Why Most Franchise Marketing Fails | Smarter Digital Tactics for Local Growth

Episode Summary for The Advisory Board Podcast

Sponsored by ClientTether

In this episode of The Advisory Board Podcast, host Dave sits down with a true heavyweight in franchise marketing: Lonnie Jones, founder and CEO of Local SEO Help. Lonnie’s been deep in the SEO trenches for years, helping franchise brands (including powerhouses like Horsepower Brands) dominate digital real estate in competitive verticals. But make no mistake—this conversation isn’t just for SEO nerds. It’s a masterclass on how to build long-term marketing momentum using a “stacked” approach.A huge shoutout to our sponsor ClientTether, the CRM that helps franchise brands and owners convert leads with surgical precision. Thanks for powering this episode!👊 Highlights You Can’t Miss:

• From Accounting to Algorithms: Lonnie’s unlikely journey from government cubicle to SEO kingpin started with a finance degree and a side hustle. Today, he helps franchisees and franchisors alike build sustainable digital visibility.
  
  
• Why “Stacking” Works: Lonnie introduces the concept of “stacked marketing,” a layered, multi-touch strategy designed to build influence over time. Spoiler: if you're throwing up a Facebook ad and expecting instant leads, you’re doing it wrong.
  
  
• The Patience Problem: Franchisees often expect overnight success from campaigns. Lonnie challenges that thinking and explains why consistent visibility and brand impressions across channels (online and offline) create conversion magic.
  
  
• SEO in the Age of AI: The search game is changing—fast. With tools like ChatGPT, Perplexity, and Google's AI search stealing the spotlight, traditional keyword-stuffing just won’t cut it. Lonnie breaks down what this shift means and how to future-proof your SEO strategy.
  
  
• Omnichannel ≠ Everywhere: You don’t need to be on every platform. But you do need to be smart. Lonnie shares how to blend digital ads, local presence, reviews, and retargeting to create brand resonance without blowing your budget.
  
  
• Vet Before You Bet: One of Lonnie’s golden rules? Validate your marketing partners. Whether you’re a franchisor or a franchisee, don’t just throw money at shiny campaigns—talk to peers, review actual results, and give strategies time to mature.
  
  
• Functional Experts Win: Don’t look for one agency to do it all. SEO, Google Ads, Meta, and CRM strategy each require dedicated, deep expertise. Lonnie practices what he preaches by focusing solely on SEO—and being the absolute best at it.
  
  

🎧 Bottom line: If you’re building a brand in the franchise space, this episode will give you a grounded, tactical framework to shift from scattershot marketing to something that actually scales. Whether you’re in year one or year ten, this is the mindset you need.