How To Make Your Franchise Marketing Work Harder
If you are a franchise owner looking to recruit new franchisees into your existing franchise network, it is important to remember that marketing your franchise shouldn’t simply be about generating a few leads. The real end goal of any successful franchise marketing campaign is to attract the right prospective franchisees, ensure they understand the strength of your franchise offering and create a clear roadmap from the initial enquiry to serious conversations regarding the investment.
Make Franchise Directory Marketing Part of Your Strategy
Although this may seem an outdated strategy to some, you need to understand that, in the modern day, franchise directories still remain one of the most popular ways that potential franchise investors find their next franchise opportunity. People actively considering franchising often use directories to compare brands, industries, investment levels and business models.
A well-optimised listing for your franchise business on a directory can help you get your model in front of relevant eyes very quickly. Still, just simply adding a franchise listing isn’t enough to generate enquiries. Remember the importance of visuals as well as clearly explaining what makes your franchise opportunity desirable amongst investors, the type of franchisee you are looking for and what potential requirements you have, the training protocols of your franchise for new investors and the various benefits of entering your franchise network.
Use Social Media Marketing to Build Your Brand
Social media gives franchisors an opportunity to display the team experience, work culture and recent success stories from the franchise. While directory listings can capture active franchise researchers, social media can help introduce a broader audience, maybe even potential investors who haven’t considered franchises before.
It is important during your franchise marketing efforts that you utilise leading platforms such as LinkedIn, Facebook and Instagram. All of these can be used to share PR, franchisee success stories and any changes to the franchise offering that may drive further investor interest in your franchise model.
Authentic content is particularly valuable. Prospective franchisees want to understand what life could look like as part of your network, so content featuring existing franchisees can provide valuable insight and help establish trust.
Invest in a Quality Franchise Landing Page
It is vital that all your marketing efforts are not in vain. All this attention you are generating to your franchise through your marketing strategies needs to ultimately lead somewhere that can convert interest into action. This is why having a quality franchise landing page developed by expert web developers is such a compliment to your existing advertising efforts.
A franchise landing page needs to do more than look professional. It should communicate your opportunity clearly and answer the questions prospective franchisees are likely to have. This could include information about investment requirements, training, ongoing support, the business model, ideal franchisee profile and the application process.
Also, remember when creating this landing page, it is vital that your developer ensures it is user-friendly for all devices to avoid losing potential franchise leads. Clear calls to action, simple-to-use enquiry forms and compelling content can make it easier for interested prospects to take the next step in their franchise journeys.
Make Franchise Exhibition Marketing Work Harder
Nowadays, everything is digital that is why there is still a real market to make that human connection. That is where franchise trade shows come into play in your overall franchise marketing strategy. However, successful franchise exhibition marketing begins well before the event itself.
Promote your attendance through social media, email campaigns, your website and franchise directories. It is important to avoid wasting your time to be doing this before showing up on show day to ensure you get as many interested prospects to your stand as possible as the attendance and stand fees for these kinds of exhibitions aren’t cheap.
The most important part of attending any franchise show is always the post-show follow-up process. It is vital that you have systems in place to be following up with relevant information and continuing the conversation can help turn an initial exhibition meeting into a meaningful franchise opportunity.
Bring Everything Together
Successful franchise brands do not rely all their efforts and budgets on one exclusive marketing channel. Instead, they create numerous opportunities for potential franchisees to discover their franchise models, the perks of their opportunities and a clearly identifiable call to action. Each option has its benefits and drawbacks. For example, directory marketing can capture people actively researching opportunities, while social media can build awareness and demonstrate your brand’s personality. A professionally developed franchise landing page can convert that interest into enquiries, while franchise exhibition marketing creates valuable face-to-face engagement.
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