How to Devise a Digital Marketing Plan for a Franchise

It is 2016. The internet is kind of important now and it’s not going away anytime soon. This statement is not controversial in the least; anybody who would deny the importance of the internet is clearly insane. And yet still, many businesses and franchises move ahead with marketing plans that are straight out of 1994. To properly and effectively market your franchise you need to devise a specialized digital marketing plan. But what is the best way to do this? Well, read on and discover how to devise a digital marketing plan for your franchise!

 

Franchise marketing plans

Franchise marketing plans have been around just about as long as franchises have, but digital marketing is still a relatively recent development, and what’s more, it is always changing. The truth is, a successful digital marketing plan is so much more involved and intricate than just transferring an offline plan to digital media. There are a great many factors to consider. Such as:

 

Website design and development

Today, the first time most people come in contact with your franchise is when they visit your website. Your website is the first thing most potential customers will see, so you have got to impress them. But a good website is so much more than flashy and crisp graphics. You have to consider functionality, content, and even little things like font choice can be crucial. And that’s just how your website will appear on laptops and desktops, to say nothing of your mobile presence, which today, is just as, if not even more, important than a landing page. A well-thought out mobile marketing strategy is a key part of any modern day franchise marketing plan, as is mobile application development.  A word of warning before you allow all your franchisees to go rampant on social media is to have a social media marketing policy.  This will serve as a set of guidelines for the franchisees to ensure everyone is consistent with their brand messaging on social media.

 

Optimization

Another key component of a digital franchise marketing plan has to do with optimizing your content. Both Search Engine Optimization (SEO) and Social Media Optimization (SMO) are great tools that, when used correctly, get the maximum amount of attention for your franchise. SEO utilises keywords to increase your business’s visibility in search engines. SMO will get your franchise noticed on social media, help you engage with customers, and heighten your brand awareness.  Often multi-unit franchises will face the challenge of having unique content for each of their locations.  If investment can’t be made to customize all local content, then at the very minimum correct canonical tags need to be placed on duplicate content at the franchisee sites to ensure Google doesn’t penalize multiple submissions of the same page.

 

Online Reputation Management

When crafting a digital franchise marketing plan you have to consider your online reputation. How to establish one? How to maintain a positive association?And how to deal with any problems that may arise? Online reputation management is all about measuring, monitoring, tracking, and creating constructive conversations about your brand, largely through social media. It can be difficult to stay on top of at times, but you need a good online reputation management strategy if your digital franchise marketing plan is to succeed.  There are many tools available to listen and the sophisticated franchisors are going one step further and using an online review generation and management system to help increase review on the social sites such as Yelp, Google My Business and others.  These reviews help with local search optimization and can also be brought back into a franchisee’s site and displayed using API feeds for better visitor experience and validation.

 

And more

These points are only some of the pillars needed to construct a great digital franchise marketing strategy. How can you stay on top of all this? This is a simple buy vs build decision.  Either you spend the man hours doing it yourself, or you can engage with a franchise marketing agency that can help manage the digital marketing for your franchises.  Contact ClickTecs today to see how we have helped numerous franchises with their digital marketing plans at the franchisor and franchisee levels.

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Some Commonly Overlooked Keys to Successful Franchise Development

To succeed with your franchise development you must work hard. But hard work isn’t everything. Some believe that if they work hard and render a quality product or service, successful Franchise Development is bound to follow. However, this sadly not true. It’s not enough to work hard, you must also work smart. You must consider all the matters and issues that are integral to franchise development.

Here are some overlooked keys to franchise development.

Establish an online presence

It’s not enough to just have a website that extolls the virtues of your products or services with a little tab somewhere that says, “Become a franchisee today!”. You need to appropriately display the different facets of your business and funnel people to the proper pages accordingly. You need to have a special Franchise Development website dedicated to your corporate attributes. One where those interested in purchasing a franchise can learn why your brand or company is a great investment and what they need to do to get on board.

In addition to this, many people rely on service/product rating sites to get advice. If you don’t monitor the internet chatter about your business, things can get out of hand. You need to respond to and engage with your customers online because a bad reputation on the internet will definitely hamper franchise development.Individuals decide to purchase a franchise partly based on the demand and brand name of that service, in addition to the financial viability of the franchise model. You may have a well-thought out and enticing franchise model, but this will do little to encourage individuals to purchase a franchise if the online reputation of your product is largely negative.

Content is critical

Now that you’ve established a Franchise Development website for your brand, what do you put on it? A blog is a great idea. You have to keep your site supplied with a regular flow of good, professionally written content to continuously drive traffic to your business.This traffic has to be geared towards someone looking to purchase a franchise.

The best way to gear this specific traffic is to employ SEO (search engine optimization). If your blog posts focus on important keywords related to your franchise opportunity, then anybody who searches for these terms will be likely to stumble upon your site.

Unity and Coherence

Many people are attracted to franchising because it allows them a level of independence and autonomy. But you must always reinforce that your franchisees are part of a bigger setup. You should stress to potential franchisees that they will be part of a successful and recognized brand. And that if they wish to maximize the success of their individual branch, they must adopt the qualities and techniques that you have decided should be uniform throughout your company. Franchise development is not just about quantity. Yes, you want to award franchises to as many interested individuals who are willing and qualified to buy them, but you have to ensure unity and coherence throughout your whole network of franchises in order to grow in a sustainable and successful manner.

Work with the best

To succeed with your Franchise Development plan, you should use all the help you can get. At ClickTecs, we can help you with franchise development lead generation or franchise development marketing.  To learn more about how we can boost your Franchise Development, please contact us today!

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