Building a successful brand involves more than just formulating a business model, following a set of rules, and maintaining the brand’s reputation. It also requires a level of marketing consistent with your specific form of franchise. And, with every franchise being different and having its own ideas, how do they maintain brand consistency across their various locations? The answer is franchise marketing with a local brand advisor- franchise marketing consultant.

This article will define the term franchise marketing, its importance, and the different types of franchise marketing that exist. Let’s dive in.

What is Franchise Marketing?

This term refers to any marketing tactics and strategies franchisees and franchisors use to attract new customers or clients. They can also use these strategies to drive revenue and increase awareness of their business. And, with the growth of technology, franchise marketing has fully evolved to 100% digital marketing.

This type of marketing can be divided into two primary sections.

Franchise development marketing: This is a marketing tactic that the franchisor uses to sell more of the franchise locations.

Operational franchise marketing: This is a form of marketing strategy that both the franchisees and franchisor do to retain and acquire customers.

Why is Franchise Marketing a Key to the Success of Franchisee or Franchisor?

For franchisor marketing to work for both franchisee and franchisor, they have to work together. On the one hand, the franchisor has to continuously develop a consistent business model and brand that a franchisee can replicate across the different locations. On the other hand, the franchisee also has to maintain the business’s reputation. They should also adapt to the local conditions for their business to succeed.

If both the franchisee and franchisor can fulfil their respective responsibilities and follow the marketing blueprint, the business has a high chance of success.

Types of Franchise Marketing

Franchise marketing isn’t the same as marketing, and it can be challenging, primarily because of the growing competition. However, what separates a successful franchise marketing strategy from an unsuccessful is the type of franchise marketing you choose. Here are some of the common types of franchise marketing plans you can use.

Website

A website is an essential aspect of any business. Apart from highlighting your business, it also acts as a 24/7 salesperson, allowing potential franchisees and customers to discover your business. With a website, potential customers can also get to know more about your business and end up becoming regular customers.

However, for franchise marketing, the website is entirely different. This is why you should use the AIDA funnel to develop your website. This will mean having:

  • Various points you can use for conversion to help gather potential franchisees email addresses
  • Informative content on everything required to become a franchisee
  • A website that’s easy to browse and well designed for any tablet, desktop, or mobile

SEO

Thanks to search engine optimization or SEO, finding the correct answers to the questions you type on Google is almost instantaneous. The ranking and optimization of proper keywords can make a massive difference in the number of visitors you get on your site. It can also be quite effective in developing franchise marketing strategies.

Social Media

Technology has made it possible for businesses to grow, thanks to social media. And, this is no different, even for franchise marketing. You can use social media platforms like Facebook, Instagram, or LinkedIn to interact with your potential customers in a non-sales way. It will also help you build your franchisee pipeline and reach your goals.

Direct Mail

Another form of franchise marketing is direct mail. Like any form of marketing, you should closely track and plan everything for this strategy. This means using a laser-focused approach that fits your criteria. It would be best to use tools like call tracking technology to keep track of your potential clients’ response rates.

Marketing Automation

This is one of the best tactics you can use when setting up your franchise marketing strategy. However, you do need proper execution and careful planning to achieve the best results. Successful marketing automation enables you to nurture your potential franchisee by offering personalized and timely touchpoints.

Direct Sales

The last type of franchise marketing is direct sales. Although the success of this strategy might require more work than the rest, it does provide the best results.

Growing a franchise is tough. But with the right strategy, you can boost your franchise into becoming more profitable.