Companies are always looking for new and effective ways to optimize their marketing strategies and better understand the buyer’s mentality. There are incredible benefits to analyzing the emotional state of consumers — and the processes they go through when making a purchase — and Integrated Digital Strategies has relied on sophisticated inbound marketing techniques to help a long list of franchise businesses reach their customers on an emotional level. See why we believe, based on our years of experience in the industry, that staying in touch with your consumers' emotions is a vital aspect of inbound marketing for franchise businesses.
Some of the best examples of emotional marketing are the commercials we see on television during the Super Bowl. The day after the big game, non-stop discussion almost always follows about which ones stood out, and long-winded debates and even internet polls on the subject pop up to gauge sentiments and opinions. Invariably, the commercials that get the most buzz are the ones that make people laugh or cry, or that contain political or pop-culture references. These ads connect emotionally with the viewer and make the commercial memorable, thereby helping the brand name and message stand out.
The power of emotional advertising is borne out by numerous studies. In one study that examined the percentage of profit gains between emotional and rational advertisements, psychological marketing strategies outperformed rational by nearly double. These aren’t the only statistics that are convincing many larger corporations to pivot their marketing strategies:
Through a careful and thoughtful process, IDS helps franchisors by developing personas of their ideal franchisees, their best customers who they'd like to target. We then create relevant and rich content directed at those exact buyers. Whether it be the corporate employee who's tired of the rat race, or the fresh-out-of-college entrepreneur, IDS crafts content that's designed to reach a franchisor's target audience, making sure to touch on the things that matter most to them. Appealing to a buyer's emotions could be the difference between committing to a brand and moving on, which is why we make it such a priority.
Do you want to learn more about how IDS can improve or create your inbound marketing strategy? Contact us today.
Most businesses, big or small, are looking to improve their marketing efforts, but sometimes it’s hard to identify the most cost-effective and reliable way to do that. Integrated Digital Strategies can improve the online franchise marketing efforts of your business using inbound strategies that are impactful and that fit your budget. There are plenty of benefits that come with sharing your message with the interested few rather than blasting it out to an unmoved majority. Keep reading to learn the reasons why inbound marketing has proven to be a cost-effective and result-driven option.
How often do repetitious product jingles or peeling billboard images get you to take action and buy a product or service? Outbound marketing’s broad and indiscriminate message delivery makes it harder to rationalize the price point, and harder still to gauge its effectiveness. Inbound marketing is advertisement with a defined audience in mind, and it directs its message to a qualified and likely consumer. Spending your marketing dollars on outbound strategies is often wasteful, because your message falls on the eyes and ears of too many people who don’t empathize with the solution your product or service provides. But inbound marketing narrows the field and targets only those buyers who are most interested in what it is you have to offer. By narrowing the scope of the message, our clients can find and reach their best potential franchisees without wasting their money on disinterested parties.
With each new and unique way for content to be delivered, it seems there are less and less ways for outbound marketing to reach a meaningful audience. Decreased newspaper readership is causing printshops to close, radio hosts are taking their acts to the podcast studio, and even television stations have taken a hit due to streaming services. Many of the traditional facilitators of outbound marketing efforts are struggling, and it's led to an incredible push toward inbound marketing. Instead of directing resources to antiquated outbound avenues, more and more companies are relying on inbound marketing strategies to get the word out.
IDS works tirelessly with our clients to cut the cost of qualified leads and attract qualified franchisees. We've found that the results that come from optimizing companies’ inbound marketing efforts have produced incredible results, and not just for our own clients. Studies have shown that leads gathered by inbound marketing have proven to cost over 60% less than outbound leads. Further research has shown that three out of four inbound marketing channels cost less than the outbound process. It’s no wonder the popularity of inbound marketing is increasing, with companies of all sizes turning to it to meet their marketing needs.
Do you have questions about online franchise marketing and how we utilize it? Contact Integrated Digital Strategies today.
As of July 2019, LinkedIn implemented a new algorithm that will immediately change strategy for all marketing teams and strategists using the platform. Integrated Digital Strategies has adapted to these changes in the past by developing up-to-date game plans for social media marketing for franchises. Not every change that is made creates a disadvantage for the user; instead, it’s to promote organic and meaningful content. Read on to discover how you can improve and adapt to this algorithm and take advantage of these changes.
To fully understand LinkedIn’s new algorithm, it’s essential to know what the change is designed for. The purpose of a change like this, across all platforms, is to create a set of rules and guidelines that promotes certain content. While some pages might promote frequent activity and present content chronologically, such as Twitter, other platforms support organic and quality content as opposed to regular posting like Facebook. The way that these algorithms are implemented is completely dependent on the way that certain platforms would like their content to be consumed by the user.
With this recent algorithm change, it appears LinkedIn has decided to go the route of a platform like Facebook or Instagram. Its new algorithm prioritizes content that is most likely to be relevant to you and what users on the platform will engage with. While users are still able to filter content from “Top” to “Recent” using a scroll wheel, you will not have to post incessantly to get a user's attention or to appear at the top of a timeline. Similar to SEO, based on the content that you produce and how it ranks for quality and relevancy, your account will build a reputation with the platform.
Our team is continuously looking to improve our strategies for social media marketing for franchises, so we have a few tips on how to alter your approach moving forward. As we've stated, a change to a social algorithm doesn't always mean the switch will have a negative impact. The approach your company should take when developing your new strategy is to generate unique content to post, at optimal times and with the professional business tone that has been identified with LinkedIn for years. By also using SEO keywords, you'll be able to boost your social posts to the top of the feed. As a result of creating unique and timely content, you should see real improvement in the ranking of your posts.
Would you like to keep updated on the changes that are being made to all social platforms and how they affect social media marketing for franchises? Stay up-to-date with our blogs or feel free to contact us today.
Having the ability to introduce thousands of consumers to your product or service on a regular basis is the dream of any business owner — and the good news is, social media can help turn that dream into a reality. If used correctly, social media can create public awareness of your brand far better than any outbound marketing effort, and in a highly cost-effective way. Since its introduction, Facebook, for instance, has experienced explosive growth, with user activity reaching 2.41 billion in 2019. Other social platforms have seen similar growth. They all enjoy audiences that your business should tap into if you want to reach your best customer and tell your brand's story — and with plenty of platforms to take advantage of, social media marketing for business franchises can create an awareness of your brand that is unique and valuable.
Social media is your business's chance to create a direct line of communication between your brand and the public, so it’s important to make content meaningful and to take its potential seriously (even if your brand is all about fun). One of the very first things you'll need to do is establish your brand's personality through the voice you use — the words and language you employ that speak to your brand's story and culture. Establishing a brand voice is very important because it lets an audience know how to interpret you. Are you serious, are you light-hearted? Are you direct, are you personal? Your brand voice will be determined by what it is you have to offer and who it is you're trying to reach, so it's important to put some time and thought into it, and to be consistent. By developing a voice that your audience can relate to and count on, you build a relationship with them that encourages trust and loyalty.
These days, more people are spending more time on social media and less time paying attention to content that's not immediately meaningful or interesting. So what's a brand to do? Building a strong social media presence is all about standing out from the crowd, and depending on what social media platform you're using, that's accomplished in different ways. But by varying the content of your posts from day to day, alternating between photos, videos, and content that asks something of its audience, for instance, you'll be able to gauge what works and what doesn't. Effective social media marketing for business franchises relies on content that is fresh, authentic, and engaged with, and it's up to you to make sure you create that kind of content regularly.
Remember, it's not enough to create a presence on social media and then just walk away. You need to stay involved. By interacting with visitors on your page and paying attention to your posts' engagements, you'll be able to get a better idea of what your customers are responding to and what matters to them. This is critical to developing or reinforcing your brand's voice and culture. Make it a point to use social media regularly, post consistently, and respond to engagement. Doing so will allow you to reach your best customer and grow your brand's reach.
Would you like to know more about how social media marketing for business franchises can accelerate your business's brand awareness? Contact Intergrated Digital Strategies today.
There’s no one size fits all local marketing tactic that will help your practice outrank your competitors. Sorry to break the bad news. However, there are many best practices.
At our local marketing agency, we have more of a focus on online marketing strategies (vs offline) to help all of our dental and medical clients gain market share in an ever increasingly competitive landscape. Not to say that we alienate anything offline! We do coordinate many of our strategies and tactics between online and offline and you should too. Which brings me to this….
Marketing your practice locally online, in our opinion, comes down to 3 main things.
1. Knowing who your target market is. (Are you really sure?)
2. Knowing who your competitors are. (What seems to be working/ not working for them?)
3. Understanding the biggest pain points of your prospects. (What kind of non-branded value can you provide them?) (You should read the book “Youtility” by Jay Baer if you haven’t already)
Once you fully understand this, you can then start to develop a local marketing strategy online to outshine your competition. This can be as basic as starting off with a new inbound marketing focused website or claiming your local listing on Google. Or as complex as using marketing automation software to send out persona based content to push your prospects further down your sales funnel.
Recently, our CDO Joseph Mohay put together a presentation entitled, “Integrating Local Internet Marketing into Your Business." See the slides below.