A key part of a successful franchise is the ability to market and attract not only customers of the franchises, but also franchisees to join the brand, and digital marketing is the most powerful tool that a business can harness, especially in this post-COVID19 world.
A key part of a successful franchise is the ability to market and attract not only customers of the franchises, but also franchisees to join the brand, and digital marketing is the most powerful tool that a business can harness, especially in this post-COVID19 world.
Over the years, we have been fortunate enough to work with various franchises, large and small, right across Australia, and so this post will explore ways in which branding, design & digital marketing can enable an entire franchise to be successful.
There are typically three levels of marketing that franchises work at:
Franchisor level e.g. corporate, the head office, the marketing department, essentially the team that helps to promote the business at the organization level and
Franchisee level e.g. the owners and mostly operators who run the one or more franchises within the brand, and are hyper-focused on attracting customers within a much more specific target audience.
Potential Investors e.g. Some franchisors are at the point where they wish to accelerate their growth, and so they are wanting to position their company to be able to receive the highest valuation possible, when entertaining outside funding.(Example: Mark Wahlberg & F45)
At Ignite Search we have deep franchise experience over the years, to help achieve common objectives such as:
- Driving more customers to franchises from brand awareness to specific lead generation targeting
- Help the Franchisor to attract and build out their network of franchisees, to join the business.
- Provide consulting advice to franchisees and franchisors around digital strategy & digital marketing performance tracking
Our franchise experience covers the following companies across Australia:
Some of the best ways to achieve franchise sales and marketing objectives:
Start with Branding for Franchisees:
Unique and bold branding assets are the key to standing apart from the other dozens of franchise competitors.
We can help with the entire branding process, from brand identity and strategy development, to ongoing brand management review at all levels of the organisation
Craft the ideal Franchise Brand Website:
We understand intimately that not all franchises are the same, but as with many industries, there are common traits to abide by.
You should have a very functional, yet attractive website, that will appeal to both target primary audiences
User Interface (UI) and User Experience (UX) design is key to a well received website, as visitors become ever more discerning
SEO for Franchises:
As a franchise, chances are that one or both of your primary target audience is on the search engines, looking for your product or service.
This is because it is the fastest way for a user to look for specific information.
With Google dominating the search engine market at 94%, ranking highly in Google is so powerful that it can change the future of your business when done correctly.
We help you to not only conduct research into which keywords are being used, but also to make the required changes to rank highly in the organic section
Whatever traffic, sales or leads that you receive from our optimisation, it is completely free, you don’t pay per click, ever.
Google Ads for Franchises:
In contrast to SEO, Google Ads is the paid version of the search engine, where you can purchase clicks and drive instant traffic to your site.
This is effective if the goal is to get some runs on the board as fast as possible, and make an impact
It can be deployed as an always on marketing activity, as well as campaign specific e.g. Christmas Sale, Chinese New Year Sale, Easter Sale and so on.
Social Media Marketing for Franchises:
The other large space that is holding a lot of user attention is social media Marketing. To be successful as a franchise, whether you are a B2B, but most definitely if you are B2C, is to utilise platforms such as Facebook, Instagram, YouTube & TikTok to reach your audience & build brand while also generating material leads and sales.
With social media, consistency, as well as creativity is key.
Have any specific franchise digital marketing questions?
Drop us a line at info@ignitesearch.com.au, or get in touch with us, for a complimentary and confidential discussion on how we can help your franchise brand!
