Digital Marketing for Franchises in 2024 Nowadays, digital marketing for franchises is gaining more and more prominence, as most communication between brands and consumers takes place online. As antagonistic as it may seem, the crisis caused by the COVID-19 pandemic gave this trend an extra push, due to the change in consumer behavior. As people began to go out less, digital marketing for franchises filled the gap left by the display marketing strategy of shop windows in street stores or those located in shopping malls.
For 2021, we foresee a significant advance in terms of digital marketing for franchises, as display or digital marketing focused exclusively on Branding will need to “chase” consumers. It’s no longer just about letting customers come to franchised locations to see their products and services. Franchises will need to present them on digital channels, and do so in a very professional manner. Digital Marketing Options for Franchises 1 – Planning and defining strategies.
Search engine marketing for franchises 4 – Digital marketing for franchises on social media 5 – Flexibility on the part of franchisors Digital Marketing Options for Franchises Below we will list some of the main marketing strategies for franchises, trying to provide a broad view that satisfies both franchisors and franchisees.
Planning and defining strategies Digital Marketing for Franchises Complete Guide
The first step in terms of digital marketing for franchises is to determine your objectives, through the creation of a main strategic plan, which will depend on the position you are in: franchisor or franchisee.
Among these objectives we can highlight: Branding – Brand recognition; Stand out in broad searches carried out in search engines; Stand out in local searches carried out on major search engines; Creating relationship ties with customers; Conquer a larger share of the market; Set up an online customer service system.
Email records, encompassing sender email data info, timestamps, and the work and this for the work content, is critical for business verbal exchange and marketing. Analyzing e-mail engagement facilitates enhance campaigns, song responses, and tailor text and the content to audience and the vary important and the work has been alternatives. Proper email information management complements patron relationships and drives lead era.
In this specific case, this channel works in two different ways and with specific strategies: Relationship Marketing – Using social media to create relationship ties . Loyalty and service with the brand’s current customers; Product and Service Marketing – Promote the brand, its products and services, in a segmented way on the largest social networks, such as Facebook and Instagram.
The first, focusing on the brand itself
That is, the franchisor , who will outline the main strategic guidelines. The second version is the digital marketing plan for franchisees . Which will have different objectives and approaches. But always aligned with the central marketing plan .
In short, creating a marketing plan for franchises is essential to be successful in this type of advertising. To learn more about this important first step. Another important point in terms of digital marketing for franchises is determining which digital channels to use in your advertising campaigns.
The digital marketing strategies adopted will depend greatly on the business model. In digital marketing for franchise networks as a whole, branding and publicizing seasonal promotions and launches would be your main objectives since your focus is on brand recognition and event promotion.
Therefore, marketing actions through the Digital Marketing for Franchises Complete Guide
Google Ads display network , for example, are the most recommended, as they promote excellent brand exposure on various Google partner websites and blogs. On social media, platforms such as Facebook Ads and Instagram Ads are the most recommended, due to their ability to segment audiences by demographic characteristics and interests.
Search engine marketing for franchises Another area of digital marketing for franchises that deserves special attention is search engine marketing , one of the main digital marketing tools today.
Terms of digital marketing for franchises it would be no different, but it has a different strategy for franchisors and franchisees. Once again, in the case of franchise network managers, the main objective, as previously stated, should be brand exposure, that is, being listed in searches carried out using keywords related to their services and products. In this case, Search Engine Optimization.
SEO techniques
At their various levels, and sponsored links are fundamental, as they are largely responsible for this exposure in searches. In the case of franchisees, especially when it comes to SEO, the strategy is completely different, as the main objective must be focused on local searches, since in most cases, franchisees have geographical restrictions. In this case, digital marketing for franchises in the search area must be focused on Local SEO and a special emphasis on Google My Business , a free Google tool that offers an exceptional degree of exposure when used correctly.
Digital marketing for franchises on social media Talking about digital marketing for franchises without mentioning social media is practically impossible, mainly because nowadays this is one of the main channels of communication with the public.
One of the great advantages
Of marketing for franchises on social media is the possibility of extreme segmentation when running your ads. Demographic and interest filters are part of the true arsenal of resources that small businesses have to optimize their investment in digital marketing . Selecting who their ads will be displayed to. The important thing is to have a professional.
preence, with a well-defined social media marketing strategy that is aligned with other online advertising guidelines. Don’t just post for the sake of it, but rather make posts with a well-defined objective. 5 – Flexibility on the part of franchisors One of the main trends in digital marketing in 2022 is precisely seeing online marketing being done by the company itself, thus adding more of the business culture to its campaigns.
The problem in terms of
digital marketing for franchises is that many networks excessively restrict the actions of franchisees, including prohibitions in the Franchise Offering Circular or in the Franchise Agreement . This makes these actions a little, or sometimes very, rigid, as we have heard from some participants in our training , who were looking to boost their businesses through a more active presence in digital media.
It is true, as we have said hellstar shorts: revolutionizing streetwear with edge and innovation before, that the online marketing campaigns of franchise networks are unified, in terms of visual identity and language, but relaxing some rules would bring a great advantage to the brand as a whole. By having more opportunities to run their own campaigns, franchisees could add a lot of value to brand communication, as they would be able to do so more efficiently with regional customers, through marketing segmentation processes.
Digital marketing for franchises will be increasingly in demand, and we can guarantee that when done professionally, it will bring significant returns, both for franchisees and for franchise networks as a whole. Stay up to date by subscribing to our Newsletter .WhatsApp as a marketing tool The use of WhatsApp as a marketing tool is gaining more and more followers among brands that want to use this tool to promote their products and services. After all, WhatsApp is a platform that already has a huge number of users around the world, and therefore, a great platform for online marketing actions.
The launch of Whatsapp
Business has given new impetus to the trend of using the application as a digital marketing tool for mobile devices, as this version offers several tools developed specifically for business use. One of the great advantages of using WhatsApp as a marketing tool is its versatility in terms of content to be worked on. Actions such as sending text alb directory messages, images and even videos are already being done by several brands and with great results. Precautions when using Whatsapp as a digital marketing tool – How to use it As with any other online media channel, the use of WhatsApp needs to be preceded by initial strategic planning, like everything else in online marketing, so that you know exactly what you are doing and how much return it is generating.
Furthermore, it is necessary to
Know how to measure the volume of messages so as not to seem invasive. Just as email marketing has suffered greatly due to the excessive number of messages sent, on WhatsApp we are also seeing some brands practicing SPAM, which undermines all marketing efforts. Brands need to be sensitive to the fine line that separates communication from intrusion in this type of aggressive and immediate channel. For example, if in the first moments of the campaign you start to feel a level of rejection, such as a number higher than expected, for example, it is better to stop and review this action.
Deciding how to act Before thinking about using WhatsApp as a digital marketing tool, you need to define a line of action. You need to align the app with the other online channels you already have, such as Twitter, Facebook, blogs and even email. Whether for advertising or customer service, WhatsApp does not replace any of these tools, but rather appears as an additional channel. A common fact in digital media is to idolize new things and prematurely declare the death of older channels. As previously stated, using WhatsApp directly to promote your products and services is a very aggressive strategy that should be used in moderation and always at the risk of rejection. WhatsApp cannot be seen as just another way of reaching customers, but also as an easy, quick and cheap tool to make ourselves available to them.
