There is no one size fits all marketing strategy for franchises because franchise agreements provide different marketing support, and clearly there are an endless number of industries being franchised. But franchise marketing plans share some common attributes.
Franchise Marketing Begins By Identifying Franchisor / Franchisee Responsibilities
Franchise Marketing Fundamentals
Next Level Franchise Marketing
- Are you networking? Do you take full advantage of the handfuls of business cards you collect or do they sit on your desk? A CRM system is a perfect tool to automate nurturing those leads. Send customized emails that look like you fired them off from your account personally. Ask for referrals and testimonials, automate aspects of your new client onboarding. Did an initial meeting with a franchisee not close? Send an automated check in.
- On Page SEO: This involves optimizing the load speed of your franchise’s website (like an untuned car it will slow down over time), making changes to the code to be more search engine friendly and optimizing your content for target legal keywords. A proper franchise SEO strategy will help your Adwords campaign to perform better and cost you less per click.
- Online Reviews: People really do care what others think. The more 5-star reviews you have on industry specific websites, Facebook and Google, the more confident a potential franchisee will be to invest, and the more end customers who will connect with your brand. Even if they find out about you elsewhere you can be certain they are checking you out online.
- A Newsletter & Blog: Find a way to regularly connect with your franchisees, potential franchisee, and end customers, by sharing a monthly newsletter with your blog excerpt, upcoming events, pictures of members of your team in the community or with clients and tips. Remaining top of mind will help with referrals, brand awareness and communicating specials as appropriate.
- Videos and Photos: On your website show professional photos of franchise events and locations, franchisees and end customers. Shoot 1-2 minute videos for your website and social media of you providing industry specific tips, sharing a stories of successful franchisees, or of a client saying nice things about you. Visitors to your website or social media should get a feel for what it would be like to work with you.