Growing a franchise business is challenging because entrepreneurs have to offer quality products or services and attract a large customer base that is willing to pay for said products and services consistently. Attracting and retaining customers is an uphill task because of the competition, so you have to employ effective strategies to increase brand awareness and let consumers know the benefits of patronizing your business.
To effectively market your franchise business, you should go where consumers are. Most people spend many hours on the internet daily, so it is a good idea to engage in digital marketing. Digital marketing occurs in different forms which you can combine to develop a solid strategy to make consumers aware of your product and service offerings. Despite the fact that your franchise business operates out of different locations, you have to assure customers that they will get the same quality of product or service regardless of the location they visit.
Developing an effective marketing strategy requires some digital marketing expertise and a lot of time, but it can be outsourced to a third-party agency like Bowen Media. For example, if you pay for a franchise digital marketing strategy by BOWEN, their team of experts will assess your business and create a custom marketing strategy to attract new customers. If you choose to develop the strategy in-house, you can use the steps below for guidance:
1. Identify Your Target Audience
Before you start advertising, you should know who you want to advertise to. Identify the demographic of your target audience and learn their online behaviors. Knowing their demographic will help you focus on them, instead of casting a wide net which will reduce your efficiency. The age, location, interests, and preferences of your target audience will inform the channels through which you should advertise, and the time of day to deploy your ads. It will also let you know the language, imagery, and style of brand messaging you should use.
2. Create an Online Presence
Your franchise business should have an online presence, even if it operates strictly out of a brick-and-mortar store. The first step is to create a website and include all the relevant information about your business. Ensure the web design is visually appealing and the website is easily navigable so consumers can locate the information they need.
Afterward, create accounts on high-traffic social media platforms like Twitter, Instagram, Facebook, and TikTok. Consistently post engaging, entertaining, and informative content on social media to spur organic growth and use your accounts as an avenue to interact with consumers.
3. Explore Different Forms of Digital Marketing
Explore and combine the different forms of digital marketing such as search engine optimization (SEO), search engine marketing, social media marketing, email marketing, and influencer marketing to find the right marketing formula. The right formula depends on your niche, target audience, and ad budget. Once you start running ads, you will need to do A/B testing and monitor ad performance metrics to tweak elements of your marketing campaigns to get the best results.
Endnote
Digital marketing can effectively grow the customer base of a franchise business. To achieve the desired result, entrepreneurs need to develop a solid marketing strategy that spreads awareness about their franchise and communicates their unique selling point. They can either outsource this to a reliable third-party agency or follow the steps outlined above to do it in-house.
Disclaimer: The information provided in this article is for general informational purposes only. The strategies outlined are not guaranteed to deliver specific results, as success in digital marketing depends on various factors including market conditions, target audience, and execution. Readers are encouraged to consult with a professional marketing agency or expert for tailored advice.
