5 Franchise Marketing Mistakes to Avoid for Small Businesses

Are you looking to gain traction in the community with your franchise company? If so, then it's all about learning where to get started.

But what's just as important is learning where not to get started. Many franchises make common marketing mistakes that lead to a huge setback down the line. Knowing what those mistakes are will help you avoid the same fate.



See below for several franchise marketing mistakes that you should actively avoid as a business owner. Make sure your local marketing strategy is void of any of these tactics so that you can zero-in on pushing your brand the right way.

1. Only Using Your Franchise's Budget

Sure, running a franchise is a lot like running your very own business. However, at the end of the day, there are certain advantages of having a parent company (corporate) involved.

One of the most apparent benefits is being able to use their connections and funding for your franchise's marketing endeavors. Far too many franchises make the mistake of digging too far into their own pockets to pay for their marketing needs.

However, the chances are that your parent company has budgeted money for marketing their franchise around the nation. They want to help you push their brand out into your community. 

Be sure to give your budget some relief by inquiring about corporate's budget for such ventures. See how much they're willing to help you with and make a decision from there.

2. Going Too Far Away From the Brand

Starting a franchise means gaining access to a nation-wide level of exposure for the business that you run. It allows you to hit the ground running as soon as you open your doors.

Customers are already familiar with the parent company and what they can expect when they walk in the door. Heck, they might already be loyal customers to the company of the franchise you're running.

It'd be a mistake to cover up that brand power by deviating too far away from it. Some franchises make the mistake of using different logos, names, and colors to separate themselves from the parent company.

In so doing, they lose a lot of marketing momentum. If you stray too far away, customers won't recognize the company anymore and will be hesitant to step inside your doors.

Use the company's reputation to your advantage. Use it to get you started, then establish your franchise as a staple within your local community.

3. Relying Too Much on the Parent Company

Just as many franchisees make the mistake of not using enough of the parent company's marketing, other franchises fall victim to depending too much on it.

Make no mistake about it, while your franchise might have to company name attached, you still need to establish your own variation of the brand. There's still a crying need for franchise marketing services to help you grow your business.

No two markets are created equal. Not every community will cling to the broad marketing tactics that your parent company gives you. For that reason, you need to compile a local marketing strategy that will create action among your target audience.

One of the most helpful tactics is to look at what marketing initiatives the parent company already has for you to use, then connect the dots with other marketing tactics of your own.

4. Not Paying Attention to Online Reviews

Online reviews are the lifeblood of any marketing strategy, especially at the local level. 

They're feedback and reviews from other customers within your target market, and your franchise's prospects will take them to heart. 

Whether you knew it or not, there's an actionable step that you can take to help your brand, regardless of whether the reviews are positive or negative: respond.

Taking the time to respond to online reviews is a lost art in the local marketing industry. The fact that you keep an open ear to what they have to say won't go unnoticed by them.

If their review was negative, they might consider giving you a second try. If their review was positive, it will continue to build their customer loyalty with your brand. Be sure to take a few days each week to respond to the reviews online. 

5. Inconsistent Marketing 

This isn't just a mistake that franchisees make; it's a marketing mistake that all companies make from time to time. If a tactic doesn't show measurable results, then the company will change course too quickly.

Take the time to sit down with you and the rest of your management team. Devise a marketing plan that handles all different aspects such as print collateral, PPC ads, social media pages, etc. They all have their place in your marketing plan.

Since you've taken the time to carefully think through which avenues to pursue, you'll have the confidence to stick with it for the long haul.

Just make sure that your local marketing tactics line up with the marketing initiatives that your parent company has. Otherwise, it might confuse your clientele and veer them away from your franchise.

Avoid These Franchise Marketing Mistakes as Much as Possible

If you've already made one or two of the franchise marketing mistakes on this list, don't beat yourself up. It's all about learning from the mistakes you make and how you can better your local marketing plan because of it!

Be sure to read this article for the main benefits of SEO and local SEO for franchisees to learn more about the perks of passive marketing.

For more inquiries, please feel free to reach out via our contact us page and we'll be happy to assist you further!