Succeeding in the franchise universe is a bit like tending to a garden — it demands lots of attention, patience and proper feeding. Whether you’re a franchisor juggling multiple locations or a local operator connecting with your neighborhood, every detail carries the potential to cultivate business and blossom into new opportunities. So where should you put your efforts? These key areas can help you sow the seeds of franchise growth in 2024.
Local Is Everything
Whether you’re a franchisor or a franchisee, hyperlocal marketing is paramount. Combine organic SEO and paid search for greater visibility in search results and to increase the likelihood of attracting local customers.
With the right organic approach, for example, you can elevate your rankings in local organic SERPs (Search Engine Results Page – Google’s response to a user’s search query) and drive sustainable growth. Consider boosting your on-page website content by including references to local landmarks and street names, as well as the specific services you provide in that area. Also be sure to include your name, address and phone number consistently throughout the site and on all your business directory listings.
For PPC, use geofencing to fine tune the boundaries of your messaging. This technology allows you to set virtual perimeters for targeting specific geographic areas to deliver ads to relevant audiences. For example, suppose a local coffee shop, Heavenly Brew, sets up a geofence around a nearby train station. As commuters exit the station in the morning, those with the Heavenly Brew app installed and location services enabled receive this push notification: “Good morning! Kickstart your day with a fresh brew. Show this message at ‘Heavenly Brew’ in nearby Towne Plaza and get 20% off your favorite coffee.”
Used together, SEO and PPC are a one-two punch for amplifying your brand’s exposure in local markets.
Harnessing Video Throughout the Sales Funnel
Video marketing is a powerful tool that franchises can wield across the sales funnel, transforming static content into dynamic storytelling and engaging audiences at every stage of the customer journey. Here are some examples.
- Top of funnel: Brand story videos. Highlight your franchise’s origin, mission and values to resonate emotionally with potential customers with a video showcasing the founder’s journey and the inspiration behind starting the franchise. Or create behind-the-brand video shorts to promote engagement with local audiences.
- Mid Funnel: Explainer videos. Use detailed whiteboard videos that explain your franchise’s specific products or services as well as your consumer benefits. This engaging format can demonstrate exactly how your offering addresses users’ pain points and provides value.
- Bottom of funnel: Video testimonials. Highlight the positive experiences customers have with your franchise’s products or services. For example, a local fitness franchise could showcase member transformations achieved with the help of one of their personal trainers.
Segmenting Your Customer Base
Understanding your buyer personas is pivotal for any franchise operation. Personas are detailed profiles of your target audiences — and they can help franchises tailor their marketing strategies more effectively and boost advertising ROI.
Consider a dumpster rental company that has two distinct buyer personas: homeowners looking to clean out crowded garages and attic spaces, and builders clearing lots before construction. While homeowners may look for user-friendly, short-term solutions, builders likely have larger scale requirements. Once you identify the different needs of your personas, you can target much more effectively. For example, you might seek out homeowners on Facebook or through a direct mail campaign in select zip codes, while builders may respond to trade show/event messaging, B2B email campaigns or LinkedIn ads.
Franchise Omnichannel Marketing
Omnichannel marketing lets franchises engage customers seamlessly across multiple touch points. Imagine “QuickFix,” a franchise specializing in speedy car repairs that promises to get you back on the road fast. A customer might first encounter “QuickFix” through a sponsored Facebook ad offering a discount on their first service. As they browse online for repair tips, they could be retargeted with “QuickFix” YouTube tutorials, guiding them through minor car troubles that drivers can often handle themselves.
When driving near a local QuickFix franchise, a geotargeted notification could pop up on their mobile device asking when was the last time they checked their vehicle’s fluid levels. This continuous, interconnected exposure across platforms guides the customer down the funnel, from awareness to consideration to conversion.
Kymera: Your Partner in Franchise Growth
Kymera specializes in delivering powerful growth strategies for franchises. Whether you’re managing just a handful of locations or envisioning a landscape of national expansion, we’re here to help your franchise flourish.
Source
https://www.searchenginejournal.com/local-seo-onpage-tips/433667/#close