Digital Marketing

It makes complete sense that you’d want to use geo-targeted marketing to advertise for your franchise in your local catchment. But it’s worth deconstructing the reasons for geo-targeting, as it helps in more ways than might be initially apparent. The rise and rise of the mobile device has opened up a world of possibilities for savvy digital marketing agencies with the best geo-targeting software at their disposal. But precious few are using it to its potential.

High performing franchise marketing departments are targeting micro-moments. Small windows of opportunity when prospective customers are particularly susceptible to persuasive messages from brands. Here’s how.

Instagram has over 900 million active users, less competition and more engaged audiences than Facebook and Twitter. And unlike Facebook, it’s adoption and rates of usage are still growing like a weed. This is one social media platform that you ignore at your own peril.

Although some perceive Instagram to be the exclusive domain of beautiful tanned people and their equally beautiful pets, it is in fact a powerful tool for businesses with constantly evolving advertising potential.

Voice speech is growing exponentially yet most franchises haven’t thought about how it affects their search and content strategy. This has created a great opportunity for savvy franchises to steal more search traffic by adopting these voice search tactics.

When it comes to digital marketing, franchises are fast splitting into two distinct groups.

One is the old world franchise where all marketing is handled by head office. The other is the progressive franchise that gives its locations flexibility and a degree of autonomy at the local level whilst staying in control of the brand.

Nearly everyone who runs a franchise location can tell you what their franchise break-even revenue is. It’s a critical number that holds importance for business and psychological reasons.

Make any lessthan break-even and ownership will have a degree of anxiety. Even new franchises with healthy growth trajectories.

Generate enough revenue to surpass your break-even and you can at least breathe easier.

For all businesses big and small, reputation is everything. The first step in cultivating a positive reputation is to make your brand ‘likeable’ in both the click friendly meaning of the word as well as building a true sense of engagement and trust.

Being likeable brings a host of business benefits. It will stop customers from considering the new local competition. It will make customers ‘hear you out’ on your new product or service offerings. And it will keep your regulars buying from you again and again.

Facebook have changed their recommended video ratio for advertising. It’s now 4:5. This means that the video is like a tall square.

Why would they recommend this over landscape video, or even taller video? And why is this relevant to your regular videos?

Campaign leads can be worth their weight in gold.

Of course, leads in and of themselves are valuable. But their value multiplies when they serve as an early indicator of a potentially lucrative customer segment. Or better yet, they serve as a direct conduit to many more leads.

Franchise marketing campaigns should be more effective than a singular business’ marketing campaign for a simple but profound reason. Group learnings.

Despite the pervasive view of advertising as being a creative enterprise, it’s never been more analytical. The modern marketing campaign is data driven and runs to a constant rhythm of test, learn and iterate. And that means that franchises pooling resources have an advantage.