Franchises and local businesses must leverage both digital and print marketing strategies to survive. While franchise digital marketing services offer the immediacy and reach that you need to connect with a wide audience, print marketing provides tangible items that increase brand recognition and inspire loyalty.
In this guide, we’ll explore how your franchise can effectively integrate digital and print marketing strategies to maximize your impact. Whether you’re a new franchisee who is just entering the game or an experienced one looking to refine your marketing efforts, this article will help you boost your brand’s presence and drive success.
Leveraging Digital Marketing for Franchises
In today’s digital world, having a strong franchise digital marketing strategy is non-negotiable in the franchise industry. Due to their unique multi-location organizational structure, franchises benefit from a coordinated digital marketing strategy that leads to a coherent experience and message across locations and platforms. In the following sections, we’ll dive into some of the key digital marketing strategies your franchise should use in local marketing efforts.
Social Media Marketing
Social media is powerful because it helps your franchise connect with your target audience. In order to effectively use social media marketing, multi-location businesses should:
- Think both big and small. Create a consistent and centralized brand strategy and voice across all franchise locations, but allow for localized content that resonates with specific audiences. This can include region- or city-specific events and promotions.
- Select the right platforms. Choose your social media platforms based on where your target audience spends most of their time online. Instagram is excellent for visual content, while LinkedIn is best for B2B franchises.
- Drive engagement and interaction. Encourage franchisees to actively engage with their followers by responding to comments and sharing user-generated content. This will help build community and brand loyalty.
- Advertise! You can use paid social media advertising to reach your audience. Investing in paid advertising on platforms that your target groups use will help you reach the audience you’re looking for.
Email Marketing Campaigns
Email marketing has always been one of franchises’ most effective marketing tools. Here’s how to make a great email marketing strategy.
- Segmented email lists. Organize your email lists based on customer demographics, location, and behavior. Then, deliver content targeted towards these specific groups.
- Automated campaigns. When you set up automatic email campaigns for new subscribers, promotions, and follow-ups, you both save time and ensure timely communication.
- Content variety. Provide a range of content. Creating a mix of newsletters, promotional offers, and educational ideas provides added value to subscribers. You can also increase engagement via visual content such as videos or infographics.
- Performance tracking. Keep track of relevant statistics such as click-through and conversion rates. By taking note of how your email marketing performs, you’re able to update and improve future communications.
Search Engine Optimization (SEO)
When you incorporate SEO into your digital materials, you improve your search engine results and increase traffic to your website. Your franchise can improve your SEO through the following:
- Local SEO. Optimize your online presence for local searches by making sure each franchise location has its own Google My Business page (Google Business Profile). Ensure that all information is accurate, including phone numbers, addresses, and opening hours, and encourage satisfied customers to leave online reviews.
- Keyword research. Target keywords that potential customers will be searching for. Develop a list of popular keywords that are specific to your sector and use them throughout your digital content.
- Content creation. Publish high-quality and relevant content regularly that is useful to your target audience. Establish yourself as an expert in the industry.
- Page optimization. Make sure that you include the nuts and bolts that help SEO on every page, including meta descriptions, headings and subheadings, and internal and external links. An optimized website is easier for search engines to index and include in their results.
Designing Impactful Print Materials
Your marketing strategy is incomplete without print materials. Physical marketing materials provide a tangible connection to your brand and can reinforce your franchise’s message. If you want to design impactful print materials, keep the following aspects in mind.
Signage + Branded Materials
Your signage and branded materials are often the first connections that customers will have to your franchise. To make these materials effective, include the following:
- Consistent branding. Make sure that all of your signage and branded materials reflect your company’s colors, logo, and messaging. When you strive for consistency across all branded materials, you increase recognition and trust in your company.
- High-quality materials. Invest in durable materials that will last over time. This will both reflect positively on your brand and ensure that your message stays visible for longer.
- Strategic placement. Make sure to place your signage in high-traffic areas where it will be seen.
Employee Documents
Providing excellent services is a form of marketing in and of itself, as it lets customers experience your franchise and develop an appreciation for your brand. All of the documents that your employees will use, including training manuals, handbooks, and internal documents, are vital for this to take place and are therefore important marketing materials. Here’s what to think about when you’re creating them:
- Maintain a clear and professional design. All employee documents should be easy to read and clearly organized so that readers can find the information they need. Opt for a professional design that reflects your brand.
- Add customization. When needed, customize your materials for each franchise location. However, be sure to maintain brand consistency in everything you produce.
- Increase durability. Work with a printing company that offers high-quality paper and finishing products such as lamination to make sure your documents hold up over time.
Types of Marketing Materials
Any successful franchise marketing strategy will include a range of print materials that can reach multiple audiences and convey information in a range of ways. Here are a few of the materials you might want to consider.
Brochures and flyers. These tools are versatile, and you can distribute them in-store, at events, or as direct mail. Make sure they are visually appealing, well organized, and contain clear calls to action.
Direct mail. Direct mail campaigns can be highly effective, as you do all the work of getting your products to recipients, and they only need to read them. Make your direct mail even more effective by including a QR code that takes readers to a landing page on your website.
Business cards. Never underestimate how much a well-designed business card can help your franchise. Ensure that your business cards contain your franchise’s branding information and provide all essential contact information. This gets recipients off on the right foot with your franchise.
What a Franchise Needs From a Print Company
Choosing to work with the right printing company is critical if your franchise wants to build high-quality, consistent branding across all locations and help your franchise grow. Here’s what to look for.
Consistency in Quality
Franchises need to work with a print company that will deliver the high quality they need across all materials and locations. Whether you’re printing brochures, signage, or mailers, you need every piece of material to meet your same high standards.
Make sure to work with a printing company that has strict quality control processes in place to catch any irregularities before they are sent. As well, any worthy printing company should offer a range of high-quality materials that suit all of your printing needs, from signage and brochures to internal documents.
Efficient Fulfillment Services
Particularly if your franchise has multiple locations, working with a printing company that offers efficient fulfillment services is crucial.
Look for a printing company that can handle large orders and deliver them on time, every time. Delays in receiving your marketing materials can ruin marketing campaigns and affect how customers perceive your company, so choosing to work with a printing company with a proven record of on-time fulfillment is crucial.
Consider working with a printing partner that offers on-demand fulfillment. This will ensure that you receive the products you need when you need them. It’s also a particularly useful resource for franchises with multiple locations.
Premier Customization Options
Customization is key to ensuring that each location has materials that meet its specific needs while staying true to your brand. Therefore, look for a printing company that offers flexible design options that let you customize materials for different locations while simultaneously maintaining overall brand consistency.
Also, look for a company that offers an in-house design team that can help you create the exact materials you have in mind and bring your ideas to life. Sometimes, it can help to consult the experts, so working with a professional design team can give your marketing materials the extra push that makes them great.
In addition, think about working with a print company that offers specialty finishing services such as embossing, UV coatings, and custom die cutting. These will create unique and eye-catching materials that catch readers’ eyes.
Top Franchise Marketing With The Print Authority
Creating a plan that includes both franchise digital marketing and paper marketing is essential. To take your marketing to the next level, partner with a printing company that understands franchises’ unique printing needs.
At The Print Authority, we specialize in providing high-quality print services for franchises. One of our strengths is growing with your franchise as it expands. With efficient fulfillment services and premier customization options, we can help you maintain your brand’s integrity and reach your marketing goals.
If you’re ready to elevate your franchise marketing plan, contact The Print Authority to learn more!
