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Franchise Digital Marketing

Solutions Built Specifically For Franchises and Multi-location Businesses.
Seoteric helps franchise businesses attract potential franchisees and improve local store sales using localized digital marketing strategies. The top four things potential franchisees want to see in a franchisor is Product, Culture, AUV (average unit volume) and Net (Net profitability per store).

Our franchise digital marketing approach helps brands improve the attractiveness of their franchise offering by helping create more appeal around the product and culture, and by increasing store level sales metrics. We’ve helped franchise locations see a 300% or more increase in conversions and actions that lead to revenue opportunities. Our process helps each location increase organic SEO rankings in Google Maps (local listings) and organic listings. We also often pair this with Adwords and social media marketing to create a customized and local approach to each individual location.

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Our Process is Designed to Deliver 4 Main Digital Marketing Objectives

  • Improve individual location sales metrics for a healthier AUV.
  • Solve challenges related to data, brand consistency, and campaign performance.
  • Create lead opportunities for new franchise growth.
  • Provide a strategic partnership to keep your brand on the leading edge of digital marketing.

We Manage the Volatility of the Ever-Changing Digital Landscape

Google SEO Changes over time
Volatility of Changes to Google Algorithm (2014-2018)

Franchise digital marketing isn’t just about the “right now” – but it’s also about keeping up with trends and shifts in technology and processes. Google has become increasingly dynamic, with changes occurring more and more frequently. In 2018 alone, Google reported over 3,000 changes. These changes impacted local search, organic ranking signals, spam prevention, new results page features, structured data, featured snippets, knowledge graph data, Google My Business updates, and core updates. SEOteric monitors rankings daily and identifies how and when adjustments need to be made.

The Full Suite of Franchise Digital Marketing Services

Franchise Digital Marketing - Business Listings

Business Listing Management

Google My Business, Data Aggregators, and many more listing sites that matter.

Franchise Digital Marketing - SEO

SEO (Search Engine Optimization)

Increase rankings for franchise leads and for individual locations.

Franchise Digital Marketing - Web Design

Website Design & Development

Get the web tools needed for managing multiple locations.

Franchise Digital Marketing - Google Adwords

Google Adwords Management

Search and Display campaigns for both franchise leads and individual locations.

Franchise Digital Marketing - Review Monitoring

Reviews Monitoring & Management

Monitor and respond to Google reviews from one dashboard to make reputation management easier.

Franchise Digital Marketing - Social Media

Social Media Marketing

Get in front of customers on Facebook, Instagram, Google Posts and more.

Franchise Digital Marketing - Video Production

Video Production & Advertising

Tell your story with video to capture the attention of your audience.

Franchise Digital Marketing - Conversion Rate Optimization

Lead Tracking & Management

Capture leads by channel, and funnel them to your CRM with lead routing.

Franchise Digital Marketing - Analytics

Reporting and Analytics

Analytics and metrics for individual locations and cumulative views.

Franchise Digital Marketing - Consulting

Consulting and Support

Franchisor and Franchisee support and consulting from our dedicated team.

See How We’ve Helped Other Brands Grow

A SURGE In Google Exposure

As rankings for local maps and organic results increases, our impressions begin to build over time. The following chart shows impressions growth from the beginning of the campaign to May 2019. This franchise started with around 100,000 monthly Google impressions in maps and in search, and we’ve helped them grow to over 2.25 million monthly impressions in Google maps and search. This has a huge impact on location visibility and store traffic.

Google Impressions for Franchise Locations

Franchise Marketing Results - Google My Business Actions

A SURGE In Google Actions

The mark of a successful digital marketing campaign is when individual franchise locations see the benefits. Across the board, each location began to see the number of actions and conversions increase, resulting in new location visits, phone calls, and growing revenue. Getting ranked in Google My Business for the search keywords that drive actions is a big part of a successful SEO campaign.

See Average Franchise Digital Marketing Budgets

Franchise Location SEO

Franchise location SEO is a search engine optimization strategy to help individual locations rank for search terms in their markets. This is really a mix of a lot of small individual campaigns. Each location has the care and attention of its own campaign, giving it the amount of attention, uniqueness, and differentiation that it needs to success in search. Franchise local SEO involves managing and optimizing location pages, business listings, Google My Business, analytics and conversion tracking on an individual level to create as much relevance as possible for each location. The results of this type of approach gives us better rankings in Google maps and organically in the search results.

Franchise SEO

Franchise Google Ads Management

Much like franchise SEO, Google Ads for franchises requires a focused approach for each location. We provide individual location keyword research, campaigns, ad groups and ads. Each location gets its own display and remarketing animated ad design. Conversions and analytics are also tracked at the individual location level for granular reporting. We manage search terms, negative keywords, and A/B testing on ads along with trend analysis to continually improve and optimize ad performance for each location.

Franchise Google Adwords Marketing

Franchise Social Media Marketing

Social Media is another important digital marketing channel for franchises. Each location needs to cater to its own audiences and demographics. SEOteric will help with location page set up and optimization and get a strategy in place for connecting with that audience. We help franchises with brand-wide social media advertising as well as location specific posting, advertising, and promoted stories. We can help you leverage Facebook, Instagram, LinkedIn, Twitter, and Google Posts (plus several other platforms) to get your brand in front of your target audience in social media.

Franchise Social Media Marketing

Franchise Website Design & Development

A website for franchises has to be able to support the needs of multiple locations. That means administration, technology, content, design, conversion tracking, analytics, speed, performance, and uptime. Users expect to be able to quickly find the locations near them and get their needs met. That means easy features for location search, click to call features, directions, ordering online, capturing leads, and many their actions that may be required for your business. SEOteric can help create the technology to manage all the moving parts, and get a design that looks great and works on all devices.

Franchise Website Design and Development

Franchise Analytics and Reporting

SEOteric provides a full suite of analytics and reporting in an up to date, real-time dashboard. This dashboard has integrations with Google Analytics, Google My Business, Google Search Console, Google Ads, social media metrics, and rankings to give a full 360 degree view of the overall performance of each campaign. Each location will receive individual Google rankings tracking, individual reporting, and their own dashboard to see just their own information. Plus, we provide a dashboard for a cumulative view so you can see the big picture as it relates to all locations and overall website and digital marketing performance.

Franchise Digital Marketing Analytics

We’ve built a custom solution for location pages.

Franchise Digital Marketing FAQs

What classifies as franchise digital marketing?
Franchise Digital Marketing is using digital marketing channels like SEO, Google Ads, and social media to 1) attract new franchisee leads, and 2) increase revenues at each location by attracting new customers. Franchises often have unique challenges of scale, consistency, implementation, and scope, and SEOteric has developed processes to help manage these. A franchise business has franchisees that they are supporting, and we help with communication, reporting, results, and transparency. A multi-location business often has similar challenges but doesn’t have to recruit new franchisees, and they often don’t have the need to support individual store owners. The process for marketing individual locations is very similar for franchises and single owner multi-location businesses.

Is there a minimum number of locations?
We don’t have a minimum number of locations to get started. If you are just getting started or have a lot of locations, we can help. If you get started with a solid digital marketing strategy early, you can often see strong results early, and accelerate growth.

How do you handle individual location website pages?
Our approach would recommend a location page for each location on your website. We work with you to create unique content for each, making sure that pages aren’t seen as duplicate, or too similar to rank well in Google. We include individual local business schema and structured data, content, images, and on-site optimizations to help each page improve its relevance in its market. This has an impact on local rankings, and the ranking ability of the Google business listing. Depending on what a business currently has, we may add technology to add features for these location landing pages or use what is there. For sites on WordPress or other CMS platforms, this is a fairly straightforward process. For custom-built sites that dynamically generate location pages based on search results, it can be more challenging to implement. We have solutions for a wide range of website technologies, and we’ll work with you to determine the best solution for your location pages.

Do you manage Google My Business listings for each location?
Yes, we optimize each location’s Google My Business listing, and we have solutions to lock down important information so it can’t be changed. We can also help with updates to store hours, contact information, or any other changes that occur.

Do you manage all business listings for each location?
Yes, we also will manage and optimize your other business listings on top tier websites like Bing, Yelp, Apple Maps, YP, and more, as well as secondary and niche specific websites like Houzz, Open Table, FindLaw, etc.

Do you track analytics for each location?
Yes, we set up a specific view so each location has its own data. You’ll be able to see website visitors, Google rankings, conversions, and other important metrics about individual location pages. if Google Ads or social media ads are included, we also have analytics and reporting at the individual location level. Each location has a specific dashboard that they can log in at any time and see up-to-date data.

Do you track Google rankings for each location?
Yes, our dashboard for each location will track Google and Bing rankings every day and show trends and current rankings. We track these in their location (by city) so you can see how each location ranks in its market.

Do you do content for each location?
Yes, content is a differentiation factor for each location page, so we’ll include custom and unique content for each location to help increase its uniqueness and relevance for its market and targeted keywords.

What if I'm not a franchise, but have a lot of business locations?
This digital marketing strategy was designed for multi-location businesses, so it works great for single owner multi-location business also. These types of businesses don’t have the challenge of recruiting franchisee leads or supporting individual store owners, but the process to help individual locations rank well in Google and attract customers is very similar.

Do you do Google Ads for individual locations?
Yes, we can create and manage brand-wide advertising, and store-specific or DMA (designated market area) ads. We can leverage geofencing and targeting to make sure ads show up in their relevant markets in a service area with an appropriate size and range to attract the right audience.

Can you manage individual location social media like Facebook and Instagram?
Yes, for social media management (organic posting), we can help develop a content strategy and content calendar for each location. Brand-wide content can be published to all locations, and specific location content can be added to each specific location’s social media profiles. We include 5 social channels including Facebook, Instagram, LinkedIn, Twitter, and Google Post (on the location’s Google My Business Listing).

Do you handle advertising on Facebook and Instagram for individual locations?
Yes, we can develop ads and audience targeting for ads in almost any social platform. We can do this brand-wide, or at the individual social pages for each location.

Do I get reports for each location?
Yes, in addition to the dashboard, we provide a monthly report for each location, and for the brand as a whole so you can see cumulative results and results at the store location level.

Do I get reports for all locations (cumulative)?
Yes, reporting for all locations will include summaries of all data, including traffic, conversions, rankings, and other important metrics for all locations.

What if some locations outperform or outrank others?
Especially early on, some locations may improve rankings and performance faster than others. Based on the competition in each market, you will likely have some locations improve faster than others. Our approach is to help each location gain traction, so as we identify locations that need more support, we’ll provide that to help all locations reach their potential. Some in competitive markets may take longer, but we work towards getting results across the board.

What happens if there is a Google update that affects our rankings?
The short answer is that we analyze the change, find the cause of the change, and implement solutions to meet any new ranking factors. Google’s mission has been to 1) provide the most relevant result, 2) from the most credible source, 3) as quickly as possible, 4) while reducing spam. Our processes are aligned in Google’s mission, so we are moving in the same direction as Google. Because of this, we tend to see improvements from Google updates. However, in the event we see a negative impact, we identify the cause, and execute a plan to recover.

How long does it take to start seeing results/rankings?
For locations in less competitive markets, results can be pretty quick (within 3 months). Moderately competitive markets may take 5-6 months, and highly competitive markets can take up to 9-12 months. Competition is higher in more densely populated areas, as more competitors target those areas.

How long does it take to onboard/get started?
Depending on the number of locations, onboarding can take a few days to several weeks. It also depends on what technology and solutions are already in place. For instance, if we have to create solutions for landing pages and content, then it can take some time to get the infrastructure in place to execute strategies. Businesses are often coming from different places, so we’ll analyze our starting position and help determine an implementation timeline.

Ready To Get Started?

Contact SEOteric

Our clients love working with us, and we think you will too. Give us a call to see how we can work together - or fill out the contact form.

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