[Parole d’Expert] How can franchises be guaranteed good online visibility? Which media to invest in, and what are the best practices to follow? These are questions that a number of franchisors and franchisees are asking themselves. There are effective solutions to match your vertical. In this article, Nicola Cawet, General Manager of Mobilosoft, looks at best practice in the post-Digital Market Act era.
Did you know that 91% of consumers do their research online before visiting a store? Being visible online is definitely no longer something a brand can do without, whatever its sector.
Since the Digital Market Act, a European Union law aimed at regulating non-competitive practices, came into force on March 6, 2024, the way Google search results appear has changed. Today, we need to rethink our SEO strategies, not only to be visible on Google, but also to be chosen by customers!
Local digital marketing: a must for retailers
Where before online presence was mainly managed by head office, the DMA and changes in the digital landscape are prompting franchise networks to rethink their approach to online visibility, banking on the growing importance of local digital marketing in building brand awareness. In short, to develop a multi-channel strategy specific to the local area, and provide the network with the tools and best practices it needs to manage its online presence.
Changes to the way information is displayed on Google
In the wake of the DMA, Google has adapted the information highlighted in its search results: they now include other players such as social networks or directories in the first results, favoring less its own channels such as Google business listings.
This has a direct impact on the way users access search results. While the local pack remains an essential feature, new modules, such as the “location site” module, have been introduced to offer a more diversified search experience.
Google now also integrates reviews and publications from other platforms such as Facebook, Instagram, TripAdvisor, etc… into its local listings, depending on the sector. This underlines the importance of maintaining an active presence on these platforms to optimize your online visibility.
Adaptive strategies for franchisors in the post-DMA context
Google, like other search engines, is constantly evolving, both in terms of display and algorithms. How can we ensure flawless visibility and brand image for our franchisees? Here’s a checklist of the essentials:
- Identify relevant social networks and industry directories for your franchisees.
- Regularly update the pages with your latest news, share the life of the site and its teams,… The idea is to create a link with your online community.
- Respond to customer comments and reviews on various networks. The best part? Prepare a sample answer bookshop and draw up a guide to best practice.
- Optimize the store locator on the brand’s website. A store locator not only lists all franchisees, but also provides a dedicated page for each one, and references all information (contact details, opening hours, photos, etc.). It’s also the place to highlight the latest news, promotions, etc…
- Plus: boost franchisees’ visibility with local advertising. These ads can be used to target an audience in a specific geographical area, whether on Google, Facebook/Instagram,… or on websites or street billboards.
In summary, the changing landscape of local search and online advertising offers new opportunities for businesses, but also requires a strategic and balanced approach to achieve optimal results.
With DMA, online visibility is even more multi-channel. Developing your local marketing strategy along these lines is a competitive advantage you can’t afford to overlook if you want to be chosen and generate sales!
Notre résumé en 5 points clés par L’Express Connect IA
(vérifié par notre rédaction)
Here’s a five-point summary of the article on the subject: Franchises, how to be visible online in the post-DMA era.
Impact of the Digital Market Act (DMA): With the coming into force of the Digital Market Act on March 6, 2024, the way search results appear on Google has changed. Franchisors and franchisees need to rethink their SEO strategies to guarantee optimal visibility and stand out from the crowd.
Importance of local digital marketing: The DMA and digital developments are driving franchises to invest in local digital marketing. It’s crucial to develop a locally-specific multi-channel strategy, equipping franchises with the tools they need to manage their online presence effectively.
Changes in Google display: Google now includes information from social networks and directories in its search results, favoring less its own channels such as Google business listings. This increases the importance of maintaining an active presence on platforms like Facebook, Instagram, and TripAdvisor.
Essential adaptive strategies:
- Identify and maintain active profiles on relevant social networks and directories.
- Regularly update local pages with news and information.
- Respond to customers’ opinions and comments to create a bond.
- Optimize the store locator on the retailer’s website, offering detailed, up-to-date information for each outlet.
- Amplify visibility with local advertising targeting specific geographic areas.
Competitive advantages of multi-channel evolution: Adopting a strategic and balanced approach to local digital marketing in response to the new opportunities introduced by the DMA is a competitive advantage. This improves visibility, attracts customers and generates sales.
