10 Franchise Marketing Strategies

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Franchise marketing requires balancing national branding with local strategies to help each location thrive. Here are 10 local marketing strategies to drive revenue for UK franchises.

1. Optimise Google Business Profiles (GBP) for Each Location

A well-managed Google Business Profile is essential for franchise marketing. Each franchise location should have an individual GBP listing with accurate business information (name, address, and phone number). Add high-quality images, regular posts, and encourage customer reviews to maintain a high position on searches where users may be looking for a local coffee shop. A GBP also adds additional functionality within maps for directions as well as offering one-click contact options for users who’s query was not answered online.

  • Example: Costa Coffee UK ensures every location has an optimised GBP with updated hours, location-based posts, and positive reviews to attract local customers.

2. Use Localised SEO

Create location-specific landing pages optimised with local keywords and relevant content. These pages should include details about the area, directions, and services offered at each location.

  • Example: PureGym uses location pages like “24-hour gym in Birmingham” to rank higher in local search results and attract gym-goers searching for nearby fitness centres.

3. Launch Geo-Targeted PPC Campaigns

Pay-per-click (PPC) advertising is a powerful tool for franchise marketing. Geo-targeting allows you to deliver ads to potential customers in a specific area or location radius. You can develop this strategy further by using location extensions to display the nearest franchise address to the searcher in your ad copy.

  • Example: Domino’s Pizza UK uses geo-targeted Google Ads to promote offers like “20% off orders at Domino’s Leeds” to customers within a 5-mile radius of the store.

4. Leverage Social Media for Local Engagement

Social media can help franchise owners connect with their local communities. Create local accounts or pages for platforms like Facebook and Instagram (Meta) or TikTok. Share local promotions, events, and user-generated content to build relationships with the community in that area.

  • Example: Nando’s UK engages local customers with hashtags like #NandosManchester, encouraging diners to share their experiences and tag the local franchise.

5. Engage in Local Community Events

Franchises that actively participate in their local communities gain trust and brand awareness. Sponsoring local events, school fairs, or charity runs can help build long-lasting relationships with customers in the area. This should be specific to each area to, i.e is swimming big near your Kent branch? Try sponsoring the local swimming pool. Park runs are popular in Inverness? Volunteer to run the water station.

  • Example: McDonald’s UK sponsors grassroots football tournaments across the country, building goodwill while promoting its local franchises.

6. Incorporate Local Influencers

Partnering with local influencers can amplify your franchise marketing efforts. Micro-influencers (with 1,000–10,000 followers) often have strong ties to their communities and can promote your franchise authentically.

  • Example: Greggs used local food bloggers to promote the launch of its vegan sausage roll in regional areas, driving both awareness and sales.

7. Encourage Online Reviews for Each Franchise Location

Customer reviews are crucial for local SEO and building trust. Send follow-up emails or texts encouraging customers to leave reviews on Google or other platforms. Don’t forget to respond to reviews (the positive and negative) to show engagement and that you are listening to feedback.

  • Example: Toni & Guy franchises send automated emails after appointments, requesting Google reviews from satisfied customers.

8. Offer Location-Specific Promotions

Promotions tailored to specific franchise locations can boost foot traffic and sales. Use social media ads and email campaigns to highlight these exclusive deals.

  • Example: Subway UK franchises often run “Sub of the Day” deals at individual locations, advertised via social media and email newsletters.

9. Implement Local Email Marketing Campaigns

Email marketing is a cost-effective way to engage local audiences. Segment your email lists by location and personalise the content to reflect local events, news, or promotions.

  • Example: A nursery franchise in London might send emails about “Open Day in Camden” to parents in the surrounding area, increasing attendance.

10. Collaborate with Other Local Businesses

Franchises can benefit from partnerships with nearby businesses. Cross-promote each other’s services or create joint promotions to attract customers.

  • Example: A coffee shop franchise in Brighton could partner with a local bakery to offer “Coffee and Cake” discounts.

Why Local Marketing is Key for Franchise Success

Local marketing is not just about driving sales; it’s about creating a personalised customer experience that resonates with each community. By leveraging local SEO, geo-targeted ads, and community engagement, franchises can stand out in their local areas and across the franchise network.


How Can We Help with Franchise Marketing?

Franchise marketing can be complex and difficult, managing different campaigns across multiple locations, ensuring localised terms and understanding the wants of users. At Roar we specialise in franchise marketing strategies so you don’t have to. Whether you need help with local SEO, paid search advertising, or social media ads, we’re here to support you.

Get in touch via the form below to speak o our franchise marketing team and see how we can help your franchise grow.

 

FAQS

1. What is a franchise marketing strategy?

A franchise marketing strategy is a comprehensive plan designed to promote your franchise brand while supporting individual franchise locations. It involves a balance between national-level marketing efforts, such as brand awareness campaigns, and localised marketing strategies tailored to specific franchise locations. This ensures a cohesive brand image while addressing the unique needs of each location.

For example, a national-level strategy for a UK franchise like Greggs might focus on promoting seasonal products across the entire network, while local strategies could include Google Ads targeting customers near specific outlets.


2. What is a local marketing strategy?

A local marketing strategy refers to tactics aimed at engaging and attracting customers within a specific geographic area. For franchises, this means promoting individual locations through methods like local SEO, community sponsorships, and geo-targeted ads. Local marketing helps ensure that each franchise location is visible and appealing to customers in its immediate area.


3. What is the best type of franchise marketing?

The best type of franchise marketing depends on the goals of the franchise. For increasing brand awareness, national campaigns like TV ads or social media promotions are effective where they can take advantage of economies of scale. For driving local foot traffic, strategies like Google Business Profile optimisation, geo-targeted PPC ads, and local events work best.

A hybrid approach combining national branding with localised marketing delivers the most success. For example, McDonald’s UK uses nationwide campaigns to promote seasonal products, while individual franchises run local promotions, such as discounts tied to nearby events.


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