Franchises and franchisees face unique challenges when it comes to marketing. Franchise owners are a mix between local and national businesses. As a local franchise owner, one of the most important things you can do to make your franchise location a success is to win over your local market. Of course, that’s easier said than done.
Many franchises have centralized marketing strategies to help you get your feet off the ground, but you can’t always rely solely on the national strategy to help you find success. Instead, use these tips to help you win your local marketing game.
1. Get to Know Your Local Market
Before you can launch an effective marketing strategy, you have to understand your local market and let them get to know you in return. Take a look at the businesses and residences within a few miles of your location and think about how you can connect with them first. This could be sending greeting baskets or cards to your business neighbors or handing out fliers to nearby homes announcing your franchise’s arrival into the local market.
A great way to strengthen your presence in the community is to get your franchise involved with a local charity organization, event, or youth sports team. Join the local Chamber of Commerce to make connections with other local businesses and meet potential clients. Finding ways to show the community that you care will help the community to see your franchise location as a positive local presence.
2. Get the Most Out of Social Media
Make sure your franchise location has a strong presence on popular social media sites like Facebook, Twitter, and Instagram. Taking the time to post fun pictures and videos, special offers and sales, local news and inside looks at your franchise will help local customers connect to your business.
However, your franchise can benefit from social media even more by going beyond standard Facebook posts. Today, it’s not enough to just post on Facebook; Facebook advertising is the best way to reach a wider audience on the social media site. The benefits of advertising on Facebook include the ability to target specific demographics, track the success of your ads and do so with minimal expense. You can even target specific locations in order to truly reach your local market.
3. Strengthen Local Search
Building your local web presence is extremely important to the success of your franchise, as consumers increasingly use online and mobile search to find products and services. Make sure to claim your business listings on all the major local business directories, such as Google, Yahoo, Bing and Yelp. Make sure that all information is accurate and uses a consistent name, address and phone number (NAP) on each listing so that consumers can easily find the information they need to reach your business.
Don’t wait another day to harness all these tools and win over your local market. Contact the franchise marketing experts today by calling FMG at (816) 875-9311.
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