The internet has been a huge success for the consumer, who now has more choice than ever before and it’s all at their fingertips thanks largely to Google. Google advertising and Search Engine Optimisation are more than just the new Yellow Pages. Once upon a time, local area marketing consisted mainly of the Yellow Pages, fliers and local papers as the way that franchisors would spend their franchise marketing budgets to drive sales to the local stores. The advent of the Internet, but more specifically Google Adwords and Search Engine Optimisation, has largely moved local area marketing online, yet the franchisors have been slow to understand the value of this new technology.
The franchising model has been one of the most globally successful stories in the SME world. However, many franchisors have seen smaller operators successfully infiltrate their market share through highly effective online strategies. On the Internet even the smallest business can look big. On the Internet even the biggest businesses can look small and incompetent.
What many franchisors in Australia fail to realise is that the Internet (Google) is actually perfectly designed to support the franchising model of multi store locations. 90% of all searches online are done using Google. What this means is that the first thing a business needs to get working is their presence on Google. If you don’t come up in Google search results for the products and services that you provide, then you are invisible to the consumer looking for you.
Why a franchisor should use a Google Advertising Specialist company.
Using a Google Advertising specialist, Franchisors can run campaigns for each of their franchise stores and effectively manage the advertising budgets for each store. A Specialist will provide Franchisors with a (ROI) report detailing the cost effectiveness of advertising spend, something near impossible to do with flier drops and other more traditional local advertising.
The importance of an SEO specialist company
Search Engine Optimisation is abroad term for organically coming up in search results down left hand side of a Google search. This includes having a presence on all Google products from Google Maps, Google Plus to Google business listings. Each of these needs to be dedicated to a clear keyword strategy so that you can focus on coming up for search results that are more valuable. With the recent changes that Google seems to continually release, it is important to work with an SEO company that not only understands SEO but also the franchising industry.
But how is also this any different to any other business out there? Well, one thing that Google is focused on is localisation in search. If I am looking for a hairdresser or someone to cut my lawns and I live in Adelaide, I’m not going to be looking for a business in Sydney to come up in search results, am I?
So what does this mean for the franchisors and the franchisees? It gives the brand Internet reach that only a brand with multiple locations can achieve. This means that the brand can come up more often in search results in more locations across Australia, and as such improves the likelihood of conversions. More touch points means the brand becomes more relevant and more competitive.
While anyone can have a presence online, the brand with more presence will have a bigger presence. This is why it is vital that franchisors focus their online strategy on making sure that each of their franchise outlets are well optimised to come up in search results and that they are all following the same strategy. This is why it is important to deal with an Internet Strategy company like SLAM strategy who are focused on the franchising industry.