As of 2013, research from Google and Ipsos found that 55 percent of small businesses don’t have a website. While that’s a 3-percent improvement over the previous year, it’s still a striking statistic that casts many business owners in a less-than-favorable light. On the other hand, the list of major brands that don’t have corporate websites is remarkably short.
Unless your name is Costco or Krispy Kreme, you need a Web strategy that both generates brand awareness and creates a lead generation engine. Consumers and prospective franchisees alike are plugged into the Web at home and on the go. Information travels at the speed of thought (and fingers). And if your brand isn’t even in the game, you’re unquestionably losing out on generating leads.
Meanwhile, website development has evolved to a point where, in many cases, it’s simply a matter of dragging and dropping pictures and adding text in templates.
Keep Franchisees in Mind
Your brand may already have a consumer-facing Web presence—including social networks and video distribution platforms—but you can’t neglect your franchisee audience.
Business investment-focused individuals place a high priority on getting relevant information about a franchise opportunity. They need to investigate and validate the prospect of becoming an owner in your system, and your brand has a unique chance to be there every step of the way with a strategic content marketing plan.
At the same time, you can use your digital channels as tools for your franchisees to leverage when connecting with their customers.
Case Study: Real Property Management
Your website and social networks should be key resources that your franchisees, leads and customers refer to when they’re connecting with your brand online.
Fishman PR’s content marketing team has developed a powerful, effective strategy that helps brands generate stronger website traffic and increase their online footprint. Real Property Management came to us with the idea of using a print newsletter to boost their customer retention efforts.
However, we knew that we could build on a direct mail campaign with a digital component centralized around a branded hub—a client-facing blog that distributes the rich articles and content in the physical newsletter. This includes insights from industry experts, advice and client interviews.
Learn how our content marketing strategy boosted Real Property Management’s brand awareness and improved online traffic…
Find out more about the role content marketing plays with moving your franchise brand forward…