Franchise Digital Marketing: How to Maximize Return on Investment?

Franchise digital marketing is a new-age technique to promote your products and services. It is best to meet your short-term goals of traffic generation and long-term results. But it can be quite challenging to get desired return on investment.

For instance, it requires maintaining your parent brand messages and values. On the other hand, you have to address the needs of your target audience and represent your franchise as a unique solution. Thus, you have to strike a balance to ensure successful franchise digital marketing. But if you fail to do so, you will get disappointing results. Of course, you would not want this. Luckily, we will explain franchise marketing strategies to ensure better ROI. First, you should know why do need digital marketing for your franchise.

Why does your franchise need a digital marketing strategy?

According to Statista, the United States has over 750,000 franchise establishments. Given this number, we can say that the competition in the franchise industry is at its peak. All franchises are trying their best to come up. Therefore, if you want to stay ahead of all, having a solid digital marketing strategy plan is crucial.

The franchise industry today is nothing like it was 5 to 10 years ago. The competition is fierce, and so are the businesses’ efforts. As per Sprout Social, 42% of franchise owners feel traditional marketing channels are no longer effective. That is where digital marketing comes into the picture. So, if you are interested to learn how digital marketing can boost your franchise business ROI, scroll below.

Tips to Maximize ROI with Franchise Digital Marketing

Securing the best return on investment for digital marketing can be a tough cookie. But equipped with the appropriate methods and measures, you can ensure your advertising budget does not go waste. Here are the tips to maximize the ROI and get the best performance.

1. Set short-term goals that scale:

When measuring your ROI, it is crucial to know what you are trying to achieve with that campaign. Your current marketing campaign should always have an overall goal. And this should always be a figure which is measurable. However, you can break down that objective into short-term goals. These smaller goals act as checkpoints to achieving your long-term goal. You can start small and get a clear figure. Later, you can extend the campaign if you get the desired results. In case the outcome is what you wanted, you have to repeat the process and measure it again. Consider testing the effectiveness of your campaigns:

• When using various headers, content, imagery, calls to action, etc.
• At one franchise geo-location, then in one territory, and then network-wide.

2. Have an integrated, multi-channel approach:

Most franchise marketing has set multiple approaches, from search engine optimization and organic social media to paid ads. But if all your strategies work in silos, you may encounter inconsistency issues. Ideally, your complete franchise marketing plan should be greater than the sum of its parts. A great way to ensure cohesion is through effective communication. Whether your marketing activities are done on-premise or through a digital marketing agency, you want each part to be run by a team constantly checking in and being in sync with one another’s marketing campaigns and objectives.

3. Prioritize local SEO:

Prioritizing local SEO is one of the best things you can do to maximize your franchise digital marketing ROI. Local SEO is about leveraging optimization techniques to attract customers in certain areas. Firstly, you can get your local SEO in top shape to ensure each location has a verified and accurate business profile. Also, check your local directory listing to get the most updated and accurate information. Make sure that you are on top of your local SEO game by:

• Having a sitemap
• Ensuring your site is mobile-friendly
• Earning good customer reviews by fostering a good relationship with them
• Completing and updating your Google business profile
• Using local keywords on your landing pages and website content

4. Embrace geofencing:

Geofencing is one of the most effective digital marketing techniques. It is gaining momentum and growing in popularity in franchise digital marketing at a fast pace. Geofences use a virtual GPS pointer to trigger responses that send notifications and alerts to mobile devices when users enter or exit the geofenced area.

In short, geofencing is like a virtual boundary, like an invisible fence. That means marketing activities and actions will be served when people are in specific locations. You can leverage this location-based service to send special offers and ads using smartphone info like GPS, WiFi, or cellular data. While this can be a costly option, it is excellent for hyper-targeting. You can even use it to target people who visit the franchise locations of your competitors.

5. Make the most out of your ads:

Digital ads – whether paid search or social display are a key to the success of most franchise marketing strategies. In general, paid ads can be highly effective in getting the word out about things like new updates or improvements. As a result, this will highlight your value proposition. It can help you position as an industry leader by accentuating your business’s unique offerings that give you a competitive edge. So, running ad campaigns for your franchise digital marketing can give the necessary boost to your business. When it comes to pay-per-click ads, you can:

• Utilize local keywords for various regional campaigns
• Design custom landing pages that address various search terms and locations
• Explore both Google Ads and Microsoft Ads
• Run A/B testing for things like copy and images
• Regularly monitor, analyze, and track, according to ad performance

The Bottom Line

Franchise digital marketing can offer great opportunities for marketers if implemented correctly. The trick is to create a digital marketing strategy that enables strategic, a manageable expansion that can be nurtured and maintained.

If you are searching for reliable digital marketing services for your franchise, contact SoftProdigy. We have a team of experts delivering top-notch services at a competitive price.

FAQs

1. Why is digital marketing important for a franchise business?

In this digital age having an online presence is a must for businesses operating online or offline. And traditional franchise marketing techniques are not enough to flourish online. That is where digital marketing comes into the picture. It allows franchise owners to draw more traffic and boost customer engagement.

2. What are the challenges franchises face running digital marketing?

Digital marketing can help you accomplish your franchise goals and objectives. But you may face some challenges, such as

• Difficulty in collaborating with each location
• Insufficient marketing synergy between your outlet and brand
• Handling the unique needs of each outlet
• Inconsistency in brand messaging