Marketing a franchise is a little different to marketing for a standard company. Not only do you have to get your message out to the consumer, but you also need to work on expanding your franchise and brand, and appeal to potential franchisees in many different areas.
In this guide, we’re going to take a look at some smart marketing tactics that can help you cover both bases, and help you find the explosive growth that every franchise needs to become successful. Read on to learn more!
Build a community
Many franchises forget about this important part of becoming a successful brand – community building. There are a variety of ways you can do this, including creating a community around your brand name in specific geographical areas, or through social media.
Building a community allows your customers to feel like they are part of something, and you can also tap into their desire to feel like they are doing something for their local economy. Not only will this appeal to consumers, but potential franchisees will also start to see what a great opportunity you could provide them.
SEO & PPC
Search engines bring business directly to your website, and it’s a vital tool in helping you drum up customers – and potential franchisees. There are a few things to consider when you start using tactics such as SEO and PPC in your local franchise marketing. Focus on driving qualified traffic – people who have an interest in your products or services – to generate more leads and sales opportunities.
Look into local online business directories, too – it’s such an easy win, yet so few franchise owners remember to create some simple profiles and benefit from the results. Using SEO and PPC can also help you direct people who might be interested in becoming a franchisee to a page that explains everything they need to know.
Don’t ignore the traditional media such as newspapers, TV, and radio – they are still a vital tool in your marketing armory despite what some digital marketing people will tell you. It might be cheaper than you think to buy ads, too – local newspapers are always looking for community-based stories, and local radio and TV stations are perfect for attracting new customers and getting your name out there.
Email marketing is often dismissed by franchise owners, but it’s one of the most effective and cost-efficient methods of driving repeat sales and building a name for yourself. Once people sign up to your newsletter – try tempting them with a free offer or discount – then you have a direct path to their Inbox any time you like.
Don’t overwhelm them, of course, and make sure that you are keeping people interested with interesting and relevant content, as well as the occasional special offer. You can segment your email campaigns pretty easily, too, meaning it is just a valid a tactic for attracting potential franchisees as it is for general consumers.
Do you have any fantastic tips for franchise marketing? Let us know your ideas in the comments section below!