Has your local franchise marketing fallen flat?
Traditionally, franchise marketing is designed and controlled by a central marketing department at brand headquarters. In most cases, this is done to maintain a consistent look and feel across the distributed network.
The distributed marketing model is supported by brand management software tools and systems. A franchise marketing system allows for open communication and collaboration between national headquarters and local marketers. Additionally, these tools enable franchisees to infuse brand creative with a bit of local flavor. It's these localized marketing executions that work to create a more compelling and engaging customer experience.
The fact is, even with a high-powered and results-driven brand management tool at your disposal, you'll still have difficulties enticing prospects and consumers with outdated or poorly executed marketing.
Fortunately, we've worked with hundreds of distributed enterprises just like yours. This experience has given us expert insight into the franchise marketing strategies that actually work and we're here to share this insider intelligence with you!
5 Local Franchise Marketing Strategies That Actually Work
Follow these simple tactics, tips, and strategies to kickstart the effectiveness of your local franchise marketing:
1. Invest in Local Search Engine Optimization
If you want to reach local customers, as a best practice, always include the name of the city your business is in and/or the area your business services.
Try leveraging location-specific keywords with significant search volume. For example, instead of targeting "house cleaning service" on a homepage or service page, a janitorial franchisee in Kalamazoo might be better off targeting "Kalamazoo house cleaning service" or "Kalamazoo cleaning company."
2. Leverage Local Reviews
Try to encourage customers to leave positive reviews.
In most cases, satisfied customers will be more than willing to share a few words about the fantastic service that they received. Many consumers take reviews into consideration when deciding whether or not to do business with a local franchise.
In fact, a recent study found that 85% of consumers trust online reviews as much as personal recommendations. Suffice to say, reviews absolutely matter.
To incentivize these satisfied patrons, offer a simple reward such as an exclusive discount on their next purchase. If your local establishment receives a negative review, encourage franchisees to respond in a tone that reflects your unique brand.
3. Localize Your Social Media Strategy
Take a moment to think about the last piece of social media content that resonated with you. Did this content entertain you? Was it informative and compelling? Chances are that the content was impactful because it was meaningful to you.
And in many instances, the most meaningful social media content incorporates a bit of local flavor. When a prospect or customer sees messaging that aligns with his or her immediate understanding of the neighborhood, community, or town, there's a lasting and unbroken connection there.
Gold's Gym in Long Branch, NJ routinely posts about location-specific happenings. Members feel a personal connection when the gym hosts events in their hometown.
4. Invest in a Mobile-Optimized Website
Since mobile traffic has surpassed desktop traffic, many local franchisees benefit from a mobile-first strategy. Additionally, Google is prioritizing mobile. When someone searches Google, search engine spiders will automatically reference the mobile index before the desktop version. If you're creating localized versions of a website, always make sure that it is optimized for mobile.
5. Incorporate Local Imagery
Finally, add local imagery to both print and digital marketing executions.
"When speaking to executives at Marriott, they couldn't understate the importance of hotel images on landing pages," says Ayelet Wiedermann, Vice President of Marketing at CampaignDrive. "Who doesn't look at images of that hotel's rooms before booking, right? These location-specific images boost landing page performance."
Here's another way to think about it – if you were a local franchisee in Miami Beach, it wouldn't make sense to use imagery of snowy scenes. In this example, prospects and customers will be better served if your franchisee shared images of palm trees and sandy beaches.
CampaignDrive Powers Local Franchise Marketing
It's a pretty bold statement, isn't it?
CampaignDrive powers local franchise marketing.
Sure, we might be a little biased. However, many of the most successful distributed enterprises and organizations trust us every day to help deliver powerful customer experiences through localized marketing.
We are a leading SaaS marketing platform that transforms your brand assets into creative, dynamic, and ready-to-use templates. Our cloud-based platform enables multi-location brands to seamlessly customize marketing materials and promotions for each location's target market.
To kickstart your brand's local marketing effectiveness, we recommend taking our tool out for a free test drive. Experience first-hand how system administrators, designers, and local marketers use our software to power value-driven customer experiences and deliver on-brand creative across the distributed network.