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Integrated Digital Strategies - A Franchise Marketing Agency

If COVID-19 has taught us anything, it’s not to take anything for granted. Life can change in an instant, which can be incredibly stressful for business owners. As if they don't have enough on their plates, entrepreneurs and small business owners must do everything they can to lessen risk and boost ROI — tough enough in good times. But in bad? Now their lives get a whole lot more complicated.

Perhaps that’s why the franchise model has always been so appealing. As compared to going it alone, franchises offer small business owners a lot of security in the way of tested business models, franchisor training and support, and name recognition — and smart brands boost that recognition with well-thought-out franchise digital marketing strategies that keep their name in front of their best customers!

Sometimes Bad Can Be Good

The fact is, challenging times can often propel brands into the spotlight, and for some, COVID has done just that. Here, we’ll look at a few top 2021 franchise industries, how the pandemic has helped bring them to the forefront, and why digital marketing services for franchises are invaluable, no matter what’s going on in the world.

Why Now More than Ever, Digital Marketing Services for Franchises Matter

You’ve heard that old adage — strike while the iron is hot!  If you’re a brand in one of the industries we’ve just mentioned (or any industry for that matter), you’d be wise to do so. A well-crafted franchise digital marketing strategy can help brands that are enjoying the spotlight do so for a whole lot longer, maybe even indefinitely! And those brands that might be struggling as a result of outside forces (like a pandemic) can benefit immensely from digital marketing that addresses their pain points and reiterates their value. 

The truth is, it shouldn't take a pandemic for brand leaders to reevaluate their marketing strategies; that kind of attention should be paid on an ongoing basis, preferably by experts who know what to look for and how to respond. Good marketing takes a fluid and holistic approach and working with professionals to help you reach your best customer always makes sense, no matter what industry you’re in or how crazy the world might sometimes feel.

Let the experts at IDS craft a franchise digital marketing strategy that’ll reach your best customer! Get in touch today!

Society clearly cracked as a result of the unimaginable pressure generated by COVID-19.  The pandemic impacted every industry, some walking away with bruises more tender than others. April 2021 and a lot of us are still left with the same question we had this time last year: what’s next?

It’s a new year, and the team at IDS is continually observing recent trends that will undoubtedly strategically affect our digital marketing services for franchises. Let’s go over just some of the top trends that we’ve noticed for consumer service brands, how it affects digital marketing services for franchises, and what you should expect as the upcoming months unfold. 

Protection and Support

Building a business is hard enough work, but when life threw a pandemic into the mix, many companies sadly waived under pressure. Specifically, independent companies took a lot of the heat - according to Yelp data, 60% of business closures due to the pandemic are now permanent. 

There's no doubt entrepreneurs will care more now about the protection and support they receive far more than ever before. If your business took extra steps to ensure that your network of owners felt supported, it’s worthwhile to highlight those actions wherever you can. The beauty of franchising has always been having the full corporate support of a trusted team, and leads moving forward will want to make sure they are protected.

Multi-Location Ownership

You can invest your money in stocks, crypto, really wherever your heart desires, but how much control do you have over the return of that investment? Entrepreneurs are finding new ways to build their portfolios, and franchising is just one of the many ways you can put your liquid into something a bit more predictable. 

Franchising isn’t some get-rich-quick scheme, but by opening multiple franchise locations, you can leverage various streams of income and spread that out across a multitude of industries. Stocks and even real estate can fluctuate unexpectedly, but owners of a franchise business can take full control of a business that already has evidence of success.

Automation and Ease of Operations

No matter the industry, technology has had an incredible impact on how we conduct business, including digital marketing services for franchises. Business owners are always looking for ways to streamline inefficiencies, simplify their programs, and create a better overall product through turnkey systems and software. Franchising makes it much easier for new owners to learn about their POS systems, marketing software, and business management technology to keep their business ahead of the pack.

Growing Industries

Essential Services, Recession-Resistant: With such emphasis placed on the state of the economy and historic unemployment in 2020, it’s fair to say that essential service-based franchises came out as winners. Franchisees who invest in a recession-resistant business (auto-repair, senior care, cleaning services, etc.) will not have to worry as much about the state of the economy and benefit from ongoing support to achieve their dream.

Personal Care and Fitness: Staying fit was undoubtedly a challenge in a quarantined society, but health and wellness brands are expected to fare well throughout 2021 and beyond. Virtual gym concepts have led the charge, and now, you can start your own wellness business for as little as $5,000.

Restaurants and QSR Shift: Fast-casual and QSR franchise concepts have always dominated the franchise space, but some concepts that relied heavily on revenue from indoor dining suffered in 2021. What you hope to see in overall revenue could depend on several factors. Still, the concepts that have started to take off are brands that prioritize less overhead and a leaner overall investment without sacrificing quality.

Are you interested in learning more about IDS’ digital marketing services for franchises and how we can improve your strategy moving forward? Get in touch with a member of our team today!

B2B keyword research is one of the most effective ways to find new customers. More and more B2B companies are turning to search engine optimization (SEO) to drive more clients through their doors. Using keywords is the best way to get the attention of prospects who are searching for products and services like yours. Strategically working keywords into your content is a great way to ensure that your pages rank higher than your competitors’. 

However, to get the best results, you need to integrate keywords the right way. Here, learn about a few strategies we use at Integrated Digital Strategies (IDS) to ensure our B2B clients reach the right audience.

Think Like Your Customer

Think of the words they'll type on Google to search for what they need. Doing B2B keyword research is a great way to identify trending words and phrases, but consider how your customers will actually search for things. Is there additional vocabulary they'd use? If so, try to integrate it into your content to capture a broader range of prospective customers.

Along these lines, building engagement by carefully crafting meta descriptions that will get their attention is crucial to making your content stand out. Meta descriptions are your chance to make a quick and effective pitch that will compel your audience to learn more by visiting your site.

Consider the Competition in Your B2B Keyword Research

Identify two or three of your biggest competitors and take a look at their content.

All of this information can help you establish a jumping-off point to develop your own content. 

When you partner with IDS, we complete a comprehensive competitive analysis to identify any weak spots to help you build your content even stronger. The goal is to convert their traffic into your traffic, and B2B keyword research is just the first step.

Research Top Performing Sites

Once you've obtained a list of search terms, be sure to check which websites achieve the highest rankings using them and analyze how they deliver their content. These sites may or may not be competitors, but looking at how they've successfully leveraged keywords can help you gather more relevant search terms.

These are just a few of the ways you can make the most of keyword research. Aren’t sure where to start? That’s where IDS comes in. Our team is made up of experts in SEO, SEM, content, social media, video production, and much more. We’ll create a custom plan just for you to help you get the most out of your digital marketing strategy.

Contact IDS today to improve your keyword research and overall digital marketing plan.

Take a step back, look at your current franchise website - do you think it tells the best story about your business? Does it speak to the personality, culture, and vision of your brand? Is it doing its job to help validate a decision or just causing more confusion?

From a candidate’s perspective, a franchise investment is a significant decision to make, and your website is your brand’s first impression. Today’s web user expects a seamless digital experience and anything less will drive them away in less than a second. At Integrated Digital Strategies (IDS), we have almost a decade of experience in web development for franchises; and we take pride in bringing our client's visions to life in the form of high-performing websites. Let's get into just a couple of the reasons you should consider revamping your franchise development website.

Do you optimize your web copy?

Effective web copy not only tells the story of your franchise investor's experience, but it should also be optimized to be recognized by Google and other popular search engines as a valuable resource for relevant subject matters. According to recent studies, only 25% of users go to the second page of Google search results. By optimizing all of your web copy, Google’s algorithms will prioritize your information ahead of the competition and organically increase your exposure by slowly moving your pages to the top of search results.

Part of our onboarding processes for digital marketing for franchises includes a full audit of your website's current standings and identification of pinpoint areas of improvement. If you're interested in learning more about how you can optimize your SEO strategies, please request a complimentary site audit today.

Is your website mobile-friendly?

Nowadays, almost everyone has a smartphone, which means having a sleek and well-performing mobile presence is an absolute must for franchisors. 

Your website’s performance on a mobile device significantly influences the first impression you make with potential investors. By prioritizing this on-the-go experience, your brand will be more likely to attract leads that prioritize innovation and understand the importance of well-rounded digital marketing for a franchise

Does your website speak to investors?

Maintaining brand identity is essential, but a franchise site should sell your investment opportunity first. An effective franchise development site should tell the story of an investor’s buyer journey and provide relevant information about the brand. That’s why content marketing and web design for franchises are incredibly important as you look to differentiate your user’s experience from what they would expect from a consumer-facing website.

Are you educating your reader with new information?

Content marketing is a great way to differentiate your brand from the competition as a thought leader. Blogs, e-books, and infographics are a great way to establish credibility and provide users with relevant industry news and information. We've worked with brands across various industries, so our content team understands the importance of familiarizing ourselves with fresh new topics that investors want to learn more about.

Are you interested in learning more about IDS’ web development for franchisees or how you can improve your current marketing strategy? Get in touch with a member of our team today!

If you haven’t already noticed, there are many unique terminologies and acronyms in the digital marketing space that can be confusing to the inexperienced ear: SEO, PPC, sales funnel, optimization, and plenty more. This vocabulary might sound funny, but it’s not jargon. The language of digital marketing is all about reaching your best customer, and two words that represent that better than any are lead and conversion. It’s not unusual in franchise sales development for these words to get interchanged, and though related, they have very different meanings. Here, we’ll take a closer look at their definitions and how they relate to your marketing strategies.

What is a Lead?

If you’re a business owner with a website (and you’d better have one), hopefully, you’re attracting hundreds of visitors to it every day (and talk to us if you aren’t!). When it comes to franchise sales development, your website is one of the single most important marketing tools at your disposal, and getting it out there and in front of eyes is what digital marketing is all about. But honestly, we digital marketers don’t care about all sets of eyes — just the ones that matter most — and those eyes belong to your leads.

A lead is a member of your target audience, someone most interested in your company and what it has to offer. They hover on your web pages, read your blog posts and generally spend more time on your website because they’re interested in what you have to offer. Leads are also sometimes called prospects because they’re potential customers of your goods or services. With your site, it’s essential to distinguish leads from other visitors such as bots, loyal customers, and people who just happen to stumble on your site because these visitors don’t represent potential buyers, i.e., new business. 

What is a Conversion?

A conversion is someone who started out as a lead and then took meaningful action on your website. It could be they responded to a CTA (there’s another wonky digital marketing acronym); they may have reached out to you with questions in the way of a form fill, email, or phone call. The point is, they’ve done something to go beyond remaining anonymous, and it’s up to you to capitalize on that.

But just because a visitor took meaningful action doesn’t necessarily mean he or she is your best customer; there is a layer of qualification that happens during the sales process, and conversions can end up being poor quality — that is to say: they’re tire kickers, and they don’t result in a sale. That’s why it's critical to track the conversions that rightfully mean something and nurture them (more terminology); so they move down the sales funnel.

IDS Can Hone Your Lead Nurturing Strategies

The team at IDS is made up of experts in all things digital marketing, and that includes robust lead nurturing strategies that convert to sales. We don’t just offer franchise lead generation through digital marketing; our franchise sales management team takes the time to validate leads through a rigorous qualification process, so you won’t have to spend valuable time with anyone other than your best customer. We vet prospects and drive them down the sales funnel, from the introductory call right down to discovery day. When you partner with IDS, you’ll very soon find we bring the qualified leads to you!

Ready to find out more about our digital marketing lead nurturing strategies? Get in touch today!


As the world rounds the corner of a very challenging year and looks ahead to a new one, Integrated Digital Strategies (IDS), an award-winning digital marketer for franchise brands, has leveraged its growth to continue empowering franchisors during a time of economic uncertainty. The agency was recognized for the third straight year by Entrepreneur Magazine, this time as the #1 full-service agency serving the franchise market.

“Like a lot of other businesses, we saw a downturn at the beginning of the pandemic,” remembered Steve Galligan, IDS co-founder and CEO. “Fortunately, we used that time to reinvent ourselves and prepare for what we knew was possible, while at the same time helping many of our clients not just survive, but thrive.”

Throughout 2020, the IDS team stayed focused on their mission to provide the very best in digital marketing strategies to a wide range of industries, adding an expert B2B arm to their suite of services. It has allowed them to offer robust marketing to a wide range of industries. Included are industrial and manufacturing, chemical and food processing, agricultural, IT, pharmaceutical, and medical, among many others. The company also now includes a Franchise Sales, Management and Development team, in addition to having signed deals to manage 500 individual franchisee accounts across national brands. The greatest achievement in the second half of 2020 was that IDS added 24 additional franchisors to their portfolio of clients.

“IDS took on a huge project for us, orchestrating full website redesigns for all 10 of our brands in the middle of a pandemic — without skipping a beat!” said Chad Palmer, VP of Franchise Development for United Franchise Group. “Their professionalism and the quality of their work has been instrumental in consistently delivering high-quality leads, month after month.”

In reflecting on the past year, Galligan noted: “We’ve always been sensitive to the needs of our clients, and 2020 demanded that we tune especially into the challenges that the pandemic presented.” Part of that sensitivity meant aligning with our clients’ goals to navigate these uncharted waters.

“The fact is, the franchise model provides a great way for people who may have been adversely affected by the pandemic to reinvent themselves by finding new employment that included purchasing a franchise,” said Galligan. “Partnering with a brand means access to support and resources that wouldn’t otherwise be available, and every time we help a franchisor sell a franchise, we create a new business that expands that community’s economy. It’s a real win-win!”

IDS’ strategy and holistic approach allowed the company to achieve double-digit top-line growth with a healthy profit during a time when many companies were forced to cut back on services and staff.

“We’re really grateful for the chance to work with all our clients, both old and new, and are looking forward to helping them reach their goals for 2021 and beyond,” continued Joseph Mohay, IDS co-founder and CRO. “It’s all about staying proactive, positive, and ready to meet the day.”

Check out IDS' recent client success stories on their resources page.

For more information about IDS and its suite of services, reach out to Steve Galligan: (, 978-828-0084)

At IDS, we’ve worked with dozens of franchise brands and have been a part of many successful franchisor stories. This month, Franchise Consultant Magazine features a piece on the Titus family, the founders of franchising powerhouse United Franchise Group (UFG). UFG and IDS have been partners since 2015, and we’re humbled to have played a part in their franchise business growth strategy. Learn more about UFG and how they’ve transformed franchising over the last 35 years. 

A Family Business

Ray Titus and Jim Tatem

Along with his father Roy, Ray Titus opened the first Signarama store in 1986. The business had a straightforward mission: to create signs of all shapes and sizes. The business was such a success that father and son decided to franchise their concept. Today, there are over 700 Signarama stores worldwide!

Bolstered by their success with Signarama, Roy and Ray founded UFG and began building up other franchise brands. Today, legacy brands like Fully Promoted, SuperGreen Solutions, and Transworld Business Advisors make up UFG’s foundation. They’ve partnered with over 1,600 franchisees in 80+ countries. Along with his sons, A.J., Austin, and Andrew, Ray Titus continues to grow the company by investing in new concepts.

Their focus on family, knowledge of franchising, and dedication to research and development have helped UFG to stay on top for decades. At IDS, our digital marketing services help them to stay there. 

The IDS Partnership with UFG: Master Franchise Development in Action

Since we at IDS began working with UFG, we’ve developed unique strategies for each of their brands, helping them to find their target audience of franchise investors. Throughout this time, we’ve analyzed the performance of their websites and digital content and have continued to adjust our strategies in real-time to keep UFG on top of relevant search results. 

A few of the strategies we’ve utilized for UFG include:

SEO: Keeping their websites, blogs, and other content updated with relevant keywords to capture more traffic and direct it their way. 

Hyper Local Pages: Targeting prospective franchisees in specific areas where brands need to expand. 

SEM: Strategically investing in paid ads to amplify their message to the right audiences. 

Blogs: Regularly publishing SEO-optimized blogs that serve the dual purpose of keeping prospects updated and informed about their brands.

As franchise development experts themselves, the UFG team has had unique insight into how each of these strategies have helped to grow their business. See what they have to say about our partnership for yourself:

“I spent months vetting essentially every well-known franchise focused marketing company. After receiving detailed proposals and speaking with dozens of vendors, it was clear that Steve, Joe and the team at IDS were the best choices. Not only was their pricing the best, the IDS team were unequivocally the easiest and best to deal with on such a large project. Most importantly, after completing the projects, we needed to see a quick ROI. Bottom line, within 6 months of launching all sites and marketing plans, we had closed deals and positive ROI.” – Jason Anderson, President, Venture X

“We’ve been working with IDS the last 5 years and we couldn’t be happier. Even through all the uncertainty that’s been surrounding the country in 2020, our IDS-created websites continue to generate great traffic as well as new franchise buyers.” -- Brady Lee, COO, United Franchise Group

We couldn’t be more excited that UFG and the Titus family have been recognized by Franchise Consultant Magazine. UFG stands out among our many customer success stories because we’ve gotten to know them so well over the years, and know that their integrity and business acumen make them a standout in the franchising space. We wish them many more years of success, and can’t wait to see what they accomplish next.

If you’re in need of franchise development services, contact IDS! We’ll devise a custom plan for your franchise that’s designed to help you similarly connect with your target prospects.

How often do you search for a specific service “nearby” on a mobile device or desktop?

Before technology, word of mouth was how we obtained reliable recommendations, but local SEO marketing is taking over.

These trends are revolutionizing the landscape of consumer marketing; you’re probably wondering how you can take advantage of this opportunity to bolster your localized digital reputation. Our agency has worked with franchise brands, their territory owners, and B2B brands to amplify their localized presence, and we have some tips for how we can make the most of this opportunity for you.

The Importance of Google My Business 

If you access Google and type a specific industry with the term “near me” in your browser, one of the first things you’ll see is a map followed by an extensive listing of businesses in your area that fit the criteria. Those businesses each have an individual profile that is managed through Google My Business. Local Map Results for coffee near me

From the perspective of a consumer, the more details they are provided within this listing, the more likely they are to invest their time and money into the business. To ensure you’re making the most of your digital real-estate profile, it should include:

Creating your Google My Business page is a great first step to improve your local SEO marketing efforts, but you can’t just rely solely on your profile. 

Managing Your Reputation

Word of mouth still plays an important role in validating a consumer’s purchase. Before a buyer determines to give you their business, they’ll want to scroll through reviews to verify whether your business is worth their time and money. 

Did you know 57% of consumers will only use a business rated four stars or higher?

Of course, every business wants to receive glowing testimonials that enhance their reputation, but you have to work with what you have. These reviews are a fantastic way to build trust with consumers and let them know what you will do to address their feedback or concerns. 

By responding to Google My Business reviews, you can manage negative feedback by reaching out to those people directly to let them know you care, and in turn, earn the trust of future consumers. New users to your page will appreciate that you value their feedback and are willing to do what it takes to satisfy their needs. 

Adding Localized Terms in Relevant Areas 

If you’re looking for a way to elevate your localized marketing strategy and compete against local competitors, adding regional keywords to your Google My Business profile and landing pages can make a tremendous difference. 

IDS can create a location-specific page for your territory and optimize it by utilizing brand targeted keywords and, by doing so, reveal the relative service area that’s in closest proximity. That way, the next time a consumer in your area searches for “dentists near Orlando” or “cafes near Chicago” the greater the chances are that your business will populate first in results.

Integrated Digital Strategies is your complete digital marketing solution. Our robust suite of services includes SEO for local businesses-- we have years of experience helping brands boost their local ranking, manage their search listing, and develop a reputation within their region. 

SEO for local businesses is still a relatively fresh concept, and Google is always changing. These are just the basic methods to take your strategy up a notch, but our team at IDS is always looking for ways to improve to help our clients meet their goals. 

If you’re interested in receiving a complimentary audit, our team of experts can analyze the areas of improvement you can make in your local SEO marketing, feel free to fill out this form

As recently as ten years ago, there wasn’t a comprehensive online franchise marketing resource for franchisors to turn to. Oftentimes, they’d partner with agencies that were used to promoting business-to-consumer (B2C) products and services. Without a nuanced understanding of franchisors’ needs, or much experience targeting investors rather than customers, agencies like these often fell short of their clients’ expectations. Integrated Digital Strategies (IDS) emerged to fill that gap in the industry and help franchisors develop their brands by finding the right investors. None of this could have been accomplished without the vision of our co-founder, Steve Galligan. Learn more about his journey into the world of online franchise marketing, here.

A Changing Media Landscape

Steve Galligan at the IDS Amesbury office

Steve Galligan built a strong marketing career throughout the ‘80s and ‘90s. He spent decades working in the print advertising industry, with a focus on telephone directories. Although he had risen to executive status, he began to realize that things were changing fast in the industry as more and more people began turning to the internet for information, rather than to newspapers or phone books. He reflects: “At the end of the 1990’s, I could see that this business model that had seen great success for more than a century was starting fade with the advent of the new age of information.” 

As the early 2000’s passed, Steve observed that many traditional publishers who weren’t adapting to the internet and new ways of finding information were hemorrhaging money. Rather than continue his career in print advertising, he decided to create a new business that specialized in helping companies more effectively reach their target audiences online – and so, IDS was born. 

A Focus on Online Franchise Marketing

A vendor to IDS in the early years of the company tipped Steve off to the fact that franchisors were in need of better digital marketing services. As he began to work with more franchisors, he realized that this advice was absolutely true. Unlike B2C companies that needed to spread a wide message to a general audience, franchisors also need to get their message out to a select group of qualified individuals who would be interesting in opening a new business. A message this specific was a perfect fit for the SEO, SEM and content strategies IDS had to offer. 

Soon, IDS became the go-to agency for online franchise marketing. In Steve’s words: “Experts know that when you specialize, your value goes up because people know that you understand the business solidly.” After nearly ten years in business, it’s safe to say that IDS’ value is clear: we’ve helped dozens of franchisors by creating customized suites of services tailored to their unique needs.

Leading a Winning Team

When asked about IDS’ success, Steve is clear that it’s been a team effort. Having worked his way up in the marketing business for decades, Steve has worn many hats and understands how important it is to staff IDS with the right team. He’s gone out of his way to find highly-qualified individuals who care about the clients they serve. When asked about how IDS stands out from other digital marketing agencies, he quips: “We’re not automatons!” Steve and Midge Galligan

“Everyone runs our business like it’s their own — our employees have a sense of ownership. Everyone has a say, and anyone can offer a suggestion. Clients can tell the difference because IDS employees are empowered, and no one just goes through the motions.” Steve has fostered a collaborative environment, and employees regularly share strategies and insights across teams to benefit clients. The result of all that empowerment? “Second to none is client relationships!”

IDS is a brand that values strong relationships with clients, and we’ve forged lasting partnerships with many of the brands we represent. Other long-standing relationships can be seen within our team — Steve co-founded IDS with Joseph Mohay (CRO). Steve and Joe’s partnership goes back over a decade to the time when they worked in telephone book advertising together. Joe’s hard work, dedication to clients, and winning personality made a lasting impression on Steve. When Steve conceived of the idea to start IDS, he immediately realized: “I’ve got to call Joe. He would be awesome!”

Another lasting partnership that strengthens our brand is between Steve and his wife, Midge Galligan. A video producer with years of experience in the television news business, she’s more recently been putting her skillset to use in the corporate world. Ever since IDS was founded, she’s been making quality videos for franchisors that showcase their unique value propositions. In her own words: "We have been producing ‘day in the life’ videos telling potential franchisees through the voice of the owners why purchasing a franchise is such a rewarding and positive experience."

As you can see, Steve’s decades of marketing experience helped him create an online franchise marketing company that achieves excellent results for clients, thanks to teamwork and collaboration. As the business continues to grow, Steve’s integrity and dedication are an inspiration to employees and a major differentiator to clients.

Is your franchise brand getting strong leads from your internet resources? If not, get in touch with Steve today. He can help you make a new plan to boost your sales funnel. 

Integrated Digital Strategies - A Franchise Marketing Agency
Greater Boston

6 Chestnut Street
Unit 210
Amesbury, MA 01913


100 E Pine Street
Suite #110
Orlando, FL 32801

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