Owning a franchise can be an investment but it certainly gives you a jump start above the competition and you can position yourself quickly and professionally in the market as a real company. While you have got the training and marketing material and are ready to position your company professionally with a branded van, business cards, brochures, great equipment and using industry’s best practices, you may still not be in a position where you can start to acquire new customers easily and affordably. So the obvious question – I am ready to work but where is my first customer? In working with franchises, we found that though the corporate office is a strong backing for the franchisee in every operational matters of business, marketing definitely appears to be a hard nut to crack for the local franchise owner. Even if the corporate office does help in marketing, it’s not enough and there appears a need to branch out from the corporate style marketing and come up with an independent marketing plan for the franchise owner.
The corporate office can provide you marketing material and Corporate Site Cleans limited marketing support but that alone does not really suffice in acquiring new customers amidst overly competitive local markets. Franchise owners, who are a husband-wife operations or family run business, generally lack a marketing team or an effective marketing plan that can bring in fresh business. One of the best sources to get fresh business is by marketing on search engines and social media which is not given enough importance or in more cases done nonetheless not very effectively. In this economy, it’s the right time for the franchisee to take more control of their marketing and start to have their own web presence and internet marketing plan independent of the franchisor company.
Here are 5 simple marketing tips for franchise owners that might turn out to be of great help:
- Owning a Website: Lot of franchisor companies have a common (corporate) website and allow you as a local franchise owner to have a micro-site (couple of pages or a landing page) with your contact information on it to keep things under control. The other 95% of the website is all corporate. Sure the video with CEO’s message, company history and other relevant information is great to have but is just this going to do any good for a local franchise owner? Is a local searcher going to care so much about the details of the company and is just that one landing page going to do the franchisee any good? On the contrary it’s easy to get lost in the corporate website and get distracted with so much information that is particularly not very relevant for a local prospect. For this reason owning a website and optimizing it with localized information is much more beneficial for the franchisee rather than a micro-site embedded in the corporate site and offering enough distractions to lower down your campaign response. In my experience, an independent locally optimized website helps connect and convert local visitors into business much better than a generic corporate site.