Franchise businesses should invest in marketing if they want to see an increase in their sales, whether it be online or offline. When one becomes a franchisee, he or she must follow rules and regulations defined by the franchisor in order to provide unified communication and establishment. Read more to find out a bit more about marketing for franchises.
What is Franchise Marketing?
In simple terms, franchise marketing is where an online advertising or marketing firm offers unique marketing plans for an organization using different marketing channels such as mail advertisements, radio advertising, internet advertising, public relations, and commercial advertising.
Marketing for franchise networks plays a key role in consolidation and growth. Just like any other business model, marketing is an investment that should never be cut off from one’s budget, even in difficult times. Reducing the marketing budget will negatively impact the franchisee’s sales afterward. The franchisee needs to choose marketing strategies that are unique to their franchising segment that is proven to be cost-effective and increase sales. It is essential for a franchising network to strengthen its brand image as well as attract new customers in order to see more growth in the business.
How does franchise marketing work?
Internal franchise marketing helps both the franchisor and franchisee to obtain new customers. Marketing development for the franchisor is considered an activity for the franchisee to obtain new clients.
Franchisees have the same need to perform marketing actions as any other business, but the main difference is that they must adhere to the rules and regulations that are set forth by the franchisor in relation to the type of communication, language, logo application, and supplier.
Generally, marketing actions are scheduled on an annual basis. According to dates, franchisees use the materials and products accordingly based on the guidelines set forth by the franchisor. Franchise marketing has a direct impact on the point of sale, both in attracting new customers and increasing sales.
In addition to the actions at the point of sale, today the franchisees should use social media as a way of communication to promote their products and services.
In franchising, there are two types of marketing actions. One is institutional marketing, which involves branding and is applied by the franchisor with funds from the advertising fund. The other is local marketing, which will increase sales and customer attraction which is done with the total franchising costs.
The advertising fund will be collected from franchisees and will be held in a “franchise advertising fund” account. A franchisor should not profit directly from the marketing and reservation fees that it collects from the franchisees, or use such fees to pay for marketing and advertising related to a franchisor.
What is the importance of investing in franchise marketing?
Although it seems very important, many franchisees fail to invest in the disclosure of their units and only rely on the marketing carried out by the parent company.
By failing to make this investment, the unit will not achieve the proposed results in the business plan of the franchise. In this way, you will not be able to attract new customers, causing the success rate to drop.
Even if the chosen business model has a large volume of restrictions on the actions that can be taken, there is always the possibility of doing something to attract more customers whether it is sending direct mail near strategic locations or the use of social media networks.
Important tips on franchise marketing:
In order to expand a franchise, it is necessary not only to use good business techniques but also marketing strategies that favor a greater reach of the target audience.
If your goal is to expand your franchise, it is essential to demonstrate company knowledge both about the business itself and about where it stands in the market.
Here we present you some of the most important tips on how to market a franchise online:
1. Franchisee reputation:
If the franchise model is Business to Consumer (B2C), make sure your location has solid reviews on popular review websites such as Yelp and Google Map reviews. Consumers are aware and know that they have more options. By providing quality customer services, your location will gain more positive reviews in the long run and usually, new clients will choose the locations that have more positive reviews.
2. Create targeted mailing lists:
If you think e-mail is an outdated communication tool, you’re wrong. Although social media is very interesting, often a post goes unnoticed by the public. In e-mail, it’s easy enough for people, at least once a day, to look at their inboxes completely. Your e-mail list, or list of leads, is your company’s main asset in digital marketing.
Also, as important as having a list, is to always keep it active, attentive, and engaged. That way, it’s critical to create targeted lists to which you submit only what can be useful or interesting to that particular target audience.
And among the various different audiences on your lists, it is imperative that you target the audience that has an interest in your franchise.
3. Engage your target audience with social media:
Being present in social media is very important to be close to your audience. It is essential that one’s franchise has a large presence on social media to garner as much attention to people who might be interested in your business. Another question that comes to mind is which social media platform does one use for his or her franchise?
There are many different social media platforms that one can use to promote their business on social media. Also, as we have said before, one needs to know his or her audience and analyze the consumer’s behavior. The fashion consumer, for example, may use Instagram Stories on Instagram. The literary consumer may be using Medium. The consumer of arts & crafts and decoration may prefer to use Pinterest. The entrepreneurs who think about having a franchise business can be on LinkedIn. Not to mention that Facebook is a social network used by both companies for personal use.
4. Invest in paid media:
Using paid media is much more than just advertising on the internet. It is using strategies so that your content reaches a larger audience. Building a presence and authority on the web takes time, but with a good ad strategy, one can see an increase in the number of visitors on his or her channels.
An important point to note is that one’s ads should take users to landing pages that the ad refers to. If visitors are sent to irrelevant web pages, the franchise will look unprofessional, and the business will lose credibility.
Digital marketing is a strong tool that can be used to strengthen and increase the recognition of one’s franchise. If a franchise decides to use digital marketing services, one could expect to reach more customers and see a steady increase in overall sales.
Therefore, having an effective web presence, targeted email lists by audience profile, good content, being on the right social media platforms, and smart advertising is important to the success of a franchise.
How to market a franchise?
There are many ways to market one’s franchise. Here there are given some of the practical ways which will surely help a franchisee.
Optimize your online presence:
Nowadays, if a person searches for your products or services and cannot find your brand, they will not continue looking. You will hardly be able to attract new customers to your business. So before anything else, you should invest in consolidating your online presence.
Start by creating a good webpage, aimed at those interested in opening a franchise. The quickest way to attract visitors to the site is through paid media, such as ads on Google AdWords.
This will put your brand in direct contact with the public who are looking for options related to your business. Another fundamental strategy is to have good management on social networks, so you can promote your brand and interact with your target audience in a natural way. It is also very important to have a quality, responsive website with a page dedicated to franchise information.
Be an authority in your segment:
To create authority and credibility in the market it is imperative that one invests in one’s franchising model. Your franchise brand should be present in newspapers, magazines, TV, and social media until it will be recognizable by consumers.
What few people know is that this visibility can add a lot to the attraction of leads to the franchise sales funnel. Since more people know your brand, it will be easier to reach customers who are interested in buying your products or services.
Be involved with your industry such as the International Franchise Association; attend franchise expositions and seminars. Learn about other franchise models, their failures, and success.
Online marketing for franchises gives us a multitude of tools that we can use in the best conditions to get the best performance and profitability.
Hiring the best digital marketing firm can be a very smart choice. Our team of SEO experts performs various tasks of franchise marketing such as sending informative emails, creating effective landing pages, positioning your pages, remarketing campaigns, creating effective AdWords campaigns, Facebook Ads, perfectly optimized Twitter Ads, and many more!
All these actions will surely give you the possibility to enhance the recruitment of franchisees and maximize the sales of your products and services. Contact us for your franchise marketing.