Creating personas, making content for each step of the funnel and qualifying Leads are some sure-fire Digital Marketing tips for franchises
Companies based on the franchise model are usually driven by a desire that guides all their actions: to grow, both in terms of units and in terms of profitability.
That’s because, in this type of business, the thought is always on prospecting, selling and setting up new stores.
Competitiveness contributes to this trend, after all, the cost of acquiring customers is higher. As the competitors are usually few and known, the dispute turns into a real war, with battles in each city. The winning business is the one that manages to have more presence, with more profit.
Thus, companies that need to be constantly expanding through the sale of franchises must have more effective marketing, which does not waste opportunities.
In this sense, the efficiency of Digital Marketing for franchises is proven. Several franchisors are growing because they learned to execute a good advertising strategy on the internet, optimizing their media budget and getting good organic traffic acquired with good SEO practices, for example.
If you want to know how to make a Digital Marketing strategy for franchises, but don’t know where to start, follow the tips in this article!
Why does Digital Marketing for Franchises work well?
Think of most franchises that take a cooler approach, mass advertising, reaching out to people already with product offerings—in this case, asking whether or not they’re interested in a franchise.
The chance of success for this type of approach is very low: think of yourself when you are on the street and are suddenly approached by a person offering, for example, a pamphlet. The tendency is to deviate or say no.
How many advertisements about a product, often with great promotions, have you ignored just today?
The key to the success like Blue World City is strategies, such as Digital Marketing is to create acquisition channels and carry out a series of actions that attract customers. It works almost like a game of seduction. First, the company creates baits with high added value for the public. Then optimize these baits so that many people get to them.
It’s as if, in a bar, you find out what the person you care about does during their week. So, you start by talking about this subject.
In the case of Digital Marketing, the company creates quality materials, such as eBooks, videos and articles on subjects that the public likes. If they are doctors who are thinking about opening a clinic or health professionals, the best option is to produce content about medicine, clinics and health plans, for example.
You don’t even talk about franchising in the beginning, this is a subject that takes second place. After all, a large part of the public is not ready to buy a franchise. What matters is that you’ve attracted these people and turned them into Leads — that is, you’ve got them in touch to build a relationship and approach you when the time is right.
How to implement Digital Marketing for Franchises?
As said, Digital Marketing consists of communication strategies whose objective is to attract visitors to turn them into leads and then into customers.
Imagine that the decision to acquire a franchise involves tens of thousands of reais that take years to be saved. The future franchisee will definitely research a lot about your franchise and the other options available.
Probably the franchise that has the most quality online content is more likely to be chosen.
Therefore, see below a step-by-step essential to succeed with Digital Marketing for Franchises.
1. Set goals
Before taking any steps, you need to analyze your business and current marketing strategy. And, based on the data obtained, set goals for the short, medium and long term.
Only with these goals and deadlines defined will you make a plan and go for execution.
Doing Digital Marketing without clear goals is to navigate without a defined direction. That way, wherever you go, you’re far from your goal.
In the case of franchises, the objective might be to generate a certain number of business opportunities per week.
Based on that number and customer conversion rates, you can already estimate a sales funnel and know how many Visitors, Leads, and Qualified Leads are needed to reach your goal.
2. Create personas
When tracing your goals in Digital Marketing, you must also plan communication for the right personas. At this point, it may be better to choose just one or two personas.
Starting a project with many people, trying to embrace the entire market at the same time, can be tricky. The ideal is to work well with one audience and then move on to others.
For example, if you have a gym franchise and your focus is on weight training instructors with good purchasing power, it might not be worth your while to invest in wrestling instructors or other professionals who have a different focus.
The little resource you’ll have to allocate to achieve this persona will definitely take the focus off your first objective.
Want to know more about what personas are and how to create your own? Then watch the video below!
3. Map Shopping Journey and Content
Once you have a goal and personas defined, it’s time to map out your consumer’s Shopping Journey.
For this, a tip is to interview your most experienced salespeople and find out how much knowledge the prospect already has in the first approach, or what the most common questions are. That way, you can start planning which agendas will be covered according to the user’s purchase moment.
4. Create content for each step in the funnel
As with every Digital Marketing strategy, you should divide your content journey and you’re Leads into two or three classifications for the sales funnel, depending on your strategy.
- Those at the top of the funnel are still starting their studies. These are broader issues and, therefore, are primarily responsible for attracting traffic. You should invest a lot in this step. Without it, the entire funnel fails.
- In the middle of the funnel, you get to talk more about your product’s universe. Whoever converts to this type of content is a more qualified Lead. Some companies begin to approach at this stage. Beware of this kind of attitude, it is not always positive.
- At the bottom of the funnel, the purpose is to talk about your product and help those who came from the middle of the funnel to decide right away to buy.
A good example of a sales funnel with content is:
- How to open a gym from scratch – Complete guide (top)
- Top 10 brands of gym equipment (medium)
- Is it better to open a gym from scratch or acquire a ready-made franchise? (background)
5. Qualify Leads
This is a very important step, as it’s no use generating audience and Leads if you don’t qualify them. Even if you pass Leads to your internal sales team, many unqualified users will take up your team’s precious time in closing sales.
For this, it is very important to work with Leads nutrition streams and set up a Lead Scoring to turn qualified Leads into opportunities with great potential for sale.
Many companies, in order not to occupy their salespeople, automatically transfer these qualified contacts to a pre-sales approach and thus manage to filter only those who have a real possibility of making a purchase.
6. Call within 24 hours
Qualified leads to purchase a franchise must be approached within at least 24 hours. The sale price offsets the cost of maintaining a one-on-one pre-sales operation.
This contact must be made by phone call or WhatsApp. This way, you ensure that prospects who are deciding between your franchise and the competitors will opt for yours.
7. Measure the data
In a Digital Marketing campaign in which several acquisition channels are opened, it is very important to measure where your traffic is coming from and which materials or pages are converting more or less.
In this way, you can reinforce your investment in what works while reducing the budget for less efficient channels.
Marketing, regardless of its format, is done by trial and error, until an efficient path is found.
8. Avoid the Biggest Digital Marketing Mistake for Franchises
Many franchises make the serious mistake of expecting immediate results with Digital Marketing. A good marketing project takes one to two months of planning.
Some managers believe that this step is a waste of time. In fact, it’s the most important moment. After all, it is in planning that you will define precisely what the target is and how you will hit it.
To miss in haste in this phase, even if by a few “centimeters”, means to miss the target, in the long run, by “hundreds of meters”.
9. Invest in content partnerships
Of course, there are shortcuts to getting to your goal, and one of them you will learn now.
At the beginning of a project, it’s common to have difficulty getting traffic, mainly because Google still doesn’t trust your site very much.
However, you can invest in co-marketing partnerships, making guest posts, for example. In case you don’t know what this is, it’s a search for partners to create materials together.
These articles should contain backlinks for you, strengthening your credibility in the market and, of course, on Google.
In the franchise world, being able to create a machine that automatically generates new prospects is a great competitive advantage.
Digital Marketing is a powerful weapon when carried out seriously and persistently.
It is common to hear the term “sales machine or Leads”, and this expression gives a sense of simplicity, but understand that Digital Marketing does not do magic. Like any marketing strategy, you have to work hard to bring results.
The benefits of Digital Marketing are not limited to sales. Another benefit is educating your customers. Imagine how much time and money you lose by having uninformed franchisees!
As the core of the strategy is content creation, your franchisees can be trained to generate more and more sales and increase your revenue.