Local marketing efforts tend to be greatly underestimated among brand leadership who do not understand what franchisees can do locally. Brand leadership often does not help the franchisees navigate the world of local marketing and, instead, focuses on what they can contribute from headquarters. While this may seem effective, it does not tend to be nearly as successful as one would hope. With Google moving toward a “useful” algorithm, local efforts continue to be more and more important.
Often the marketing team or leadership do not believe local marketing can be completed by the local team. Inevitably each franchise must ask: Do our franchisees possess the knowledge and skills to execute effective local marketing strategies?”
We have proven proven time and again that franchisees can succeed in their local marketing efforts with the right training, platforms and resources. Corporate marketing leadership should lead, provide training and assets to empower franchisees in their local marketing endeavors.
Assessing Local Marketing Competency
It’s not just a question of whether your franchisees are executing local marketing; it’s about understanding if they are doing it well and if they have the capacity to do so. Here are key considerations to contemplate:
- CEO and Head of Marketing Awareness
Does your CEO and head of marketing know what local marketing strategies your franchisees are employing? Do they know the KPI success of these strategies? Awareness at the leadership level is crucial for aligning overall brand strategy with local efforts. Do you have a simple way to see and understand the important KPIs for your marketing endeavors? - Team Training and Education
Is there a dedicated team that educates and trains franchisees in local marketing? Building a team focused on teaching effective local marketing strategies is pivotal in ensuring uniformity and quality across the franchise network. Does that team provide a set of KPIs that are used across the franchise. Normalizing marketing achievements – just like operational KPIs can build your marketing presence. - Building a Strong Local Presence
How are you ensuring that franchisees build a robust local marketing presence? Collaborative efforts, social media engagement, Google and Yelp reviews, and local collaborations are integral components that contribute to a strong local presence. Do you have the right tools in place to simplify these jobs for the franchisee and also provide transparency to your marketing leadership team so they can lead and direct improvements in each process?
The Role of a Fractional CMO with Franchise Expertise
Hiring a fractional Chief Marketing Officer (CMO) with franchise expertise is not just a solution; it’s an investment in transforming your franchise network into a powerhouse of local marketing proficiency. Here’s how:
- Understanding the Local Dilemma
A fractional CMO with franchise experience comprehends the unique challenges and opportunities presented by local marketing within the franchise framework. This understanding is foundational for effective guidance. - Empowering Your Team
By bringing in a fractional CMO, you empower your internal team to grasp the intricacies of local marketing. This expertise trickles down to all levels, ensuring everyone is on the same page and working towards a unified goal. - Training Franchisees to Become Local Experts
A key focus of a fractional CMO with franchise expertise is to train your team to, in turn, train franchisees. This cascading effect ensures that local marketing knowledge becomes ingrained within the franchise network. The fractional CMO can guest speak at franchise events to get the franchise onboard with the new processes, platforms, and strategies. For example, six months after implementing a new social media strategy that included a new focus on TikTok and a renewed focus on Google reviews, a brand under Amy Lofgreen’s leadership experienced a 2,900% increase in TikTok views and became unseated the competition as the top brand on the platform. They also increased their Google review responses by 245%. - Local Marketing Strategies
From social media management to optimizing Google and Yelp reviews, a fractional CMO provides the roadmap for franchisees to excel in various local marketing strategies and for the franchisees to gain trust in their corporate marketing team. This comprehensive approach can include collaborations, events, and leveraging local influencers to enhance brand visibility.
Navigating the local marketing dilemma within a franchise framework demands strategic insight, team education, and empowering franchisees to become local marketing experts. As you contemplate the effectiveness of your franchise network’s local marketing efforts, consider the transformative impact a fractional CMO with franchise expertise can have. By investing in this expertise, you not only bridge the gap in local marketing competency but also set the stage for a cohesive and successful franchise marketing ecosystem.
