Digital marketing for franchises

Digital marketing is far from a new concept. Still, franchises seem to be struggling to jump on the bandwagon.

It makes sense when you think about it. Franchises are much more complex than a single solitary business, no matter how big or small. Franchises often have to deal with different types of businesses within their own group. Changing up how a franchise markets itself can seem daunting, to say the least.

It really doesn’t have to be. And digital marketing can revolutionize a franchise in ways that owners may not expect.

First, let’s take a look at exactly what digital marketing is and how franchise marketing management can use it to their advantage.

What is Digital Marketing?

Digital marketing is, simply put, a type of marketing strategy that involves the use of technology and the internet. There are many types of digital marketing, including:

  • Mobile Marketing
  • Brand Journalism
  • Search Engine Optimization (SEO)
  • Video Marketing
  • Audio Marketing
  • Native Advertising
  • Search Engine Marketing
  • Smartphone Marketing
  • Pay-Per-Click Advertising
  • Augmented or Virtual Reality Marketing
  • Live Chat
  • Social Media Marketing
  • Online Advertising
  • Content Marketing
  • Frequently Asked Questions (FAQs)
  • Affiliate Marketing
  • Newsletters
  • Instant Messaging Marketing
  • Influencer Marketing
  • Email Marketing
  • Public Relations Content
  • Viral Marketing

The opportunities to market digitally are seemingly endless. While not every one of the above listed digital marketing types can or should be used by franchises, a few of these can definitely be used by franchise creatives to improve their reach strategy.

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The Pros and Cons of Digital Marketing for Franchises

Franchise marketing can absolutely include digital aspects, and it really should.

There are many positives and a couple of negatives to centrally managing a franchise’ digital assets and controlling the brand within its brand guidelines.

The Pros of Digital Franchise Marketing

  • It’s quite inexpensive to start a digital marketing campaign.
  • Digital marketing provides access to a fairly massive audience.
  • It caters to many different demographics and target audiences simultaneously.
  • Digital marketing can be implemented extremely quickly.
  • It can have an almost instant effect.
  • Digital marketing is able to reach decision-making people directly, rather than through a middle man.
  • Brand interactions are much easier to do via digital marketing.
  • It allows you to find opportunities that will expand your customer service.
  • Higher levels of brand loyalty are really only possible for small franchises through digital marketing.
  • It takes control out of your hands. This could also be seen as a con rather than a pro, depending on how you prefer to run your business.

The Cons of Digital Franchise Marketing

  • It’s time-consuming.
  • It allows for negative public relations due to trolls, scammers, spammers, and competitors.
  • It can be a little difficult to properly determine your return on investment (ROI.)
  • It’s very easy to copy someone’s digital marketing campaign, including yours.
  • There is a lot of online white noise, and your marketing strategy could get lost in the crowd.
  • It’s a very first-impression-judgment way to market.

Now that you can assess the pros and cons of digital marketing, let’s look at a few examples of how franchises can implement this form of marketing into their campaigns.

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