We’re passionate about helping established businesses select, customize, and implement new technology. We understand how important operational excellence is to the franchise system. Our unique process will add significant value to aspiring and well-established franchise brands.
As we speak, there are thousands of qualified potential franchisees searching the internet for their next business venture. If you’re a franchisor, that is good news. But before you start to celebrate the digital efficiency of selling franchises, you need to understand a thing or two about online marketing and recruitment of new franchisees. How to attract the best candidates to your business before they are lost to your competitors.
Our unique process is specially designed to identify entrepreneurs who are a match for your franchise and then to connect with and nurture them into becoming your next candidates. Our marketing team are experts at profiling and targeting your best potential candidates.
The following are a few of the tips and tactics you can use for marketing your franchise online.
Search Engine Optimization
SEO is the most basic of strategies when it comes to digital marketing. Although basic, however, it is vitally important to understand because almost all of your other online marketing efforts will hang off of this principle. In short, SEO is how the web crawlers from Google, Bing, and Yahoo! determine whether your site will be listed on the first page of the search engine results or the 50th. And here’s a hint – if you’re not at least listed within the first 2 pages, chances are that potential franchisee is not going to find you. So how do you improve your ranking? SEO has several elements. Choosing the right keywords is important for starters. Free online tools such as Google AdWords can help you in this respect. Quality, original content is also key. Plagiarism and duplicate content are likely to get your site penalized or even potentially banned from the major search engines. Content writing should incorporate keywords without stuffing – remember your ultimate audience is still the potential franchisee who needs to find your content engaging and useful. On-page SEO strategy consists of having the proper Meta and title tags, having quick load times, and good code structure for your website, whereas off-page SEO consists of building links from quality sources to your website. Optimizing your website is a slow but vital process in ensuring that your potential customer finds you.
Would-be franchisees are often busy people who don’t always want to take the time to read through pages and pages of text before they decide if they are going to pursue a given franchise. Most of them want to narrow down their choices quickly before delving deeper into their research. It is no wonder then, that the franchise world has seen a dramatic increase in the number of online videos being used as sales tools by franchisors. Of course, the largest online platform to view videos is YouTube. In fact, it can be argued that the site is the world’s second-largest search engine. There are two main ways that franchisors can use YouTube. The first is to create promo videos which can then be embedded into their own sites. The second option is to purchase advertising to pre-play on another video. We recommend doing both. Remember to make appropriate use of keywords in your video description and tags to make your video easier to find.
Paid Searches and Advertising
While SEO is still vitally important, it has been gradually giving way in recent years to more non-organic tactics. Two of the most popular and effective methods are Pay Per Click Advertising and remarketing.
Go to Google and conduct a search on just about anything you can think of, and you’ll notice that the very first results that come up have the tiny word “Ad” posted next to them. These are the Pay Per Click (PPC) advertising results.
With PPC, instead of working to reach the top of Google (and other search engines) organically, advertisers can actually purchase the top spot. They do so by bidding on keywords. When an advertiser wins the bid and someone searches their keyword, it is their website that will show up at the top of the search results.
PPC advertising is quite effective because it can be targeted to a specific customer base by factors such as location, time of day, and even other demographics if they are available. Typically, a person who clicks on a PPC ad is someone who is looking to buy as opposed to someone who is simply kicking tires.
Another appealing part about this kind of online advertising is that the advertiser only pays when someone actually clicks on their link – thus the name “Pay Per Click”. And don’t worry about breaking the bank either – PPC programs allow you to set a daily budget.
Even if you have outstanding SEO, a compelling video on your home page, and a solid PPC campaign on the go, there is a good chance that a potential franchisee will not take any action on his or her first visit to your website. In fact, the majority will not buy or even send you an information request on their first visit.
So you need to make a good impression – and you need to find a way to make your visitor remember you after you’ve left. One very effective tactic is something called remarketing.
Even if you’re not familiar with the term, you have probably experienced this from other websites. You visit a site, and for weeks afterward, it seems as though advertisements from that site are “following” you around the internet.
The way that this form of advertising works is actually quite simple. A script is placed on the home page or landing page of the site that places a cookie in a visitor’s browser when they come to that particular page. That cookie then displays a company’s banner ad on various web and social media sites.
Be Mobile Compatible
Of course, even the best digital marketing campaigns in the world are not going to be effective if they are not compatible with the device that your visitor is using.
The use of tablets and smartphones is growing at a rapid rate – much faster in fact than PCs and laptops. Today’s consumers want instant access to information wherever they are and it is estimated that over 3 billion internet users surf the web via smartphone. If you are already working with good website design or digital marketing firm, you should already have a responsive website.
We exist to help franchises grow and entrepreneurs succeed.
- Lead generation strategy
- Digital and social marketing
- CRM integration
- Website development and design
- Local digital/social marketing packages for franchisees