Bringing Customers to your Lab

For franchise owners, there’s no bigger myth than the famous movie quote, “If you build it, he will come.” Bringing customers to your business is directly related to actively participating in multi-channel marketing efforts designed to amplify the brand, build relationships, generate leads, and drive conversions. Here’s how Any Lab Test Now tackles eight key areas of marketing for 240+ locations across the country.

Corporate and Local Website

Gone are the days when word-of-mouth or the Yellow Pages were the go-to source for business recommendations and information. An established parent website (i.e. corporate brand presence) is likely to be the very first introduction to services as well as the overall “feel” a customer can expect from interacting with your business. A content-rich website is your 24/7/365 salesperson.

Second, the drilled down location specific details on a local website further develop the community connection Any Lab Test Now is known for. Need directions? Ready to make an appointment? These questions should be easily answered on your local website.

Google Business Profile

More people search for businesses online than anywhere else, so it’s important to make sure your local business listing can be easily found on Google and Google Maps. Forbes even goes as far to state that a completed Google Business Profile can single-handedly improve a business’s local Search Engine Optimization (SEO). Customers have the option to read reviews and view photos of the business before scheduling an appointment, thus maintaining a current and active page should be a no-brainer.

Paid Media

Television commercials, newspaper ads, sponsorships, Search Engine Marketing (SEM), and pay-per-click (PPC) advertising are all examples of paid media (definition: media you pay for). The goal is all about hitting the target – target audience, target message, target timeframe – to make the most impact and maximize your budget.

Text & Email Marketing

According to Forbes, 91% of customers say they’d like to receive texts from businesses. The publication continues with the assertion that email marketing continues to be an important tool businesses use to connect with their audiences. It’s clear these two channels are still relevant and effective at connecting with customers on a personal level.

Public Relations

Having a grand opening? Offering a new service? Speaking at a Chamber event? These are just three examples of instances where public relations efforts can generate exposure and bring customers in the door. Local media outlets – print, online, and television – are looking for stories and news items all day, every day; let them spread your message for you.

Marketing Toolkits

Brochures, sales materials, signage, and other collateral materials are necessary investments for business operations. A comprehensive toolkit contains these elements and more, and focuses on consumer awareness, consideration, and decision-making.

As of January 2025, there are over 5.24 billion people using social media worldwide, and the average user accesses 6.83 social media platforms monthly. That’s nearly 36 billion opportunities monthly, and you’ve simply got to be there. Whether posting a status update, sharing a video, or leaving a review, harnessing the power of social media – provided you plan to engage accordingly with people who engage with your content – can yield dividends for your business.

Networking

Last, but certainly not least, is the power of good old-fashioned networking. Join the Chamber, attend local events, meet the other parents at the ballfield. It’s not rocket science, but it’s a great strategy to advance community’s knowledge of and trust in you and your business.

At Any Lab Test Now, the above eight marketing tactics are included in our brand’s marketing “wheel,” working simultaneously to move our brand and our individual locations forward. And, that’s just a portion of the Any Lab Test Now playbook for franchise operations!

Ready to learn more about joining our franchise network? Complete the contact form on our website to be connected by our Development Team.