Marketing plays a pivotal role in the success of a business. As a company expands its reach through new franchises or branches, it’s crucial to scale up its marketing efforts. However, simply increasing the budget is not the only factor to consider.
Take, for example, a company with franchises in diverse geographical locations. Due to varying demographic factors and other nuances, a one-size-fits-all marketing plan may not yield the same results across different sites.
While it’s possible to create tailored digital marketing plans for each location, this approach can be time and resource-intensive, particularly for small to medium-sized enterprises where costs may be prohibitive.
The solution to this scenario is to implement an enterprise or franchise marketing plan.
What Does Enterprise or Franchise Digital Marketing Entail?
An enterprise marketing strategy centers around growth and expansion through integrated multi-channel marketing techniques like search engine optimization (SEO) and pay-per-click (PPC) marketing. Essentially, it involves retaining the existing customer base while also striving for exponential growth.
On the other hand, a franchise marketing plan leverages the principles of an enterprise marketing strategy to boost brand awareness, attract new clients/customers, and increase revenue for franchise organizations.
In a way, franchise marketing strategies resemble a company-wide adoption of customer relationship management (CRM). It involves mobilizing employees beyond the marketing team to identify potential areas, both internal and external, for franchise lead generation and growth.
Over time, with more consumers spending an increasing amount of time online, most enterprise marketing efforts have shifted towards nearly 100% reliance on franchise digital marketing strategies.
Challenges Encountered by Franchise Marketing Companies
While most digital marketers are familiar with strategies for small and mid-sized businesses, enterprise-level franchise-focused marketing plans require the expertise of franchise PPC, franchise SEO, or franchise social media marketing specialists due to specific challenges:
1. Difficulty in Personalizing Content Targeting
As a company grows, resource allocation becomes more complex. This can lead to challenges in personalizing content while still targeting specific customer segments. This can result in a decline in customer service quality and an increase in negative reviews.
Franchise marketing companies can mitigate these issues by deploying specialists equipped with enterprise content management tools to create tailored marketing content even during rapid expansion.
2. Franchise Vendor Relationship Management (VRM)
Effective management of vendor relationships becomes crucial as franchisors expand. However, as the organization grows, internal teams may struggle to handle these relationships, potentially leading to supply chain disruptions.
To address this, it’s important to include VRM as part of the franchise enterprise marketing strategy.
3. Enterprise Resource Planning (ERP) System
As the number of franchises increases, efficiently tracking and managing resources becomes more critical. This includes materials, tools, and transactions. Implementing an ERP system helps streamline this process and provides valuable insights into resource metrics.
4. Communication Silos
Inefficient communication within a growing organization can lead to disjointed plans and conflicts among departments. Regular meetings and content collaboration software can facilitate better coordination and teamwork.
Franchise Marketing Strategies for Scaling a Franchise Business
Here are essential strategies for crafting a robust franchise marketing plan:
1. Tailor Inbound Marketing for Franchise Lead Generation:
Inbound marketing aims to generate fresh leads. Consider enlisting a franchise SEO expert to enhance website rankings, including optimizing local business listings through Google business profile optimization. For quicker results, a franchise PPC specialist can develop and manage advertising campaigns.
Given the prevalence of social networks among consumers, don’t overlook franchise social media marketing. This platform offers an excellent opportunity to boost brand visibility and engage with consumers for building relationships. Regardless of the chosen approach, content remains pivotal. It should be unique, targeted to specific customer segments, and aligned with the goal of customer acquisition in the buyer journey to facilitate franchise lead generation.
2. Apply Lead Scoring to Streamline the Sales Funnel:
Not all leads hold the same potential, so allocating resources uniformly is inefficient. Leverage a CRM platform to identify and prioritize high-ranking leads with a higher likelihood of conversion. Lead scoring helps gauge where a customer stands in the sales funnel, allowing for tailored marketing efforts. For instance, less qualified leads may benefit from more persuasive content, whereas high-ranking leads may be ready to make a purchase.
3. Foster Positive Brand Equity:
While franchise social media marketing and SEO are crucial for brand awareness and visibility, it’s equally important for franchise businesses to invest in enhancing brand reputation. Top online reputation management agencies often collect authentic customer reviews, reaching out to verified customers via various channels. The accumulation of positive reviews leads to more lead generation and conversions. Over time, exceptional customer service and positive experiences fortify brand equity, ultimately reducing future franchise digital marketing costs as the business expands.
4. Cultivate Word-of-Mouth Marketing (WOMM):
WOMM stands as a cost-effective and powerful method of promoting a business. To encourage this behavior, it’s vital to understand why customers recommend a brand. The Advocate stage in the buyer’s journey signifies that customers have not only made a purchase but have also experienced the product or service. Satisfied customers are likely to recommend the brand to their network.
Businesses can enhance customer experience through franchise marketing services like social media marketing (SMM). This includes more than just promotions and product information—it involves actively engaging with the audience. This engagement can take several forms: showing appreciation for their business, addressing their questions, and resolving any issues they might face. Full-service digital marketing agencies often employ social media engagement strategies to identify ways to boost customer satisfaction and encourage WOMM.
5. Implement a Headless Content Management System (CMS):
Decoupling the backend provides web developers with the flexibility to customize the frontend in an agile manner. A headless CMS is a powerful tool in achieving this. It enables businesses to manage content while deploying the frontend across various channels. This could involve integrating content into systems, websites, apps, or software through application programming interfaces (APIs).
A headless CMS empowers franchise marketing services by offering the flexibility to optimize marketing strategies to their fullest potential. This includes creating personalized customer experiences without relying on pre-designed templates, updating the frontend in response to changing market conditions, and enabling developers to incorporate additional customer touchpoints on the frontend.
Implementing a headless CMS stands as one of the most effective franchise marketing strategies for companies looking to manage exponential growth.
Embracing Enterprise Marketing for Franchise Growth
Small-to-medium-sized businesses and large franchise organizations have different marketing needs. As a company expands, it’s crucial to ensure that resources can meet demands to prevent disruptions in product and service delivery. Implementing enterprise marketing strategies can help generate leads while maintaining operational efficiency.
For more information on how enterprise marketing can benefit your franchise business, reach out to Leadshouse. Our experts in franchise PPC and digital marketing are here to address your queries. Additionally, we offer a complimentary site audit and can recommend top-notch local SEO services, including Google business profile optimization, to drive organic traffic and generate leads.