{"id":2016,"date":"2023-11-24T03:53:00","date_gmt":"2023-11-24T03:53:00","guid":{"rendered":"https:\/\/balihoo.com\/?p=2016"},"modified":"2023-11-24T03:53:00","modified_gmt":"2023-11-24T03:53:00","slug":"2024-trends-in-franchise-marketing-embrace-innovation-2","status":"publish","type":"post","link":"https:\/\/cool.co\/franchise-and-multi-location\/2024-trends-in-franchise-marketing-embrace-innovation-2\/","title":{"rendered":"2024 Trends In Franchise Marketing: Embrace Innovation"},"content":{"rendered":"\n<p>From a franchisee perspective, marketing a business can be pretty easy. Being part of an established brand, with directives and sales materials passed down from corporate, is part of the reason people get into a franchise business in the first place. After all, while there are still decisions to be made for yourself, being a franchisee often means the biggest broad strokes have already been handled for you.<\/p>\n\n\n\n<p>If you\u2019re a franchisor, on the other hand, your job may have just gotten a little harder. You\u2019re the one <em>providing<\/em> those directives and materials down to your franchisees, influencing a substantial number of professionals \u2014 a significant responsibility that rests squarely on your decisions and strategies. That\u2019s why it\u2019s important to keep an eye on emerging trends in <a href=\"https:\/\/balihoo.com\/blog\/mastering-the-fundamentals-of-franchise-marketing\/\">franchise marketing<\/a>, so you can get in on the ground floor on things that\u2019ll take your business to the next level.<\/p>\n\n\n\n<p>So what <strong>is<\/strong> the next big thing? Let\u2019s take a look at some of those emerging trends. These aren\u2019t all one-size-fits-all, so feel free to disregard anything that won\u2019t work for your franchise operation, but it\u2019s important to be aware of everything that\u2019s coming so you don\u2019t miss out.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Digital Marketing Is Still Growing<\/h2>\n\n\n\n<p>We\u2019re well into the third decade of the 21st century at this point, so it should come as no surprise that cyberspace continues to become a bigger component of everything. Digital platforms are becoming an important launching pad for marketing communications \u2014 and can be utilized more-cheaply than their old-media equivalents. Facebook, Instagram, Twitter\/X and LinkedIn are all entry points for you to address your target audience. Let\u2019s break it down:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Social Media Platforms:<\/strong> Facebook, LinkedIn, Instagram, Twitter &#8211; all ecosystems where your customers hang out, all ways to get your message in front of relevant eyes. Each one has their own quirks, language, and ways of operating, but with good potential rewards and little barrier to entry.<\/li>\n\n\n\n<li><strong>Video Platforms:<\/strong> YouTube, Instagram, and TikTok are all another way to get in front of your customers with relevant content. Obviously the barriers to entry here are greater: you might need specialized equipment, scripts, and people who can handle being on camera.<\/li>\n\n\n\n<li><strong>Advertising Platforms:<\/strong> Marketing via <a href=\"https:\/\/instapage.com\/blog\/best-advertising-platforms\/\">advertising platforms<\/a> like Google AdSense for paid search-engine marketing, or utilizing so-called \u201cnative advertising\u201d platforms are another way to organically insert your messaging into the fabric of your target market.<\/li>\n\n\n\n<li><strong>Subscription-Based Platforms:<\/strong> many subscription platforms that your customers use every day have spots for advertising \u2014 audio applications like Spotify, for example, can insert your advertising among your customers\u2019 favorite songs and podcasts.<\/li>\n\n\n\n<li><strong>CTV Platforms: <\/strong>Connected TVs and <a href=\"https:\/\/oko.uk\/blog\/the-ctv-advantage-key-benefits-to-maximizing-your-monetization-potential\">CTV<\/a> devices like Roku allow you to insert your advertising in a highly-visible, unskippable way among popular streaming shows and movies.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Informative Content Is Big<\/h2>\n\n\n\n<p>Google&#8217;s Helpful Content Update is one of the ways Google has tried to stop people from gaming the system through deceptive practices like \u201ckeyword stuffing\u201d. Basically, Google wants outlets to produce \u201cpeople first\u201d content that is designed to inform users, answer questions, and generally be of legitimate interest and value rather than trying to trick an algorithm through arbitrary behaviors. So an article that actually gives people useful information on the topic they\u2019re searching for \u2014 articles like, uh, this one \u2014 are more likely to get good positioning in search engine results.<\/p>\n\n\n\n<p>As such, some of the conventional wisdom regarding search engine optimization is becoming more-obsolete \u2014 when in doubt, try to write a piece that you\u2019d actually want to read if you were in the user\u2019s shoes, rather than trying to check off a bunch of boxes about sentence length and keyword density.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Voice Search And Digital Assistants<\/h2>\n\n\n\n<p>More and more people have some kind of smart device in their home that they can shout requests at to get a response. Siri, Alexa, Google Home &#8211; these smart speakers provide a modified version of search engine results that can be distilled into easy-to-hear sentences. Marketing for these devices, then, is similar to doing paid search marketing and search engine optimization \u2014 you need to have solid client data and a good grasp on the context and intent of searches that might lead to your page. This is a new and evolving area of marketing, of course, but emphasizing effective <a href=\"https:\/\/www.insticator.com\/seo-tips-and-tricks-for-publishers\/\">SEO<\/a> on your homepage is a solid start in this direction.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Rise of AI<\/h2>\n\n\n\n<p>The big buzzword for 2024 is artificial intelligence \u2014 it\u2019s a powerful new technology, with ongoing efforts to pinpoint its genuine value versus unnecessary ornamentation.&nbsp; There are definite applications for artificial intelligence in your franchise marketing business, from help with writing ad copy, to using <a href=\"https:\/\/www.insticator.com\/ai-trends-in-market-research\/\">AI<\/a> chatbots to handle low-level customer FAQs and complaints. AI can also bolster ad optimizations by providing real-time tweaks to your ad spend at any hour of the day.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Death of Cookies<\/h2>\n\n\n\n<p>Everyone\u2019s been talking about the loss of third-party cookies for marketers, but marketing existed before there were third-party cookies and it will continue to exist afterwards. A good focus on gathering first-party data is going to be an important plank of your marketing platform online, and using old-school tactics like demographic targeting will help bolster your sales just like they always have.<\/p>\n\n\n\n<p>One of the corollaries to this is focusing on getting good data analytics on your marketing campaigns. Knowing which copy and images are getting conversions, during what time, via what publisher or outlet, are all ways to hone your messaging and make your marketing budget go further without collecting a whole bunch of third-party cookies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Diversity, Equity, and Inclusion is Important<\/h2>\n\n\n\n<p>In your marketing and messaging, having a focus on diversity and inclusion means you\u2019re casting a wider net for a more-diverse array of customers \u2014 and potentially finding new revenue streams you didn\u2019t know existed. If you do what you\u2019ve always done, the saying goes, you\u2019ll get what you\u2019ve always gotten, which isn\u2019t a recipe for expansion in a crowded marketplace. Engaging with a broader audience&nbsp; with your marketing and products is a great way to find new customers.<\/p>\n\n\n\n<p>That works behind the camera, too. People from diverse experiences and backgrounds will provide firsthand knowledge and insights that you may not have \u2014 which helps you target those new customers you\u2019re trying to get. And in an age where customers value diversity and inclusion, they want to see that reflected in the brands they\u2019re shopping for.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Influencers Influence (Naturally)<\/h2>\n\n\n\n<p>One tactic that helps to combine a lot of what we\u2019re talking about here is through Influencer Marketing for your franchise operations. Influencers are personalities on social media platforms like Instagram and TikTok who can often reach very-niche audiences of, for example, young or minority viewers, and promote your product with short-form video in a naturalistic way. Broadcasting to your potential audience that they\u2019re excited about your latest product or offering, or posting a video of them \u201cunboxing\u201d your latest release or merchandise is a good way to get your brand into new spaces.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Partnering Up<\/h2>\n\n\n\n<p>Navigating the complexities of emerging trends in franchise marketing can be simplified by forming a strategic partnership \u2014 and Balihoo offers a seamless solution. Our comprehensive suite of tools allows you to manage ad campaigns, paid search, and more using an all-in-one dashboard. With automated tools you can optimize your campaigns on the fly and drill down on your most-effective messaging, whether you\u2019ve got a hundred locations or a handful. Scaling your marketing has never been easier. <a href=\"https:\/\/balihoo.com\/\">Balihoo <\/a>has its eye on the trends for 2024, and beyond.<\/p>\n\n\n\n<p>To learn more, contact us today.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>From a franchisee perspective, marketing a business can be pretty easy. Being part of an established brand, with directives and sales materials passed down<\/p>\n","protected":false},"author":1,"featured_media":1875,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2016","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>2024 Trends In Franchise Marketing: Embrace Innovation | Franchise &amp; Multi-Location | COOL Media (formerly Balihoo)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cool.co\/franchise-and-multi-location\/2024-trends-in-franchise-marketing-embrace-innovation-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2024 Trends In Franchise Marketing: Embrace Innovation | Franchise &amp; Multi-Location | COOL Media (formerly Balihoo)\" \/>\n<meta property=\"og:description\" content=\"From a franchisee perspective, marketing a business can be pretty easy. 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