Franchise Online Marketing: A Mobile-Friendly Customer Experience

June 20, 2016

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Frances_Headshot2015_sticker_basic.pngby Frances Leary

The impact of mobile technology on successful franchise online marketing can no longer be ignored, and it is important to consider the mobile user experience as you plan your franchise online marketing strategy.

In a previous blog we explored how franchises can be found in mobile search. However, being found is not enough. Once your audience can find you, you must create a user-friendly mobile customer experience that ensures your customers stay with you throughout the entire buying process.

Every part of your customer experience must be accessible vial mobile technology. This includes:

  • Finding you
  • Navigating through your products/services
  • Accessing coupons/downloads
  • Requesting more information
  • Contacting you
  • Getting driving directions
  • Making purchases/requesting service

In order to make this happen, all of your online channels need to provide this customer experience, including your website, social platforms, local directory listings and apps.

Website

Ensure that visitors to your website can do all of the following via mobile device:

  • Browsing
  • Filling out forms
  • Viewing media
  • Placing orders
  • Click to Call

Also keep in mind that dedicated message-aligned landing pages convert 20%-60% more visitors than ads that land on a website homepage, so create landing pages with the functionalities as above.

Social and Local Business Listings

In order to optimize your social platforms and local business listings to create a mobile-friendly customer experience, make sure to do the following:

  • Size images for mobile
  • Use short, concise copy (Cater to needs of desktop and mobile users so mix this to see what delivers the best ROI for you)
  • Create calls to action that are available for mobile, like:
    • Shop now
    • Call now
  • Make sure directions are easy to find
  • Make it easy to leave reviews
  • Provide real-time social care
  • Make offers accessible via mobile (coupons, promotions)

Apps

Creating an app for your franchise customers to use can provided added functionality. However, it is only worth it if the app makes it possible for them to do additional things that increase the ease of their customer experience. For example

  • Mobile ordering
  • Mobile reservations
  • Mobile payments

One last thing to consider is that more of your audience will be converted to customers if there is a fluid desktop-mobile experience. Your potential audience my initially find you on one type of device - then switch back and forth before purchasing. So keep the following in mind:

  • Device-hopping triggers more conversions
  • Consistent messaging is important between desktop and mobile
  • Use a mix of ad types targeting desktop and mobile users

Download our Free Franchise Online Brand Management Checklist