So you’ve made an attempt at franchise content marketing, but not everything seems to be going as planned? It’s totally normal to hit a couple of bumps in the road when you first embark on your content marketing journey, and it’s all about using your experiences to learn more about where you might be going wrong and where you can find room for improvement.
Effective content can be a powerful marketing tool to expand franchise growth and maintain franchise relationships. However, if not done correctly, it can cause damage to franchise visibility and success. To ensure the effectiveness of your efforts, it is essential for you to be aware of some common mistakes that can lead to failure.
Content marketing is an effective way to reach potential customers. Still, it can quickly become ineffective if mistakes are made, and at IDS, we know all too well that many franchisors make the same mistakes when it comes to utilizing content as a key marketing strategy. These mistakes can be costly, but learning from them is crucial.
Here are some common mistakes and why they lead to failed campaigns.
One of the most common mistakes when marketing your franchise through content is placing too much emphasis on selling your franchise. While franchises need to promote their products and services, they should never forget that content marketing’s job is to inform and educate potential customers.
Look at it this way; you know how great your franchise opportunity is, and you want your audience to know this too, but if all you are doing is focusing on selling your franchise, readers will quickly get bored and tune out. Always remember that content needs to be engaging and helpful for it to be effective.
For example, instead of writing a blog article about why your franchise is the best, consider writing a post about what investors should look for when assessing different franchise opportunities. Sharing this kind of information is not only helpful to your reader, but it helps position your franchise as a trustworthy source of relevant information.
A typical franchise marketing mistake is not setting goals and forming a strategy. Many franchises fail to recognize that their marketing needs to be tailored to the specific objectives of their business.
If you don’t have an effective marketing strategy and are just posting content for the sake of it in the hopes of generating leads, you are lacking a sense of direction and purpose for your marketing efforts. Every piece of content should fit into a larger plan to reach specific goals and objectives.
One of the best ways to determine these objectives is to set SMART goals and identify your key performance indicators (KPIs), which are specific metrics that allow you to assess your performance over time. For example, some common KPIs are revenue generated, leads generated, profit margin, and retention rate.
A search engine optimization (SEO) strategy should be an integral part of any franchise’s marketing plan, as it significantly increases the chances of prospective franchisees finding your website and engaging with your content. Ignoring SEO can lead to fewer qualified leads, lower online visibility, and decreased customer engagement.
To effectively implement SEO optimization, research relevant keywords and phrases related to your business’s niche and incorporate them into your website text, titles, and meta descriptions. You can also create backlinks to credible websites, use social media to spread awareness, and keep your SEO up to date as search engine algorithms evolve.
Don’t get us wrong, pay-per-click (PPC) advertising can be an extremely effective way to generate traffic and leads, but it needs to be done correctly.
A significant mistake businesses make is relying too heavily on PPC advertising. PPC ads do drive traffic effectively, but they don’t guarantee long-term success or brand awareness if done ineffectively.
These campaigns often require a significant initial investment and must be constantly monitored and adjusted to remain successful. Additionally, PPC advertising can quickly become expensive if you don’t have the right strategy in place or aren’t targeting the right audience.
This links back to formulating a strategy for your marketing efforts and setting distinct goals. Without clear direction, it’s hard to measure success and gain insights from data – two critical components for improving marketing performance over time.
Content analysis should be conducted at regular intervals to identify what content is performing well, which content needs to be adjusted, and where your marketing efforts, specific to content, are falling short.
Integrated Digital Strategies is a premier digital marketing agency that specializes in content marketing for franchises.
We work with franchisors and their franchisees to provide customized, strategic digital marketing campaigns that are proven to drive sales through a robust local digital presence. Our white-hat techniques will increase leads and sales and establish consistent digital brand awareness across all platforms.
Here are just a few of the ways we can help you.
Are you ready to partner with IDS to meet your franchise marketing goals? Contact us today to get started.