BY KERRY PIPES
ONLINE MARKETING STING Scorpion brings online marketing strategies and tactics to franchise brands
Online marketing has become a big business and an even bigger opportunity . And the competitive marketplace of solution providers has grown crowded . When franchise brands need online marketing assistance in areas such as website development , search engine optimization ( SEO ), pay-per-click ( PPC ) advertising , video advertising , online reputation management , and social media marketing , it can be tough to find the right partner . One such partner is Scorpion .
Originally founded in 2001 as a website design company , Scorpion has evolved into a multi-faceted online marketing solutions provider . The company offers numerous online marketing tools and even provides franchises with access to a content management system ( CMS ) that allows brands to quickly tailor their website , use a comprehensive lead tracking platform , and access an in-house team of digital marketing experts .
“ Our vision is to design engaging and responsive websites that inspire people to take action , then execute effective Internet marketing campaigns that give our franchise clients the most relevant exposure for their business . That combination helps the business acquire more of the customers they want ,” says Scorpion Chief Revenue Officer Jamie Adams . But perhaps more important , he says , “ We work best with businesses who want us to be an extension of their team . I don ’ t know of another Internet marketing company in the franchise space that doubles down on delivering
Supplier Spotlight :
more value than is expected like we do . That is core to our culture and the Scorpion DNA .”
There are effective ways franchisors can better streamline their online marketing presence today .
For example , there ’ s no need for multiple websites for many franchisee locations , explains Adams . That can lead to inconsistent brand messaging and brand identity . That ’ s why Scorpion consolidates franchise websites into a single platform that gives the franchisor complete oversight of franchisee performance and control over brand identity , while simultaneously delivering effective local marketing for each franchisee . Says Adams , “ With the majority of consumers living on their mobile devices and relying heavily on Internet search , online reviews , and social platforms to decide on everything from plumbers to in-home senior care providers , it ’ s more important than ever for a franchisor to have a single , reliable marketing solution that can deliver everything the brand and its franchisees need to acquire new customers on the Internet .”
Adams says it ’ s important for franchises to map out their needs early , to define their ideal targets , including customer and revenue growth . He says Scorpion helps
develop marketing and advertising campaigns in conjunction with redesigning and consolidating websites . “ Our campaigns focus on multiple factors , including local competition , customer demographics , and desired business growth . We provide a completely transparent customer experience every step of the way through the development and management of their campaigns .”
Ch-ch-ch-changes Much has changed since 2001 — heck , a lot has changed since 2011 . Today , says Adams , it ’ s more important than ever for brands to continue to evolve online . Start by having a responsive website . Consumers are relying more and more on mobile devices to find businesses . “ If your site looks bad on a smartphone , you ’ re going to lose business ,” he says .
It ’ s equally important to manage the franchise ’ s online reputation . Sites like Yelp , Facebook , and reviews on Google My Business pages are huge influencers for consumers when they ’ re choosing a service provider . A bad review of one franchise location can have ripple effects across the entire franchise network , explains Adams . Having an Internet marketing partner that can help you manage listings and reviews and improve your online reputation is a game changer for franchise brands .
Looking ahead , so-called big data analytics tools will be huge for franchises looking to get a clearer picture as to what is happening from a customer acquisition and nurturing perspective across their entire
78 Franchiseupdate ISSUE III , 2016