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Integrated Digital Strategies - A Franchise Marketing Agency

There are tons of people out there with the urge to own their own business, but they don’t exactly know how to do it. The two primary options are becoming an independent business owner or owning a franchise. So, what’s the difference? It’s actually huge, and it’s important to be able to address it clearly with your prospective franchisees. Here’s why franchise development is a truly unique opportunity.

Risky Business

One of the biggest — if not the biggest — difference between the two avenues is risk. No matter how you slice it, starting an independent business involves a certain amount of risk, but by tapping into a franchise’s proven track record, franchisees can limit that risk. A franchisee is someone who has been granted (and paid for) the right to do business under the umbrella of an established model or brand. Franchisors give new business owners resources like training, support systems, an established brand, and marketing assistance, so franchisees are not tasked with reinventing the wheel. As a result, franchisees are generally exposed to less risk than completely independent business owners who start from scratch (this is a particularly important point to get across).

Franchise development takes a lot of the guesswork out of being your own boss. Independent business owners, on the other hand, are often tasked with building out their idea on their own. While this might be appealing to some, for others, it’s simply too daunting and risky.

franchise development

Doing It Their Own Way

There are trade-offs, however, to choosing the franchise model over an independently-operated business. It’s important to remind prospective franchisees that because the franchise model is equipped with a ready-made brand, resources, and support system, they won’t have the ability to build all of that from scratch. For many, however, this is appealing. A franchisee must follow the guidelines set by the corporate office, which take much of the guesswork out of setting up and running a business. Establishing corporate standards and guidelines, and requiring franchisees to adhere to them, is ultimately meant to point franchisees toward the financial success they went into business looking for in the first place!

Show Me the Money

In order to make money, you have to spend it, and here’s another difference between the go-it-aloner and a franchisee: the start-up costs.

Independent business owners don’t have to prove a thing to anyone aside from potential creditors and lenders and aren’t required to have any amount of capital before opening their doors. Prospective franchisees, however, must first meet certain liquid capital and net worth requirements before being approved to buy into a brand, and this number often varies depending on the franchise and its industry. They also typically pay an initial franchise fee and then recurring monthly royalties based on sales.

Having these qualifications for potential franchisees helps franchisors filter out candidates who are not as good a fit and put the spotlight on those who are. Franchisors need to ensure that their franchisees are financially capable of making the investment, while the “franchise fee” is a combination of purchasing a license to use a franchisor’s brand while also putting money toward the ongoing support, training, and other resources franchisees receive. It might sound a little constricting at first, but it’s important that franchisees understand how it will improve their chances of success. Identifying how your franchise thrives in aiding its franchisees is one area of expertise in which Integrated Digital Strategies can help.

IDS Can Help with Franchise Development

If you’re interested in building out a franchise empire, you need to attract the right franchisees to do it. The IDS team is comprised of experts who know and understand the ins and outs of franchise development marketing, work with both franchisees and franchisors every day, and know exactly how to address concerns. For the best chance of attracting talented, high-quality franchisees and generating valuable leads, IDS offers a complete digital marketing solution.

Integrated Digital Strategies specializes in helping franchisors define and meet their business goals! If you’d like to learn more about franchise development and what IDS has to offer, get in touch with us today.

Search Engine Optimization

Most small businesses understand the power and importance of Search Engine Optimization. These businesses normally fall into three categories: 1: They have a budget and will hire an outside firm that masters SEO. 2: They get their “cousin Vinny” to do it. Or 3: They try to manage it themselves, which in turn allows their competition that is most likely doing #1 to bypass them in the search results. Most small business owners who think they’re good at SEO rely on the knowledge they may have learned years ago or from one-off articles that are read from time to time. True SEO practitioners are needed nowadays to truly understand the intricacies and changes that have come down the pipeline over the past two years.

Because we know that most small businesses either practice #2, #3 or do ZERO SEO, we are providing 5 Local SEO Mistakes that we have seen many businesses make recently. Avoiding these mistakes can pay off dividends… so here they are….

Not Considering Local Intent

Over 33% of all searches on Yahoo, Google, and Bing have local intent. Mobile searches have also dominated the way people look for local businesses (represents over 27% of all searches) which only drives home the importance of being optimized locally. In order for local businesses to be found and chosen by searchers, there are several strategies that need to be in place. Some include:

The time and effort spent on creating optimized content for local searches will be well spent.

Ignoring Social Media

Many small business owners ignore social media due to “being too busy” or “not knowing the true ROI”. Others think its too frivolous or their potential customers would never make buying decisions being active in it. Well, none of this is true. You CAN measure the ROI of your social media and social media DOES have an effect on the bottom line…..only if you have a strategy in place.

Businesses that aren’t on social media are missing out on awesome opportunities to expand their search engine visibility. Putting out strategic, fresh content is not only friendly for your users, but the links associated with shares are becoming increasingly more important for search engines.

Afraid of getting into social media full force? Don’t know where to start? Do research on your competitors. See where they are active socially. Most importantly, find the channels your customers are active on. Focus on one channel at a time, updating it with fresh content, interact with customers and potential customers then add more social channels as you see fit.

Duplicate Content Issues

Content marketing, while a huge buzzword right now, is something every business should master if they want to appease the search engines and transition their business according to how people make their buying decisions now. Many larger corporations have taken full advantage of content marketing by hiring editorial teams, adding continuous blog content and engaging their customers over time through nurturing and creating “Youtilities“. Some smaller businesses may see this and get discouraged as it takes time, dedication, resources and a complete understanding of WHY you’re doing it in the first place.

For those small businesses, a common practice might be to duplicate site content that was well written or well optimized for the search engines. This may increase the size of the website but its frowned upon by the “All Mighty” Google and makes for a bad user experience. Duplicating content is a focus of Googles recent algorithm change called Penguin 2.0. This change finds unethical search engine optimization strategies/ tactics and will remove the website itself from being able to rank well. Duplicate content may seem like the easy way out but it causes more issues than it does benefit your local or national business.

Not Posting Fresh Content

Posting duplicate content on your site can also be as bad as not posting any content at all. Not understanding the benefit updating your site’s content or blogging causes many small business owners to be sporadic or not create fresh content at all. Studies have shown that having consistent, fresh content on your site, increases organic search rankings and keeps people coming to your site which is important for Google’s ranking factors. There are several easy ways smaller businesses can create fresh and unique content in conjunction to social media. A couple tactics include…

Your Search Engine Optimization is a Marathon, Not a Sprint

Just because you’ve done keyword research and a little bit of competitive intel, doesn’t mean you’re able to stop. Search Engine Optimization is a long-term strategy that includes continuous tweaking and changes. The previously mentioned tactics are a great first step to launch your small business marketing campaign but they aren’t the end all be all. You should always be looking to generate new content ideas, build links to your site and to make sure the user experience on your website is top notch.

As Google’s algorithms change, businesses that answer the questions their local prospects are looking to get answered will become more and more relevant in the search engines. The importance of keywords will always be there, but major search engines are growing further away from needing only keywords to know what your website or brand is all about. Starting around 2 years ago, your business is an accumulation of all of your earned and owned media. Wanting to “be #1 on Google” in a short period of time may happen but the tactics used to get there will end up hurting you. Take your time, be strategic and be consistent with search engine optimization.

Integrated Digital Strategies - A Franchise Marketing Agency
Greater Boston

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