Growing a Franchise
To attract the right franchise candidates, brands need a digital marketing strategy built on clean infrastructure, proven channels and consistent engagement.
For franchise brands looking to grow, digital marketing isn’t just a tool — it’s the engine that drives qualified leads and builds long-term visibility. But today, franchise development teams must go beyond flashy ads and build a solid marketing foundation that targets the right buyers at the right time.
Before you spend a dollar on paid ads or outreach, it’s crucial to ensure your digital presence is fully optimized and aligned across all platforms. That includes everything from your website and Google business listings to your social media channels.
Ashley Reynolds, director of marketing at Layne’s Chicken Fingers*, emphasizes the importance of cleaning up the digital foundation before launching into promotion. “It’s been tying up all of our digital presence first,” she said. “Taking a look at our Google business listings, our website, even our social media to a certain degree… just making sure everything is ready to be promoted.”
This foundational work also involved making sure everything was trackable and SEO-optimized. Reynolds said her team created local pages for search visibility, cleaned up crawlability issues and ensured analytics were working properly.
“You aren’t going to be able to track properly or optimize your presence without that,” she said. “That’s been the focus, at least here for us.”
Once your foundation is solid, the next step is leveraging the platforms that are most effective for franchise lead generation. For Layne’s, Google search and LinkedIn have proven to be the most effective for reaching potential franchisees.
LinkedIn, in particular, has been key in establishing brand leadership and visibility. “We get a lot of engagement,” said Reynolds. “Our LinkedIn has grown just in followership… we’ve more than doubled our followership in the last year, and that’s really been over the last six months.”
One reason? Layne’s CEO Garrett Reed began posting regularly, sharing thought leadership content and helping to position the brand as a serious player in the industry. “Having him be more active on LinkedIn and be a thought leader, I’ve seen it compound in the interest that we have,” Reynolds said.
Google search has also played a critical role, especially once the franchise website was refreshed with SEO-friendly content and messaging aligned with prospective franchisees. “They launched the paid campaign, and I’ve seen us show up on Google search,” Reynolds said. “I know they’re targeting the right people.”
Retargeting plays a role here too — bringing back visitors who’ve already shown interest and increasing conversion. “It’s a warm lead,” Reynolds said. “They’ve already visited. They were interested. Let’s get them back and see if we can book the call.”
Digital marketing for franchise sales isn’t about quick wins. It’s about long-term consistency and alignment. Brands that start with a clear digital presence, use the right platforms to build trust and engage thoughtfully with prospective buyers are best positioned to grow.
Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.
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