Whether you’re a solo franchisee or a multi-location franchisor, you probably have felt the shift over the past handful of years. What shift are we talking about? We’re talking about how people are make buying decisions today. Studies show that over 80% of the online research is done before people reach out to your local franchise business or your sales team selling your business opportunity.
Before you begin marketing your local franchise business online, it’s important that you understand the brand guidelines of your franchisor. Understand what the company’s values are and what messages it is trying to portray. Once you fully understand your brand, you should incorporate it into all aspects of your online marketing campaign for your local franchise business.
One of the first things that we all need to agree on is the fact that a Franchise is a “Local Business” and in order for this local business to be successful in a geographically targeted marketplace the business must be marketed locally.
It cannot be overlooked that even though the Franchisee may be part of a national organization, each location is truly a stand-alone local business and is competing directly in their local marketplace and therefore must be marketed as an individual business in order to maximize their online exposure and lead generation.
When it comes to developing a marketing strategy for your local franchise business, you have more hurdles to work around than most local business owners. You need to consider how your online marketing efforts will affect other franchisees, as well as restrictions placed on you at the corporate level.
Regardless of the franchise you own, your franchise has an established brand. The brand portrays the company’s values and how it would like their goods and services to be perceived by the consuming public. It also attempts to position the company as a leader within its industry and helps it stand out from competitors. Before you begin marketing your local franchise business online, it’s important that you understand the brand guidelines of your franchisor. Understand what the company’s values are and what messages it is trying to portray. Once you fully understand your brand, you should incorporate it into all aspects of your online marketing campaign for your local franchise business.
With proper local SEO for each of these franchisee marketing websites, the resulting increase in targeted traffic and online lead generation would serve as a positive motivator, increasing each franchisee’s enthusiasm and satisfaction while providing the franchisor with an excellent marketing tool to share with other potential franchisees.
To better understand the best path to a successful local franchise marketing strategy, check out our most recent franchise marketing article: SEO for Franchise Businesses – What is the Best Strategy for Local Search? . The article explores how multi-unit enterprises and franchises can work together to develop a strong local online marketing program and narrow the widening gap between corporate control and the local franchise owner’s need for lead generation and business growth.