Here’s a scary thought: What if no one knows your franchise exists? Sure, your customers have probably heard of your franchise’s name. That’s one of the benefits of being a franchisee after all. But what if your customers don’t know you’re in their neighborhood and open for business? That’s where marketing comes into play.
If you’re a marketing novice, here are five mistakes you could be making in marketing your franchise.
1. You’re Doing Too Much
You can never do too much of a good thing, right? And marketing is definitely a good thing. After all, it’s what grows your business and plants your name in the minds of your buyers.
In marketing, more is not always better though. In some cases, it can actually dilute your efforts and cost you more time and money than is necessary.
If you’re attempting to reach customers by throwing money at every opportunity, channel, and strategy, you’re making a big mistake. Doing this approach will mean you’re investing too much of your hard earned revenues in areas that won’t give you the return you need.
2. You’re Not Doing Enough
In marketing, there tend to be a few dominant channels that drum up the most business. These are the channels that deserve your full focus. If you’re not investing enough money or energy into these channels, you’re not tapping into their full potential.
Get to know your customers. Where do they hang out? What media do they consume? What platforms do they use? Then, start investing in those platforms exclusively and watch the results carefully. You can branch out later. For now, put all your eggs in one or two baskets and see what comes of it.
3. You’re Not Listening to Your Buyer
Your buyers want to talk to you. Modern consumers want to have a loud voice that doesn’t just reverberate among their friends but also among the companies they work with. Your customers want to be heard and if you’re not taking an active role to listen to them, you’re probably missing the mark in your marketing messages.
Practice social listening skills by staying active in your geographic region. The more you do this, the better you can communicate on the level your customers want from you.
4. You’re Not Using All of the Tools At Your Disposal
As a franchisee, you have a tremendous amount of marketing tools at your disposal. By not tapping into all of these, you could be missing some significant opportunities.
Get familiar with all that is available to you. Take advantage of continued learning opportunities to stay up-to-speed on new platforms and strategies. The more you can dig your heels into what your franchisor is offering, the better off you’ll be.
5. You’re Treating It As an Afterthought
Marketing is a driver of profits and business. If you put it off for other operational tasks, you’re losing opportunities. Schedule marketing as part of your daily operations and make a habit to do something to bring your business out in front of customers in your area every day.
You Can Do This
Marketing can feel difficult and overwhelming but by tapping into your customer’s circles and harnessing the tools available to you, you’ll be able to invest in the right areas and grow.
Susan Guillory is the President of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She’s written three business books, including How to Get More Customers With Press Releases, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, The Marketing Eggspert Blog, and Tweak Your Biz. Follow her on Twitter @eggmarketing.