When most people become franchise owners, one of the prime benefits they anticipate is conducting business under an established brand name. While this is certainly true, you will still need to develop a thorough and brand-consistent marketing strategy for your franchise.
Although you don’t need to be a marketing expert, you will need to understand the marketing basics as a franchise owner. The best marketing strategy for your franchise depends on the industry you’re in, so it may be wise to discuss techniques to expand your customer base with your franchisor or a knowledgeable franchise consultant.
There are many ways to advertise your business. But however you choose to proceed, the core of any successful franchise marketing plan will involve understanding your target audience, incentivizing word-of-mouth marketing, and establishing your franchise’s social media presence.
1. Know Your Guidelines and Target Market
At the beginning of your franchising journey, you will need to develop a profound understanding of your target audience. If you’re not sure where to start, consider meeting with your franchisors. They can potentially provide useful market insights and discuss their vision for the brand.
However, when you own a franchise, remember that there are other franchisees to consider as well. While this may not seem like an issue, too many competing ideas or marketing efforts can create a lack of brand consistency in local markets. You may occasionally be tempted to use marketing tactics that differ from the branding guidelines franchisors have set. But while it can be rewarding to push the limits and expand your franchise to new horizons, your marketing plan ultimately needs to align with the franchisors’ guidelines.
2. Emphasize Word of Mouth Marketing
While it’s easy to get caught up in complicated marketing techniques, there is nothing like leveraging tried-and-true word-of-mouth marketing to solidify your customer base as a franchise owner. Inspire customers to spread the word about your brand. You could even offer customers an incentive, like a percentage off of their next purchase for each person they refer to your franchise location. Consumers can be discerning, and it is only natural that potential customers will trust someone familiar over paid advertising. Leveraging word of mouth marketing is a fantastic way to build a connection with your target market based on trust. However, this approach will require a strong foundation — a solid word-of-mouth marketing strategy is based on the quality of your products or services, excellent customer service, and strong company culture.
3. Establish Your Social Media Presence
To ensure that your franchise stands out against other locations, you must solidify your social media presence. In addition, social media can open the door to developing a customer base within your local market. If you aren’t tech-savvy, consider working with a social media manager who can create content and post regularly so that you can divert your efforts towards running your franchise effectively. However, you will need to discuss your social media marketing tactics with your franchisors to ensure that the content that you choose to post is within the appropriate branding parameters. The more consistently you post shareable content and offer online incentives, the more your customer base will expand.
Hundred Acre Consulting
Marketing your franchise can be difficult, but Hundred Acre Consulting is here to make the entire process less daunting. With years of experience, we can help you choose the best franchise for your skill-setskillset and guide you through the process of building a lucrative business.
Ready to find the franchise for you? Contact Hundred Acre today, and let’s get started!
Marketing by Joseph Studios