Franchise marketing comes with a number of challenges when it comes to online and social marketing opportunities. And this is not surprising since you are dealing with local, national, and sometimes international businesses. Still, how can you ensure that this is easily streamlined? And what are the success formulas your franchise business needs to grow? Let's look at some strategies that can help with this.
The challenges
One of the biggest challenges franchises face is the fact that locally and internationally, marketing approaches are often different. What works in a big city might work differently in a village outside the Randstad. On top of that, a lot of small business owners don't have an online marketing strategy at all. So where should you start? We will gladly help you on your way with a clear franchise marketing strategy.
Strategy of franchisors
What you often see with larger franchises is that an advertising campaign is created at (inter)national level for the entire organisation. The advantage is, this is often paid from a central budget, and there is a dedicated marketing fund. Also, franchisors often have an experienced marketing team who know exactly how AdWords campaigns work and how to set up online campaigns effectively.
The downside, however, is that the marketing plan may fall short at the local level. National advertisements often do not have the desired results for franchisees.
Advertise yourself
Then just advertise yourself? That depends on whether this is made possible within the franchise. Franchisees have to take into account the franchise's brand image and not every company is allowed to set up its own website or social media channel. Moreover, it takes a lot of time to maintain online campaigns. There is also a risk that the marketing strategies and objectives of the franchisor and franchisee are different and friction may arise.
It is therefore hugely important that the marketing approach is endorsed by both parties to make it a success story. Agreements between the two parties are therefore an absolute must for the success of the campaigns.
The hybrid online marketing strategy
Close cooperation is a strategy that often works for both franchisees and franchisors. This involves both parties making clear agreements between themselves. In this, a national campaign can be given adaptations that better suit a local audience. This approach is known as the hybrid online marketing strategy.
Some flexibility is needed, but the overriding advantage is that this way of working is often more successful. In addition, marketing budgets are used effectively and you get the most out of your online marketing strategy. In addition, as a local entrepreneur, there are a number of steps you can take that will increase your success, read along!
Put yourself on the map
First, add your business to Google Maps. It is one of the most common ways for guests to search for a nearby restaurant or business. Through Google My Company your company appears in the search results.
You can add your phone number, any website, your menu and a reservation system to make things as easy as possible for your guests. In addition, your customers can leave a review so that new guests can see your organisation's ratings.
Social media
In addition, brand awareness on social media is hugely important. Moreover, this is the place where you can get to know your guests better. Thanks to social media, you can talk directly to your followers and get more involved with their wishes. You can entice new guests with your offer and introduce them to your business.
In addition, ads are an important part of your strategy. For instance, you can launch a regional campaign via Google Ads or Facebook, trying to reach people in the neighbourhood. Moreover, you can capitalise on local events and activities. For a detailed article on content strategy for social media, click here.
Saving in the hospitality industry
You probably know the loyalty programmes of supermarkets, airlines and hotels. But why don't you often see this in the hospitality industry? Perhaps your favourite coffee shop has a stamp card, but far from all restaurants offer it. Time to create a loyalty programme to start!
Guests love coming back to their favourite restaurant or café, and it is of course a bonus for consumers if there is something in return. Personalised offers and rewards do well. Because let's face it, if you get a free cake or cup of coffee for your birthday, that's obviously great. Email marketing can come in handy here, and personalisation is hugely important. The loyalty programme can create a better bond with your guests.
Your website
A strong website can also help enormously with the success of your business. Once you entice people on your social media channels, they often come to take a look at your website before booking. Your website is really a business card, but you can also use it to maximise your occupancy rate. Once new customers see what you have on offer, your website can act as an online sales system for your restaurant. With franchises, it is often possible to build a local sub-page linked to the national site. That way, you can be sure that the imagery and text match.
In addition, you can use your website to become more findable on Google. Through your web text and blog articles, your website ultimately becomes more findable on Google. This is achieved in two ways; through SEO (Search Engine Optimisation) and SEA (Search Engine Advertising).
It can sometimes feel like there is too little time for everything. And planning a marketing strategy comes on top of that! Still, all the above ideas will help your business grow further and generate better sales. After all, your success is ultimately part of the success of the franchise business.
