Lastmile for Franchise Marketing

You need all hands on deck when it comes to marketing franchise locations. Driving maximum discoverability, conversions, and sales across all your enterprise’s franchise locations depends on a two-part solution:

Lastmile Proudly Partners With Respected Franchises Like These:

Book your live, one-on-one demo today.

Seizing the Franchise Marketing Advantage 

For well over a decade, localization of Google’s search engine results has been the greatest form of personalization they’ve engaged in. Each local consumer sees custom results that are significantly influenced by the location of their device at the time they search. This ranking factor is known as distance/proximity. When coupled with relevance (whether the business has published information that matches a searcher’s intent) and prominence (the reputation of the business + the degree to which it is cited and linked to by other online publishers), franchisees in convenient locations have a built-in local search marketing advantage. 

To become dominant in local markets, each franchise location needs a strategy for:

• Developing and managing their core location and business data via local business listings management, social media management, and website asset management
• Content development and marketing that provides relevant solutions that match hyperlocal searcher intent
• Reputation acquisition, monitoring, management, and analysis across major review platforms + the development of a strong digital footprint of third-party mentions and links

Without meeting all of these requirements, franchisees cannot meet brand goals. Here’s a classic example of the real-world impacts of a failure to fully engage in local search marketing opportunities. Imagine a customer who wants to know whether a hardware franchise location near them stocks Christmas decor. The first result they see is a Google AI Overview like this:

At first, all may look well, and the customer may then take time out of their busy schedule to shop the holiday display pictured in this prominent result for this location. Unfortunately, the image being featured is not emanating from the marketing of this branch, but is instead stemming from the Facebook page of a completely different location on the other side of the country:

This single example illustrates why it’s essential for brands to empower their franchisee partners to fully engage in the marketing of their locations so that consumers are encountering accurate information and media in both local and AI-generated results as often as possible. Any other approach risks disappointing consumers, earning a negative reputation, and losing rankings and sales due to reputation damage. 

Fortunately, each franchisee is uniquely positioned to:

• Photograph and film their location, products, staff, customer testimonials, and all other visual aspects of their franchise
• Document and answer hyperlocal consumer FAQs for the development of content across their local business listings, social media profiles, and relevant website assets
• Earn and publicize third-party mentions and links via local community and industry involvement
  They just need the right solutions to make this essential work as efficient and effective as possible.

Lastmile for local franchise marketing

By partnering with Lastmile, your brand can play a brilliant supporting role while also centralizing ultimate control of marketing standards and outcomes with the following solutions:

Disappointed in your current local search marketing vendor?

Partners frequently transition to Lastmile due to the following problems, which are extremely common:

• Their current local search marketing vendor built their product primarily for self-serve customers, not major enterprises with complex development and support needs.
• Upcharges for custom development are exorbitant, despite such work being the norm at the enterprise business level
• Their current vendor over-promised on coming-soon features that have never materialized.
• Support tickets are mounting up, unresolved, and many may be months or even years old with no solution in sight.
• The vendor simply doesn’t “get” the franchise model or the tools and strategies that are necessary to its success.
• Growth has not resulted from investment in the product.

Lastmile is an enterprise-only marketing partner, serving some of the world’s most-recognized brands. We provide true white-glove service, a guaranteed 24-hour response to support requests, built-in monthly custom dev hours, and absolute dedication to your franchise’s success. While it’s normal to worry about the hassle of transitioning from a legacy vendor to a new partner, Lastmile will:

• Do most of the heavy lifting of transition, freeing your teams from a major burden
• Seamlessly integrate with most of your existing tech
• Have you up and running within an estimated 4-6 weeks

Franchises succeed when they combine brand + franchisee expertise. Ready to see how Lastmile can deliver a tandem win? 

Book your live, one-on-one demo today.