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Franchise Marketing: Finding a Brand that Provides the Right Digital Marketing Support

Franchise Marketing: Finding a Brand that Provides the Right Digital Marketing Support

If you're thinking of opening a franchise, make sure to choose a brand that provides digital marketing support. 

For business owners, establishing a strong online presence can be the difference between reaching the consumers who matter most to your brand and missing out on a lot of potential sales. The same is true for entrepreneurs when opening a franchise business. These franchise owners need to take the digital marketing support they get from the corporate team and add in their own strategies to reach local consumers.

But franchise owners have a head start on independent business owners when it comes to establishing an online presence – or at least they should. When opening a franchise business, you’re not just buying a store and a logo, you’re also buying the brand’s marketing tools and strategies for attracting and retaining local customers.

The UPS Store understands how important it is for franchisees to maintain a comprehensive online presence, which is why we offer owners a range of marketing and advertising services, including a robust digital marketing strategy. For an idea of what those services look like, here are three foundational components The UPS Store franchise system provides store owners to help them build a stronger online presence.

Three Foundational Components of Franchise Marketing Support

Website Management

For franchise businesses, it’s important to have a site that’s optimized for both search engines and potential customers. To accomplish this, the website should:

  • Include technical search engine optimization (SEO) elements to help boost its visibility in search results.
  • Deliver a valuable user experience that makes it easy for potential customers to find the information they need about your products and easy for them to contact your business.

Here are a few key characteristics of an optimized, local website:

Includes local information

Basic information like business name, address, phone number (NAP), hours of operation and details on the products and services you offer should be front and center. This is important to search engines as well. According to Moz, on-page signals, including the presence of NAP, are the second most important ranking factor in local organic search results. Localized images and strong calls to action should also be included.

Is mobile-friendly

A mobile-friendly site that adheres to industry standards and incorporates SEO best practices is essential for ranking well in search results. Sites that load quickly and are easy to read on mobile devices also provide a better user experience for your current and potential customers.

Includes optimized technical elements

Title tags that include the business name, geo-location and main product or service provide visitors and search engines with a concise description of the page. Meta descriptions, the preview snippets that appear in organic search results, are also key to enticing searchers to click through to your site.

When you add important information on your webpages like location data and product descriptions, it’s easy for visitors to understand what the copy is talking about. But to search engines, the copy just looks like any of the other words on your page. However, adding pieces of code called Schema Markup tells search engines exactly what type of information the copy represents to they can understand your page better and represent it correctly in search results. Adding Schema Markup to information like your business address, products and services, and hours of operation ensures that search engines can find and understand all your information.

Even the structure of the webpage URL itself can have a significant impact on local search engine rankings. The best practice here is to optimize the URLs to leverage domain authority by using the parent domain along with the location. Here’s an example of how this looks:

Local Listings

Another component of a strong web presence that’s particularly critical for franchise brands is local listings. It’s important to have a program in place to manage the accuracy and consistency of local listings and other citations across the web. In fact, citation signals (NAP consistency, number of online citations, etc.) were among the top five most important factors for local and organic search rankings according to Moz’s 2018 Local Search Ranking Factors survey.

That’s why The UPS Store franchise owners are automatically enrolled in an optimized local listings program that delivers necessary business information to local consumers on search engines, social media platforms, local directory sites and more.


The third component of a robust online presence is managing reviews. Online reviews are a strong indicator of a brand’s quality, and consumers often trust online reviews as much as advice from their family and friends. A survey conducted by BrightLocal found that 91 percent of 18-34-year-old consumers trust online reviews as much as personal recommendations. In addition, 57 percent of consumers will only use a business if it has four or more stars, and 89 percent of consumers read a business’ responses to reviews.

Whether they’re looking for a place to ship a package or researching a larger ticket item like a washing machine, it’s rare for consumers to make a purchase without reading reviews. In fact, the BrightLocal survey showed 86 percent of consumers read reviews for local businesses.

Because reviews are so important, The UPS Store franchise owners also have access to a program to monitor and manage their online reputation as a part of their local listings program. If you’re thinking of getting into franchising, make sure you go with a brand that does the same.

Ready to Get into Franchising?

These are just three components of a strong local online presence, but having an optimized website, a robust listings program and a system in place for managing reviews will have you off to a great start. With more than 4,700 franchise-owned locations, The UPS Store understands how important it is to help owners maintain a robust, localized online presence. So, if you’re interested in franchising, talk to our franchise development team and learn how the digital marketing support you’ll receive as a The UPS Store franchise owner helps you get started down the right path.

2023 Entrepreneur's Franchise 500 Top Rated for Veterans badge

We Proudly Support Our Veterans

Participating partners with the VetFran program, The UPS Store offers qualifying veterans $15,000 off their franchise fee to start their new business. To learn more, contact The UPS Store Franchise Development Team.

Entrepreneur's Franchise 500 Ranked #4 in 2023 badge

Ranked for over 30 Consecutive Years

The UPS Store has been ranked #1 in the postal and business services category for over 30 years and remains in the top 5 overall for the seventh consecutive year according to the Franchise 500 list.

Kristin Howard

Franchisee, Michigan

The reason my husband and I decided to go into franchising and specifically with The UPS Store, is the different opportunities we're given with the business. The UPS Store has name recognition as well as opportunities to expand.

Debbie Adams

Franchisee, Kentucky

What I enjoy most about being a The UPS Store owner is working with my customers. We are the solution specialists for our customers.

Jim George

Franchisee, Illinios

My favorite part about The UPS Store network is the camaraderie with other franchisees. Everybody loves to help everybody else. You’re really part of a family.

Greg Murray

Franchisee, Florida

The interesting thing about The UPS Store is that when a customer walks through the door there's an extremely high probability that they're coming there to do something that is important to them. So at the end of the day, what we do for customers is very important and they are trusting that we are going to do it well.

See the Full Testimonial

Mariana Huberman

Franchisee, Washington, D.C.

One of the things that I love about The UPS Store franchise system is that you're not ever in this by yourself. The franchisees of The UPS Store network are great.

Heidi Morris

Franchisee, Colorado

The thing I enjoy most about being a The UPS Store franchisee is I get to get up, go to work and know that I'm helping other business owners succeed in what they're doing.

Bob Brown

Franchisee, Tennessee

Owning a The UPS Store franchise has changed my life because it's finally given me the opportunity to engage my customers and my staff and be able to take real pride in what I do. As a franchisee, we get faced with solving peoples' problems every day and we do everything we possibly can to try to help.

Marie Jensen

Franchisee, Oregon

My favorite thing about The UPS Store is the variety. I love the variety of customers, I love the variety of services; getting to know the customers, meeting their needs, finding out how we can help them accomplish what they need to accomplish and seeing how happy they are. That makes me ecstatic.

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Tad Mollnhauer

Franchisee, Florida

With the products and services that The UPS Store provides we can make a difference in people's lives and that is the best reason for being a The UPS Store owner.

Joy Batchelor

Franchisee, Idaho

What makes being a The UPS Store franchisee worthwhile at the end of the day is the customers. The customers treat us like we're family.

Paul Erchinger

Franchisee, Texas

One nice benefit of owning a The UPS Store franchise for me has been that it gives me the opportunity to be more involved in the community. As I make relationships with others it seems like no matter what the environment is, in one way or another business comes out of that and that's not my objective—it's been a secondary benefit to being involved in the community.

Chris Reminder

Franchisee, Ohio

There are several things that I really enjoy about being a The UPS Store franchisee. First and foremost it allows me to get to know the people in the local community and that is a lot of fun. We get to see people on a regular basis. We get to know their life stories. That's a lot of fun.

Bruce Jones

Franchisee, Kentucky

Since we have joined The UPS Store, our life has changed by just having more time to spend together as a family. We've been very fortunate with the stores that we have and we have a great staff that looks out for our best interest and we look out for theirs.

Lonnie Williams

Franchisee, Oklahoma

What makes The UPS Store so successful is it gives each individual an opportunity to grow with the network and just meet the challenges that are brought to them on a daily basis. Every day gives us a new opportunity to help another person, to help another small business, to answer a question and to solve a problem.

Jeff Graham

Franchisee, Alabama

I love my customers. I love my employees. I love every person, every face that comes into my store. I enjoy every day going into work and I can't see doing anything else for the rest of my life.

Stacie Stigar

Franchisee, Alaska

I think that this franchise is so successful because of all of the resources that are available to us as center owners—we have marketing materials, we have so many different opportunities for help from the home office, and it just really makes for a great franchise.

Don Pollard

Franchisee, New Jersey

I think the thing that makes this franchise successful is a number of things. First of all we have an outstanding system, we have a great product, a great brand, and we're able to attract dynamic people to run these centers and run the business. So I think when you put all that together it really provides for a winning combination.

Mary Ellen Nichols

Franchisee, Tennessee

The thing I love about the franchise is that you have the UPS name backing you but yet you also have the autonomy to make your own decisions to promote.

Laura Griffin

Franchisee, Florida

In the eight short months I've owned my The UPS Store it has really changed my life. I've gone from being an employee of someone else to being an employer of my associates. It's a big responsibility but it's exciting every day.

Sandy Scandrett

Franchisee, Wisconsin

Being a The UPS Store franchisee has improved every aspect of my life. It's very rewarding financially, professionally, and emotionally. I have a large number of regular customers who are really, really appreciative of everything we do.

Kristie Robison

Franchisee, Alabama

I would say owning a The UPS Store location has changed my life to where I have more time and flexibility. In owning your own business you get your store up and running and you get employees that you can trust that are going to help keep your store running. This allows me to attend my two boys' ball games and also travel and do things with them so it has really changed my life for the better.