在过去的几年中，美国的特许经营行业已经看到显着增长。As franchising continues to grow, so does competition among franchise chains.
那么，如何使您的特许经营脱颖而出呢？答案是数字营销。Digital marketing can help you creatively promote your franchise online to reach more customers and earn more revenue.
让我们看看7网络营销策略your franchise can start using today!
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Franchise Growth in the U.S.
According to the International Franchise Association, the franchise industry is set to增长1.6％this year, bringing the grand total of franchise establishments in the U.S. to 744,437. Franchise employment is also projected to increase 3.3 percent to 7.8 million workers, adding 250,000 new jobs. Let’s take a look at the growth of franchises in the U.S. over the past 5 years.
Number of U.S. franchises:
- 2017: 744,437
- 2016: 732,842
- 2015：720,458
- 2014: 708, 973
- 2013：697,943
特许经营就业增长的前5个州：
- Arizona: 4.7%
- Utah: 4.6%
- 内华达州：4.4％
- Florida: 4.1%
- 科罗拉多州：4.1％
Top franchises by establishment growth:
- Personal services: 2.3%
- Quick service restaurants: 1.9%
- Table/full service restaurants: 1.9%
- Retail products and services: 1.7%
- Business services: 1.5%
As the franchise industry continues to grow, so does the need for franchise marketing.
Franchise marketing by the numbers
通过更高的可见性进行的研究surveyed more than 1,900 franchise professionals and developers across the U.S. Respondents were asked to select their top lead generating channels. The results?
- 推荐：63％
- 社交媒体：55％
- SEO: 39%
- PPC: 39%
- 内容营销：24％
- Public relations: 21%
数字营销显然是特许经营的有利可图的渠道，因为大多数顶级发电渠道都是数字化的。特许经营也将更多的总营销预算奉献给best digital strategies。营销预算特许经营权的百分比致力于数字营销：
- More than 35%: 39%
- 26-35%: 13%
- 16-25%: 8%
- 6-15％：16％
- 0-5%: 24%
Franchise owners recognize the importance of marketing. But what challenges do they face when marketing their franchises? Franchise respondents were also asked to select all marketing challenges that apply to them.
他们说的是：
- Generating quality leads: 63%
- Budget to invest in ideas: 39%
- Time to get everything done: 34%
- Budget to add employees: 34%
- Converting leads into customers: 29%
- 市场营销专业知识:16%
在线营销是一个有利可图的渠道，有39％的特许经营将其营销预算的35％以上投入到数字渠道上。它可以帮助消除许多营销挑战。在线营销也具有成本效益，它可以帮助特许经营attract more leads with less money。
So what are the top数字营销strategiesfor franchises?
Top Digital Marketing Strategies for Franchises
让我们看看7top digital marketing strategies your franchise can start using today.
1. Local SEO
Local SEOcan help your franchise rank higher in online search results so that you can reach more local customers. Since franchises operate in multiple locations, local SEO is key. And it can help more local searchers find and learn about your franchise.
本地SEO统计信息：
- 89％的人每周至少在其智能手机上搜索本地企业
- 86％的人在Google Maps上查找业务地点
- 76% of local searches result in a phone call
- 进行当地搜索的消费者中有72％在5英里内访问一家商店
- 71% of people look up a business before visiting the first time
Local SEO tips for franchises:
- 从关键字研究开始
- 开发清晰的站点结构
- Create original content that targets your location
- Earn links from reputable websites
- Make sure your NAP (name, address, phone) information is consistent across Internet listings
2.按点击付费（PPC）广告
点击付费（PPC）是一种付费广告策略，使您可以在搜索引擎的赞助链接中竞标。使用PPC，您可以设置预算，只有在访问者点击广告时才付款。PPC也很快工作，因此，如果您想快速增加网站流量，潜在客户和特许经营收入，PPC是一个不错的选择。
PPC advertising stats:
- 80％的公司专注于PPC的Google AdWords
- 65% of high-intent searches result in ad clicks
- 52% of PPC clicks come from mobile
- 46％的人无法分辨付费广告和有机结果之间的区别
- 41% of all clicks go to the top three paid ads in search results
PPC tips for franchises:
- 从关键字研究开始
- Organize your keywords into ad groups and ad groups into campaigns
- Create high-quality ads
- Optimize your PPC landing pages
- Evaluate and optimize your campaigns
3.内容营销
Content marketingis one of the most effective strategies for generating leads online. It includes everything from blog posts to infographics, guides, and videos. Creating and posting custom content can position your franchise as an authority in your field.
And people will be more likely to want to learn more about your franchise if they read a helpful piece of content you created.Content marketing stats:
- 90% of organizations use content marketing
- 82% of consumers feel more positive about a company after reading custom content
- 78% of CMOs believe custom content is the future of marketing
- 68% of people read about brands that interest them
- 60% of people seek out a product after reading content about it
特许经营的内容营销技巧：
- 从关键字研究开始
- Personalize your content
- 保持频繁的上传时间表
- Use visual content to showcase your business
- Promote your content on social media
4。社会的media
社会的media是与新客户建立关系和建立关系的好方法。和2.3 billion peoplecurrently using social media, there’s a good chance at least a portion of your target audience maintains a presence on social media sites. You can use social media to monitor conversations about your franchise, encourage dialogue with current and potential customers, and provide them with the information they need to take the next steps with your company.
社会的media stats:
- 3billion people use social media
- 87％的营销人员使用社交媒体
- 80% of time spent on social media happens on mobile
- 74% of people use social media when making purchase decisions
- 70% of the U.S. population has at least one social networking profile
社会的media tips for franchises:
- Update your business info on social media pages
- 在您的帖子中添加高质量的视觉效果
- Monitor conversations about your brand
- Encourage dialogue with customers
- Use analytics tools to measure social media engagement
5.网页设计
Web designis essential since your website is often the first interaction between your franchise and potential customers. Great web design can encourage visitors to stay on your site for longer periods of time. This sends positive signals to search engines, and it allows visitors to find the information they need to contact or visit your franchise.
网页设计统计数据：
- 86% of visitors want to see information about a company’s products and services on their website
- 64% of visitors want to see contact information on a company’s website
- 52% of visitors want to see “about us” information on websites
- 39% of people leave websites if images take too long to load
- 38% of people leave websites if the content/layout is unattractive
Web design tips for franchises:
- Include your branding and logo
- Make it easy for people to find your location
- Include clear calls to action
- Use responsive design
- Streamline your navigation
6。Email marketing
Email marketingallows you to connect with current and potential customers directly in their inboxes.与直接邮件营销相比，这也非常具有成本效益。通过电子邮件，您可以为人们提供有关您的特许经营权的重要信息，并建立鼓励他们成为客户的关系。
Email marketing stats:
- 电子邮件营销的投资回报率为4300％
- 91% of consumers check their email daily
- 74% of marketers say email personalization boosts engagement
- 72％的人喜欢通过电子邮件接收促销内容
- 53% of emails are opened on mobile devices
Email marketing tips for franchises:
- Personalize email content
- 促进一致的品牌
- Include calls to action
- Pay attention to email analytics
- Test and optimize your campaigns
7.在线声誉管理
Online reputation managementcan help you manage online reviews to improve your company’s status among Internet users. Since85% of people在购买前使用互联网研究和阅读评论，这非常重要。回应评论，保持积极的前景以及寻找解决方案，还可以向潜在客户表明您是一个著名的专营权。
Online reputation management stats:
- 86% of people would pay more for services from a business with higher ratings
- 85% of customers use the Internet to research before purchasing
- 79% of consumers trust online reviews as much as personal recommendations
- 73% of consumers say positive reviews increase their trust in a business
- 70％的人在购买前查看评论和评分
Online reputation management tips for franchises:
- Encourage online business reviews
- Make reviews easily accessible
- Monitor business listings on sites like Google Business Profile and Yelp
- Make an effort to reply to reviews
- Look for solutions and stay positive
Want to learn more?
Interested in learning more about how you canmarket your franchise online吸引更多客户并赚取更多收入？Contact WebFX today, or give us a call at888-601-5359与我们的一位特许营销专家交谈。
我们很高兴与您合作！
