Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Inbound Marketing for Franchises: The Key to Attracting Your Audience

Inbound Marketing for Franchises: The Key to Attracting Your Audience Blog Feature

Carolyn Edgecomb

Talent & Office Manager, 7+ Years of Logistics and New Hire Management

September 17th, 2013 min read

 

Inbound-marketing-for-franchisesWhen people typically think about inbound marketing, a franchise isn't the first thing that comes to mind.


Many companies are left pondering if one can effectively implement an inbound marketing strategy throughout the entire organization. Will each franchisee be excited to implement the strategy? Will it help them to effectively reach out and engage with their local market?


Especially when the marketing relationship among a franchise and their franchisees can often times look like a tug of war. It's about creating a balance between a strong central brand and implementing a localized marketing strategy.


That's were inbound marketing comes into play.


Inbound is more than just another marketing tactic. It's a holistic approach to marketing. The whole premise is about attracting your audience and building lasting relationships with them.


The foundation of inbound marketing is about developing a community where your customers are promoters of your franchise and creating targeted content to supplement your localized efforts.


It's all about attracting your audience.


How to Attract Your Audience with Inbound Marketing for Franchises


Every Franchisee Needs its Own Website


Yes, I did just say that. I'm also referring to a multi-site website structure. You'll want to set up a centralized website that has a portal for each franchisee. Allowing both the franchisee and corporate access, which will you the opportunity to share leads and databases. Setting up a multi-site website will allow each portal to stay on the same domain which will help increase the SEO ranking of your website.


But by allowing each franchisee to have their own site, they're able to gain a ton of valuable information. They'll be able to know what search term visitors used before landing on the site.


It helps your franchisees improve their chances of being found. With hundreds of coffee shops, gyms, sandwich shops and frozen yogurt places popping up on every corner, how will your franchisee know if they're being seen by their target audience? Unfortunately, they probably won't. They aren't gaining that valuable insight.


In today's digital world, your franchisees no longer need just a website. They need to develop unique content, a blog to attract visitors, implement a lead management system and provide a unique offer. Within each franchisee portal, you're providing them with all the key components of an inbound marketing website for your franchise. The key components include; blog, hours, directions, location photos, pictures of members, member community, sales ready lead generation, community involvement, member submitted content, member feedback and survey management, and referral management.


Your website shouldn't just be used to showcase corporate information. While keeping the brand image, franchisees should make it their own. Your website should help you form a community with your customer base and audience.


Tailor Communications to Your Local Audience


It's about localizing your approach.


Corporate commercials are great, but do you have locations in those areas? Are you targeting people who don't have the ability to purchase your product or service?


You might be. If you're not sure. I know here in Connecticut 4 or 5 years, whenever anyone saw a commercial for SONIC, everyone wanted to go. However, the nearest location was in a state or two away.


Social media is a great tool for tailoring your communications. A corporate Twitter or Facebook account isn't enough. There is no real way for you to engage with your audience.


As a franchise you can support your franchisees by providing them with corporate content, images, and ideas; but each franchisee needs to take it a step further to make that content relevant to their audience.


Each franchisee can use social media to promote contests, offers, specials, a referral program, events happening around town. It should go beyond just posting a link and waiting for engagement. Be a part of the conversation.


Implement a community type marketing strategy when it comes to communicating with your local audience.


Delight Customers to Attract Prospects


The most basic and simplest form of lead generation is keeping your customers happy.


Creating a community is about catering to the needs of existing customers to promote loyalty and product satisfaction, which gives rise to word of mouth marketing among the community.


Keep your customers happy because they are your biggest source for referral marketing. Which is why developing a referral strategy is huge.


"You have to be no less than a customer concierge, doing everything you can to make every one of your customers feel acknowledged, appreciated, and heard. You have to make them feel special, just like when your great-grandmother walked into Butcher Bob’s shop or bought her new hat, and you need to make people who aren’t your customers wish they were." - Gary Vaynerchuk


With social media, you now have the tools to do that. Develop a strategy that uses customer loyalty to increase the reach of your company.


Turn your customers into promoters. Consider setting up a referral system. Who wouldn't love a free year of service or some incentive? They are already talking about how great your company is.


Value of Getting Every Franchisee to Buy in to Inbound Marketing


Whether you have 4000 or 100 locations, it's important to have every franchisee onboard.


The same concept applies to the executive team of a company. It's not going to run smoothly if everyone doesn't believe in the methodology and that inbound can deliver 54% more leads into the marketing funnel than traditional outbound leads.


The goal should be to improve the overall success of the franchise by increasing the reach and communities of each location. The best way, is for the franchise to educate their franchisees. At first, not every one will be on board with implementing inbound marketing. Develop webinars just for your franchisees. Let them know that you're their for them. Always be in constant communication with them. It's important to be receptive of their feedback. If one franchisee has an issue or concern, others might as well. You don't want to say, here, start implementing inbound marketing. Provide them with the necessary tools and education to get them up and running.


As a franchise, you have competitors with similar products and services just around the corner. Based on your location, your competitors can be closer than you think. Sometimes, right across the street.  You need to stand out from the crowd by creating remarkable and relevant content that fits the needs and wants of your audience. Use inbound marketing to appeal to their interests.


Inbound marketing will help your franchise attract, educate, and delight potential and current customers.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE