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Cookie declaration last updated on 27/06/2023 by Cookiebot * KIT DIGITAL * SOPORTE * TRABAJA CON NOSOTROS * ÁREA CLIENTES Menú * KIT DIGITAL * SOPORTE * TRABAJA CON NOSOTROS * ÁREA CLIENTES * Industrias Agroindustria Finanzas Materiales de Construcción Servicios Profesionales Consumo Formación Retail Tecnología y Telecomunicaciones Digital Commerce Industria e Ingeniería Salud y Farma Turismo y Entretenimiento Energía y Medio Ambiente Logística y Transporte Seguros Activos de industrias Chatbots inteligentes para identificar, alcanzar y fidelizar cuentas objetivo Tecnología y telecomunicaciones // Increnta Marketing Digital para captar pacientes en clínicas de reproducción asistida Salud y Farma // Increnta Casos de éxito ir a ebooks * Soluciones Full Funnel Services -------------------------------------------------------------------------------- Estrategia Digital UX / UI Analítica Digital Contenido y Social Media Creatividad Digital Desarrollo Web Paid Media Automatización de procesos de Marketing Posicionamiento SEO Performance Academy Inbound Marketing B2B Gestión de Marketplace Academia Corporativa Desarrollo de ecommerce Servicio de Call Center para empresas Palancas a activar para lograr el éxito de una estrategia omnicanal Estrategia Digital // Ana Cano El Lifetime - Academy para optimizar la experiencia de cliente Academia Corporativa // Antonio Campos * Tecnología * Insights * Conócenos Equipo Talento Casos de éxito * ¿Hablamos? * ··· * Hablemos de tu proyecto * Agenda una reunión * Contacta con nosotros MARKETING PARA FRANQUICIAS: EL VÍNCULO DEL DATO ENTRE FRANQUICIA Y FRANQUICIADO * por Juan Navarro * 15 junio, 2023 Última actualización el viernes, 23 de junio de 2023 a las 10:32 am El marketing para franquicias es el gran aliado para nutrir el vínculo del dato y la digitalización entre franquicias y franquiciados. Los servicios digitales han revolucionado la forma en la que las empresas operan así como realizan la gestión de relaciones con el cliente. Y esto también ha afectado a los franquiciados, empresarios que adquieren una franquicia para operar bajo una marca establecida, pero también se han visto repercutidas sus necesidades en cuanto al surgimiento de nuevos productos digitales que dirigen hacia la adopción de una estrategia de venta omnicanal. En este artículo exploramos las oportunidades que el área digital ofrece a los modelos de franquiciados y cómo impulsar el crecimiento de sus negocios mientras se genera una experiencia de marca positiva en el punto de venta. LA DIGITALIZACIÓN, EL FACTOR IMPRESCINDIBLE EN LAS ESTRATEGIAS DE MARKETING PARA FRANQUICIAS Uno de los principales beneficios de los servicios digitales en el mundo de los negocios es la posibilidad de establecer y mantener una sólida presencia en línea. Las empresas pueden desarrollar conversaciones fluidas con sus clientes apostando por el marketing para franquicias. En el caso de las franquicias, la matriz suele centralizar la gestión de un sitio web profesional, perfiles en redes sociales y estrategias de marketing digital. A través de estas herramientas, los franquiciados pueden aumentar su visibilidad, atraer a nuevos clientes y fortalecer la lealtad de los existentes. Además, las estrategias de marketing digital permiten segmentar y llegar a audiencias específicas, maximizando así el retorno de inversión en publicidad. El modelo, basado en marketing para franquicias, alcanza toda su eficiencia cuando las acciones de marketing consiguen aterrizar al área de acción donde opera cada franquiciado. En ocasiones hablamos de zonas de influencias de corto alcance, que requieren estrategias muy precisas. El reto de las franquicias pasa por desarrollar estrategias de marketing para franquicias con impacto en cada franquiciado. Esta necesidad aplica desde cadenas de alimentación y hostelería hasta redes de talleres de automoción. La experiencia dice que aplicar una estrategia de ‘guerra de guerrillas’ (cada negocio por su cuenta), no sólo diluye el mensaje, sino que termina por distorsionar la imagen de marca. Por ello, las acciones deben impulsarse desde la empresa matriz, pero con la capilaridad suficiente para alcanzar cada localización donde exista un negocio franquiciado. DATA PARA IMPULSAR EL CRECIMIENTO DEL MODELO DE NEGOCIO DE LAS FRANQUICIAS Si bien las franquicias ofrecen soluciones de comunicación y marketing globales a sus negocios, el contexto digital actual exige ir más allá. Actualmente es cada vez más común que la matriz funcione como proveedora de servicios digitales para sus franquiciados, al objeto de personalizar las acciones y campañas a cada localización. De este modo, cada negocio tiene la posibilidad de acelerar acciones específicas en su ámbito de acción y ajustarlas a sus necesidades y capacidad de inversión a través del vínculo del dato. Para lograr esto, sin ningún riesgo a corromper la identidad de marca, ni diluir la fuerza del mensaje, recomendamos a franquicias y franquiciados: * ESTABLECER UN PLAN DE COMUNICACIÓN ENTRE FRANQUICIA Y FRANQUICIADO: La comunicación efectiva entre los franquiciados y la empresa matriz es fundamental para el éxito de la franquicia. Los servicios digitales proporcionan herramientas de comunicación y colaboración en tiempo real, que facilitan la comunicación fluida, la resolución de problemas y el intercambio de mejores prácticas. * REALIZAR UN ESTUDIO ANTES DEL SET UP ESTRATÉGICO: Analizar cuáles son los canales más óptimos para conseguir alcanzar los objetivos de forma conjunta es esencial. También será necesario estudiar qué herramientas son necesarias para poder centralizar, ofertar y distribuir estos paquetes digitales para que cada negocio pueda acelerar cuando lo requiera. * TRABAJAR EL VÍNCULO MATRIZ – NEGOCIO: Los servicios digitales también permiten a los franquiciados acceder a capacitación y formación en línea, lo que facilita la adquisición de habilidades y conocimientos necesarios para operar eficientemente bajo la marca de la franquicia. Los cursos en línea, los webinars y las academias de recursos digitales brindan a los franquiciados la oportunidad de aprender a su propio ritmo y mejorar continuamente sus habilidades. Por todo ello, en cuanto a herramientas digitales, todo puede y debe apoyarse en el dato, para una toma de decisiones cualificadas. Los servicios digitales ofrecen herramientas de análisis que permiten a los franquiciados rastrear el rendimiento de sus negocios, identificar áreas de mejora y tomar decisiones estratégicas basadas en datos concretos, estableciendo así una relación consolidada entre la franquicia y el franquiciado. Estos datos pueden incluir métricas de ventas, preferencias de los clientes, análisis de competidores y más. Sin dudas, los servicios digitales han transformado la forma en que los franquiciados operan y administran sus negocios pero el contexto actual, por la gran incidencia que el entorno digital tiene en la ciudadanía, exige mayor proactividad de la empresa matriz y estrategias de marketplace para franquicias personalizadas para cada caso. Juan Navarro Business Consultant en Increnta RECURSOS RELACIONADOS -------------------------------------------------------------------------------- Post España LOS INGREDIENTES PRINCIPALES DE LAS ESTRATEGIAS DE MARKETING PARA PRODUCTOS DE CONSUMO MASIVO Y DISTRIBUIDORES Desplegar estrategias de marketing para productos de consumo masivo, de proveedor a distribuidor construyen una técnica en la que se contribuye profundamente a eficientar la gestión de la ... Consumo // Patricia Ruiz Post España MARKETING PARA FRANQUICIAS: EL VÍNCULO DEL DATO ENTRE FRANQUICIA Y FRANQUICIADO El marketing para franquicias es el gran aliado para nutrir el vínculo del dato y la digitalización entre franquicias y franquiciados. Los servicios digitales han revolucionado la forma ... Consumo // Juan Navarro Post España PLANIFICACIÓN E IMPLEMENTACIÓN DE UNA ESTRATEGIA DE VENTA OMNICANAL La implementación de una estrategia de venta omnicanal comienza con la integración de los canales de venta digitales y offline. Esta acción es clave para las empresas ... Ana Cano Post España LA GESTIÓN DE LA FUERZA DE VENTAS Y EQUIPOS COMERCIALES A TRAVÉS DE LA INTEGRACIÓN DE CANALES DIGITALES Podemos confirmar que la gestión de la fuerza de ventas y equipos comerciales ha sufrido un cambio sustancial en el paradigma de la captación de clientes a trav ... 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