In the world of franchise marketing, the traditional approach has been to have just one central website controlled by the corporate headquarters. This single website approach gives franchisees only a small presence, sometimes just a single page, on this corporate website. But as we enter an era of artificial intelligence and fierce competition in digital marketing, is this still the best way to go?
The central control strategy is based on the idea that having one unified online presence ensures that the brand looks the same everywhere, makes management simpler, and brings together all the marketing efforts of the franchise while maximizing how well it shows up on search engines. But this approach also means missing out on opportunities for local engagement and risks having content that gets stale when creativity is limited to a small or in-house team.
Some forward-thinking brands are starting to consider a different strategy: having multiple web domains.
Boosting Franchise Marketing with Multiple Web Domains | Online Capital Group
SYNOPSIS: A single website approach gives franchisees only a small presence, sometimes just a single page, on this corporate website. But as we enter an era of AI and fierce digital marketing, is this the best?
Boosting Franchise Marketing with Multiple Domains
BY: Joshua Lampright, OCGnow
In the world of franchise marketing, the traditional approach has been to have just one central website controlled by the corporate headquarters. This single website approach gives franchisees only a small presence, sometimes just a single page, on this corporate website. But as we enter an era of artificial intelligence and fierce competition in digital marketing, is this still the best way to go?
The central control strategy is based on the idea that having one unified online presence ensures that the brand looks the same everywhere, makes management simpler, and brings together all the marketing efforts of the franchise while maximizing how well it shows up on search engines. But this approach also means missing out on opportunities for local engagement and risks having content that gets stale when creativity is limited to a small or in-house team.
Some forward-thinking brands are starting to consider a different strategy: having multiple web domains.
