Leveraging Local Social Advertising to Tackle Franchise Marketing Challenges

Local social advertising stands out as a crucial tactic for navigating and overcoming the unique challenges franchise brands face. Modern local social advertising tools offer solutions tailored to the franchise model, like simplifying campaign execution, ensuring compliance with brand standards, and facilitating easier adoption among franchisees. These tools can automate complex processes, provide actionable insights into campaign performance, and enable franchisees to focus on what they do best—serving their customers.

Understanding the Landscape

According to Franchise Update Media’s Annual Franchise Marketing Report (AFMR), franchise marketers are wrestling with a wide array of challenges, including:

  • Getting franchisees to stay on brand
  • Marketing plan pivots
  • Franchisee compliance and adoption
  • Franchisees being distracted by the complexity of digital marketing
  • Tight profit margins for franchise owners affect their willingness to invest in marketing
  • Reaching their target market within the budget
  • Stricter privacy policies resulting in less effective targeting
  • Demonstrating the ROI of marketing efforts

The AFMR serves as a tool for marketers striving to enhance their tactics and maximize the value of every dollar spent. It offers a clear view of the current landscape in franchise marketing, highlighting the small teams handling extensive duties, a system dependent on trust yet seeking clarity, and the pivotal role that digital advertising holds in attracting customers.

Local social advertising offers a targeted approach for franchise brands by focusing on geographic areas instead of individual behaviors, leveraging the widespread acceptance of location sharing among consumers. This method respects privacy while enabling precise audience targeting through location, enhanced by the integration of first-party data for more personalized and effective ad campaigns. The strategy not only boosts sales and conversion rates for franchises but also creates a beneficial cycle of data sharing and insights, optimizing marketing efforts and driving foot traffic to local stores.

  • 58% of franchise marketing teams consist of 1-3 people. 
  • 83% of brands mandate marketing spend, and nearly half (48%) rely on an honor system for auditing. 
  • 75% of franchise marketers rank digital advertising as the “most effective” tactic.

These challenges underscore the necessity for franchise brands to adopt innovative marketing strategies. Local social advertising offers a pathway to conquering these hurdles by enabling franchisees to create targeted, engaging, and effective marketing campaigns that resonate with their local audiences.

The Current State of Social Advertising Among Franchisees

Franchisees are already active on social media, with a significant presence on Facebook and Instagram. 

CHART Types of Social Media Franchisees are Using for Consumer Marketing

This activity is backed by substantial investment, especially in Facebook. This activity dominates both usage and expenditure and proving franchisees want to do social advertising. 

CHART Where Franchisees Conduct Social Media Advertising
CHART: Where Franchisees Spend the Most Social Advertising Dollars

Franchisees’ reliance on social platforms like Facebook, Instagram, and more recently Tiktok, places social media at the core of their marketing activity. However, a lack of alignment with the overall brand strategy, insufficient digital marketing skills, and fragmented execution often dilute the effectiveness of these efforts. This leaves brand marketers frustrated and uncertain about performance and ROI.
In addressing these challenges, local social advertising emerges as a solution and strategic imperative for franchise brands. Download our playbook, How Local Social Advertising Solves Top Franchise Marketing Challenges,” to learn how local social advertising meets the immediate needs identified in the AFMR and builds a resilient and adaptable marketing framework that can thrive amidst the ever-changing digital marketing landscape.

Articles in the series:

  1. Leveraging Local Social Advertising to Tackle Franchise Marketing Challenges
  2. Brand Integrity and Agile Marketing with Local Social Advertising for Franchises
  3. How Local Social Advertising Can Simplify Digital Marketing for Franchise Success
  4. Empowering Franchisee Activation: How to Outshine Competitors in Local Marketing
  5. How Franchise Brands Can Reach Their Target Audience
  6. Local Social Ads Solve Privacy Concerns for Franchise Brands
  7. Proving Worth: The Power of Local Social Advertising for Franchise ROI

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