Marketing tech in the franchising sector

Digital marketing has become essential for a high percentage of businesses and the franchising sector is no exception. Social media marketing, chatbots and artificial intelligence are just as applicable in this sector as elsewhere, but how can they be of help to franchisees in particular?

Spreading the word

While franchisees are usually expert in their products or services, they are not usually marketing experts. Where in the past the obvious route might have been to advertise in local directories or publications, technology has opened up a whole new range of options in building brand awareness and engagement.

Sites such as Instagram, for example, offer the chance to get interesting visuals showing a product or service in action in front of people. Social media platforms including Facebook enable firms to target people in specific age groups or geographical areas so that franchisees can be sure that their message is reaching the right audience and that they’re not encroaching on another franchisee’s territory. In any online messaging, it is, of course, possible to capitalise upon the franchise brand too.

Automation

Marketing automation is increasingly playing a part too. The internet offers franchisees the ability to know more about their customers than ever before. It’s relatively easy to identify what people are interested in and to target marketing efforts accordingly.

A degree of automation is essential here, allowing firms to send emails and determine their effectiveness by following the recipients’ actions. They can, if necessary, follow up with further messages to specific customers as required. Once again, ads on LinkedIn, Facebook and Google allow you to accurately get your message to the people for whom it holds the greatest interest. This can be combined with search engine optimisation (SEO) to ensure that the correct keywords are used to target potential customers for the franchise.

Keeping it fresh

Relying on the same channels over and over again can lead to a decline in interest and the associated volume of new leads. It’s important, therefore, to keep the message fresh and to explore new ways of getting it across.

Franchisees are starting to explore the potential of machine learning to improve the effectiveness of their messaging and help to optimise their marketing spend. Personalisation remains key here as research indicates that consumers respond better to a message that they feel is aimed specifically at them.

Having seen all of these benefits, it’s also essential that franchisees keep an eye on the principal goal, which is building a sustainable business. It can be all too easy to get caught up in the marketing and let it consume all available time. Franchisees must remember why they are making this effort; the marketing isn’t an end in itself, the business that it brings in is the goal. This is where artificial intelligence and machine learning are so valuable, as they can help to uncover insights – such as the most popular product enquiries – without having to spend too much time analysing data manually or trawling through reports.

In franchise businesses, the need for a technically aware management team is greater than ever.

 

  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
  • Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
  • Gareth Lofthouse, Founding Partner, Longitude.
    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. Ross was quick to understand our need, he only delivered high-quality people for interview, and he succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
  • Johnny Meredith, Senior New Business Manager, The Bio Agency.
    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
    - Johnny Meredith, Senior New Business Manager, The Bio Agency.
    Johnny Meredith, Senior New Business Manager, The Bio Agency.
  • Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
  • Neil Kettleborough, CRO & Co Founder, Chalk Social
    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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