The Unique Challenge of Franchise Marketing
Franchise marketing requires balancing brand consistency with local relevance. Corporate provides the brand framework, but individual locations need local marketing that resonates with their specific community.
Corporate vs Local Marketing
Corporate Level
Brand guidelines, national campaigns, website infrastructure, marketing technology stack, and overall positioning are managed centrally. This ensures consistency and leverages scale.
Local Level
Local SEO, Google Business Profile management, community involvement, localized advertising, and reputation management are most effective when managed at the franchise level with corporate guidance.
Local SEO for Franchises
Every franchise location needs its own Google Business Profile, optimized independently. Each location should have a unique landing page on the main website with location-specific content. Local citations and directory listings must be accurate and consistent for every location.
Paid Advertising Strategy
Create separate campaigns per location or region. Use geo-targeting to prevent overlap and ensure each location’s budget reaches its actual service area. Test and optimize at the local level while applying learnings across the system.
Reputation Management at Scale
Reviews are local. Each location needs its own review generation strategy. Use centralized reputation management software to monitor reviews across all locations, respond promptly, and identify locations that need attention.
Social Media for Franchises
The debate between one corporate social account versus individual location accounts depends on your franchise. Many successful systems use a hybrid: corporate handles brand-level content while locations share locally relevant posts.
Technology Stack
Invest in marketing technology that scales: centralized reporting dashboards, shared creative asset libraries, local landing page builders, review management platforms, and marketing automation that serves both corporate and local needs.
Scale Your Franchise Marketing
Brandastic helps franchises build marketing systems that drive growth across all locations. Get a free franchise marketing consultation.
