Many franchisees assume that the best way to advertise their brand online is to simply buy more ad space. While plastering your name across the internet will certainly increase your brand’s profile, this is an expensive and inefficient way to market online. A quality internet marketing strategy should result in a positive return on investment. Through an effective online marketing strategy, you can get more high-quality leads for your franchise business.
Target the Most Effective Keywords
Targeting the terms your customers are searching for seems like a no-brainer, but determining the best keywords isn’t always that easy. For example, if you’re the owner of a franchise painting service in Los Angeles, you might think “Los Angeles house painter” is the best term to invest in. However, this may be extremely competitive, and paid ads related to this term can quickly burn through your budget. More specific terms like “Hollywood exterior painter” may cost you significantly less, and can convert customers at a much higher rate. There is no hard and fast rule on which keywords will work best for you, so we recommend testing.
Utilize the Most Effective Platforms
The largest online advertising platform is Google, and other companies like Bing and Facebook can also be extremely effective for advertising. However, within each of these platforms are many different advertising options, such as display ads, search ads, and retargeting ads. Through effective campaign management, you can determine which platforms drive the most quality leads to your business, and invest more heavily in those.
Utilize Remarketing Ads
Remarketing ads are one of the most effective ways to turn website visitors into actual clients. After a client visits your franchise website, remarketing ads will appear on other relevant websites the client visits. These remarketing ads can reinforce your brand messaging and keep your business at the top of your desired customer’s mind. Remarketing ads can be a very efficient way to utilize your marketing budget, as they leave many impressions without a ton of expensive clicks.
Align Your Strategy with Your Long-Term Goals
The primary goal of internet marketing is to create quality leads for your business. However, it’s vital to make sure your digital marketing strategy will help you achieve your long-term business goals. For example, if a plumbing franchise doesn’t wish to increase the number of employees on staff, an overly aggressive campaign can lead to missed appointments and client dissatisfaction. On the other hand, a franchisee looking to increase the size of their business needs a strong campaign that consistently delivers leads. Aligning your marketing strategy with your overall business plan will allow you to allocate your marketing funds to the right platforms.
If you’re interested in growing your franchise faster with effective online marketing, call our franchise marketing experts at Scorpion: (888) 300-0409.