How Franchisors and Franchisees can Benefit from Digital Marketing

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In the dynamic world of franchising, digital marketing stands out as one of the most powerful tools for both franchisors and franchisees. This article takes a look into various digital marketing strategies that can significantly benefit your franchise business.

Conversion-Focused Website Design

User Experience is Key 

Simply put, a website that's easy to navigate and visually appealing translates into increased customer engagement and sales conversions. For franchises, this means having a clear brand message, intuitive layout, clear Calls-to-Action placement (phone number, submission forms, etc.) and fast loading times, especially on mobile devices.

Responsive Design

With the increasing use of mobile devices, having a website that adapts to different screen sizes is absolutely critical. Regardless of the device they use, this ensures a seamless experience for users that will ultimately translate into new business potential for your franchise.

SEO (Search Engine Optimization)

Keyword Optimization

Integrating relevant keywords into your website's backend coding and frontend content helps improve its ranking on search engines, making it easier for potential customers to find you.

Areas that need keywords and keyword phrase inclusions include:

  • Titles
  • Meta Descriptions
  • Alt tags (image descriptors)
  • Content (standard pages, landing pages and blog posts alike)
  • Anchors (hyperlinked words on your site's pages)
  • H1s, H2s, etc.
  • Navigation

Quality Content

Regularly updating your site with informative and engaging content not only boosts SEO potential but also establishes your brand as an authority in your specific industry. By creating landing pages on your site that are focused on specific services or products is an advantageous way to address different search behavior. 

Link Popularity

Having a good looking, conversion-focused website and quality content is not enough to increase rankings, so it's important to acquire links from 3rd party non-affiliated websites linking to your website.

Local SEO

Google Business Profile 

For franchisees, local SEO is the lifeblood of their digital presence. Ensure your business has a verified Google Business Profile, as this improves local search visibility. 

Local Keywords 

Use location-specific keywords in your Google Business Profile and your website’s content to attract a local audience. This which is crucial for physical franchise locations.

Google Ads

Targeted Advertising

Google Ads is an auction based platform that allows you to target specific demographics, locations, and even times of day, ensuring your ads reach the right audience at the right time.

Measurable Results 

With Google Ads, you can track the performance of your campaigns in real-time, allowing for quick adjustments and optimization. We often recommend using call and form submission tracking to regularly monitor performance.

Social Media Marketing

Engage with Your Audience 

Platforms like Facebook and Instagram provide a space to connect with your audience, share updates, build a community and recruit brand ambassadors. 

Consistent Branding 

Ensure your social media profiles reflect your brand's identity and values, creating a cohesive experience across all platforms such as Facebook, Instagram, TikTok, Pinterest, LinkedIn, etc.

Social Media Advertising

Precise Targeting

Social media platforms offer advanced targeting options, allowing you to reach potential customers based on their interests, behaviors, and more. Facebook, Instagram and TikTok all offer incredible reach and targeting capabilities.

Visual Appeal

Use high-quality images and videos in your ads to grab attention and convey your message effectively, especially on platforms such as Instagram and TikTok. Be creative and stick to what your audience will gravitate toward in terms of content. 

Email Marketing

Personalized Communication

Email marketing allows you to send personalized messages to your audience, from promotional offers to informative newsletters and is often a leading digital marketing initiative for franchisors and franchisees.

Build Customer Loyalty

Regular, valuable email communication can help in building a loyal customer base and encourage repeat business.

LinkedIn Marketing

B2B Networking

LinkedIn is an excellent platform for connecting with other businesses, which can be beneficial for franchisors looking to expand their network and branding.

Professional Content 

Share industry insights, company news, and professional achievements on LinkedIn to establish your brand as a leader in your vertical market as well as attract potential franchisee inquiries.