The Importance of Custom and Local Reporting for Franchisees

Franchisee Reporting

If there’s any one single key to franchise growth, it’s data. Having access to customized, local reporting of data is crucial for franchisees to expand their customer base and make day-to-day decisions. While franchisors typically work with raw data, it’s less common for franchisees to have a chance to view data that is applicable to their situation in an accessible, easy-to-visualize manner. 

With relevant data that’s been fully tailored to their specific situation, franchise owners can be more proactive about taking advantage of otherwise overlooked opportunities and gain valuable insights into consumer behaviors.

How Franchisees can Benefit from Custom and Local Reporting

Franchisees typically pay into a marketing budget as part of their fees to the franchise brand. It’s often the understanding that this budget will not only be used to promote the brand as a whole, but also ensure individual franchisees have the marketing support they need.

While brands may use this budget to collect and analyze big data, they don’t always share their finds with franchisees in a way that has a direct impact on their daily operations. This leaves franchise owners unable to benefit from the proceeds of a large chunk of their fees.

Much of the time, this disconnect happens when franchisors are uninformed about the advantages of arming franchisees with data specifically tailored to their locations. Here are just a few of the insights franchisees miss out on without access to custom and local reporting.

Understanding Potential Customers 

Basic demographic data is often used to assess the number of potential customers in an area. However, providing franchisees with this kind of static data isn’t enough. For territory-based businesses that lack brick-and-mortar storefronts, it’s especially important to collect and analyze psychographic data.

Psychographic data refers to consumer habits and buying behaviors. Because of the changing nature of this data, it’s far more dynamic than demographic data and a more accurate representation of who is likely to purchase a product or service. With this information at hand, franchisees will have a better idea of which potential customers to target. In addition, this type of data can be used to redefine territories more evenly and accurately.

Understanding the Latest Trends

Market conditions are constantly changing, and the only way to remain relevant is to stay on top of the latest changes in consumer purchasing patterns and marketing techniques. The right data allows franchisees to conduct market checks and make proactive decisions when planning and budgeting.

Understanding Where Improvements can be Made

Real-time data is necessary for franchise owners to make changes that enable them to operate their businesses efficiently and effectively. When a franchisee has the ability to do a quick data audit, they can both improve their performance and avoid making costly mistakes or investing in areas that won’t offer a significant ROI.

Data can also be used to rank franchisees based on performance. This helps franchisors understand which locations could use a little more support and why they may be falling behind. 

In turn, rankings are a great motivational tool for franchisees. This system can not only be implemented to acknowledge the hard work of top performers, but also to inspire those who still have room for improvement.

Making Data Accessible for Franchisees

Franchisees already have enough on their plate as it is, and most won’t have the time to sit down and analyze a bunch of stats on a regular basis. It’s better to ensure they can get the specific takeaways they need through a customized reporting solution. A dashboard that offers plenty of control over how franchisee reports are displayed is what franchisors should be on the lookout for.

It’s also beneficial to maintain a degree of flexibility here, as everyone has different preferences for how they interact with data. Franchisees wear a lot of hats, but Data Analyst typically isn’t one of them. Choosing a reporting program that offers ample visualizations and predictability functions is the best way to ensure franchisees are able to take in data in a practical way.

Finally, franchisors and franchisees alike will benefit from keeping the data collection side of things automated. Being a business owner is demanding, and simply taking care of business is often more than a one-man job. Franchisees shouldn’t have to sacrifice time spent with customers in order to input data. Instead, it’s best to use an automated system that gathers data from a range of relevant sources (such as Google My Business and Yelp) and curates regular, easy-to-digest marketing insights for individual franchisees.

Get Your Online Presence Back On Track with these Tips

The COVID pandemic has led to a sharp increase in time spent online. With so much of the world actively engaged online, your brand should not be an exception. Many brands, however, are left wondering what kinds of messages they should be sending, and how to stay relevant when nearly every brand is fighting for attention in the virtual space?

Building your online presence during a pandemic is no easy feat, but with the right tools and perspective you can develop a genuine connection with your customers that leads to increased online interaction even as consumer purchasing patterns fluctuate.

The Best Digital Marketing Strategies for Today’s Circumstances

If you’re looking for a roadmap to guide you through this unfamiliar environment, we can help. 

Here are our tips for maintaining your brand’s image and connecting with customers in the current climate of uncertainty.

Tip #1: Focus on Delivering Value

Be sure any message you send is one that contains some kind of value for the customer. With so many brands taking the “we’re in this together”, it’s no surprise that many consumers are starting to feel a little skeptical or even cynical about these kinds of messages. 

Rather than putting all of your efforts into projecting positive vibes, focus on serving your target audience in concrete ways. It’s through action, not just words, that you will build trust and retain attention.

Tip #2: Understand that Mistakes Happen 

We’re all new to this, and no one has a degree in marketing during a pandemic. If you do get started off on the wrong foot or find that your messages aren’t generating the positive reaction you hoped for, don’t be afraid to apologize. Listening to your audience and acknowledging that you’ve made an error is the best way to move forward.

Tip #3: Cater Content to Consumers’ Current Needs

Right now, it may be best to emphasize qualitative over quantitative data. You may need to focus on creating content that doesn’t necessarily generate the kind of outcomes you’re used to.

Instead of producing content meant to increase your ROI, you may want to ask yourself how you can provide consumers with a positive experience they’ll remember in more stable times. This could involve putting out some kind of “infotainment” that helps customers fill their time in a constructive way, or other types of creative content that are relevant to your industry but don’t necessarily promote your product or service outright.

Tip #4: Take Advantage of PPC Marketing

With fewer people out and about, more and more individuals have taken up residence in front of their screens. This means more Google searches and more eyeballs on pay-per-click (PPC) ads. 

If you’re not already using PPC marketing, there’s never been a better time to start. Thanks to a decrease in cost-per-click and increase in viewership, you’ll get the best bang for your buck with this digital marketing strategy.

Tip #5: Put an Emphasis on SEO

Don’t consider this lull a time to pull back on your SEO efforts. Instead, you should be optimizing your website and content on a very frequent basis to remain on the front page of Google SERPs.

Implementing local SEO strategies is also more crucial than ever as many families are sticking to their local neighborhoods for supplies and services. Local SEO can help ensure your website appears in “near me” searches and makes it easier for customers in your area to find your information. Not only can local SEO drive new customers to your business, but it can also help you be there for your community when they need you most.

Tip #6: Use Social Media for Its Intended Purpose

Connecting with others has always been the main goal of social media. Now is the time to take a moment to connect with your audience over the shared experience of the pandemic. 

There will be time for sales pitches and marketing pushes in the future. However, as we all begin to embrace a new normal, you have the chance to tap into the emotions your audience is feeling and let them know they’re not alone.

Getting Your Business Ready For A Comeback

Undoubtedly, the last several weeks have been some of the most challenging we’ve ever faced as a nation and franchise community.  The good news is there’s light at the end of the tunnel – the pandemic is receding and discussions are well underway to begin winding back restrictions and reopening the economy in a staged approach over the next couple of weeks.  This is obviously very welcomed news for all of us from both a personal and business perspective.

Through the unprecedented times we find ourselves in, there are unique opportunities out there to both help your business adapt and prepare for coming out of this situation stronger and more successful than ever. Read below to learn more about the tools you can use now to perfect your digital marketing campaign and expand your influence online.

Make Use of Analytics

When it comes to digital marketing, data is king. Analytics (from Google Analytics, Adobe Analytics, or other industry-specific brands) offer insight into your customers’ behavior that can be leveraged in a number of ways. If you’re not making use of this tool already, you’re doing your brand a disservice.

For example, you can utilize analytics to better understand which search engines people are using to get to your site. You can also determine the keywords that are producing the most hits, which can help you develop a more effective SEO strategy.

In addition, analytics can be used to find out how long customers stay on your page before clicking away, and which links they tend to follow on your site. And if you’re interested in the demographics of your customers, this tool can provide you with in-depth information about viewers’ locations.

Focus on Building Keyword-Specific Pages

While efficiency is critical in many aspects of your business, it’s not always the goal when building out your website. Rather than creating a single page for a category of products or services, take the time to build individual pages for local terms that include precise on-page optimization. This division of pages can help increase organic traffic to your site and offers more opportunities for you to create eye-catching content.

You can also build campaign-specific landing pages to minimize friction during the purchase journey. Unlike homepages, landing pages that have a clear message unburdened by distracting site navigation options tend to have a high conversion rate.

Embrace Social Media

While most of us are on some form of social media, not everyone feels quite social media savvy. When you think about putting your business on different social media platforms, you may hesitate for fear you’ll make a mistake.

However, social media is just too good of a tool to pass up. Not only is it relatively easy to use and inexpensive considering the broad audience it can reach, but it also makes it possible for you to engage with customers in a way that traditional marketing techniques simply can’t match.

With social media, the options are quite literally endless. It can be used:

  • For anonymously getting an up-close look at your competitors in order to find ways to distinguish your brand from theirs. 
  • As a platform to request feedback from customers.
  • To post minute-by-minute updates of store events, sales, and new inventory. 
  • To shine the spotlight on your hardworking employees, giving your audience the chance to make a more personal connection with your brand.

Stay Relevant with Retargeting

If a great first impression doesn’t do the trick, how about a second? With retargeting tools, you can continue to display ads to viewers even after they’ve left your site. Since retargeting can reach across multiple platforms, including social media feeds, blog posts, and different websites, viewers will be able to keep your brand in mind no matter where their internet travels take them. Finally, retargeting is the best way to keep your product or service in front of consumers’ eyes even when they aren’t actively seeking it out.

Rethinking Your Digital Marketing Through COVID-19

With the news of the impact of COVID-19 changing every day, it can be tough to grasp how all of these new changes will affect your business overall, not to mention what the situation signals for your digital marketing campaign. While there are many uncertainties that lie ahead, there are still concrete steps you can take to maintain a marketing strategy that makes sense for your brand.

In normal times, marketing is all about adaptation – to new trends, new data, and changing consumer behaviors. Now more than ever, that ability to remain fluid through changing circumstances is key.

Your team should be thinking on its feet, while also being sure that any and all decisions are made in a spirit of compassion. This is the time to invest in long-term consumer trust and loyalty, keeping your brand in a positive light throughout the ups and downs that the future holds.

Adjusting Your Digital Marketing Approach During Uncertain Times

Here are our suggestions for maintaining a strategic approach to digital marketing while navigating this uncharted territory:

Aim to pivot, not pause.

While in-store traffic is being curtailed in the wake of the pandemic, TV usage, and at-home online activity are skyrocketing. This presents an opportunity for advertisers to reach their target audience through more targeted investments in different forms of advertising. Rather than pausing your campaign altogether, you can pivot your digital marketing strategy to comprise platforms that are most relevant to the here and now. 

OTT-CTV is one example that shouldn’t be overlooked. OTT-CTV advertising combines the impact of traditional TV advertising with the precise targeting capabilities of a digital campaign, including addressable targeting, behavioral targeting, and demographic targeting. 

The use of Social Media in the United States is up 30% in recent weeks. This is the time to make sure you’re staying in front of your audience and reminding them of your services. It’s also a great way to provide thoughtful content and share supportive resources with your audience.

By taking into account how your customers’ consumption of media is changing as their daily lives are altered, you can be sure to reach them as they embrace different platforms. 

Take a leadership role.

Customers may not know how the pandemic is changing how your industry operates, and providing them with more information can help them see you as an authority in your industry. From a quick email blast to social media posts or an informative banner on your website, there are many ways to go about getting clear information out there concerning any processing changes or limitations that are affecting the way your business normally runs.

Ask the right questions.

What do customers need from your brand right now? How can you adjust your services to make them more viable as self-isolation and social distancing measures become necessary? 

Many of these questions can be difficult to answer. Make sure you’re communicating with your digital marketing partner to help you navigate the right path you should be on during these uncertain times.

Strive to stay tonally on point.

In this day and age, certain subjects, images, and types of humor aren’t going to be perceived in the same way as they would have been even just a few weeks ago. Take the initiative to reassess all aspects of your digital campaign, from keywords and copy to visuals and other creative elements, in light of the current situation. Being proactive about tweaking these aspects of your digital marketing creative now can mean the difference between running an effective campaign and running one that is seen as being tone-deaf.

Trying times often call for creative thinking and a willingness to adapt. By taking things one day at a time while also keeping an eye on what the future holds, your team can make digital marketing decisions that give your customers confidence, shine a positive light on your brand, and help make the future a little brighter. 

Preparing Your Digital Marketing Strategy for 2020

As 2019 comes to a close, it’s time to reflect on both the mistakes and successes of the past year while also looking forward to the year ahead. Make the most of this opportunity for a fresh start by creating a marketing plan that sets your company up to thrive in 2020. 

Digital marketing is a dynamic field that is constantly changing, and it’s important that your marketing plan is driven by optimal marketing tactics that reflect these new developments. In order to create an effective marketing strategy for the new year, you’ll need to do some big-picture thinking. 

Start by taking a look at the goals you’re aiming to achieve, and work backward to determine the types of tactics that can make those results a reality. This method can also help ensure you’re building a budget that enables you to maximize your efforts rather than hindering your progress.

Keys to a Successful Marketing Strategy

Because change is a constant in the world of digital marketing, it’s sometimes difficult to know which strategy changes are worth making and which elements should stay the same. Read below for some tips that can help you make the most of the many opportunities that digital marketing offers.

You company’s website can either act as an open door for potential customers or an obstacle that they need to overcome. Small details like quick load time and bold visuals can have a major impact on customers’ ability to interact with your website and ultimately connect with your company. It’s important to look at website design through the lens of digital marketing, so don’t forget to include website optimization as part of your 2020 digital marketing strategy.   

The popularity of programmatic advertising is in perpetual growth thanks to its effectiveness at targeting and converting consumers. By utilizing programmatic ads, you can accurately target consumers at a variety of touchpoints throughout the decision-making process. Multiple touchpoints allow you to reinforce the benefits of your brand’s product or service and encourage the conversion from shopper to customer.

With mobile ads outpacing desktop ads and mobile devices comprising the majority of internet traffic, making mobile your main area of focus is key. However, that doesn’t mean that desktop is dead. In fact, desktop often plays a huge role in the final purchase process. Aim to develop a marketing strategy that is fluid enough to follow users as they shift between platforms.

Location targeting has made it easier to market business services to a specific area. Of course, this tool needs to be used correctly in order to reap the benefits that it offers. For example, brick-and-mortar businesses should target a smaller radius, while companies that can deliver their services throughout a broader area, such as a lawn care company, can focus on multiple neighborhoods.

Taking the time to segment your audience beyond a few general groups enables you to personalize the messages that you send to these micro-segments and nudge them towards a purchase. After all, not all potential customers are ready to “Buy Now!”. Some need to be directed to specific information or services before they make a decision. By understanding the needs and preferences of different segments within your audience, you can increase your ability to reach a greater number of people.

Even some of the best digital marketing strategies aren’t immediately effective, and that’s ok. It takes time to make different tactics work for your business. You’ll need to go through a process of testing, assessing, and honing your strategy before you begin to see results. Avoid abandoning new methods without investing enough time for them to be fruitful.

With more and more data available at your fingertips, you may not know how to put it all to use. Hiring an experienced digital marketing agency can help you accurately assess data, implement effective tactics, and streamline your overall strategy for success in 2020. 

Generating Franchise Leads with Digital Marketing

Building sign says "Interested in a franchise opportunity?"

When you’re developing a franchise brand, your survival depends on your ability to generate leads. Your brand can’t grow without qualified franchisees — even if you’ve created a strong franchise offering. To succeed, you need an equally strong system for generating franchise leads.

Digital marketing for franchise owners will play a central role in this system. To attract, nurture, and convert the right franchise leads, you’ll need a comprehensive and multi-channel strategy, one that covers multiple digital touchpoints.

Let’s take a closer look at how to make this happen.

Why Digital for Franchise Lead Generation?

At this point, almost every major franchisor depends on digital marketing for leads. This change is reflective of a broader, global trend toward digital marketing. But in the world of franchising, the shift toward digital marketing is especially noteworthy.

Here are five of the biggest reasons why this is the case:

  • Digital marketing gives you access to the widest possible pool of franchise leads, across the widest possible geographic area.
  • Programmatic, dynamic, and retargeted digital ads provide a cost-effective way to target your most qualified leads.
  • Franchisees conduct extensive self-directed research before purchasing a franchise. The majority of this research is conducted online.
  • Digital analytics offer powerful, proven methods for tracking, measuring, and fine-tuning online lead generation campaigns.
  • A multi-touchpoint digital marketing strategy will anticipate questions, concerns, and needs, creating a near-frictionless sales funnel.

Digital Marketing Strategies for Franchise Leads

A franchise location is a major purchasing decision. Given the weight of this decision, the purchase journey for franchise leads is an exceptionally long process.

As a franchisor, you need to stay with your leads at every step of this process. To do so, you’ll need to cover a wide range of digital touchpoints. What’s more, you’ll need a comprehensive overall strategy for lead generation. This strategy will need to connect from touchpoint to touchpoint, creating a coordinated journey for your leads.

Franchise owners need digital marketing

Here’s a look at how a range of digital marketing channels can help franchise owners generate leads:

  • Website Design. Before purchasing a franchise business, most entrepreneurs go through an extensive, self-directed research process. This process typically involves several hours spent reviewing franchisor websites. In light of this, your website could be the most important weapon in your lead generation arsenal. The perfect website will be attractive, fast, and intuitive, and it will have resources for every stage (or nearly every stage) of your sales funnel.
  • SEO. When creating your brand’s website, you’ll want to invest in search engine optimized content. SEO is a particularly cost-effective strategy for franchise lead generation. Search volumes for industry-specific franchise keywords are relatively low, so there’s less competition for these keywords. At the same time, those search volumes include a significant share of qualified buyers.
  • PPC Advertising. As with SEO, paid advertising is another great way to target high-quality leads. Through keyword research, you can identify which search terms are most closely associated with the different stages of the sales funnel. You can then tailor your ads to mirror the purchase journey of your prospects, keeping friction to an absolute minimum.
  • Programmatic. Programmatic advertising can help you target leads with extraordinary precision. Programmatic ads target users based on their search behavior, browsing history, location, and other factors. This way, you can micro-target your highest-quality prospects. Even better, you can reconnect with leads at later stages of your funnel, providing content tailored to their needs and preferences.
  • Social Media. In the world of franchising, social media sites like Facebook and LinkedIn are the most powerful lead generation tools available. No other social networks compare in terms of quantity or quality of leads. Take the time to polish your personal and corporate profiles, target high-quality prospects with ads, connect with interested prospects via direct message, and qualify leads with paid ads that drive prospects to your website.

Each of these channels can be powerful tools for franchise lead generation. But that’s only true if they support and reinforce one another. To generate, cultivate, and convert high-quality leads, you’ll need to create a seamless journey: from point A to B to C.

To learn more about how Qiigo can help franchise owners achieve Franchise Development goals through digital marketing, fill out the form below to  connect with one of our digital experts.

Digital Marketing for Restaurant Brands Part 2

In our first post on digital marketing for restaurant brands, we discussed the six courses you need for successful online marketing. We then detailed how to approach two of those six courses — search engine optimization (SEO) and local listings management — to help you build an effective organic web presence.

Today, we’re looking at courses three and four: pay-per-click (PPC) advertising and social media. Both courses play a crucial role in the overall meal, but they require distinctly different ingredients and skillsets.

PPC Campaigns Deliver Patrons to Your Doorstep

While SEO and PPC both fall under the umbrella of search engine marketing, they are mirror images of one another in a number of ways. SEO is an organic strategy that requires substantial time and effort, yet it pays off with long-lasting results. PPC is a paid tool that delivers immediate, in-the-moment results.

Despite these differences — or, to be more accurate, because of them — a successful search engine marketing strategy will draw on SEO and PPC. Just as two contrasting ingredients come together and accent one another’s strengths, SEO and PPC complement each other to form a greater whole.

PPC can also be used independent of SEO, via display ads or social media ads. When building a PPC strategy for your restaurant brand, you’ll need to look at four important things:

  • PPC Channels. Google AdWords, which is the largest and most popular PPC network, gives you a range of choices for where to feature your ads. Google Search and Google Maps are two of the most popular venues for restaurants, though many also find success through the Google Display Network and through non-Google PPC properties, like Facebook and Instagram.
  • Keyword Targeting. AdWords will display ads to users based on which keywords those users are searching for, so the success of your ads will largely depend on which keywords you target. Finding the right keywords — ones with significant traffic and high-ROI — requires initial keyword research, followed by fine-tuning based on your campaign analytics.
  • Compelling Content. Creating an effective PPC ad is a combination of art and science. As with keyword targeting, it’s important that you track and measure your ads to see which types of messaging resonates most with users. If you’re running a PPC campaign through Google AdWords, ad extensions — which allow you to include things like your address, your phone number, or an app link — can elevate your ad to another level.
  • Targeting Your Audience. PPC networks give users the ability to target users in a number of ways. Two of the best targeting methods for restaurant brands are via device and location. Users tend to use mobile devices for restaurant-related searches, and most restaurant customers can be found within a one-mile radius of the restaurant itself.

Beyond the ads themselves, you will also need to craft effective landing pages and establish a workable system for tracking and measuring your PPC campaigns. Depending on the size and structure of your brand, you may also need to coordinate with individual locations who wish to operate their own PPC campaigns, or who want a degree of control over PPC ads within their territory.

#SharePlates: Cook Up Business on Social Media

Social media is a crucial component of digital marketing for restaurant brands, offering a venue to interact directly with your patrons and establish the voice of your company. Despite the importance of social media, some smaller chains underestimate the challenges presented by social media.

Many make the mistake of not defining and refining heir voice, undermining the image they’ve worked hard to build in other areas. Some oversaturate their feeds with promotional posts, missing the opportunity to build a connection with customers. Others simply miss the mark, using slang in forced ways, making jokes that fall flat, or shoehorning trending topics into their posts.

Here are a few different ways that restaurant brands can build a stronger, more effective presence on social media:

  • Focus on the networks that work best for your business. Right now, Instagram and Facebook are the two most important social networks for most restaurants. Food photography on Instagram is a great venue for generating awareness, while Facebook gives customers one-stop place to check out your business before making a visit.
  • Create a mix of engaging and promotional content. For every promotional post, you should have two to three posts that are focused on engagement. Food photography — the more creative and indulgent, the better — does especially well on social media. Another smart strategy for individual locations is to highlight community events and organizations.
  • Build a strategy for brand-level and location-level accounts. Most social media networks pose an issue for multi-location brands, forcing them to create independent accounts for their corporate brand and individual locations. Facebook, however, make this process easy, offering the ability to create an brand-level page with control location-level pages.
  • Help customers find important information. Facebook has become a go-to source of information for users who are researching restaurants. As such, it’s important that you include detailed information on both your brand-level and location-level pages. Facebook makes this particularly easy for location-level pages, with the option to post your hours, address, phone number, website, menu, and more.

Social media is not only a great place to generate buzz and attract new customers. It’s also an ideal venue for interacting with existing patrons and managing your reputation by soliciting and responding to online reviews.

We’ll be talking more about reputation management in Part 3 of this series. In the meantime, we invite you to savor the above information and digest its importance between courses.

Digital Marketing for Restaurant Franchise Brands

One of the best things about being part of a restaurant franchise is the brand name recognition that individual locations receive. The franchisor leads the overall marketing initiatives, to which franchisees contribute, thereby relieving the stress and time it would take for them to go it alone.

But, don’t forget you will need to pepper in a little local flavor that speaks directly to each location’s community of foodies! This local approach along with the support of corporate marketing efforts will help locations to generate new and repeat business.


A Six Course Meal

For multi-location restaurant brands, having the right pairing of digital marketing tools is vital to building a strong localized online presence. With current and potential customers all searching in different ways, it can be an ongoing challenge to stay top of mind and visible to your audience. Ensuring that your digital marketing efforts are driving more hungry consumers to your front door requires a comprehensive strategy that includes:


Pay Per Click


Social Media

Local Listings and Reviews Management



Seasoning with SEO for Multi-Locations

There is a lot to unpack in the six course meal so today we’ll focus on a couple of the most important elements, SEO and Local Listings.


For multi-location businesses, challenges with localized SEO often arise at the corporate level. A common strategy is to list all their locations’ information on one master landing page. This is not really the best idea for effective SEO. It is recommended to create separate, optimized pages for each restaurant location because, let’s face it, the favorite appetizer in New York City may not be the same in Phoenix.


Your franchisees’ individual location page is a sort of microsite giving them a community brand that can be used to create relevant content to entice the locals to come in for a taste! So, keeping that in mind you want to include location specific information on each location page including:


  • Location information, directions, and a Google map
  • Food specialties
  • Local testimonials – people want to be heard
  • Social media connections (be sure to include local listings such as Google My Business, Yelp, Facebook, Twitter, Big Places, Apple Maps, and City Grid)
  • Restaurant affiliated or sponsored events at the local level


You’ll also want to focus on adding localized content on a regular schedule. Any content should be focused on keywords and geographies that are relevant to each location. If day to day operations keep your franchisees too busy to develop content, you can hire a professional writer. Many digital marketing agencies, including Qiigo, offer professional writing services as part of their SEO package.


Confirm Listing Information for Full Flavor Results

After location pages have been optimized, there are some additionals things that should not be overlooked. Directory site listings for each location should be claimed and all information should be verified. Look for the following points:


    • Verify each location’s information (Name, address, phone number) and ensure it matches across all directories
    • Confirm operation hours
    • Respond to reviews (Flattering or not, reviews can be your benchmark between “good” and “great” customer satisfaction)
    • Current photos. Take photos of a “full” restaurant with people enjoying themselves.


In the End – Digital Marketing Is a Delicious Dessert

You now have an excellent foundation to get your restaurant’s locations noticed. Be sure to continue to link to other businesses, local and community events, and most importantly update your content often! Nothing turns off foodies like the sale old, same old.


Local SEO for multiple locations can be a lot of work to set up and maintain, but the payoff is worth it. There are lots of tools out there to help you manage your efforts and a qualified digital marketing partner can help you to refine your strategy.


Bon appétit!


Learn more about digital marketing solutions for Franchise Restaurant Brands and schedule your free demo.


The Real Silver Bullet in Marketing

Ideas about digital marketingAre you searching for your marketing silver bullet? You know, the one tool, strategy, or tactic that will increase leads and make sales go through the roof?


Most of us have at one time or another, and it would certainly make marketing easier. Truth is, one simple solution doesn’t exist. The combination that will pay off in the long run, the real silver bullet in marketing, is building an effective marketing strategy with a solid execution process.


Building Your Silver Bullet

An effective marketing strategy should include a variety of fundamental tools and tactics used in unison to accomplish a major goal. Start building your marketing silver bullet with these key strategies:


  • Focus on opportunities that are most likely to result in profitable customers. Identify your ideal customers, along with their wants, and needs to build a target customer profile. Don’t waste time on opportunities that don’t fit your target customer profile.
  • Track Key Performance Indicators (KPIs). Track KPIs, such as organic and paid traffic, customer acquisition cost, social traffic, and email marketing campaigns so you can make adjustments when needed, such as allocating resources to profitable tactics and away from underperforming ones.
  • Use technology to your advantage. Personalize your approach, qualify opportunities, and measure the effectiveness of your process with technology for more efficient sales and marketing processes.  
  • Define a systematic sales process based on your ideal customer’s buying journey. Every customer goes through a process, or “journey” before they make a purchase, including your ideal customer. Awareness (they realize they have a problem), consideration (they define and research their problem), and decision (they decide how to solve their problem). Know the buying journey of your ideal customer, and build your sales process around it.
  • Have a consistent message. Having a consistent message across various marketing channels makes your brand more recognizable, and in turn, more dependable.
  • Use multiple marketing channels to reach your ideal customer. Don’t put all your marketing eggs in one basket. Instead, use multiple channels, such as paid advertising, inbound marketing, networking, email prospecting, and referral sales. Ideally, the consistent message follows your ideal customer through their buying journey and across multiple marketing channels.


Consistently executing on these fundamental marketing strategies will create the magic silver bullet you’re looking for, and pay off in the long run.


Overcoming the Franchise Local Store Marketing Challenge

local store marketing by qiigoWhen you own a franchise business, local store marketing can be a major stumbling block. Brands sometimes balk at the granular level of work that local store marketing demands, while franchise owners can be scared off by the resources and patience required for local campaigns.

But local marketing shouldn’t be a challenge for franchise locations, and these days, it doesn’t have to be. As more and more customers turn to their phones and their laptops for brand research and purchasing decisions, new streams have made local marketing easier and more cost-effective for brands and franchisees alike. By harnessing a mix of digital and traditional strategies for local store marketing, franchise locations can turn the local marketing challenge into a major opportunity.

Digital Local Store Marketing Streams

Whether you run a restaurant, an auto service center, or a cleaning service, your customers are trying to find you online. These days, the majority of customers rely on the internet to discover local businesses and research purchasing decisions. That has opened up major opportunities for brands and franchisees alike, offering new, cost-effective streams for targeting and capturing local customers.

  • Local SEO: Local search engine optimization (SEO) is a crucial part of any local digital marketing strategy, and it’s one of the most cost-effective local marketing strategies for brands to incorporate into their national marketing budget.
  • Local Listings Management: Keeping your local store information accurate across search engines is crucial for when customers are looking up your business online. Local listing management work can be conducted cooperatively at the brand level or locally by locations. However, most brands find that there is synergy by managing local listings at the brand level.
  • Social Media: Social media is a great tool for franchisees to incorporate into their local store marketing strategy. Whether you’re looking to respond directly to customers or get the word out about your latest promotion, social media platforms can be invaluable.
  • Targeted Ads: Geo-targeted ads are an excellent way to zero-in on your target customers and can be incorporated into national campaigns, allowing brands to show ads only in the vicinity of local stores.

Of course, local store marketing efforts can also incorporate other methods to reach local audiences. Businesses can also get active in their local communities by sponsoring sports teams, local schools, and popular events to give back and create a local presence.

Be Cohesive with National & Local Marketing

When marketing for local stores, brands should create a cohesive strategy that allows local stores to harness the brand awareness generated by national campaigns. That means taking a long, hard look at which aspects of local marketing brands can perform better on the national level and then giving franchisees the information and resources they need to use those efforts as a springboard for their own, individual efforts.

This might mean a brand-wide effort to optimize your franchisees’ websites for local search, then creating templated materials for local campaigns. It could mean creating opt-in promotions for franchisees, then supporting participating locations with locally-optimized paid search campaigns. Or it might mean coordinated social media campaigns designed to amplify national marketing efforts on a local level.

For franchisees, it means evaluating how far your brand’s national marketing efforts can take you, then looking for the smartest, most cost-effective ways to build on those efforts in your local market. Remember that local store marketing is typically a long-haul operation — one that requires tenacity and patience to pay off. But whether you’re capturing first-time customers through a new promotion, building your local presence by sponsoring a Little League team, or helping your customers find you by building your brand’s local search presence, the results are worth it.

Local store marketing is a breeze for brands and franchisees alike when they choose Qiigo. Call us today at (888) 673-1212 and find out how you can unlock your brand’s local potential with a comprehensive digital game plan.