There are many advantages to operating a restaurant franchise: a clear set of customer expectations, ready-made branded materials, a solid customer base. However, a franchise can still benefit from digital marketing just as much as an independent restaurant. Using the tools of online marketing, a franchise can reach out to customers who might not have even considered them as a dining option. Here are a few ways a digital marketing agency can help your franchise achieve lasting growth.
Optimizing for search engines.
The first step to achieving steady growth in your number of customers is making sure they can easily find you. That’s where search engine optimization (SEO) comes in. Most people look up businesses online before visiting, so focusing on local SEO can boost your foot traffic considerably. Narrowing your focus to customers in your immediate area is a great way to make connections with local patrons who are likely to become regular diners.
Franchises have the advantage of built-in brand guidelines to work with, which eliminates a lot of the work that goes along with creating a digital marketing strategy. Because brand expectations are a large part of what makes a franchise successful, adhering to those guidelines is extremely vital. With a combination of branded content and local knowledge, you can choose which aspects of your brand to emphasize in social media posts, helping you to connect with your core neighborhood clientele.
Going where your audience goes.
Just because you run a franchise, that doesn’t let you off the hook when it comes to finding an online audience. The best way to increase your customer base is to put your restaurant in front of them in online spaces they would frequent anyway. Targeted advertising is one way to achieve this, but you should also consider listing your restaurant on sites like Yelp to reach out to customers who might miss you otherwise. Unlike online advertising, it’s usually free to list your business on restaurant review and event planning websites, letting you reach customers without breaking the bank.
Creating custom content.
82% of potential customers feel more positive about a brand after they read custom content about it, making them much more likely to seek it out. As the owner of a franchise, you might not always think about how much it pays to create an individualized impression, but a personal touch will help draw local business. Blogs and social media posts that incorporate strong visuals and stick to a frequent upload schedule will increase web traffic and draw in new customers.
Managing your reputation.
It only takes one negative review to turn potential customers away. That’s why staying on top of your brand reputation is of the utmost importance. Ensuring that information about your business is accurate is the first step toward cultivating a devoted customer base. Online reputation management can be time consuming for business owners, however, which is why many decide to get help from digital marketing professionals.
Photo on Foter.com