Franchise Multi-Location Advertising Outsourcing Tips

    Franchise Multi-Location Advertising Outsourcing Tips

    Choosing The Right Vendor

    As your franchise system grows, one of your top priorities quickly becomes identifying the right franchise advertising agency that can help produce the best results for your franchisees.  The more locations you bring into your franchise system, the more important the selection of the right vendor becomes.

    Of course, you could always bring all of your multi-location advertising needs in-house.  And, sometimes this is the right decision.  But, for a variety of reasons, most franchisors choose to outsource their paid media needs and instead hire a marketing manager that coordinates with outsourced marketing agencies to provide the results they are seeking to achieve.

    All things considered, the vendor that you should probably consider working with on the multi-location advertising side of things is probably one that you’re already working with today.  We’ve found that typically whoever is handling your Google and Facebook Ads for franchise development (franchise lead generation) is typically the same vendor who should also be handling your multi-location advertising needs for your individual franchisee locations.  The one caveat to this of course is that your current vendor is doing a good job on the franchise development side of things.  This usually means generating leads at Cost Per Lead (CPL) of between around $20-$150 (as opposed to $200-$1,000+) and those leads are converting at a CPS (Cost Per Sale) of somewhere between $2,000-$20,000.  Anything higher than that and you’re better off pausing your ads and just focusing on using franchise brokers, as those typically run around $22,000-$40,000 per sale depending on how many units you already have (many franchise brokers charge up to $40,000 if you have 5 or less locations, as it’s harder for them to close deals).

    Why Use The Same Vendor For Consumer Development AS Franchise Development

    While many PPC (pay-per-click) agencies do not do SEO (search engine optimization) or PR types of advertising, a good PPC agency really learns a lot about your business and the keywords that drive revenue by working on the franchise development side of things first.

    I would almost think about it as an “interview” where they providing a proof of concept, showing that they can produce real results and revenue for you prior to handing over the keys to the castle on the consumer development / multi-location advertising side of things.

    Behind the scenes a lot of the keywords that help drive franchise sales use the same root words as what drives consumer sales.  For instance, let’s suppose you are a franchisor that is the “home renovation” space.  The keywords that you probably want to show up on to acquire new franchisees are going to be terms like “home renovation franchise”, “home renovation business opportunity”, “home remodeling franchise”, etc.

    If you remove terms like “franchise”, “business opportunity”, “business plan”, “start a” etc. from your search terms and instead append more localized terms like “near me”, “[city name]”, etc., these are going to be a lot of the same types of terms that work for you on this side of the business as well.  You want to be showing up for terms like “home renovation near me” and “home remodeling dallas” or wherever the local business might be.

    The same is true on the social side with Google and Facebook.  It’s actually harder in many ways to drive franchisee revenue where people are paying $50,000-$1M+ to join your franchise system.  So, chances are if your current franchise development agency is doing a good job there, they can actually crush it on the consumer development side of things, as they already know your core business and what works, which typically takes about 6-24 months to really nail down and understand for an agency, even if they already know your general franchise niche industry.

    Streamline Your Advertising

    In addition to this, by working with a single vendor to handle all of your online paid advertising needs, you will make life much easier for your in-house marketing coordinator.  And, as your agency gets better at selling consumers on your services, there are often time many learnings from a keyword and audience demographic perspective that can help you once again back on the franchise development side of things. 

    Need Help?

    If you’re at a point where you feel like you need help on either the franchise or consumer development side of things for Google and Facebook, we would love to have a conversation and see if there might be a good fit there.  We can only say so much in an online blog article.  If you’re interested in our services, make sure to fill out the contact form so that we can schedule a call together. Or you can just call us directly.  Looking forward to speaking with you and learning more about your franchise opportunity!

     

     

    Other High Level Thoughts On Franchise Multi-Location Advertising

    Franchise multi-location advertising is increasingly becoming an important aspect of franchise marketing. Multiple location franchise owners must find ways to advertise and promote their businesses in each location while still keeping the overall brand unified.

    As a franchise grows, the importance of consistent messaging across multiple locations becomes more critical

    The importance of franchise multi-location advertising cannot be underestimated. While single location franchise owners may only need to worry about local advertising, multiple location franchise owners must find ways to ensure their business is reaching customers in all locations, while also unifying the overall brand message.

    Using an effective multi-location advertising strategy can be challenging for many franchise owners, as it requires a comprehensive plan that takes into account the specific needs of each location. In order to make the most out of their marketing efforts and maximize their return on investment, franchise owners should consider leveraging both paid and organic strategies.

    One of the most common methods used by today’s businesses is pay-per-click (PPC) advertising, which allows advertisers to target their audience based on specific criteria such as age, gender, geographic location, interests and more. Popular PPC platforms include Google Ads and Facebook Ads. Google Ads allows you to use powerful targeting options such as keyword research and remarketing campaigns to reach more potential customers in a cost effective manner. Meanwhile, Facebook Ads provide an excellent way to reach a large number of people based on interests or demographics like age or gender.

    Franchise owners should also focus on developing strong relationships with local media outlets such as newspapers, radio stations and television networks. Working with local media outlets allows franchise owners to access a wider customer base by leveraging the reach of these channels at a fraction of the cost compared to traditional advertising methods such PPC campaigns or print ads. Additionally, establishing relationships with local media outlets can help foster brand loyalty among residents in the communities served by franchises’ multiple locations.

    In addition to leveraging paid strategies like PPC and local media outlets, franchises should also focus on developing a strong organic presence online through search engine optimization (SEO). SEO involves optimizing websites for certain keywords in order to rank higher in search engine results pages (SERPs). This helps drive more traffic from interested customers who are actively searching for products or services within your given market area—all without having to pay for clicks through PPC campaigns.

    Social media is another important element in any successful multi-location advertising strategy for franchises. Social media platforms like Twitter and Instagram offer excellent opportunities for connecting with customers from all over the world in real time—especially when combined with targeted ad campaigns on those same platforms—while Facebook provides powerful tools for engaging customers who already have familiarity with your brand across all your locations.

    Finally, email marketing is another great way for franchises with multiple locations to increase customer engagement across all areas served by those locations simultaneously. Email campaigns can be tailored towards each particular area and focus on highlighting promotions or offers relevant specifically to them—allowing you greater control over how you engage different audiences while keeping your messaging consistent throughout all locations you serve.. By regularly engaging customers via email newsletters or promotional emails sent out during key times of year—such as during holidays or special events unique to each area—you can keep your audience engaged while maintaining consistency across your brand’s messaging no matter where they are located geographically speaking…. Brand consistency is key for increasing customer recognition and loyalty, as well as creating a positive perception among potential customers. Franchise multi-location advertising allows businesses to ensure that each branch will maintain its own identity within the larger context of the company’s branding structure.