 |
|
In a world where marketing messages abound in nearly every aspect of daily life, a new, discerning consumer has evolved – one adept at filtering and tuning out information irrelevant to personal interests. Rightly so, franchise marketing tactics need to also undergo a major shift, since traditional outbound techniques such as advertising and unsolicited email blasts are increasingly becoming blocked or ignored.
“Franchises should focus the majority of their marketing budget on inbound, not outbound initiatives,” said Jeremy LaDuque, CEO of Elements Inc., creator of ElementsLocal™, a new software solution for franchises that increases company leads through maximized search engine results. “When you push your message out far and wide with little discretion, you’re essentially crossing your fingers that it will resonate with a few individuals. Inbound marketing generates leads that are more abundant and credible, as potential customers seeking your services have been attracted organically through search engines, blogs and social media.”
- Get Local. Instead of relying on just one national web site for the entire franchise network, provide cross-linked autonomous and brand-compliant web sites for each location. As the franchisor, you benefit from:
o A “network effect” of hundreds of web sites, each displaying relevant content about the company, being seen by search engines, which increases rankings and visibility
o An ability to leverage each franchise by allowing franchisees to customize (according to franchisor specifications) their web site with local content and local e-marketing campaigns
- Get Optimized. Some simple ways to get started with search engine optimization:
1) Focus the attention of each webpage to just a few keywords
2) Add relevant content about those select key words to that webpage
3) Add those keywords to the title and meta tags of that webpage
Get Social. Social media is the fastest-growing segment of the Internet, and best of all, it’s much less expensive than most other marketing tactics. Get your franchise on board by:
o Participating in social media sites such as Facebook and You Tube. Start a corporate Facebook profile and seek out fans or upload informative – or even humorous – videos that have “pass-along” potential, such as an engaging company story or client testimonials. This will help attract more visitors to your web site, increase your exposure within a larger audience and boost your search engine ranking.
o Using a blog and/or Twitter to publish information about your business. Gaining “followers” or subscribers not only increases the audience for your company message, but also helps you gain valuable insight from the comments consumers leave on your posts.
- Get Efficient. Inbound marketing efforts are highly track-able, so employ various strategies to monitor the efficiency of your efforts. This will allow you to repeat what’s working, discontinue what’s not, and gauge what’s providing you with the best return on investment (ROI). Some helpful hints:
o First, establish exactly what it is you want to track and make sure you have a way to measure what you want to track
o Use statistical programs like Google Analytics to monitor web site traffic behavior – from number of pages viewed to length of time on the site
o Use landing pages to track specific ad campaigns and/or marketing initiatives
o Track throughout – from campaign to conversion to sale!
“As franchises start to ‘think inbound’ in their marketing strategies, they’ll attract customers who are appropriate for and receptive to the company message,” said LaDuque. “This competitive advantage will not only save franchises money, but will also help them build lasting and loyal relationships with clients.”
