Promotion plays a pivotal role in business success. When a company expands by opening new franchises or branches, it must elevate its promotional endeavors. However, instead of solely focusing on increasing the budget, there exist numerous other factors to ponder.
Consider, for instance, a corporation with franchises situated in diverse geographical areas. Due to demographic disparities and other subtleties, the marketing approach that works for one location may not yield the same results elsewhere.
Certainly, a company could draft a bespoke digital marketing strategy for each locale. Nonetheless, this approach proves impractical, consuming excessive time and resources, particularly for small to medium-sized enterprises where costs may become prohibitive.
The remedy for the aforementioned scenario lies in the adoption of an enterprise or franchise marketing plan.
What Constitutes Enterprise or Franchise Digital Marketing?
An enterprise marketing approach emphasizes expansion through integrated multi-channel promotional tactics, encompassing techniques like search engine optimization (SEO) and pay-per-click (PPC) advertising. Essentially, it entails retaining the existing customer base while also striving for exponential growth.
In parallel, a franchise marketing scheme applies the principles of enterprise marketing to heighten brand recognition, acquire new clients/customers, and boost revenue for franchise entities.
In essence, franchise marketing strategies entail a company-wide implementation of customer relationship management (CRM), involving personnel beyond the marketing department to pinpoint potential avenues, both internal and external, for franchise lead generation and expansion.
Over time, as more consumers devote their time online, the bulk of enterprise marketing has transitioned to nearly 100 percent franchise digital marketing strategies.
Challenges Encountered by Franchise Marketing Enterprises
Most digital marketers are well-versed in strategies tailored for small-to-midsize and midsize businesses.
However, when confronted with franchise-focused marketing plans at an enterprise level, it becomes imperative to engage the services of specialists in franchise PPC, franchise SEO, or franchise social media marketing, owing to the following challenges:
1. Difficulty in Tailoring Content Targeting
With growth, a company must reallocate resources and attend to various departments and initiatives. Consequently, the marketing team, in tandem, must recalibrate its priorities and approaches.
Unfortunately, certain elements of marketing campaigns may prove formidable or ineffectual as the company undergoes rapid expansion. Notably, many marketers grapple with personalizing their content while still homing in on specific customer segments. This may result in a decline in the quality of customer service.
As the number of dissatisfied customers mounts, so do negative appraisals. Unfavorable reviews can tarnish a reputation, precipitating customer attrition. This, in turn, necessitates a heightened investment in premier online reputation management services to rehabilitate and fortify the brand’s image.
Organizations can sidestep the perils of exponential growth by harnessing the expertise of franchise marketing enterprises. They deploy specialists armed with enterprise content management tools to generate tailored marketing content, even as the business experiences swift expansion.
2. Franchise Vendor Relationship Management (VRM)
Vendors serve as vital partners integral to the internal machinations of franchisors. Hence, effective management of these relationships is paramount for seamless operations and cost-effective service.
As the franchise organization expands, the internal team may find itself unable to oversee vendor relationships adequately. For instance, certain small and midsize enterprises may lack the requisite manpower, expertise, and tools to track and oversee all vendors.
Regrettably, numerous franchisors, initially buoyed by exponential growth, find themselves in a race to catch up with supplies. The resultant disruptions render the company unable to meet demand while upholding product quality.
Under such circumstances, even the services of a comprehensive digital marketing agency may prove ineffective as discontent among franchisees and customers escalates. Hence, it becomes imperative to incorporate VRM into the franchise enterprise marketing strategy.
3. Enterprise Resource Planning (ERP) System
With the proliferation of franchises, the tracking and management of the resources/assets utilized by the business becomes increasingly crucial. These encompass materials, tools, and transactions, among other elements. Yet, this task is by no means straightforward, as the sheer volume of work can be overwhelming. Hence, a critical facet of a successful franchise-focused marketing blueprint is an ERP system.
In general, ERP systems streamline the process of tracking and monitoring assets and resources by simplifying or eliminating convoluted procedures. Moreover, these tools furnish reports that grant franchisors insights into their resource metrics.
4. Communication Silos
A common predicament faced by growing and established organizations is inefficient communication. Typically, a company comprises numerous departments, each entrusted with specific responsibilities. However, attaining optimal productivity and efficiency proves challenging when these units fail to synchronize their plans and endeavors.
As a company expands and pressure mounts on its employees, departments tend to forge ahead with their respective plans, often with little consultation with other pertinent stakeholders. This frequently engenders a surplus of opinions and conflicts within the organization.
One remedy entails management convening regular meetings involving all departments, ensuring that everyone operates as a cohesive unit. Moreover, to facilitate superior communication, franchise marketing firms advocate the use of content collaboration software.
Franchise Marketing Strategies for Scaling a Franchise Business
The ensuing strategies are indispensable for formulating a robust franchise marketing scheme.
1. Customize Inbound Marketing Approaches for Franchise Lead Generation
Inbound marketing’s objective is to generate fresh leads. Thus, a company might engage a franchise SEO expert to optimize its website for improved search rankings. One method employed involves enhancing local business listings via Google business profile optimization.
Nonetheless, SEO entails a time frame of weeks to months before yielding discernible results. Hence, an alternative is to enlist a franchise PPC specialist to devise and execute advertising campaigns for swift outcomes.
Given that a majority of consumers are active on one or more social media platforms, franchise social media marketing also warrants consideration. As many would concur, this avenue offers an optimal means to elevate brand recognition and engage with consumers, fostering enduring relationships.
Regardless of the path chosen, content remains pivotal to the success of all inbound marketing approaches. Typically, this content is distinctive and aimed at specific customer segments. Furthermore, it must align with the goal of customer acquisition within the buyer’s journey to facilitate franchise lead generation.
2. Leverage Lead Scoring to Refine the Sales Funnel
Not all leads are created equal, and dedicating equal time and resources to each proves inefficient. Instead, employ a CRM platform to identify and prioritize high-ranking leads with a greater likelihood of conversion.
Lead scoring determines a customer’s progression along the sales funnel, enabling marketers to fine-tune their franchise marketing services to nurture them. For instance, a less qualified lead might receive more compelling content. Conversely, the highest-ranking leads may bypass this process altogether, being poised for a purchase.
3. Cultivate Positive Brand Equity
Enterprises can harness franchise social media marketing strategies to bolster brand awareness and broaden their reach. They can also employ franchise SEO techniques to enhance search visibility, attracting more organic traffic and potential customers. However, in addition to these critical facets, franchise businesses must invest in burnishing their brand reputation.
One tactic favored by premier online reputation management agencies involves soliciting genuine customer reviews. Typically, they reach out to verified customers through various channels, such as text messaging and email, and request their feedback.
The greater the number of positive reviews a business garners, the more leads it can generate and ultimately convert into sales. Over the long haul, exemplary customer service and positive customer experiences serve to fortify brand equity, thereby reducing future franchise digital marketing costs, even as the business expands.
4. Foster Word-of-Mouth Marketing (WOMM)
Word-of-mouth marketing stands out as one of the most cost-effective means of promoting a business. Understanding why customers endorse a brand is key to encouraging this behavior.
The Advocate stage marks the culmination of the buyer’s journey. By this juncture, customers have not only progressed through the sales funnel, making a purchase and utilizing a product or service, but they have also experienced the tangible benefits of their acquisition. Satisfied customers are more inclined to extend recommendations to their family, friends, and colleagues.
Businesses can enhance customer experiences by investing in franchise marketing services like social media marketing (SMM). In addition to disseminating promotions and product information, companies can actively engage with their audience.
Essentially, engagement manifests in three forms:
- Demonstrating appreciation for their patronage by expressing gratitude.
- Addressing customer queries.
- Identifying customer concerns and proffering solutions.
A comprehensive digital marketing agency often employs social media engagement strategies to pinpoint avenues for heightening customer satisfaction and encouraging word-of-mouth endorsements.
5. Embrace a Headless Content Management System (CMS)
By decoupling the backend, web developers gain the flexibility to customize the frontend with an agile workflow. This can be most effectively accomplished using a headless CMS.
A headless CMS empowers businesses to manage content while deploying the frontend in any omnichannel strategy. They can, for instance, seamlessly integrate content into any system, website, app, or software through the utilization of application programming interfaces (APIs).
Headless CMS endows franchise marketing services with the latitude to optimize and refine marketing strategies to their utmost potential. This encompasses the following:
- Crafting personalized customer experiences through customization as opposed to preconceived templates.
- Adapting the frontend in response to evolving market conditions, sans disruption to the backend.
- Affording developers the ability to introduce additional touchpoints for customers on the frontend.
The implementation of a headless CMS ranks among the premier franchise marketing strategies available to companies grappling with exponential growth.
Investing in Enterprise Marketing Strategies for Franchise Growth
The requisites for marketing small-to-medium-sized enterprises diverge from those of large franchise organizations and multi-location enterprises. As a company expands, its resources may strain, potentially leading to subpar product and service delivery. The remedy lies in embracing enterprise marketing strategies to generate leads seamlessly, without disruptions to operations and promotional endeavors.
For further insights into how enterprise marketing can elevate your franchise business, reach out to Leadshouse. Our franchise PPC and digital marketing mavens are poised to address all your queries. Furthermore, we offer a complimentary site audit and recommendations for top-tier local SEO services, including Google business profile optimization, to drive organic traffic and generate leads.