Signpost Local Marketing Blog

Category: Franchise Marketing (page 1 of 4)

Infographic: Making Sense of Digital Marketing

Modern marketing has become an ambiguous and complicated endeavor. Between so many sites, advertising options and directories claiming to improve your presence and drive new business, it can feel like you’re spending countless hours and dollars on marketing efforts that just aren’t paying off. That’s why we created this new infographic in order to demystify some of the uncertainty surrounding digital marketing practices – by the numbers. Hopefully, this data can empower you to take back control of your local marketing efforts!

 

Local Marketing Infographic

4 Ways to Personalize Your Automated Marketing Campaigns

It’s no secret that cultivating and nurturing customer relationships is the key to good business. So, it’s natural for small business owners to have some concerns over automating your marketing process with so much at stake. But with marketing automation credited with increasing conversions 77%, according to a recent survey, it is fast becoming a necessity to the success of any business. With these simple steps, you’ll find you don’t need to sacrifice the human element for the sake of progress.

Continue Reading: Cultivate your lists

1. Cultivate your lists personalizing marketing automation

A successful campaign always begins with a quality list. Whether it’s email or SMS, it’s vital that the people receiving your messages want to be receiving them. This may seem like a no-brainer, but it’s also a vital part of the equation. Needless to say, email blasts to a prospect list that you’ve purchased should be avoided. The goal is to continue to engage customers online and in between visits. With repeat customers being anywhere from 40-65% more likely to make a purchase than new customers, and the added value they’ll bring through word of mouth, there’s plenty to focus on. But it doesn’t stop there; encourage customers to opt-in to your email and SMS lists (perhaps by providing exclusive offers and incentives), but always give them the chance to unsubscribe easily. At no point do you want them to feel trapped or frustrated with your business.

2. Customize content where possible

This might seem like a tall order when automating, but by personalizing your content wherever possible, you stand to maximize your return even more. An Experian report found that personalized emails generate on average 6x more revenue than their non-personalized counterparts. By tracking purchase history you can segment your lists and provide custom recommendations, let customers know when their favorite items are back in stock and send them targeted offers that they are more likely to redeem. Signpost simplifies this process by providing customizable Email Newsletters templates so that you can easily reap the benefits of this approach. Always make sure the content you’re sending is current and a good representation of your business.

3. Diversify your channels

With 60% of mobile users reporting they utilize their mobile device as their primary or exclusive internet source, it’s essential to make their experience as native and seamless as possible. While it may be easier than ever to check your email on the go, 76% of consumers said they are more likely to read a message sooner if it’s SMS than email, and 70% feel that an SMS or text message is a good way for a business to get their attention. Catering to your audiences by utilizing their preferred methods of communication  shows your customers that you value  their time and can go a long way.

4. Make engagement a priority, even beyond automation

Remember that marketing automation is one tool in your arsenal. Don’t lose sight of your end goal: Driving engagement with new and returning customers in order to stay top of mind. Be sure to connect and respond with customers on your social pages and review sites. Whether it’s responding to negative feedback, resolving customer service issues and neutralizing the situation before it has the chance to impact your business, or answering questions about products or services, it’s essential to keep the conversation going both on and offline.

 

Email and SMS Marketing Automation: Local Business Differentiators

Screen Shot 2015-12-01 at 2.07.06 PMBoth email marketing and SMS marketing can be great ways to stay top of mind with customers—if you keep up with these efforts. Of course, when you run a small business, staying on top of marketing efforts is no small task. Fortunately, marketing automation technologies can make it easier, so your messages to your customers don’t keep getting put off. Using Signpost, you can easily run automated email and SMS marketing campaigns that deliver an engaging, customer-friendly experience. As soon as customers start doing business with you, automation services gather data that helps you reach specific customers more effectively in future marketing campaigns.

So what should small business owners know about email and SMS marketing? Below are some basic advantages and differences in implementation between the two:

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A Digital Marketing Guide for Franchises

With a vast array of ways to connect with customers in the digital age, and multiple locations for franchisors to keep a handle on, managing marketing efforts across multiple locations presents a number of challenges. How, then, do franchisors make sure they have the right technologies in place to support their franchisees marketing efforts? Our latest eBook, a “Digital Marketing Guide for Franchises,” outlines some tactics for ensuring that each franchise is set up to drive new business and repeat purchases. Highlights of the guide can be found below.Screen Shot 2015-08-20 at 10.47.09 AM

Generate Organic Traffic: Today’s businesses are required to have a digital footprint, and it’s not enough just to have a website. An estimated 81% of customers conduct online research before buying, so maintaining a strong presence on heavily frequented social channels like Google+, Facebook, and Yelp is imperative. An automated marketing technology like Signpost can ensure that each franchisee’s social channels not only have a robust and consistent digital brand presence, but that their reviews are consistently up-to-date. 

Foster Customer Relationships: Digital tools can ensure that franchises not only increase in-store traffic, but also keep customers coming back. Technologies, like Signpost, can easily encourage reviews, referrals, and repeat purchases through automated re-marketing emails, which is critical for maintaining strong customer relationships.

Location Monitoring: Keeping track of the franchisee’s most important asset (their customer data) is tricky, especially with disparate sources, but digital tools can make the process as easy as a few clicks. As an example, Signpost offers robust master reporting which displays information like the total customer base, total number of customer actions, and total number of customer email opens across all locations. Having quick and seamless access to the information on an aggregate or individual franchise basis allows franchisor’s to track growth and customer habits on both a macro and micro level, respectively.

With these tactics, franchisors can make sure they own both their franchisees and their technology framework for growing their business. Click here to download the full eBook, “A Digital Marketing Guide for Franchises.”

Signpost to Participate at 2015 International Franchise Expo

Signpost today announced participation as a silver sponsor at the 2015 International Franchise Expo (IFE) June 18-20 at the Javits Center in New York City. The global expo brings together franchise concepts at all investment levels, with qualified delegates seeking to own their own business or grow current franchise best practice via the latest business technology.

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Who: Brian Iredell, Director National Sales, Signpost

What: Signpost’s participation as a silver sponsor at International Franchise Expo, the franchise industry’s premier annual event, in order to answer questions around the company’s latest technology and case studies for leading national brands.

When: Thurs 6/18 and Fri 6/19, 2015

Where: Javits Center, 11th Avenue and 36th Street, New York, NY 10001

To request a meeting with Signpost during IFE 2015 email Brian Iredell, Director National Sales at biredell@signpost.com

To view more of our recent media announcements, view our online newsroom here.

 

3 Critical Roles Public Relations Support Plays in Franchisee Satisfaction [Guest Post]

Bakery small business franchisee pr

In the age of online reviews, your franchise brand may only be a few clicks away from unprecedented disaster or an outstanding upward trajectory. To this point, it’s not only customer experiences that can make or break your franchise brand – it’s how franchisees develop trust and confidence in the business. Franchisees are often investing their livelihoods to achieve their entrepreneurial dreams and they’re not afraid to share tales of their journey with others. Thus, earning high satisfaction scores from your current set of franchisees is a key to pushing your brand forward.

So what can you do creatively to earn franchisee satisfaction beyond supplying them with a proven business model? Providing franchisees PR support to garner publicity for them is one way to gain positive franchisee sentiment. Here are three ways that PR support can ensure that your franchisees are brand advocates who are proud to be part of your system.

1) Drive sales and build foot traffic

When a franchisee has launched in a new, unfamiliar market where a concrete brand footprint has not yet been established, consider using a PR team to boost foot traffic and to get your message out. Whether you want to promote your services or a popular menu item, PR can help get people in the door to check you out.

For example, our company strategized and implemented a recent campaign on behalf of la Madeleine Country French Café called “Rompre le Pain,” or “breaking bread.” Playing into the authentic French roots of the brand and the smart, savvy, family-oriented clientele, we created “Rompre le Pain” as an in-store contest where, during the grand opening of a new café, the first 50 guests in line on opening day receive free fresh-baked bread for a year.

Using a combination of social media outreach, newspaper and magazine press placements and creative graphics to drum up interest in the community in the weeks prior to the opening. Garnering organic (unpaid) articles and mentions in local magazines, regional newspapers and influential blogs, we ensured that the area’s heavy hitters were well informed as the opening approached.

Incredibly popular and well received by new and longtime loyal la Madeleine fans, the first “Rompre le Pain” saw nearly 80 people standing outside before the doors opened at 6:30 a.m. waiting for their free bread. Thrilled by the outcome, la Madeleine provided everyone in line with coupons for free bread for a year as well as hot coffee, fresh-baked bread and homemade jam for their efforts.

Each participating café has since seen the long-lasting effects of the promotion – guests know firsthand that the food is delicious, the staff is welcoming and the ambiance is comfortable.

2) Increase brand awareness

PR results come in many shapes and sizes, from a front-page feature to a local TV segment and everything in between. Determining how to best increase brand awareness is critical to the success of your media outreach efforts. Sure, it’s great to have a picture of your best menu item in the newspaper, but consider going on a local morning show and demonstrating how to make it live. Not only will the audience get a tangible sense of what it is and what it looks like, they’re able to attach a face to the brand.

Our client Potbelly Sandwich Shop is a great example of the power of local TV. By getting a storeowner on air, we’re able to show the audience how mouthwatering the sandwiches look fresh out of the oven instead of simply reading that Potbelly sells toasted sandwiches. This creates brand identity.

By understanding your audience, you can decide if your PR team should pursue print, digital, radio or TV placements in order to earn greater brand awareness.

3) Build community connections and elevate prominence in local economy

Philanthropy is an important component of many businesses. Maybe your company volunteers together for a local organization, or part of your proceeds go to charity. Whatever your giveback, PR can help tell that story. By humanizing a business and showing the lives impacted, informing the media about your philanthropic efforts can be very positive.

Some businesses have philanthropy built into the model. Each of client Kona Ice’s shaved ice trucks gives back around 20 percent of its proceeds to the community, partnering with schools, sports teams and other organizations. To share this admirable and impressive effort, we designed a campaign called “National Chill Out Day,” which takes place the day after Tax Day. Designed to reward the hard-working adults in the community who sacrifice their time and energy to teach, coach and advise other members of the community, Kona Ice gave away free Kona Kups of shaved ice outside of schools, post offices and other businesses.

Working with Kona trucks in cities and neighborhoods across the country, we shared this effort in a targeted PR blitz locally, regionally and nationally. These markets now associate Kona Ice with giving back, a distinction that certainly sets it apart. Plus, giving back makes franchisees feel better about themselves and their work that, in turn, creates more opportunities for positive PR.

When considering ramping up franchisee satisfaction efforts with a proactive PR plan, remember that satisfied franchisees not only want to promote their own location, but also support the franchisor’s growth and development as well. This is truly a win-win for everyone.

Jamie IzaksThis post was written by  Jamie Izaks, president and founder of All Points Public Relations, a Chicago-area integrated public relations agency specializing in the franchise industry. The sole mission of All Points Public Relations is to support entrepreneurs and entrepreneurially spirited organizations through the persistent execution of effective integrated public relations, including media relations, social media, graphic design and content marketing programs. For more information visit www.allpointspr.com or e-mail Jamie at jizaks@allpointspr.com.

The Franchise King Creates the Ultimate Gathering Place for Potential Franchise Owners

Franchise King Franchise Opportunities

Potential franchisees looking for trustworthy information on the ins and outs of buying and running a franchise now have a place to gather and pick each other’s brains.  Self-proclaimed Franchise King Joel Libava has created a new group on LinkedIn specifically designed for would-be franchisees.

Titled the How To Buy A Franchise Group, membership is open to anyone interested in buying a franchise, whether actively engaged in the process or even just considering the possibilities.  As the host and moderator, Libava hopes to foster much lively discussion and proffer a wealth of sage advice on the many intricate aspects of franchise ownership.

Who is Joel Libava?

On his website (one of many, many) JoelLibava.com, Libava proclaims himself to be a “franchise book author, marketer, advisor and an advocate for prospective franchise owners.”  Based in Cleveland, Ohio, he’s the President of Franchise Selection Specialists, a franchise advisory service company started by his later father in 1991.  Prior to joining the company in 2001, Libava’s career spanned a variety of management positions in the restaurant industry followed by over a decade in automobile franchising.

Dubbed The Franchise King by colleagues at a trade show one year, Libava decided to trademark the moniker, and now publishes a regular blog at TheFranchiseKing.com.  He’s also started the Franchise Biz Directory, a web directory dedicated to showcasing top franchising and business opportunities.

Passionate about the franchise business, you can find The Franchise King on Facebook, follow him on Twitter, watch his videos on YouTube, read his articles on Entrepreneur.com, and order his book, Become a Franchise Owner! from Amazon.com.  You can even call him on the phone.

By Invitation Only

Like other LinkedIn Groups, How To Buy A Franchise Group is by invitation only.  Libava promises to personally vet potential members, to weed out “franchisors, franchise brokers, franchise consultants etc.,” insisting “I don’t want group members to be influenced by individuals or companies that sell franchises.”  The only exceptions will be a few current franchise owners Libava likes and trusts, whom he plans to invite to share some of their real-life lessons learned.

“I decided to create this LinkedIn Group because I wanted to have a central place for people interested in franchise ownership to meet, ask questions, and share their experiences,” he proclaims on his blog.  This ties in with his many efforts on various media platforms to educate potential franchisees on the rigors involved in operating a franchise.

“It is so important for people to figure out before they even start looking around if they are really right for franchising,” says Libava.  “There’s this myth created by franchise marketing that franchises are businesses-in-a-box or turnkey businesses.  It creates a false sense of security, and people think all they have to do is write a $35,000 check for the franchise fee and get $100,000 from the bank, and then they’ll be rockin’ and rollin’. That’s the part I fight every day. You have to make sure you have the right traits and characteristics needed for franchising, or you’re going to fail.”

So if you’re considering buying a franchise, or just thinking about considering maybe looking into buying a franchise and want to find fellow professionals in the same boat, head to LinkedIn and join the How To Buy A Franchise Group for some helpful advice from The Franchise King.

IFA Announces Industry-Wide Fight for Franchise Model – Coalition to Save Local Businesses

IFA Announces Industry-Wide Fight for Franchise Model – Coalition to Save Local BusinessesDuring its recent 2015 annual convention, the International Franchise Association (IFA) announced the formation of a new coalition to lead the fight against labor-driven attacks on the franchise model. Dubbed the Coalition to Save Local Businesses, the CSLB is a group of local business owners and industry leaders dedicated to protecting and strengthening all sectors of small business, in particular the franchise business model.

In particular, the IFA and now the CSLB are concerned about recent moves by the National Labor Relations Board (NLRB) to broaden the definition of “joint employer” to include franchisors and franchisees. This would cause independent franchise owners to be treated not as the small business owners they are but rather as large employers. Consequently they would be required to meet new minimum wage standards much sooner than their non-franchise counterparts, and to provide employee health insurance benefits under Obamacare.

Driven largely by unions like the Service Industry Employees Union, the push to classify franchises as joint employers could have catastrophic consequences for the franchise model as it exists today, stripping away any autonomy from franchise operators and driving many out of business. Franchisors could be held responsible for the actions of their individual franchisees, and labor costs could rise to levels not supportable by small local businesses.

Franchising Leads Economic Growth

This increasing federal intervention on the part of the NLRB would seem counterintuitive to a struggling economy still fighting its way back from recession. For over four years now franchising growth has outpaced that of the overall national economy, leading the recovery and creating jobs in record numbers.

“Franchising is an American success story. Independently-owned and operated local franchise businesses are growing faster, creating more jobs at a quicker pace and producing higher sales growth than other businesses,” said IFA President and CEO Steve Caldeira during the recent annual meeting. “Franchising is a vital engine of economic expansion in the United States and 2015 looks to be another strong year for franchise businesses.”

A Coalition to Save Local Businesses

Despite intense lobbying efforts and grassroots educational outreach on the part of the International Franchise Association, the future of franchising looks uncertain if the NLRB and the labor unions continue this attack on the franchise business model. Hence the formation of the Coalition to Save Local Businesses. With a mission to “inform Members of Congress of the potentially devastating impact that redefining this standard would have on their businesses and the overall U.S. economy,” the coalition is already working to develop and pass “legislation that would codify the decades-long and widely-accepted definition of what constitutes a joint employer.”

Franchisees and franchisors alike need to become educated about these attacks on the franchise model and the efforts of the franchise industry to defend against them. To get more information and join the growing list of members, go to www.savelocalbusinesses.com.

10 Online Marketing Tips for Franchise Brands

10 Online Marketing Tips for Franchise BrandsYour business might be offline, but the impact of the online world has never been greater. The internet has changed the way consumers find and interact with local businesses. As a franchise, you face the challenge of leveraging the benefits of a strong parent brand effectively in today’s world of increased web usage and social media connectedness. Fret not, here are 10 online marketing tips to build your brand at the local level in today’s increasingly-connected world.

1) Create a Dynamic Website

A website is nice, a dynamic website is essential. According to comScore, Internet usage on mobile devices have surpassed desktop usage in early 2014. Businesses need to adapt to this landscape with a beautiful, interactive, responsive website design.

Your website is a virtual storefront, where customers can go to find out about your products and services. Best practice for franchise brands is to promote the brand itself on a main, centralized website, but create franchisee pages using a sub-domain for each location. This strengthens the brand’s online presence tremendously while avoiding the common SEO pitfalls around duplicate content.

Maintain consistency online by providing banner designs and templates for franchisees to use on their pages, and encourage them to post engaging content relative to their location. Every page should feature a call to action, whether it’s to make a reservation, watch a video, join a contact list for emails, texts or newsletters, or simply call for more information. Apply these techniques on your Facebook pages using their new CTA features for added benefit.

Keeping the website fresh with regular updates will improve search rankings, especially if you post helpful information, tips and tricks on a regular basis. Above all, make sure the website is not just mobile-friendly, but mobile-optimized.

2) Claim Your Local Business Listings

Think about this scenario, John is looking for a new gym, so he goes online and starts his search, gym A has updated online profiles across the major business directories as well as social media pages full of rich content, gym B has neglected to build out their online presence. Which gym is John most likely to go to? Hint: It’s not gym B.

In the same way, make sure each franchisee claims their business listings on Yelp, Google+, Bing Local, Yahoo Local as a start and on any other business directories that may be relevant to your industry. To keep from confusing the Google Bots (which is never a good thing), ensure that each franchisee’s NAP (name, address, and phone number) is posted the exact same way each and every time. Provide a template as to how each listing should appear to ensure consistency.

3) Engage Customers in Social Media

Encourage franchisees to create their own social media pages, to engage in more interactions with their customers and foster a family atmosphere around their branches. Provide them with helpful resources such an informative content, company news, product information, and corporate artwork, along with a clear set of guidelines on their usage to maintain the style and reputation of the brand. Check out our post on how social media has changed franchise brand management for more in-depth helpful information.

4) Focus on Content Marketing

Would you rather be accosted on the street about the latest earphones, or be exposed to posters displaying its features and their performance compared to other earphones? Rather than blatantly shoving a product into the face of a consumer, content marketing resolves around drawing potential consumers in with interesting and informative content, and gradually introducing the product as a solution to a dilemma. To accomplish this, a marketing team needs to understand the customer and what motivates them, what their needs and desires are. This usually comes in the form of a blog, newsletter, video, or white paper. When a customer perceives that they are getting valuable insights for free, they are much more likely to respond to your call to action.

5) Try Out Online Advertising

In the world of online advertising, one can easily be overwhelmed by the terminology. Pay per click (PPC), pay per view (PPV), featured listings, sponsored posts, what does it all mean? And more importantly, which options are free versus paid and is it worth it? If Facebook’s crackdown on “overly promotional posts” is any indication, paid advertising is becoming the norm in today’s landscape.

So what kind of online advertising is right for your franchise brand? One simple starting point is to check out what your competitors are doing and see what works for them. If you truly know your customer (Remember this? You should, you just read it before this section!), you should be able to discover where and when your ads more most likely to be favorably received.

Start small with a finite budget and see what happens. Always be open to test new avenues, but don’t forget to optimize all the free ones first.

6) Leverage Retargeting Techniques

Convert window-shoppers to proud purchasers using retargeting practices. Generally speaking, only around 2% of visitors to an online site actually purchase something on their first visit. Retargeting works by pacing anonymous retargeting cookies into your visitors’ browsers. When the customer visits other sites later, such as Google and Facebook, your targeted ads will appear. This is an extremely effective form of marketing that helps keep your brand top-of-mind with potential customers, and gives them repeated opportunities to reconsider the particular item they may have been looking at.

7) Practice Effective CRM

Ensure your customer relationship is on the ball collecting relevant information on customer interactions. The information from CRM can be used to support remarketing, upsells, refills and servicing, and so much more. One popular home improvement store make a huge splash with customers a few years ago by offering to provide customers with their previous year’s purchase information for holiday day lighting. Diving into the customer interaction information will help you better foster customer relationships, by familiarizing yourself with the customer’s needs and concerns.

8) Don’t Forget about Email Marketing

Despite what some pundits may try to tell you, email is here to stay. Why? Emails may not be read instantly, but they can be read at leisure when the recipient is relaxed and has time to browse. Email is in a position not afforded to other advertisements – the customer can choose the best time for them to look at it.

Use email marketing to follow up after a sale with helpful tips and information as well as upsell product offers. In addition to providing additional information, email can be used as an effective tool for driving reviews and receiving feedback. In the same follow-up email after a sale, simply ask for feedback (more consumers are likely to give feedback directly following an interaction than days or weeks down the line). If the feedback is great, take it a step further and ask them to share their experiences on Yelp or Facebook (more on this later). If the feedback wasn’t great, you now have the incredible opportunity to rectify the situation before the customer voices their complaints online.

Never spam your customers with irrelevant or purely promotional emails (this seems to be a recurring theme doesn’t it). Instead, keep them interested with personalized, engaging content, and of course, a call-to-action.

9) Go Mobile with SMS Marketing

With the rate at how mobile usage is soaring, it should come as no surprise that SMS Marketing is going to be huge. SMS Marketing is similar to email in the sense that it can be used to follow up after a sale. However, texts need to be much shorter and to the point.

On average, according to research by Frost & Sullivan, text messages are read on average within 5 seconds so it’s also a great way to notify customers of imminent sales and promotions. Franchisees can use SMS Marketing to fill vacant seats by offering discounts during slow periods or to clear out slow-moving inventory. As always with any type of marketing, make sure your texts are relevant and include a call-to-action.

10) Word of Mouth is Still the Best Advertising

Old fashioned word-of-mouth advertising isn’t so old fashioned anymore. Now it takes place on customer review sites like Yelp and Google+, as well as on social media platforms like Facebook, Instagram, and Pinterest. Instead of simply telling friends and family about their new discoveries like a hole-in-the-wall food establishment or a new salon on the corner, customers are now sharing photos and videos. Can you say free advertising?

Nowadays, instead of encouraging referrals (and offering a customer rewards program), savvy marketers are posting signs and reminders to “find us on Yelp” and “like us on Facebook.” Unfortunately, consumers are more likely to voice negative experiences than positive ones, so happy customers may need a gentle reminder once in a while. Of course, to ensure good word-of-mouth advertising, the first and most important thing is to provide great value and exemplary customer service!

Franchises Need Local Sites – Here’s What Should Be On Them

Franchises Need Local Sites - Here's What Should Be On ThemWhether you’ve recently purchased a local franchise, or you’ve been operating one for more than two years, one of your next big projects needs to be creating a dynamic, interactive website. The reason we say more than two years is that technology has evolved so much in recent years that if your website is over two years old, it likely needs a major overhaul. So what exactly needs to be on your local franchise website? Here is some simple guidance.

First Impressions are Lasting Ones

Right off the bat, you want your home page to capture the customer’s attention. It should be bold and simple, and get right to the point. If someone inadvertently stumbled onto your home page, how long would it take them to figure out what you do? Don’t try to cram everything onto one page. Pare it down to compelling images, your logo and NAP (name, address and phone number) and a simple navigation menu.

Simple, Straightforward Layout and Navigation

Keep your layout and navigation menu consistent on every page, so the visitor can intuitively click through to the desired page without having to search for the right button. A banner across the top with the logo and NAP is helpful so that the customer doesn’t have to go back to the home page to retrieve your location and contact information. As a local business, that information needs to be prominently featured on every page, not buried in a contact info page. Consider adding a thumbnail sized map that the visitor can click on to access a larger, interactive map with directions.

Prominently Featured Calls to Action

Include a prominently featured call to action on every page, whether it’s to order online, make a reservation, ask for information, sign up for emails or text messaging, or even to call and speak with someone. Be sure your call to action features a button linked to the desired operation, such as a phone number that engages the mobile device to make a phone call. That particular design feature may cost you a bit to have programmed in, but if a customer can make a call by simply tapping your phone number rather than going to their phone app and programming in a series of numbers, they’re much more likely to do so, especially if they’re multi-tasking.

Keep Your Content Fresh

Regularly updated content alerts Google’s web crawler that your site is relevant and dynamic, and helps boost search engine ranking. If you have a complex site that’s difficult to update, consider asking your web designer to create an easy access portal to allow you to make simple changes on a regular basis, such as posting a weekly special offer. Another way to keep a website fresh is by adding a blog which can be quickly and easily updated separately from the main site, with news and events, helpful advice, special offers, questions and answers and anything else that may be relevant and interesting. You can even add real-time news feeds from your Facebook and Twitter pages that will aid in keeping your site dynamic.

As a franchisee, you have the benefit of a built-in customer base, thanks to the marketing efforts of your corporate headquarters. That doesn’t mean you shouldn’t still run your own local marketing campaigns. And a key part of any local franchise marketing program is an effective, well-designed and regularly updated website.

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