Advantages of a Central Digital Strategy

Should individual franchisees manage their own digital strategy, or are there more efficient options? Let's look at five reasons why a central digital strategy is the best option for most businesses.

Digital management is a concern for every business owner in the contemporary commercial landscape. Poor digital management can be a death knell for small businesses. However, developing and implementing even the smallest digital strategy can be a huge task, eating up hundreds of hours and costing enormous amounts of money. 

It makes sense to take the easy route where possible. Here at Brazilian Beauty, we’ve decided to consolidate our entire digital strategy into one taskforce working out of Head Office. Here are some of the advantages:

One Website

It is a LOT easier for your customers to find you on the internet if you’re in one easily identifiable main location. Franchise systems which do not provide one umbrella website, but rather rely on individual franchisees to develop their own, are simply setting themselves up for failure. A single website allows search engines to direct all traffic to that site, thereby increasing its prevalence in “reliability” algorithms. A single website also allows for the implementation of more expensive systems, in our case, online appointment booking. 

You have the added advantage of faster turnaround of products bought online. They are all processed in one central location, and dealt with accordingly. An individual website also allows you to maintain uniformity of policies and rules for your company, as well as details of the product/services you offer. It’s a one-stop location for all clients.

Sensible Advertising

Internet advertising is a pretty big deal. It’s relatively easier to measure your success in terms of ROI, and a lot of people rely on the internet to make purchasing decisions. Consolidated advertising means a lot of things for your business – it’s far, far cheaper. There is only one source of advertising for a particular brand name, rather than several. You also avoid problems with advertising rules, such as double serving (two separate advertisers selling the same product from the same supplier). It is also considerably easier to undertake all the research required for an advertising campaign once, rather than across several franchises. 

One Voice

This one is important for any company trying to build a brand image. There is a huge advantage to having a single, recognisable voice behind your brand. Whether this voice comes through in advertising art, blogging, or informative brochures, it is integral to the success of any business to maintain consistency in the eyes of the consumer. Distributing all main publications for your brand and franchises from one central location makes this process considerably easier. 

Easier to Implement Broad Changes

Switching things up can lead to renewed consumer interest or a disastrous waste of time and money. That’s why it’s important to do it right. It is far simpler to direct changes to digital strategy and branding from a single location, with a cohesive body of team members managing and implementing changes. This also ensures there are no straggling franchisees that still support an expired advertising campaign or cannot maintain pace with changing trends. 

It’s Less for You to Worry About

The biggest advantage of all is that it takes an enormous weight off the shoulders of franchisees. Owning and managing a business is a difficult affair, and if digital strategy is taken care of, then you’ll have considerably less to worry about!

If you’re interested in a business that comes with a fully managed, market leading digital strategy, give us a call! 07 3262 8984