What is Franchise Marketing?
Franchise marketing is the process of promoting products or services to potential customers AND the franchise brand to potential franchisees.
This type of marketing differs from traditional marketing as it focuses on the specific goals of franchise businesses, like maintaining branding across different franchise locations and using local SEO to target specific geographical areas.
Like other forms of digital marketing, franchise marketing executed by experienced strategists and specialists can boost brand awareness, drive web traffic, increase customer loyalty, and ultimately boost leads and sales. However, it can also help you convert more prospective franchisees, allowing you to grow your business to more locations and expand your market reach.
The Importance of Franchise Marketing
For franchisees, taking advantage of marketing tactics such as SEO, paid ads, and social media can greatly increase foot or web traffic, brand awareness, and ultimately drive more sales for their franchise location.
For franchisors, marketing is table stakes for a number of reasons. Firstly, through tactics such as local SEO and PPC, you can drive leads and sales for individual franchise locations. The more sales those franchisees make, the more you earn in royalties. Secondly, franchise marketing can also help you attract potential franchisees and establish your franchise as a profitable business opportunity. The more franchisee prospects you have, the more you’re able to expand your franchise business into new locations
Frequently Asked Questions
What is the role of franchise marketing agencies?
Franchise marketing agencies typically help franchise businesses increase sales, promote their brand to their target buyers, and attract new franchisees, and support franchisees with marketing collateral and resources. Below are some common responsibilities franchise marketing agencies have when working with franchise businesses:
- Implement and maintain branding across franchise locations and throughout all campaigns.
- Craft paid advertising campaigns to drive interest in franchise opportunities.
- Develop local franchise SEO strategies to drive foot or web traffic.
- Create social media content to build brand awareness.
When you partner with Konstruct as your franchise agency, we’ll help you determine the scope of work required to meet and exceed your business objectives.
Do franchisees do their own marketing?
It’s typically up to the franchisor how they want to develop and implement local marketing campaigns. If a franchisor allows franchisees to market their specific location of business, franchisees must follow specific marketing guidelines to ensure they capture the business’ branding accurately.
The result of franchisees trying to market their own business is usually a mess of different marketing tactics resulting in self-competition and a highly confusing marketing experience. Because of this messy marketing, it’s more common and best practice for franchise marketing to be centrally controlled.
Why should a franchise invest in digital marketing?
As a franchise, investing in digital marketing services is about as important as brushing your teeth. Mandatory? Nope. Is it still incredibly important? Absolutely.
By investing in digital marketing, franchises can reach potential franchisees and customers, increase online visibility, and boostonline visibility. Through SEO and PPC efforts, franchises can implement campaigns that better target specific audiences based on their demographics, interests, and location to drive conversions.
Additionally, digital marketing can support franchises to increase brand awareness and establish themselves as authorities in their industry. By creating engaging and valuable social content, leveraging SEO, and crafting results-driven PPC campaigns, franchises can skyrocket their online presence and boost sales.
Let’s create something amazing together.
What are the types of franchise marketing?
There are two primary types of franchise marketing, operational franchise marketing and franchise development marketing.
Operational franchise marketing is when a franchisee promotes its individual franchise location. Franchisees typically use content marketing and paid advertising tactics to boost foot or web traffic to their specific location and drive sales.
Franchise development marketing is when a franchisor promotes its franchise in an effort to generate leads and attract potential franchisees. Through various SEO, content, and paid advertising tactics, franchisors aim to acquire and retain qualified individuals looking to own franchises.