Did you know that on average, less than 5% of website visitors convert to a purchase or product on their first visit? This means that 95% or more of visitors to your online franchise pages are not converting and are going somewhere else. Is your competition doing a better job of conversion?
Introducing Multi-Location Retargeting
Retargeting is an easy way to follow users around the web that have visited your site or a competitor’s site. Retargeting works by attaching a cookie to the person’s browser after they have landed on whichever URL they chose. The cookie stays in place for a set period of time. After the cookie attaches to their browser, they will continually see your ad while navigating the web.
There are two types of retargeting: off-site and on-site.
Off-site retargeting is more of a strategy that allows you to follow prospective leads for your franchise that have not necessarily visited your pages.
On-site retargeting is a tool used to target people who have already visited your pages, including local micro-site or subdomain/subdirectory site pages.
Using Retargeting for a Franchise System
If you have a multi-location franchise, the off-site retargeting concept still applies; however, for on-site retargeting, if you have a subdomain or sub-directory setup on your sites, you can attach a tracking code that shows various ads to viewers looking at your locations or franchisees pages.
For example, your Houston location offers a service with a long sales cycle. Your franchise itself does well with marketing and gets loads of brand awareness from national campaigns, but then a potential client views Houston’s subdomain and doesn’t convert. At this point, the local franchisee’s ads would then follow that potential client around wherever they go online. This is where the opportunity arises to push them toward your local franchisee with your ads.
Strategies for Multi-Location Retargeting
Below are three specific strategies that are useful for retargeting for your multi-location franchise.
Audience segmentation enables you to customize your message depending on the pages viewed by visitors. You are able to target and change ads at the local levels as well as dive deeper into site pages, tailoring messages that come from pages people view.
If a prospect fills a form out on your franchise’s webpage, you can ask specific questions about who they are that will be transferred to the ads they see, including information like size of business, geography, interest level, funnel state, and other demographic data.
Many marketers fail to do testing. Ensure that you test out variations of all of your ads. Start out by changing out small parts, such as color or the call to action to see what is working and draws the most attention. A/B tests are not difficult to create so you can measure effectiveness.
For help with multi-location retargeting and measuring your franchise’s marketing success, reach out to Lead Navigators today.