Franchise Goal Setting Part 5: How to Leverage Google Analytics for Franchise Growth

Ask a marketing professional what superpower they would choose to have, and the answer will likely be “to read minds.” Successful advertisers can get inside consumers’ brains, understand their patterns and behaviors, and then use that information to persuade them to act. 

For that reason, Google Analytics is a unique tool in the marketing field. The platform tracks and analyzes online data so businesses can study their target markets. For franchise systems, Google Analytics is a great way to pinpoint the ideal franchisee. 

Identifying Growth Markets 

Companies should utilize the technology available to help identify and understand what their target growth market is. This data is incredibly valuable in being able to come up with a strong advertising plan.

“Firstly, when advertising a franchise opportunity, you must know who you're marketing to. If you don’t target quality leads, you won’t get quality leads,” explained Michael Mabry, president of Famous Toastery. “New and emerging franchises must figure out what kind of person they want to partner with.”

One way to come to that understanding is using Google Analytics. The tool can offer businesses data on age bracket, location, interests or any other demographics of individuals who may be a good fit.

Building a Strong Market Plan

Once brands have identified a target market, the company can better advertise to the right consumers in a more personalized and tailored way. The data provided by Google Analytics tells the development team which kinds of people are the most suitable fit, and they can then market the advertising efforts to cater to that group. 

More targeted advertising efforts generate better leads and more closed deals. Mabry refers to this concept as “fishing with a spear, not a net.”

Invest in an Expert’s Help

A common misconception about Google Analytics is that it’s some sort of a magical crystal ball of data. But it’s a resource that’s “only as good as the information you put into it,” Mabry warns. 

“I always urge people to make sure that the parameters they put into the Google Analytics program are the appropriate parameters for their market and brand,” he said. “If you don’t have the expertise and don’t know what you’re doing, find someone who does. Having an expert to input the information and to interpret the results makes all the difference in how far the tool will go for your brand.”