As a franchise marketer, you are often responsible, alone or as a team of two, for dozens of locations and a handful of channels. We give you extra capacity and channel expertise while you stay in control. Every month you receive the figures per location you need for your own reporting to the board and to franchisees.
What challenges do franchise marketing managers face?
The work of a marketer at a franchise brand is broad. You protect the brand, create campaigns, answer questions from franchisees and also need to know how Apple Business Connect works. Even a mid-sized franchise brand quickly has dozens of profiles on Google, Apple and Bing that need maintaining. According to NFV figures, a service franchise brand has 26 locations on average, a food franchise brand 66.
That creates a familiar pattern: urgent work beats important work. Profiles become outdated, reviews go unanswered and nobody has time to measure whether AI assistants mention your franchise brand.
We do not replace you. We add the specialisms to your team that you do not need every day but that make the difference per location: local SEO, GEO and AI automation. If you already work with an agency, we complement it rather than replace it.
| Task | Hours per month now (fill in) | Why it gets left | Who can take it over |
|---|---|---|---|
| Updating profiles on Google, Apple and Bing | ... | Many locations, many small changes | Our team |
| Responding to reviews | ... | Arrive daily, including at weekends | Our team |
| Local advertising per location | ... | Requires specialist bidding strategy knowledge | Our team |
| Campaign planning and brand message | ... | This is your core work | You |
| Consultation with franchisees | ... | Requires trust and internal knowledge | You |
How do franchise marketers stay in control?
We do not take over your role. You set the priorities, we deliver. We record this in a short working agreement per channel: what we do independently, what we check with you first and how quickly we respond.
You decide
Planning, message, internal alignment and budget decisions stay with you. We make proposals, backed by data per location.
We execute
Channel specialists keep profiles and data in order, publish posts, manage campaigns and respond to reviews. See, for example, our approach to review management or measurable campaigns in Google and Meta across Google, Microsoft and Meta.
Measuring together
Every month you receive the same set of figures per location. Which ones they are is explained in the article on the key metrics per location.
Work together on measurable results, not on an annual contract. Start with the free visibility scan.
Which specialisms can marketers bring in?
A marketer does not have to be an expert in every channel. Our team consists of people who each know one field in depth, plus ten regular freelancers we trained ourselves. Read more about the people at the team behind Franchise Marketing Bureau.
| Specialist | Field | What you gain |
|---|---|---|
| Angela | Local SEO analysis, local Facebook Ads, content planning | A plan per location you do not have to create yourself |
| Elisabeth | Local Google Ads, bidding strategy, campaign management | Campaigns per location without you working in the accounts |
| Peter | Local SEO, white-hat link building, algorithm updates | Someone who follows changes in Google |
| Stanley Leijnse | Research into local SEO and GEO | Decisions based on research, not gut feeling |
| Gijs Bodenstaff | Strategy, franchising, GEO | A sparring partner who built a franchise brand himself |
When do franchise marketers need extra hands?
Capacity is not equally tight all year round. When several locations open at once, profiles in three map services must be correct within a few days. With a rebrand, the name, the logo and sometimes the category change in every profile. And a recruitment campaign for new franchisees suddenly adds a completely different channel, such as LinkedIn. At moments like these we scale up, and afterwards back down to the regular package.
Silence is also a signal. If you notice that profiles have not been touched for months, or that nobody knows how many reviews are unanswered, that is the moment to hand over part of the work on a structural basis.
What forms of support are available to marketers?
You choose how much you outsource. Some marketers only hand over profile management, others almost everything except brand campaigns. All channels are listed under all services for franchise chains. If your board prefers to outsource completely, the approach for franchise head offices is a better fit.
AI helps us work faster, for example by flagging anomalies across hundreds of profiles. Read in our AI working method where people continue to do the work.
| Format | What we do | What you do | Fictitious costs for 20 locations |
|---|---|---|---|
| Profile management | Basic: Business Profile, NAP monitoring, monthly report | All other channels | 20 x €199 = €3,980 per month |
| Profiles plus reviews | Growth: reviews and posts as well | Campaigns and social | 20 x €400 = €8,000 per month |
| Almost everything | Full service plus ad management on quote | Brand, planning, internal consultation | 20 x €600 = €12,000 plus quote |
What does a location outside the Google Maps top 3 cost you?
This calculation uses Dutch figures instead of American click-through rates. The average revenue per franchise location comes from the Dutch Franchise Association (NFV) statistics, reference year 2025. Nobody can say in advance exactly how much revenue a location loses without a top position in Google Maps, with a Google Business Profile that is not in order, or without proper review management. So you calculate a scenario per cause: a few percent of revenue going to a more visible competitor. Add them up and you see the combined cost.
| Sector | Revenue per location per year | 1% revenue missed | 3% revenue missed | Growth package (€4,800 a year) as share of revenue |
|---|---|---|---|---|
| All sectors (average) | €1,445,000 | €14,450 | €43,350 | 0.33% |
| Services | €480,000 | €4,800 | €14,400 | 1% |
| Hospitality | €1,230,000 | €12,300 | €36,900 | 0.39% |
| Health care | €1,270,000 | €12,700 | €38,100 | 0.38% |
| Non-food retail | €1,750,000 | €17,500 | €52,500 | 0.27% |
| Food retail | €2,910,000 | €29,100 | €87,300 | 0.16% |
| Other brands | €680,000 | €6,800 | €20,400 | 0.71% |
- 6 of the 100 largest Dutch franchise chains reply to a Google review within 24 hours; the average response time is 6.8 days and 90% has no demonstrable review management process.
- Only 40% of the 500 Google Business Profiles examined is fully completed.
- In the measurement one review was viewed around 15,000 times on average: an unanswered complaint stays visible to thousands of people.
- 42% of consumers would rather not do business with a company that never replies to reviews (BrightLocal 2026).
Sources: NFV Franchise Statistics, reference year 2025 (34,937 locations, €50.5 billion revenue); Local SEO Franchise Benchmark 2026 (100 largest chains, 500 profiles); sector model on franchiseseo.nl (in Dutch). The percentages are scenarios you choose, not a measurement or a promise. We do not promise rankings or revenue.
Questions from franchise marketers
Will an agency take over my job as a marketer?
How quickly do you respond to my requests?
Can I keep working in the accounts myself?
How do your figures fit in with my own reports?
What if I need to justify the budget internally?
Can you also train my team?
Do you also work with our existing tools?
How do I know the work is being done well?
What do you do with AI for my locations?
Can I start small?
Sources
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
Book an introductory call and discuss which channels to hand over first.