What's the first thing you do when you're looking for a local business to help you solve a problem?
In the last decade, local small businesses have experienced a fundamental shift in the way customers find them.
As a franchisor, your main focus is selling more franchises. But, it's worth taking a step back and examining the digital marketing guidelines and processes you're providing for your franchisees as most franchise buyers are not digital marketing experts.
This post covers three digital marketing strategies you can include in your franchisee marketing plans, sure to increase lead volume for your franchisees and make your franchise an enticing option for those without the knowledge to create their own digital marketing plan.
Here are three strategies to put in place to help your franchisees reach more customers and promote themselves effectively.
Let's face it: most local business owners and marketers don't have a ton of time to dedicate to digital marketing. Time is precious, so learning the nuances and technicalities of digital marketing just doesn't seem like a practical endeavor for many of them.
For small businesses who may be struggling to navigate through particularly turbulent times, budgeting for the foreseeable future usually involves scaling back the more non-essential parts of your business operations and finding the most effective solutions to deal with shaky finances.
If your business benefits from a strong online presence whether through a dedicated website, blog, or social media platform, investing in the effort to publish more than just text copy is a great way to boost engagement without breaking the bank.
Where’s the value in video?
Video-based media is quickly becoming easier and less time consuming to produce with the introduction of a wide variety of free or inexpensive software tools designed specifically for amateurs to learn and use. Specifically for product-based businesses as well as those who provide more complex services to clients, video often proves a more effective medium for conveying intricate concepts when text can become convoluted and difficult to follow.
If video and multimedia content in general has always seemed like a lesser accessory in terms of its effectiveness to rouse your audience, you might want to reconsider after looking at some eye opening stats:
• Blog posts that include some kind of video content attract about 3 times more inbound links than plain texts posts.
• Viewers spend 100% more time on webpages that feature video content.
Let’s look at some of the ways you can utilize video quickly and inexpensively:
Alright, so your Madison business has a Facebook page, but there's not a whole lot going on on it. What gives? A study by the Nieman Lab says there are a couple types of local stories you can share and posts that get more likes, comments, and shares than others, so if you want more engagement on the part of your followers, read on to find out what you can do.
In the legal world, public outreach is a key component to building a consistent catalog of clients. This undoubtedly means your law firm needs a website.
For attorneys who are less than tech-savvy, it’s important to understand that the sort of website that would fly years ago is a far cry from the necessities of today’s best practices.
If you've had the same website for years, read on to learn how best to bring your website in line with today's standards and use it to generate leads.
Now that we've established how important reviews are for not only generating leads and encouraging business, but also helping your business appear higher up on search results, let's take a look at the best practices for asking for them.
Not every company always has the resources to invest in multiple avenues of marketing simultaneously. This quickly becomes in apparent when you begin implementing inbound strategies on a regular basis. Continuously crafting original content, maintaining relationships with customers, clients, and colleagues via social media, and designing eye catching visual graphics requires a dedicated team who can keep up with routine workloads.
In addition to managing constant upkeep, inbound marketing teams need to be creative on a regular basis. Knowing what people want to read and then writing content and designing web elements with SEO in mind can be a tricky endeavor to undertake day after day with success.
For those companies that still consider themselves in the “startup” stage of life, those who don’t see themselves adding full-time marketing teams onto their staff soon, or for those who are experiencing turbulence with their businesses and are looking to consolidate, it may be necessary to choose one particular marketing action to focus considerable effort on. Two popular avenues of inbound marketing that can be tackled independently of one another are SEO and social media. Here’s a breakdown of the benefits of each:
An aspect of digital marketing that often gets ignored by small businesses is local search optimization, or as we like to call it, reputation management. What I mean when I use that term is taking ownership and optimizing listings on review sites.
Engaging in reputation management can help your business in a variety of ways. Especially if your website doesn't perform well in search rankings, there's a pretty good chance a directory page from Google+ Local or another local site is going to pop up at the top of the search engine results page ahead of yours. Making sure you have control over what the searcher sees is important in a situation like this.
Optimizing your local pages and including links back to your site also improves your site's search rankings, and actively monitoring these pages for reviews allows you to respond to bad reviews with your side of the story and highlight good reviews across other online platforms.
If you're not sure where to start, we've provided a step-by-step guide for getting your digital reputation management: