4 essential elements of a franchise marketing strategy

4 Essential Elements of a Franchise Marketing Strategy

For a business owner, venturing into a franchise creates a new phase of growth. However, ensuring you are creating a profitable brand that can be easily recognised across all locations can be a difficult task. As a franchise owner, having some troubles with your franchise marketing strategy is not uncommon and sometimes it can be one of the tougher tasks to complete in the marketing sphere.

A marketing strategy for a franchise can be inherently different from a stand-alone business. A targeted marketing plan is essential for each location due to the changes in the market area, population, local competition and individual interests of each region. 

The main question now is: how do I create one cohesive marketing strategy? 

 

Below are four essential elements for creating a franchise marketing plan.

#1 Maintain consistent branding

When putting together a marketing strategy for your franchise, it’s crucial to tell a consistent story, regardless of the location. Franchise brand consistency is required to establish a unified marketing message

Providing a brand manual that your franchise can follow will discourage individual franchisees from steering away from the key message. The same graphic design elements, tone and voice should be consistent across all communication channels. If done correctly, your franchise’s brand could be one of the businesses most important assets.

#2 Delve into online marketing opportunities

4 essential elements of a franchise marketing strategy - SEO

You could solely focus on platforms such as TV, radio, direct mail and print advertising. However, in today’s digital age, strategies should extend into digital marketing tactics such as social media, SEO, PPC and video. In saying this, a big mistake people seem to make is wanting to try every platform out there. This can be a great strategy if you have the resources and audience on every platform. Although there are a lot of effective channels available – prioritising these channels is key.

SEO should be a crucial element in your marketing strategy. Your goal would be to get your website as high in the search engine results page as possible. With 55% of searchers clicking on a website in the top three spots, getting you up there in the results page is important. This means your website will need high volumes of unique, relevant content, while also being fast, secure and mobile-friendly.

Investing in locally targeted search advertising is also another way you can boost your local search engine results page. Running a local campaign for a particular franchise region can be enhanced by customising the message to appeal to the interests and needs of their area. 

Social media is also an online platform that can offer your franchise a direct line of connection and communication to targeted audiences. It will aid in establishing brand personality and exposure for your franchise.

#3 frame your local strategy

Your franchise could be selling the best product in the world and have the most persuasive marketing message but if you don’t deliver these strategies to the right audience it won’t ever work. To make the most of your franchise marketing strategy, it’s important to incorporate a localised campaign.

A small-scale marketing strategy should focus on that specific community by personalising the message for this particular audience. Targeting these distinctive audiences with strongly branded content will allow the individual franchise revenue to grow. However, it’s important to note that your local marketing strategy must embrace the national marketing strategy of the franchise.

#4 Research and understand your competitors

4 essential elements of a franchise marketing strategy - SEO

If you can recognise and respond to this forever growing and changing industry before your competitors, this will give you an edge. You must be aware of current competitors and new competitors so you can try and stay ahead of the game. Analysing and understanding your competitors will give you a glimpse into the current climate of your industry.

Even though competition for customers is fierce, a thought-out marketing strategy will help you stand out from the crowd. Ask yourself: what could I do to pull ahead of my competitors?

Ready, set, grow!

Constructing a franchise marketing strategy that meets the four elements mentioned will allow your brand to grow and be successful. Understanding the specific market that you’re targeting and using effective channels to reach these audiences will make you stand out from your competition. 

It’s no doubt that establishing a well thought out franchise marketing strategy is tough. Here at Media Booth we have put together a comprehensive and affordable franchise marketing package to benefit both franchisee and franchisor.

If you’re looking for a consultation with our franchise marketing specialist feel free to call 1300 012 346 to get the help you need. 

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    WHY-DOES-YOUR-BUSINESS-DEFINITELY-NEED-SEO

    Why does your business definitely need SEO?

    Updated: 9th April 2020

    Search Engine Optimisation – SEO – is the process of optimising a website, through optimisation of images and content contained within the website. The goal is to improve the website’s ranking on search engines (i.e. Google). SEO is one of the most competitive markets, and as such to remain a contender you’ll need a strong SEO strategy, put in the hours, and put in the hard work in order to drive your company to the top of Google results. So how does SEO benefit your business in the long run? Thanks to the world wide web, online opportunities have tripled compared to recent years, below are 3 reasons why SEO is a necessity for your business.

    #1 Primary source of website traffic


    Before the internet became popular we used to find companies the old fashioned way, in the ‘white pages’. Now for those who don’t know what that is (because it has now become an online index), the white pages are a printed book that would be delivered yearly, meaning if you had a business and wanted recognition, it was imperative you submitted your business to the white pages annually. If however, you wanted to stand out from the crowd, that’s where you’d need to start paying for advertising space within the white pages. This meant you needed a graphic, meaning you had to not only pay for space but also pay someone to design your ad. Why mention this is such detail? I want you to remember and compare both situations, then and now. Now, we have access to a multitude of devices that can connect to the internet, which is essentially owned by the multi-billion dollar company Google.

    #2 Build Trust & Credibility with SEO


    Throughout my SEO career, clients have always had one thing in mind, ‘the right keyword matters’. For instance, an accountant wouldn’t be happy until the held the top place in google for the keyword ‘accounting’. A divorce attorney aims for the top of results for ‘divorce attorney’, an air conditioner installer won’t be satisfied until ‘air conditioner installer’ is at the top of results, and so forth.
    Whilst these expectations are quite high, they aren’t wrong in thinking that achieving the top ranking for these ‘right keywords’ will drive thousands of potential clients to their website. The problem with this narrow thinking is you’re optimising your website for Google, rather than the end user (the most important part). Rather than focusing on the ‘right keyword’, you need to take a much more in-depth approach and provide relevant content to your clients, before they enlist your service or purchase a product. Doing so will give your company credibility which in turn instils trust within consumers, so when it comes to purchasing from you, they will think ‘I trust you’, thus finalising the sale process. In short, relevant content that is highly ranked within Google’s search engine results will bring not only traffic but also build trust and credibility for your company.

    #3 User Experience


    You’ve invested money and time to create an appealing website for your clients/consumers but do you know how your potential client/consumer feels when they’re visiting your website? A major part of SEO is understanding and improving the user’s experience, to reach the end result of product purchase or service enquiry. In regards to organic search, Google will show you the most relevant results to your search time within a split second-time frame. Unfortunately, websites that are considered too slow, unsafe or feature a bad mobile experience, are penalised by Google and are sometimes excluded from the search results or pushed further down (say onto page 3, rather than page 1). By analysing data, your SEO manager can begin strategising ways to improve the user experience, which can, in turn, increase your conversion rate for direct, paid, and social media traffic.

    In conclusion

    SEO goes beyond the management of keywords, page titles, alt image titles, on-page and off-page activities. SEO embodies the consumers’ overall decision; quality content and an outstanding experience will influence the customers purchasing decision. When thinking about marketing strategies for your business, SEO should be kept in mind. Unsure if your website is optimised for the ultimate user experience? Get in touch with us for a free site audit.

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      gt1

      Introducing Site Kit: the essential Google Tools for your WordPress site

       Get authoritative and up-to-date recommendations from Google”

      Google has just released a free, open-sourced plugin for wordpress called Site Kit. The plugin allows website owners and publishers to have easy access and usability to essential Google products. This would mean that your wordpress dashboard would easily display Google Analytics, Google Adsense, Google Search Console and Google PageSpeed insights. Which is awesome to monitor your website analytics, SEO and marketing campaigns

      What Google products are in Site Kit?

      The first version of the plugin will include:

      • Search Console: how users discover your content on Google Search.
      • Analytics: how users navigate on your site.
      • AdSense: Set up and monitor earnings.
      • PageSpeed Insights: Identify performance optimizations for your site.

      While this plugin is primarily used as a reporting and analytics tool – it will also

      “…provide deep links into Google products for advanced reports and product configuration capabilities,”
      – Mariya Moeva, Product Manager @ Google

      How to set up Google Site Kit:

      To get Google Site Kit plugin set up on your website only take sa few clicks. You can then add more modules to get further insights from other Google products.
      To set up Google Site Kit on your wordpress website:

      1. Authenticate
      2. Verify URL
      3. Connect Search Console
      4. Configure

      That’s it!

      Other Google Site Kit Features

      Milestones – the plugin will let you know when your hard work has paid off by creating and notfying you when you reach milestones.
      Statistics – It’s important to know how your website visitors interact with your webpages. With Google Site Kit integration with google analytics – you are able to see impressions, clicks, average time and more key metrics right inside wordpress.

      Site Kit by Google will provide website owners with easy to digest information and allow them to understand website traffic, audiences, and performance – all from the one place.

      “Google plans to expand Site Kit’s capabilities and integrations in the future based on feedback from beta testers.”  – searchenginejournal


      Site Kit will open to beta testers in early 2019. If you are interested, you can  request early access and product updates.
      Join the Beta here

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        SEO Gold Coast

        How Affordable SEO Plans Helps In The Growth Of The Business?

        Updated: 9th April 2020

        Today when the internet connectivity is emerging as one of the basic needs for the households and the businesses, the online businesses are readily accessible through their web pages and apps. At the same time, it is a challenging task to stand out of the competition faced from the companies and individuals that offer similar products and services in the same service territory. The emphasize is placed by the marketers to bring a large amount of useful visitors’ traffic to the clients’ websites, and Search Engine Optimization can be one of the proven ways to achieve it affordable.

        Apart from the website development leading to user-friendly and fast accessing websites, it is also important to take the website at the top of the search results, as the popular search engines are the rich sources to search for the solutions online. The SEO Companies develop strategies to let the random visitors searching for something, reach the clients’ websites if their offerings are exactly the same what the visitor would be searching for.

        Apart from SEO, there might be several other ways to bring traffic to websites, such as online advertisements and pay per click plans. However, the conversion rate with the SEO is quite higher as the visitors reaching the websites through the links on the other sources such as blogging networks and article directories, or even the top search results after typing in the desired search words; would be the actual prospects, as they would be searching for the same things that are offered on the particular websites.

        In this way, the cost per useful lead would be considerably lower in the case of SEO. Another important factor would be the time limits for the advertisements. For floating an online advertisement on the popular social media networks, and the popular websites, there might be a limitation of time for which the advertisement is played through a video or image with audio, and even the period for which the advertisement stays visible.

        However, SEO can be a wise investment on a long-term basis. The content created in a much customer-centric manner utilizing the keywords would bear good and consistent results compared to the other sources for traffic.

        Possible ways to implement online SEO campaign

        The professional SEO service providers engage their content writers and the web developers to make the most effective use of the promotional and informative contents for making the prospects reach the clients’ websites.

        • On-page SEO is the process of bringing the website on the top of the search results or improving the search engine ranking of the website uploading keyword based content on the website itself. This helps the websites to remain on the top of the search results consistently for a prolonged period. This, in turn, brings a better amount of visitors that can be further converted into customers encouraging them to buy something from the websites.
        • Off-page SEO utilizes the other websites as a platform to bring traffic. It is a common tendency among internet users today to get additional information regarding the products and services they would be looking for. The write-ups they refer to dig into more information would have links that bring them on the subsequent landing pages of the websites.
        • Social media networks are another effective platform that can be used for SEO, to attract the buyers to visit the websites to buy their needs.

        In this way, the affordable SEO plans would utilize multi-dimensional channels to grow the online business consistently, bringing profits keeping the budgetary requirements considerably lower.

        Backlinking & Guest Posting

        Finding good quality websites where you can guest post on your products or services is a great way to earn high quality back links further improving your citation and trust flow. Be sure to check the guest posting websites before offering to write content for them. Essentially their website should have a trust flow and citation flow higher than yours, youcan use this free tool here to check them out. 

         

         

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