Online tips for franchising

The world wide reach of the web has always been a problem for territory based franchises. As a consequence, many franchise networks have a token web presence which they use mainly as a recruitment tool for new franchisees.

An aversion to the web presents a difficulty for these franchisees as most customers are now online. By not actively using the net, those locally based franchise chains are finding themselves at a disadvantage to their non-franchised competitors.

The franchising industry’s problem was illustrated last week by Ben who called into to my ABC radio spot last week on internet business trends to ask about how a territory based lawn mowing franchisee can use the web.

Ben’s question raised some important points that franchise holders (and anyone considering entering a franchise) should check to make sure that business is competing in today’s marketplace.

Does the franchise have an individual page for each territory?
Each franchise area should have its own page within the chain’s site. While the contact details can redirect back to the central phone or form, the territory page should include some local testimonials and few other localised features.

Is the homepage regularly updated?
A static index page that rarely changes isn’t attractive to search engines or customers. A vibrant business should be updating their page regularly. This is particularly true if there is a substantial network of franchisees.

How does the site rank?
When searching for the product or service the franchise sells, how high does the franchise’s page come up? If it doesn’t appear in the first page, then the franchise isn’t working.

Does local search work?
Type in a search for the franchise’s product and an established territory such as “lawn mowing Footscray”. If the Footscray franchise doesn’t appear in the local listings then the franchisor hasn’t listed their sites in the local search listings.

What does the site sell?
In researching this article, I found the biggest franchised lawn mowing chain appears in paid ads for “buy a lawn mowing franchise” but not for an actual lawn mowing. A site or digital strategy designed to sell franchises is good for the franchisor but doesn’t do much for the franchisee looking for customers.

Is the franchise engaging with social media?
Whether you trust social media or not, the market is talking about you on forums, blogs, Facebook, Twitter and other channels. A great example of this was Oporto last weekend. A franchise needs to be engaging with customers, critics and fans.

Where are the franchisees?
Are the franchisees listing themselves? This is always a worrying sign that a franchise isn’t controlling its marketing properly. On the other hand, if their personal profiles aren’t appearing on sites like LinkedIn, it can indicate too tight a control on franchises.

What is their media strategy?
The whole point of buying a franchise is to have a ready-made brand and marketing strategy. If a franchise is locked into a print mindset with only at best a token online presence then they aren’t going where the customers are. Have a look at the online versus print effort before signing up.

Many franchisors are playing by 1990s rules. Which was great for the last 20 years, but the old models are evolved as customers and potential franchisees have changed the way they shop and do business.

The web and social media are more than just a passing fad or a blunt advertising and marketing tool. They are a key part of your business identity and are being used by suppliers, recruiters, job seekers and commercial partners to figure out whether you are worth doing business with.

A franchise that doesn’t use today’s media tools is stuck in yesterday’s market.

For more Tech Talk blogs, click here.

Paul Wallbank is one of Australia’s leading experts on how industries and societies are changing in this connected, globalised era. When he isn’t explaining technology issues, he helps businesses and community organisations find opportunities in the new economy.