Chapter 13: Leveraging Digital Marketing for Franchise Growth

Ambitious franchise owners are always on the lookout for innovative strategies to expand their franchises and tap into new audiences. In today’s digital age, one of the most effective methods to scale a business is by leveraging the power of digital marketing. Many successful franchises are actively utilizing digital marketing tactics to bolster their brands and propel growth. But how can you take advantage of digital marketing to begin your journey toward franchise expansion?  

Harnessing the Power of Online Marketing

Bennett Maxwell is the founder of Dirty Dough, a thriving fast-casual cookie concept with over 100 stores opening this year. Maxwell emphasized how important online marketing is, and says when it comes to his approach to marketing as a whole, most of his efforts are digitally focused. By actively using Facebook advertising and posting engaging videos to captivate users, Dirty Dough has been able to successfully target new clients and maximize its online presence.

Similarly, Aaron Cash, the president of Garage Living Franchise System, a garage remodeling franchise with over 40 locations in North America, also highlighted the importance of establishing a strong online presence. 

“At Garage Living, our commitment to leveraging digital marketing has played a substantial role in accomplishing our goals and achieving success,” said Cash. “Our national campaign and lead generation campaign efforts highlight the power of digital marketing.”

While he acknowledges that social media is important, he notes that in order to truly harness the power of online marketing, it’s crucial for brands to have a user-friendly website. Cash believes that a well-designed website can act as the foundation for a franchise’s online identity, and allow potential customers to explore services, view past work examples and easily make contact. 

An effective website should also be able to showcase a brand’s unique value and highlight its key differentiators. For example, Garage Living’s website includes product pages that can show users how they can design their own garage space, a “how we work” page to outline the design process, a testimonial page for client reviews and a gallery to showcase projects that the brand has completed.

These examples from Maxwell and Cash are just a few ways franchises can leverage digital marketing as a way to help your franchise grow. But both experts agree that in order to harness online marketing effectively, franchise owners must continuously adapt and stay up-to-date with the evolving digital landscape.

“Being in front of your audience every day on social media is the best way to do that,” said Maxwell. “It’s central to a marketing strategy.”

Developing a Robust Online Presence

When it comes to engaging with an audience and building a loyal following, Cash recommended regularly sharing engaging content on your social media platforms. Each Garage Living location has its own Facebook and Instagram page, which allows franchise owners to localize content and interact with their local audiences. By sharing before-and-after photos, informative blog articles, product highlights and customer testimonials, franchise owners can build a community of followers and ideally generate interest in their services.

“By utilizing social media platforms effectively, our franchise owners can create a solid online presence and connect with potential customers in a more personalized and interactive way,” noted Cash.

Maxwell agrees with that sentiment. He believes it’s vital to maintain an active presence on social media and that being in front of your target audience every day is crucial to any marketing strategy. By consistently posting engaging content, interacting with followers and staying up-to-date with the latest trends, franchise owners can effectively boost brand visibility and attract new customers.

Implementing Digital Marketing Strategies

When it comes to implementing digital marketing strategies, Cash highlights two effective methods: targeted advertising campaigns and content marketing. Franchise owners can leverage platforms like Google Ads or social media advertising, like Dirty Dough’s approach to Facebook advertising, to reach potential customers who may be actively searching for their services. By targeting specific demographics, locations and interests, franchise owners can optimize their advertising budget and ensure their message reaches the right audience.

As previously mentioned, content marketing is another powerful strategy. Content marketing involves creating informative and valuable content, such as video tutorials and blog posts. Content marketing can be an excellent way to help a brand establish itself as an expert in their field and provide guidance to potential customers. As a result, franchise owners are able to build trust and credibility. But Cash says as part of that, actually engaging with your following can be a valuable asset that shouldn’t be overlooked.

“Franchise owners should actively interact with their followers by responding to comments, messages and reviews,” he said. “This shows that the franchise values its customers and is committed to providing excellent service.”

The Importance of Digital Marketing

Digital marketing has become an indispensable tool for franchise growth. As both Maxwell and Cash have stated, utilizing digital marketing strategies can greatly increase your chances of creating a loyal community, and ultimately, scale your business. By embracing this tech opportunity, developing a consistent online presence and implementing engaging content, franchise owners can boost brand visibility and drive expansion.