What is franchise marketing?
Franchise marketing has clearly defined goals:
expanding brand awareness,
increase in revenues,
improving the brand's image in the industry.
So how does it stand out from other marketing techniques? The difference lies in the structure of the activities. Franchise marketing consists of two parts:
franchise development marketing,
operational franchise marketing.
Franchise development marketing, although country code +961, lebanon phone numbers it may be based on the same techniques as operational marketing, has a slightly different goal. It focuses on attracting not customers, but franchisees. But who is a franchisee? It is an entity participating in a system of selling goods, services or technology, based on close cooperation between legally separate and independent companies. Such a system is precisely a franchise.
Operational franchise marketing is used to attract new customers. The strategy then includes activities such as SEO, Google Ads campaigns, link building, e-mail marketing and social media campaigns.
SEO Franchise – What is it?
The franchise system is an increasingly popular solution, especially in the case of food and catering chains such as Żabka, Groszek, Subway or McDonald's. You're probably wondering how franchising connects with SEO. Let me explain.
mcdonalds.pl – a banner encouraging you to become a McDonald's franchisee
mcdonalds.pl – a banner encouraging you to become a McDonald's franchisee
Franchising SEO involves building visibility in Google search results. This is done through a variety of methods, such as content marketing, link building, and technical optimization. It differs from traditional SEO in that it requires coordinating strategies for all entities belonging to the franchise network.
Franchise SEO has two main aspects.
Corporate SEO – as a company grows, the need for SEO increases, which is essential for a marketing strategy for franchise companies to be effective.
Franchise-focused marketing – since franchisees operate in different conditions and in many geographic areas, the marketing strategy must include activities targeted at these areas so that the implemented processes result in an increase in leads.
How to develop a franchise marketing strategy?
In franchise marketing, the most important thing is the positive image of the company. Since it is made up of the actions of individual entities on the network, if you want to increase the value of the brand, you must focus on building positive relationships with the customers of each of them.
First, conduct a thorough analysis of customer needs, taking into account the opinions of franchisees. They are the ones who have direct contact with customers and know their expectations and preferences.
Next, choose the channels through which your message will reach potential customers. Then, focus on using multiple means, especially those that are most popular with your target group.
Also, take care of contact and proper flow of information between franchisees. Their actions determine the effectiveness of the entire strategy. In this way, you will maintain a positive image of the company and certainly increase revenues. Remember that relationships in a franchise network should be based on trust and full cooperation. A unanimous message and coherence of actions result in the best effects.
The Challenges of Scaling SEO for Franchise Businesses
Scaling a business is all about expanding its operations. How does this translate to SEO and what are the challenges of scaling marketing?
Scaling too early
If your business proves profitable, many entities will want to become its franchisee. As time goes on, the need to scale up your marketing strategy, including SEO, will increase.
While this option may be tempting, remember that investing in franchise marketing services too early can be very expensive. Apart from the obvious impact on revenue, the franchise may not meet the requirements set by the digital marketing agency, which will lead to disruption and loss of control over the implemented business processes. So if you want to decide to take this step, arm yourself with patience.
To avoid the problems of scaling too early, break your strategy into stages. Remember that over-marketing is often counterproductive. Before you partner with an SEO agency, make sure they have the resources to handle the high demands of a franchise campaign.
Also, think about how to leverage economies of scale. There are ways to maintain productivity and high service levels while streamlining internal and external processes. One such solution is to automate your operations.
