Despite having access to a high budget and extensive resources, marketing still remains a significant concern for franchises. In fact, Forbes notes that brand consistency and localized marketing are the top two marketing challenges for franchises in 2023!
But how do you manage to create content that suits local audiences and maintain brand consistency across all locations?
One of the best ways to address this is through marketing automation. This approach leverages advanced franchise marketing systems like Adplorer to run ads, manage social media, and optimize campaigns across different locales.
With marketing automation, you can create customizable templates that seamlessly blend the overarching brand message with local relevance. This means, instead of allocating extensive resources to manually tailor each campaign, you can efficiently adapt pre-set templates to suit diverse local needs.
When you think about your franchise’s online presence, the first thing that should come to mind is Local SEO. Local SEO (Search Engine Optimization) refers to the process of optimizing your online presence to attract more business from relevant local searches. Here are three main components on Local SEO to think about:
The secret here is understanding what people in your area are typing into their search bars and ensuring your website and online content speak directly to those queries. For example, if you run a coffee shop franchise in Austin, you want to show up when someone searches for “best espresso in Austin” or “Austin coffee shop near me”.
Another critical aspect of Local SEO is the consistency of the Name, Address, and Phone Number (NAP) of your business. These details need to be the same everywhere they appear online, from your website to your social media profiles, and especially on online directories like Google My Business.
Your GMB profile helps local customers find and engage with your franchise. Here you can showcase everything from your business hours to customer reviews, and even photos of your products or premises.
Effective social media marketing for franchises is a blend of brand consistency and local flavor: you’ll want to make sure that your franchise is not just a business, but a part of the daily lives of your customers. Here’s how you can do that:
You can do this by highlighting local events, sharing stories of local team members, or even showcasing how your products or services fit into the local lifestyle.
Engagement is not just about responding to comments and messages. It’s about actively participating in local online communities, like local Facebook groups, Twitter threads, or Instagram stories of community events.
Finally, use social media for what it’s great at – targeted promotions and ads. With the ability to target your advertising to a specific local demographic, you can ensure that your marketing budget is being used to reach the people most likely to walk through your door. Push out special deals for local residents, promotions tied to local events, or ads that show your franchise’s involvement in the community.
Online audiences want to see content that they can relate to, or feel a personal connection with. Here’s how you can achieve that:
Whether it’s acknowledging the local high school football team’s latest win or sharing a post about a popular local festival, make your content a celebration of what’s happening in your community.
Nothing beats the authenticity of real stories from local customers or team members. Share customer testimonials, stories of employees volunteering locally, or how your services have made a difference in someone’s day-to-day life.
Loyalty programs are a classic yet incredibly effective tool in fostering long-term relationships with your local customer base. So, how do you make use of loyalty programs in localized marketing?
The first step is to design a loyalty program that resonates with your local market’s preferences and behaviors. For example, if your franchise is in a region known for its love of outdoor activities, rewards could include discounts on local adventure experiences or gear.
You can offer things like special discounts, exclusive access to new products or services, or rewards on special occasions like local festivals or holidays.
To maximize the impact, integrate your loyalty program with digital platforms. This allows customers to easily track their rewards, receive personalized offers, and engage with your franchise at their convenience.
Sometimes, the most impactful marketing strategies aren’t about increasing your budget. Focusing on local marketing strategies can be the real game changer when it comes to connecting with your community and standing out. It’s not just about being another franchise in the area; it’s about becoming a local favorite, a name that’s spoken with fondness and familiarity.