The franchise industry continues to grow and change, and marketing strategies must evolve simultaneously. According to the International Franchise Association’s 2025 Franchise Economic Outlook, franchises are anticipated to grow an additional 2.4% in 2025, a faster rate than the 1.9% projected for the broader economy by the Congressional Budget Office (CBO).
In addition to this projected growth, franchises are also navigating a more complex, customer-driven landscape where authenticity, local relevance, and trust carry more weight than ever. The franchises that adapt to these changing expectations will maintain a competitive edge, foster stronger connections within their communities, and, ultimately, win more customers.
Here are six strategies to help boost your franchise marketing efforts in 2025 and position your business for success:
- Embrace Multi-Channel Digital Marketing With a Local Voice
Digital marketing is vital for business growth, but success depends on how effectively franchises adapt their strategies and tailor their messages to a local audience. Franchises should implement a mix of strategies, such as search engine optimization (SEO), targeted social media advertising, and partnerships with influencers, to engage with consumers across multiple channels. The goal is to connect with consumers on a local level and to build an emotional connection.
An authentic, community-focused message makes you stand out and enhances engagement. Increasingly, customers want to support businesses that demonstrate their values through tangible actions. Franchises that combine a national digital strategy with local storytelling will gain a competitive edge.
- Think of Social Media as the New Town Square
Social media has become the virtual hub for brand storytelling and customer engagement. It’s where conversations happen, stories are shared, and reputations and brands are built. For franchises, that means creating a strong presence at the local level.
Franchises can optimize their social media by maintaining authentic local pages that share behind-the-scenes content, local updates, and staff highlights. Pair that with strategic paid amplification and active engagement—liking, responding, and conversing with customers—and create a powerful local voice that builds trust. It is the new town square in effect – if you can provide relevant information that shows you are a small business owner who lives locally and employs local people, loyalty follows.
- Leverage Content Marketing to Build Trust and Authority
While content marketing isn’t new, it’s becoming more critical than ever in building long-term customer relationships. Franchises should invest in content that educates, entertains, and inspires, particularly when tailored to a local audience. Whether it’s blog posts about common customer questions, videos showing your team at work, or even locally produced podcasts, content can help franchises position themselves as trusted experts in their communities. Customers gravitate toward brands that offer value well before a sale ever happens.
- Turn Customer Reviews into Storytelling Moments
Customer reviews are among today’s buyers’ most trusted sources of information. But beyond stars and scores, the most effective franchises use reviews to tell real stories.
That includes actively encouraging reviews, responding publicly to feedback, and featuring authentic testimonials across websites and social platforms. For example, one of our franchisees received a two-star review online and they chose to reach out to the customer personally and resolve the issue. Ultimately, they turned the review into a five-star experience. Sharing stories like this shows how your brand lives up to its promise and responds when things don’t go according to plan.
- Build Deep Roots Through Community Involvement
Franchise brands that embed themselves in their communities gain more than just visibility—they earn consumer trust. In 2025, real-world engagement is just as important as digital impressions.
Whether it’s sponsoring youth sports teams, participating in street festivals, or hosting booths at home shows, these efforts matter. Highlighting these initiatives in marketing materials creates emotional resonance and positions your franchise as a vital part of the local community, not just a national brand.
- Don’t Rely Solely on Paid Advertising
While paid digital ads can generate leads, they can’t buy trust. In 2025, franchises should be wary of relying too heavily on advertising to do all the work. The most successful brands will take a hybrid approach, combining paid media with high-touch, locally driven tactics.
Think yard signs, wrapped vehicles, neighborhood sponsorships, and in-person visibility. These channels continue to be effective because they build familiarity in ways digital platforms can’t replicate.
The Bottom Line: Authenticity Wins
Franchise marketing in 2025 is about more than reach—it’s about resonance. Franchisees who focus on personalized, local messaging, participate actively in their communities, and prioritize relationship-building will be best positioned for growth.
The Author:
Dawn Perry is the Chief Brand Officer for CertaPro Painters®, North America’s Most Referred Painting Company. In this role, she leads the company’s brand strategy and marketing. With more than 15 years of franchise marketing expertise and 30+ years of marketing experience, Dawn has a proven track record of driving lead generation and delivering extraordinary brand experiences with a customer-centric approach.