The term and phrase digital marketing has been thrown around as if it were the end all and be all of marketing. The truth is, that digital marketing is no different than regular marketing except that you are doing it online instead in the physical world. Also, when we talk about digital marketing for franchises, we are just tailoring it for a specific niche market or group of people which just alters your mindset and actions slightly.
Knowing your audience
The key to any marketing is knowing your audience. If you are going to be offering a specific product to a specific person who is that person and what are their trigger points? When we perform actions online and even in the real world we do it because we hit a specific trigger that speaks to that audience at that particular moment in time.
Here is an example. If you are hungry and wanting a hamburger and you drive by a sign that says “Free Chicken Here!” are you going to stop what you are doing and head in for that chicken? The answer is probably not. Why is this? It is because you are looking for hamburgers and not chicken.
When it comes to targeting your market and knowing your audience you need to know who they are, what they want, what their triggers are and much more. You will also have to hit them at the right moment in time as well. Again, if you are interested in a hamburger but not yet hungry and drive about ten miles away before you start to get hungry, will you drive back to that restaurant and get the burger or will you look for something closer?
This is how marketing works and doing it physically or digitally doesn’t matter. When it comes to doing it digitally however, you do have a lower cost to entry and you can reach more people if you do it right.