Franchise Marketing: 9 Strategies to Scale Across Multiple Locations

Marketing a franchise isn’t the same as marketing a single-location business.

With multiple locations, different teams, and local customer needs, things can get complicated fast. 

That’s why having a smart, scalable marketing plan is so important.

“Over 90% of consumers use the internet to find local businesses.” – BrightLocal

Whether you’re a franchisor trying to grow your brand or a franchisee looking to bring in more local customers, you need a strategy that works for everyone — and every location.

This is especially true for service-based businesses like moving companies. Marketing for moving companies often requires a local-first approach, strong branding, and well-coordinated communication between head office and each branch. This is one the best approaches to get high quality leads for moving companies.

The strategies below will help you build a plan that works across all your locations.

In this blog, we’ll share 9 proven franchise marketing strategies that can help you grow your business across multiple locations while keeping your brand strong and your message clear.

1. Build a Strong Brand Foundation

Before you grow your franchise across different locations, you need a solid brand that everyone can follow. 

This means having clear guidelines for your logo, colors, tone of voice, messaging, and customer experience.

When your brand looks and feels the same everywhere, people trust it more — whether they visit your location in Toronto, Vancouver, or anywhere else.

Here’s how to build a strong brand foundation:

• Create a brand style guide that covers visuals, messaging, and tone. 
• Use the same logo and color scheme across websites, ads, signs, and uniforms. 
• Set clear rules for communication so your team and franchisees know how to speak to customers. 
• Train franchisees on how to represent the brand consistently, both online and offline. 

Example: Brands like Tim Hortons maintain consistent branding across hundreds of locations, from in-store signage to local flyers.

Remember: A strong, unified brand makes it easier for customers to recognize and trust you, no matter where they are.

2. Create Location-Specific Landing Pages

Each franchise location serves a different area — so your website should reflect that. 

A location-specific landing page helps local customers find the nearest branch, and it also improves your visibility on Google.

“Businesses with location-specific landing pages see up to 50% higher conversion rates than those with a generic homepage.” – Hubspot

Instead of having just one general page, give each location its own page with local details.

Here’s what to include on each location page:

• Business name, address, and phone number (NAP) 
• City- or neighborhood-specific keywords 
• A Google Map embed 
• Customer reviews for that location 
• Photos of the actual branch 
• A call-to-action (CTA) like “Call Now” or “Get a Free Quote” 

Example: Let’s Get Moving has unique pages for each city it serves, which helps them rank well for “movers in Toronto” or “movers in Vancouver.”

Pro tip: Add internal links from each location page to relevant blog posts or services in that area for stronger SEO.

Tip: Make sure each page has unique content — don’t copy-paste the same text across locations.

3. Use Local SEO to Boost Visibility

Local SEO helps each of your franchise locations show up when people search for services in their area — like “best gym in Burnaby” or “plumber near me.”

“76% of people who search for something nearby visit a business within a day.” – Google

If your franchise locations don’t appear in these local searches, you’re missing out on ready-to-buy customers.

Here’s how to improve local SEO for each location:

• Use location-based keywords on each page (e.g., “cleaning services in Hamilton”) 
• Add unique title tags and meta descriptions for every location page 
• Include the city or region in headings and content 
• Build local backlinks (for example, from local directories, local news, or business associations) 
• Make sure your business name, address, and phone number are consistent across all online listings 

Bonus tip: Use tools like BrightLocal or Whitespark to audit your local SEO and track rankings for each franchise location.

Why it matters: When your SEO is strong, each location gets more website visits, more calls, and more customers — all without paid ads.

4. Manage Google Business Profiles for Each Location

Your Google Business Profile (GBP) is one of the most important tools for local marketing.

When someone searches for a service near them, Google often shows a map with local businesses — and that’s where your profile appears.

Each franchise location should have its own Google Business Profile, fully filled out and optimized.

Here’s how to manage it right:

• Claim and verify each location’s profile through Google 
• Use accurate business info: name, address, phone number, website, and hours 
• Add high-quality photos of the location, staff, and services 
• Post regular updates like promotions, events, or tips 
• Encourage customers to leave reviews — and respond to them politely 
• Choose the right categories for each location (e.g., “Moving Company” or “Mexican Restaurant”) 

Pro tip: Link each Google Business Profile directly to that location’s page — not the homepage — to help with both user experience and SEO.

5. Run Localized Paid Advertising Campaigns

Paid ads are a great way to get fast results, but for franchises, a one-size-fits-all ad won’t cut it.

To get the best results, each location should run ads targeted to its local audience.

“Local ads have 2x higher click-through rates compared to non-targeted ads.” – Wordstream

This means showing the right message to the right people in the right area.

Here’s how to do it effectively:

• Use geo-targeting in platforms like Google Ads or Facebook Ads to focus on each location’s city or region 
• Include the city name in the ad copy and headlines (e.g., “Affordable Movers in Ottawa”) 
• Link the ad to that location’s landing page, not your main site 
• Highlight local promotions or services to make the ad more relevant 
• Track performance by location to see what’s working and where to improve 

Example: If a moving company franchise is running ads in both Toronto and Mississauga, each ad should reflect that city’s name, pricing, and services.

Why this matters: Local ads cost less, perform better, and feel more personal to potential customers.

They help franchisees compete in their specific markets — and win.

6. Centralize Social Media Guidelines, But Allow Local Posts

Social media can be a powerful tool for franchises — if used the right way.

To keep your brand strong, you need consistent messaging across all locations. 

But at the same time, local branches should be able to connect with their community in their own voice.

The key is balance: create central brand guidelines, but let franchisees post local content too.

Here’s how to make it work:

• Create a social media brand guide that outlines tone, logo usage, hashtags, and image styles 
• Provide ready-to-use content (like templates, holiday posts, or promotional graphics) 
• Train franchisees on how to post effectively while staying on-brand 
• Encourage local content like community involvement, local events, or staff highlights 
• Use tools like Hootsuite or Sprout Social to manage posts and monitor accounts across locations 

Example: A gym franchise might share a national fitness challenge from head office, while a local location posts photos of members at their branch completing it.

Tip: Local posts perform better because they feel personal. Showcasing real people and real places helps build trust in each location.

7. Use CRM and Marketing Automation Tools

Managing leads, follow-ups, and customer relationships across multiple locations can be overwhelming — unless you have the right tools in place. 

That’s where a CRM (Customer Relationship Management) system and marketing automation come in.

These tools help you track leads, send messages, and stay organized — all while making sure each location delivers a consistent customer experience.

Here’s how to use them effectively:

• Set up a centralized CRM that lets both the head office and each franchisee manage leads 
• Automate email and SMS follow-ups for quotes, bookings, or promotions 
• Use location-based tagging to keep leads organized by city or branch 
• Create pre-built email templates for seasonal offers, service reminders, or customer reviews 
• Track lead sources and conversions to see which marketing efforts are working best 

Example: A moving company can automatically send a “thank you” email after a booking and follow up with a review request a few days later — all personalized by location.

Recommended tools: HubSpot, ActiveCampaign, or Zoho CRM — many of these offer multi-location support and automation features.

Why it matters: The more organized your lead management is, the easier it is to grow — without missing out on potential customers.

8. Monitor and Manage Online Reviews

Online reviews can make or break a franchise location. A few bad reviews — or no reviews at all — can turn potential customers away. 

That’s why managing reviews should be part of every location’s marketing plan.

“93% of customers read online reviews before buying or visiting a business.” – Podium

Reviews don’t just build trust. They also help your business show up higher in local search results.

Here’s how to stay on top of reviews:

• Ask for reviews after every sale, service, or visit — by email, text, or in person 
• Make it easy with direct links to your Google Business Profile or review platform 
• Respond to every review — both positive and negative — in a polite, professional tone 
• Train staff at each location on how to ask for and handle feedback 
• Use review management tools like Birdeye, Podium, or Trustpilot to track and respond across all locations
  

Bonus tip: Share positive reviews on social media and local landing pages to build credibility.

Why it matters: Good reviews help you stand out, build trust, and bring in more local business — and keeping them organized ensures every location puts its best foot forward.

9. Align Franchisor and Franchisee Marketing Goals

One of the biggest challenges in franchise marketing is getting the franchisor and franchisees on the same page. The head office wants brand consistency and long-term growth. 

Franchisees want local results and fast returns. When both sides work together, marketing becomes more powerful and efficient.

Here’s how to align your goals:

• Start with clear communication — set expectations, timelines, and roles from the beginning 
• Create a shared marketing calendar with campaigns, promos, and seasonal events 
• Offer support and resources — like templates, training, and co-branded content 
• Involve franchisees in strategy discussions — they know their local market best 
• Share results regularly — use reports and dashboards to show what’s working and why 

Example: A franchisor may run a national campaign for spring promotions, while allowing franchisees to customize the offer based on their local demand.

Pro tip: Consider setting up monthly calls or a shared group chat to keep the feedback loop open between HQ and franchise owners.

Why this matters: When both sides collaborate, marketing runs smoother, local results improve, and the brand grows stronger as a whole.

Conclusion

Marketing a franchise across multiple locations doesn’t have to be complicated — it just needs the right strategy. 

By focusing on strong branding, local SEO, personalized advertising, and good communication between franchisors and franchisees, you can create a system that works at every level.

These 9 strategies aren’t just tips — they’re building blocks for growth. When used together, they help your brand stay consistent, your locations stay visible, and your customers stay engaged.

Whether you’re just starting out or scaling to dozens of locations, remember: successful franchise marketing is all about local impact with national strength.