It’s no secret that the digital landscape has changed the marketing game for franchisors. Today, potential customers navigate the online kingdom through a myriad of different channels and devices. As a result, it’s more important than ever for franchisors to rethink their marketing strategy in order to break from the clutter and grab the attention of their best customers.
First things first – Create a brand consistent website
The key to becoming discoverable starts with a brand consistent website. As a franchisor, think of your website as your virtual storefront. It should place your franchise in a national context with content and messaging that is consistent across your network. Your website should also include content that appeals to consumers by emphasizing the services, terminology and values that matter most in your franchise community. Ensure your customers find you by adding keywords and phrases relevant to your business. Remember, write for the customer first, then the search engines.
- Distributed marketing: Your website should be optimized to expose localized and national content to search engines
- Responsive design: Build your site so that the content adjusts to suit virtually any screen size
Change the way you do email marketing
The advent of wearable technology and smart devices has caused a major shift in the way that people engage with email marketing. Consumers can now sort through emails with the swipe of their finger while commuting home or working out at the gym. According to Pew Research Center, 52% of cell phone owners use their mobile device to send or receive emails. As a result, franchisors need to design responsive email templates that can be opened on any device.
Franchisors must also pay attention to the type of email messages that they are sending to potential customers throughout the day. If you’re looking to promote a flash sale deal for your franchise network, engagement levels are likely to rise if you send the email outside of traditional work hours when consumers are away from their desks and not easily distracted with work-related matters. On the other hand, if you’re looking to send a survey email, your response rate will likely be higher when consumers are navigating their inbox from a desktop computer as it is harder to complete a survey from a mobile device or tablet.
Prepare to target different audiences with social media
It is important to note that consumers navigate social media sites differently across the board. For example, one consumer may use Facebook to skim industry news while another may use Facebook to connect with peers. Therefore, franchisors must rethink their social media strategy in order to captivate their audience in the networking sites that matter most to them.
Having trouble figuring out how your target audience uses social media? Quick tip: Take a look at how your competitor is leveraging social channels. If you see that they garner strong engagement after posting a promo code on Twitter, you may want to test Twitter as a revenue-generating tool.
Remember: Technology will continue to evolve
The digital landscape changes every day with the influx of new technology and applications. What once was popular today (remember MySpace?) may be obsolete tomorrow. In order to succeed as a franchise and grow your business, you must keep abreast of emerging technology trends and tailor your marketing activities so that they hit consumers at the right time with the right message using the right channel.