  • Videos are far more likely to go viral than a full-blown article, increasing your likelihood of exposure.
  • If your business features a service component, like personal training at a franchised gym, videos are a great way to create webinars or presentations to showcase your level of expertise.
  • Few businesses operate in a bubble. Most companies must partner with other brands to bring their businesses to life. If your business is contracted to work with a specific brand, consider exchanging product reviews. For example, a restaurant could review the brand of pasta they use for their secret in-house recipe, and the pasta company could review the restaurant that uses their pasta as a key ingredient.

Email Marketing

Email Marketing Strategies for Franchises

Before saying anything else regarding email marketing, let us first emphasize that we are referring to opt-in email marketing. When people choose to receive your newsletters, it’s a good sign that they’ll actually open your newsletters when you send them. This helps to generate more leads and potential sales.

Corporate Level Email Marketing

While all other areas of marketing so far have primarily been aimed at reaching customers, corporate should consider using email marketing to grow the franchise business by focusing on more B2B communications. The primary groups you should try to reach are as follows.

  • Vendors and suppliers
  • Administrative staff
  • Current and potential franchisees

Quick Tip: Be sure to utilize different mailing lists for each of these categories. This helps to ensure people don’t receive content that is not relevant to their interests.

Local Level Email Marketing

The great thing about email marketing is that it’s the one form of marketing so far that corporate may not try to control or curtail. This is because email marketing goes directly to individuals and is not published publicly.

Unlike corporate, local franchises should use email marketing to reach out to customers. Here are a few share-worthy ideas to send to customers and clients.

  • Upcoming events
  • Recent accomplishments with thanks
  • Coupons and special offers
  • Involvement in local charity events

Quick Tip: If corporate won’t allow you to run your own branded website, use social media and a lead form to build your mailing list. If social media isn’t allowed either, then the next tip is for you.

Text Message Marketing

Text Message Marketing Strategies for Franchises

Text message marketing is another form of opt-in direct marketing that can yield great results when done right. Because text messaging is more personal and informal, this strategy will be best used by local franchises, but there are some uses for corporate.

Corporate Level Text Message Marketing

When there are offers and promotions that are applicable across the board, sending text messages from corporate to customers is a good idea. Corporate can also utilize texts to send messages that encourage social responsibility in various forms, such as requesting donations on behalf of established charities after a natural disaster of national importance.

Local Level Text Message Marketing

As previously stated, text message marketing better serves franchises at the local levels. Local franchises can use text message marketing to grow their customer base in a number of ways. Here are just a few.

  • Some companies have successfully created platforms to handle customer complaints through text messaging. Serious complaints are usually escalated directly to the manager.
  • You could use text messages to provide coupon codes that people can redeem online or in person, whether it’s a free cup of coffee or a complimentary hour with a personal trainer at the gym.
  • Text messages are a great way to rally support for local charity events the company may support, such as, charity 5K runs, blood drives, and toy donations. Even when it doesn’t lead to a big turn-out, it nonetheless sends the message—literally—that you are actively involved in the betterment of the community.

Data Analytics

Data Analytics for Franchises

Truly, there is no point in investing in marketing or PR strategies if you don’t also invest in tools to track the effectiveness of the strategies you implement, and how well they complement your business goals. Here are a few questions you need to be answered regarding all the hard work and money you spend on your marketing campaigns.

  • What kind of content are your followers engaging with more than others?
  • What marketing channel is generating most of your high-quality leads?
  • What is your conversation rate?
  • What is the click-through rate on your PPC ads across various platforms?
  • What demographic primarily engages with and does business with your brand, and at what locations?
  • What time of day, week, month and year is busiest for business?
  • What time of day, week, month and year is slowest for business?
  • What is the monthly, quarterly and annual ROI of your marketing campaigns?

If social media is a big part of your marketing plan, then you may be able to take advantage of free insights and analytical tools from companies like Google, Facebook, Instagram and Twitter. However, for in-depth analysis, you will need the help of professionals.

Get Professional Assistance From Franchise Marketing Experts

These days, the DIY culture is going strong. From businesses to individuals, everyone is looking to do more with less by getting some of the work done on their own. This is commendable, but some tasks are best left to the professionals. Due to the complicated and multi-layered level of marketing for franchise businesses, this task definitely makes the list of things better left to the experts.

The good news is, you won’t need to look very far to find a marketing agency that is accustomed to working on franchise marketing campaigns at both the corporate and local level. Like you, we are a large business with offices spread out in multiple locations, from Seattle to Miami.

We combine this personal experience with our professional qualifications to bring you marketing campaigns best suited to the complex needs of your franchise business. For more information on how we can help to streamline your marketing campaign and grow your business through improved SEO, email us via our contact page, today. We look forward to hearing from you.

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