Our team has assembled a list of franchise marketing articles worth consideration as you position your brand to reach its goals in growth and revenue in 2020 and beyond. From buttoning up your franchise recruitment strategy to leveraging the power of online conversation at the local level, a holistic franchise marketing campaign won’t ignore these powerful trends.
The evolving digital marketing landscape has changed the way we need to reach and attract qualified new franchisees. From determining your franchise recruitment marketing budget to seeking new franchisee prospects within your current customer base, one of the best tips in this article is to clean up your brand’s online presence across all platforms before spending marketing dollars. Today’s savvy modern investor will check website content, review site responsiveness, and social media posting consistency before even expressing interest in your franchise opportunity.
iluma Agency has been an IFA member since 2017.
As a franchisor, keep these three things in mind: 1) the majority of customers across all your locations expect a response to their Google review within a week; 2) approximately 80% of prospects will check reviews before deciding to try or buy; and 3) implementing a review monitoring process will provide valuable operations insight to dozens or hundreds of locations that would otherwise be impossible to visit and monitor yourself in person. If online reputation management is not currently part of both your local franchise marketing and franchise recruitment considerations, it should be.
iluma Agency uses Sprout Social to manage franchise social media content publishing, engagement, and review response.
Equipping your franchise brand with a well-planned employee advocacy program can make your franchisees’ marketing endeavors more cost-effective and successful. Brand messaging posted by employees sees nearly 25% more shares than other brand content and has even been linked to influencing new customers with a higher retention rate and longer lifetime value. Implementing a reward system to encourage employees to spread brand awareness can help transmit a sense of authenticity across your brand. Paired with high-quality and consistent brand messaging and social media content, you will generate unique and meaningful human engagement in saturated and highly competitive markets.
Establish brand standards, plus ‘why’ behind them
Defining the difference between innovating within the brand and violating brand standards, makes it easier to enforce brand guidelines and may save you from time-consuming backtracking in the future. Being able to communicate the value of the proven, consistent brand your zees bought into—along with the adverse effects of an inconsistent customer experience—will help shift brand policing to proactive and constructive brand building. Follow this one up by reading this article about “glocalization” by Mike Kehoe, and consider creating a franchise Facebook Group as a way to communicate with your franchisees.
Maximize Local Franchise Awareness During Pre-Sales
One of the best times for a new franchise location to reach their local market and create a big impact with an efficient marketing spend is before opening—or even before beginning construction. A regimented and replicable pre-sales marketing plan can help franchisees grow your brand. Building this into your franchisee onboarding process can also help attract new franchisees as you seek franchise recruitment and brand expansion.
When Is It Time to Leave Your Digital Marketing Agency?
For franchise brands seeking frictionless communication and consistency across hundreds of locations, the importance of a good working relationship with your local marketing agency partner is paramount. If you have doubts about your current agency or agencies, consider their transparency and responsiveness in communication as well as their knowledge and use of data-driven technology and best practices.
With more than 10 years of experience helping franchise brands shine, iluma’s team of franchise focused marketing experts are fully immersed in the evolving trends of local franchise marketing and franchise recruitment. Please contact us for more information about working with us to grow your franchise.