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Perhaps one of the most pivotal points in deciding whether to start a franchise is knowing the experience that’s waiting for you on the other side. Who will you work with? How will you work with the franchisor? What kind of support can you expect to receive so that you can get started quickly and profitably?
Becoming a franchisee has its benefits. Specifically, it allows you to tap into existing marketing systems, brand recognition, and operational efficiencies without needing to start from scratch or play a guessing game.
But, not all franchisors offer the same type of support. As you select which franchise to start, do some due diligence to determine if you will have these systems in place to put wind in your proverbial sails.
Localized Search Marketing
We live in a digital world, which has altered how consumers navigate our daily lives on social media or search engines. These behaviors have subsequently changed the marketing landscape. That change has been for the better when it comes to franchise ownership. Now, franchisors have a unique opportunity to support their franchisees through a more refined local marketing strategy.
When deciding which franchise to work with, ask about their approach to digital marketing. More specifically, ask how they use geographic targeting to connect your location with consumers in the area.
Geographic targeting via search engines and in paid media is an advanced marketing strategy. It’s often best left up to the corporate team to execute. Knowing whether your franchisor will be engaging in this type of marketing can help you feel more confident in the number and quality of leads coming your way when you open your doors.
Coordinated Efforts on Social Media
In addition to search marketing, many franchisors also engage in social media marketing. Sometimes, this marketing platform is left up to the franchisees to navigate and leverage. Other times, franchisors work directly with their franchisees to coordinate campaigns, provide creative, and facilitate a specific proven strategy.
While many franchisors might coordinate locally targeted ads on social media, the franchisee must understand what is expected of them regarding social media. In addition, it’s wise to look into how much autonomy the franchisee will have over their location’s social media presence.
Understanding those expectations and style rules is crucial as you decide which franchise to invest in.
Profile Management
Local franchise businesses will likely have unique profiles on Google Search and Maps, Facebook, or other platforms. On most of those platforms, people can post reviews about specific locations. Knowing who will respond to those reviews is essential. Equally important is understanding any branding and style guides for responding to public comments, questions, or feedback.
Typically, this is done at the franchisee level. Knowing that this, and other marketing tasks, will be delegated to the local level is important when understanding what your experience will look like as you get started in the world of franchise ownership.
Franchisees and franchisors must work together. How that happens can vary from business to business. Talking to current franchise owners and the franchisor can help you know what to look for when choosing which company to invest in.
Kimberly Crossland is the founder of Roadpreneur and Cruisin' + Campfires, two companies designed to keep families together and living in freedom through travel and entrepreneurship. The goal of both businesses is to inspire meaningful change through the power of a strategic, thoughtful approach to life and business. In her free time, you can find her looking for a new adventure together with her two boys.