Franchises are a popular business structure that face a unique challenge when it comes to marketing. To be successful, franchisors need to support the independence of their individual franchisees while also maintaining a consistent brand image.
There are three common marketing mistakes that franchise owners make, and they all relate to the way independent franchisees present themselves online.
Here are the pitfalls to avoid when developing marketing strategies for your franchise:
- Inconsistent franchisee sites and domain names. Inconsistencies between the corporate franchise website and franchisee landing pages create confusion for users and reduce brand visibility and credibility. It is important for franchises to remain consistent in how they present franchisee web pages. These pages should either all be hosted under the main corporate website, or they should have independent domain names. Your franchise brand could lose potential sales if users get a different experience on your corporate website than they do on franchisee websites.
- Failure to utilize SEO. It is important for brand consistency and visibility that each franchise location ranks on the first page of Google and other search engine results. This allows for backlinks and means rankings will be boosted for any new franchisee. However, it is critical not to duplicate content on independent franchisee websites. This could cause your company to be penalized by Google.
- Social media accounts lack uniformity. Social media management can be challenging for franchises. Since platforms like Facebook and Instagram are so personal, each franchisee account will likely vary in voice, tone, aesthetic, and posting frequency. Franchises should control social media at the corporate level or create a social-media-specific brand and style guide for franchisees.
A better digital structure will create more brand value, visibility and credibility, and will ultimately help your franchisees increase sales and retain customers. ATX Web Designs is skilled and experienced at helping franchises create consistent brands, rank highly on search engines, and improve sales through cohesive marketing efforts. Visit our franchise page to learn more.