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How to Master Franchise Marketing Without Having to Clone Yourself Posted by Jordan Wilson | 7.1.16 2:45pm

A lot falls on the shoulders of the franchise marketer. You may be wearing a number of different hats, playing the role of marketing strategist, website development lead, campaign manager, content writer, social media guru, and brand police, just to name a few. How do you get it all done? It may sometimes feel impossible, especially if you have hundreds of franchise locations to oversee.

Ever wish you could just clone yourself?

Fortunately, there are ways to streamline your digital franchise marketing efforts so you don’t have to feel like you’re constantly being pulled in a million different directions. With the right strategies, tools, and support, you can turn chaos into a well-oiled machine that allows you achieve your marketing goals on time and within budget. What better way to show your bosses that you’re truly an expert at your job?

Below are a few tips for mastering franchise marketing without having to clone yourself:

Hire a Marketing Team & Delegate: As the marketing mastermind at your franchise, your skills are best used guiding your franchise network’s overall marketing strategy, monitoring its overall success, and maintaining strong communication with your franchisees—rather than handling all the miniscule details of coding a website or managing numerous pay-per-click advertising campaigns.

This is where it’s helpful to hire an Internet marketing partner that can handle all of the day-to-day tasks for you so you can focus on the big picture (and get everything done). It helps to work with a single, full-service digital marketing company rather than several vendors for each different area of your marketing. Why deal with the struggle of getting all your different vendors on the same page and working together when you could have one partner that seamlessly integrates your website design, search engine optimization (SEO), online advertising, social media, and more?

Simplify the Process of Tracking Your Data: Why dig for data (which can take up hours of your time) when you could have it automatically generated and clearly laid out for you? Here at Scorpion, we offer our franchise clients an online marketing platform that makes it easy for them to track website traffic, organic rankings, PPC campaign performance, leads, and more. All you have to do is login and you have a wealth of data that shows you exactly how your various digital marketing efforts are performing, which is great for tracking your return on investment (ROI).

According to HubSpot’s 2015 State of Inbound report, proving return on investment (ROI) of marketing activities was the number one challenge of both B2B and B2C marketers. And 32% of digital marketers and enterprise companies said making analytics actionable was one of their top three challenges, according to a 2016 study by Experian.

To take you analytics a step further, we make it possible for you to integrate our platform with your customer relationship management (CRM) system so you have a more complete picture of how your marketing campaign and leads are tied to your customer acquisition and revenue. Read more about our award-winning marketing platform.

Pre-Schedule Your Content: Consistency is key when blogging and engaging followers on social media. If you are only posting your content sporadically when you have pockets of time, you risk slipping out of the spotlight and losing the interest of your followers. With a good content management system (CMS) and social media management platform, you can pre-schedule your posts so they’re ready to go at the right time. That way you can work on your content in bulk when you have the time and not have to worry about gaps in your posting schedule.

Having trouble generating enough content ideas to keep up with the demand? Try using content strategy tools such as BuzzSumo, which allows you to identify the highest trending content for certain keywords. This is a great way to get ideas for your own franchise blog and social media content.

Are you a franchise marketer who needs support? Call Scorpion today!


About the Author
Jordan Wilson is the Senior VP of National Brands at Scorpion. For nearly a decade, he has worked with businesses of all sizes, from Fortune 500 companies to franchises at the local level. Professionally and personally, Jordan fosters the relationships he develops with his clients, always striving to exceed their goals and expectations. Jordan graduated from the University of Mobile where he played college soccer and won the National Championship in 2002. He is an avid traveler, and he loves a good Irish Pub, LSU Football, and spending time with his family.