Want to attract franchisees to your business like honeybees? Let’s put together an attractive franchise marketing plan and strategy in 2024.You’ll need two things to flourish as a franchisor
A consistent stream of qualified franchisee prospects and
a franchise marketing strategy that persuades prospects that franchise opportunity is worth considering.
If you fail to build these crucial tools, you will almost surely lose potential purchasers who would otherwise explore a partnership. In 2022, the best franchise marketing plan and strategy for franchisors will be:
What is the market potential of your franchise opportunity?
The Present Value of a Franchise (PVF) is a term franchisors employ in their decision-making process.
This concept has a wide range of applications, including the following:
When deciding how much to spend on advertising
When deciding which people to hire
When deciding whether to use a management recruiter
When deciding which consultant to employ
When deciding whether to retain brokers
When deciding on the quality of advertising materials
And many, many more
When making decisions that affect the franchise organization, you should evaluate the franchisee’s future value, just as you wouldn’t make an annuity selection based solely on the first year’s profits.
While the franchisor must make decisions based on expected revenue flows, this longer-term perspective on the value obtained from each franchisee is likely the most commonly recognized attribute of effective franchisors.
It’s not the same as the program you’ll be doing for your franchisees. You’re trying to encourage folks to come in and sign up, and it’s a pretty particular group of people that will come in and do this.
“Who is the individual who wants to be a potential franchisee?” is the first question that comes to mind.
It would be best to dig right in and look at this by industry. The following are three crucial questions that will determine your franchise marketing plan.
What industry are you in?
Are you looking for someone who will be converting an existing business into your type of business?
Are you looking for someone who will start a brand new business?
It would be best to execute all of these things simultaneously to raise brand recognition.
You must establish a brand if you want to sell more to your new franchisees if you want more people in your sales funnel to come in and be interested in working with you and even paying a premium.
Determining perfect franchisee
If you can pinpoint the ideal franchisee, you may develop a targeted outreach campaign for them. That is, you compile a list of all of these people, or at the very least identify certain key features, and then send them emails, print mail, or invite them to an event with a happy hour, speakers, food, and others.
The above types of things work well, such as inviting all of these folks to a webinar.
How to get Leads from Franchise Marketing Plan?
Creating leads and knowing the specific demography of the people you want to attract, then funneling them into a funnel. Getting numerous stages in place so that people learn about you, become interested in you, and eventually join your pipeline, and do it regularly.
So that’s a wonderful thing to do on the corporate side to set it up, and while it’s different and much more particular for each type of business and industry, those are the things you should be considering.
1.Lead generation through Email Marketing
Whenever a prospective franchisee comes to your website and gives you their personal information, especially their email address, they do so in return for more details about your franchise opportunity and the opportunity to communicate with you via email.
Franchise email marketing is the term for this type of marketing,which should definitely be included in your franchise marketing plan.
Franchise email marketing allows you to effectively cultivate brand loyalty, build relationships, and increase brand awareness while encouraging prospects to contact you and learn more about being a franchisee.
Several businesses believe that when individuals receive an email from an unknown person, they promptly delete it, deeming it spam and reflecting negatively on the sender.
However, this isn’t the case; email marketing isn’t the same as spamming. On the other hand, franchises have failed to cultivate franchise leads with sufficient time and resources.
A franchise email marketing campaign can be extremely effective if properly executed for franchise lead generation.
Email marketing strategies for greater lead generation
You may use the below email lead generating tactics to generate a consistent stream of franchise leads for your business.
1.Lead scoring might help you get the most out of your efforts.
The capacity to target the appropriate individuals with the right information at the right time is an important component of marketing.
Lead scoring can assist you in achieving this goal by guaranteeing that you collect leads. Employ email automation to assist you to score leads as one technique to use lead scoring in your marketing.
2.Use subject lines to draw attention.
It’s crucial to think of new techniques to pique people’s interests or make them feel compelled to click. Use bold, italic font, and emojis to grab your viewer’s attention and direct their focus towards the most crucial portion of your email: the subject line.
3.Include a strong call-to-action (CTA) whenever possible.
Every email should include a single, clear, and compelling call to action that is simple to implement. Use innovative language to catch your readers’ attention and inspire them to take action in your emails to include a compelling CTA.
CTAs that include an aspect of urgency, intrigue, or mystery is the most powerful, and they’re difficult to avoid and encourage readers to take action, which helps you increase leads.
4.Use social media networks to your advantage.
Your social media networks can be a valuable resource for expanding your email list. You may include a call to action in your accounts and schedule daily posts to advertise your free copy and generate leads automatically.
You should advertise your social accounts through your email list, and you’ll simultaneously expand your social media following and your email list this way.
Tools like Facebook marketing tools, Twitter marketing tools, and others can help you get the greatest results on social media.
5.Make use of email automation.
Email automation sends mass emails to certain recipients at particular periods via email software.
You can fix and forget your email marketing techniques using automation, which helps you save up much time.
Automatic personalization is another benefit of email automation, which assists you to optimize your email marketing.
6.To increase open and click-through rates, run a split test.
Split testing your email copy and strategy is critical for improving your copy and strategy. There’s always room for improvement, and by experimenting with multiple versions of your emails, you’ll be able to identify the ones that convert the most.
Several of the methods described above have been reported to be efficient, especially in franchises. Start expanding your franchise leads by incorporating them into your email marketing.
2. Franchise lead generation through Google Ads.
Google Ads is a Google-owned paid digital advertising network. Google Adwords was renamed Google Ads in 2018 as the search engine firm redesigned the program.
The basic principle stays the same, when users search for a term, their search results appear on a search engine results page (SERP). A paid promotion that addressed that term could be among the outcomes.
Adopting Google Ads for your franchise business could be the smartest option you ever made. This argument is not hyperbole. This method will generate the fastest results for you and will be the most expensive element of your franchise marketing plan.
Google Ads allows you to market and increase brand awareness whenever users look at relevant keywords. It has the ability to supercharger franchise leads if implemented right. To begin, create a Google Ads account.
Make sure you only focus on the most relevant terms to your industry and competitors.
3. Franchise lead generation from SEO.
SEO is the practice of implementing efforts to improve the website’s ranking or article on Google.
In simple terms, when someone searches for anything on Google, Search Engine Optimization (SEO) implies making a piece of online material more visible at the top of the front page.
You should engage in search engine optimized articles while developing your brand’s website. When generating franchise leads, SEO is a particularly cost-effective method of your franchise marketing plan.
Because the quantity of searches for industry-specific franchise keywords is minimal, there will be less rivalry for these terms. On the other hand, those search volumes include many qualified buyers.
How to generate franchise leads via SEO?
1.Begin by creating a content-rich franchise recruitment website that addresses the most common questions asked by franchise candidates.
Any franchise prospect website has a single goal: to draw qualified visitors and transform them into leads. Franchisees aren’t recruited by SEO on their own, and it attracts visitors to your website, transforming your website into potential franchise leads.
2.Express your franchise’s story more effectively.
On your website, tell the tale of your franchise, and don’t scrimp on the specifics. Franchisees care to read since franchising is a rising game.
Rankings, links, landing pages, and programming methods are not part of SEO. Supporting Google’s basic objective of providing the most effective findings to anyone searching for information is at the heart of SEO.
Language and context are the driving forces behind SEO. When trying to determine their best franchise possibilities or reduce franchise alternatives to a shortlist, franchise seekers type in common queries and keyword phrases.
Your website is optimized for such keywords, and your business is found organically with as many of these phrases as feasible.
Lastly,execute the steps above correctly, your content will rank on Google, and you’ll be surprised at how many leads it can create and many franchise signups.We will provide you assistance in content marketing,which includes content research,content writing and content marketing.
4. Franchise lead generation through social media marketing.
If you grasp how to use social media correctly, it might be your most effective lead generation platform.
People are often compelled to readily disclose their information with you if they are given the correct incentives. You’ll need to design compelling lead magnet offers that franchisees would like to accomplish.
The example might be anything from a research paper to an early bird franchise discount.
Examples of lead magnets: Discount codes, case studies, webinars, whitepapers, and other resources could be included.
2.As social proof, share testimonies.
Franchisee testimonials and tales can provide the franchise reviews you need to generate new prospects. You are demonstrating the value of your brand by demonstrating how franchisees have gained from your services.
3.Create ads with special offers that are tailored to a certain audience.
A paid social media advertising campaign is extremely beneficial for generating leads on social media.
With this method, you can leverage paid social advertisements’ extremely clear focusing choices to display your audience offers that are specifically suited to pique their interest.
Use these ads to promote information on a specific subject, special deals, and limited-time deals on your franchise services.
4.Use social media sponsorships to your advantage.
Rather than paying for ads, you might use the social media posts that your intended audience is currently reading to generate franchise leads.
Take into account sponsoring hit shows, material, and YouTube channels with your target demographic. Either way, perhaps if it’s only for a couple of minutes, you could get a recognized content producer to promote your franchise service.
This element of franchise marketing plan can be far more interesting than shoving adverts in front of people who may or may not be interested.
5.Host a virtual event or social media conference.
Virtual conferences and events are an excellent method to reach out to a target market while showcasing your knowledge and expertise in the franchise industry.
These virtual events imply they’re also fantastic for creating social media leads, particularly since prospect franchisees will have to supply their information to register or attend the event.
Franchising.com provides extensive franchise details, including a listing of over 2,800 franchises in over 20 countries. Your research can be refined by industry, region, investment, kind, and maturity.
The website also covers many franchise-related topics, including operations, technology, marketing, and legal issues. It also offers franchise events, publications, and emails, providing potential franchisees with an endless information supply.
Franchise Direct, established in 1998, has become a prominent site for franchise possibilities in Europe, North America, Latin America, Africa, and Asia.
Franchise Direct is the only franchisor platform that enables franchisors to interact with potential franchisees across the globe. They’ve also introduced a franchise blog, produced many annual reports, and a simple and user-friendly website design.
Video content delivers the best ROI, according to 51% of marketing agencies worldwide.
You’d need first to select video material that your audience is interested in, such as a commercial video demo, a deep explanation video, a how-to video and others.You can post the videos on Youtube and use TUBEBUDDY-the best youtube tool for keyword research.
It would not only give you valuable leads but would also provide metrics on just how many people have watched your films, which can be used to examine the effectiveness of your base videos.
Also, provide a subscription form for viewers to acquire an URL to your video in any eBooks, newsletters, blogs, and webinars, for example, to enter your videos.
7. Start a Referral marketing program.
Referral programs are a great way to double your franchise signups.
Your lead sources or affiliates are rewarded for recommending their friends, relatives, neighbours, or colleagues if they participate in these initiatives.
As a result, those recommended will have the opportunity to discover more about your franchise services and may become new leads.
You may make this work by offering an attractive incentive in return for the recommendation, such as a gift card, a gift, or a discount.
You should see a huge increase in your prospect franchisees if you use these incredibly effective social media lead creation methods.
The referral method can be the most cost-effective franchise marketing plan.
Franchisees are savvy
These days, franchises are clever; they use other marketing organizations in certain circumstances and handle things independently in others.
They’re business owners as well as smart people, so make sure you’re working with a marketing firm that can support you and who can attend these owner meetings and champion your brand.
Demonstrating how you’re growing, what a great job you’re doing, how your traffic is increasing, and the value you’re delivering and building pipelines for your customers through this type of franchise marketing plan.
Setting up a wonderful digital program that comes out of the franchisee budget, and then setting up a great offline program, balancing which one you spend the most money on based on the ROI and what the franchisees will like the most.
We will soon be coming up with a budget franchise marketing plan for you to increase your franchise leads and accelerate your franchisee recruitment process.
Do you wish to increase the number of franchise leads you have?
Tell us about your plans for generating franchise leads and what you’d like to share with us about your experience.