Achieving growth in a franchise business is often challenging. Franchise marketing strategies are more difficult to implement and don’t guarantee universal success. Lead generation, customer outreach, social media, and so much more goes into creating a coherent marketing strategy. The tactics that work for single-location businesses could prove less effective for franchises in multiple locations.
Hence, a digital marketing agency in Kolkata suggests that in order to create a successful franchise business, you must first establish a clear marketing plan that works precisely for your business and will take you close to your goals faster.
In this blog, we will discuss the marketing best practices for your franchise but before that let’s understand what makes marketing so difficult for franchises.
Challenges of Franchise Marketing
What makes franchises unique is the fact that despite having a coherent brand, locations are owned by semi-autonomous entities. As a result, digital marketing companies take a variable marketing approach when it comes to franchises. The strategies are often based on geography, demographics, competition in the area, franchisee preferences and more, making it rather difficult to get consistent results as expected.
Best Digital Marketing Agency tips to build an effective Franchise Marketing Plan
- Target the right Audience
The ultimate goal of having a franchise marketing strategy is to make the most out of your marketing efforts and maximize the results of your campaigns. The best way to do this is by delivering the right message to the right people.
Even the best marketing company in Kolkata agrees that correctly identifying your target audience is crucial in building an effective marketing plan. A franchise marketing strategy that speaks to the general audience will only dilute your message. By determining who you target, you narrow down your market, which helps to craft the right message to the right people.
- Identify Priority Franchise Marketing Channel
Just like for any other business, running a franchise digital marketing campaign on every available channel can be a great idea to find success. However, that only applies if your business has a presence on all platforms and your target audience is active on all of them. But that rarely happens. Identifying the right platforms enables you to reach closer to your target audience with minimal effort and bring maximum returns. The best digital marketing agencies in Kolkata suggest that you build strategies that enable you to produce the best results, especially at the local level, where franchises have different needs and varying circumstances.
By understanding the strength of each digital marketing platform, you will develop the right marketing strategy that benefits your franchise the most.
- Delight your Audience
Once you have narrowed down your customer base and how you plan to position your franchise in the local market, it’s time to put that plan into action by creating some content to support it.
The best digital marketing agencies in Kolkata prioritize investing time to create an informative and interesting brand website with dynamic and engaging content. Your content should educate, inform, and entertain, rather than just talk or push your customers to buy. The more points of engagement your website offers to customers, the more reason they have to read, share, and link to your content.
Even the content you put on social media should follow this same concept and lead your customers back to your website. Digital marketing companies suggest that 60% of your post must be engaging, 30% can be shared content and only 10% must be promotional.
- Scoping out Competition
With billions of brands working out their positioning on the digital platform, it’s crucial for a franchisee to figure out who your direct competitors are, especially in your local market.
Evaluate your competitor’s success story. Ask yourself these few questions:
- Where are they stronger and weaker than you?
- Who do they attract that you are missing?
- How do they market their business?
With the correct answers, you can position your brand to win the bigger piece of the local pie. For instance, say your competitor is a gym with better weight training and machines than you. Or maybe you only target the younger groups and athletes while they also target the older crowd? Perhaps, it’s time to double down your cardio and introduce yoga classes to attract more women, children and older clientele. Adding some nutritional classes or a professional dietician could also encourage people to join your gym.
- Online Advertising
There are plenty of paid marketing opportunities that franchisees can take advantage of. One of the most popular is PPC (Pay-Per-Click) advertising. Search engine ads like Google Ads are becoming more popular among franchises. For individual franchises, the digital marketing agency suggests utilizing all-location-based targeting. This feature helps businesses narrow down their potential customers with ease, saving a lot of money and time.
Franchise-focused marketing is tricky but vital in building consistent growth for the business. With various marketing techniques to consider and several factors to account for, marketing without an appropriate plan can lead you to spend your entire marketing budget without getting the results. So, we always recommend hiring a professional digital marketing agency to build an actionable and comprehensive franchise marketing strategy to align your efforts and create a roadmap for quicker success.
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