How Franchises Can Stand Out From the Crowd at the Local Level

National-to-Local Franchise Lead Generation

Now that there are so many local franchises promoting their business online, it’s becoming more difficult than ever to stand out amongst the crowd. That’s why it’s critical for franchises to develop an effective local internet marketing strategy, and an important part of that strategy is search engine optimization.

Create Unique Content

If you’re looking to make your franchise get noticed, the first step is to create unique content for each specific franchise location. While all of your local pages should contain the keyword along with the location, it’s important to remember that Google and other search engines punish websites with duplicate content, so you need to make sure each web page on your domain is original. In other words, you can’t use the same content for each local page and change out the location data.

If you need help getting started with website content, find out more about content creation.

Maximize Your AdWords Potential with SEM Landing Pages

If you are one of several franchise locations in a geographic area, you may want to work with other franchises to create landing pages for your entire metro area. Otherwise, you may be limited to targeting consumers in a five- or ten-mile radius. Although it’s generally beneficial to target consumers as narrowly as possible, a smaller radius can leave out some potential customers who are searching for businesses from work.

By widening your SEM, or search engine marketing, landing page to a wider geographic area, you can reach more consumers. If you include a list of more specific geographic areas, consumers will be inclined to click on the location that’s closest to them.

Local Strategy, seo Advertise and SponsorshipGet Franchise Owners Involved

To build more local relevance, you might also want to get franchise owners and store managers involved in the process of creating and maintaining a local franchise web page. Make sure you’re capitalizing on your local franchise marketing efforts by using your franchise’s landing page to highlight local promotions and current events.

To differentiate yourself from other franchises, you might also want to include a photo of your franchise location on your landing page. That way, consumers might be more likely to identify your franchise location and eventually become loyal customers.

Although it takes some effort to stand out among many other franchises, it is worthwhile to use smart SEO tactics to build your local customer base and increase brand loyalty.


How do you get your franchise to break through all the online noise to find customers at the local level?




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Chris Marentis

Chris Marentis is a passionate entrepreneur and innovator determined to leave a legacy bigger than himself. Chris grew up in an entrepreneurial family with a father who owned a home contracting HVAC business. When traditional media was disrupted by the online world, empowering consumers to rely less on sales people and advertisements to make decisions, large companies with big budgets could afford to play the game, but the local entrepreneur, like Chris’s father was left behind. This disadvantage inspired Chris to write Surefire Local: the guide for local SMB’s to compete in the digital world. Chris was invited to speak at events and demand grew for ways to implement his ideas. Chris turned his vision into a reality when he started Surefire Local in 2009. Feedback was strong. Businesses began asking for help implementing their digital marketing and Surefire evolved into a SaaS and services business. The company’s dramatic growth came with only 1-2 sales people at any given time and a limited marketing budget, thanks to referrals from rabidly loyal clients. The company’s latest innovation Surepulse, an SMB’s Digital CMO, provides data insights and competitive tactics to marketing novices, giving them complete control over their online marketing activities. Chris has spoken at the following events: SMX, BIA/Kelsey, Hanley Wood International Roofing Show and Contractor Summit, NAILBA National Conference, Tech Summit, CCN, GAF Wealth Builders, Gutter Helmet National Dealer Meeting. Publications Chris contributes to: Street Fight, Search Engine Land, iMedia, Social Media Today, Franchising World‏.

By Chris Marentis | 3 years ago | Facebook Twitter LinkedIn Google+ YouTube 

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