When you’re developing a franchise brand, your survival depends on your ability to generate leads. Your brand can’t grow without qualified franchisees — even if you’ve created a strong franchise offering. To succeed, you need an equally strong system for generating franchise leads.
Digital marketing will play a central role in this system. To attract, nurture, and convert the right franchise leads, you’ll need a comprehensive and multi-channel strategy, one that covers multiple digital touchpoints.
Let’s take a closer look at how to make this happen.
Why Digital for Franchise Lead Generation?
At this point, almost every major franchisor depends on digital marketing for leads. This change is reflective of a broader, global trend toward digital marketing. But in the world of franchising, the shift toward digital marketing is especially noteworthy.
Here are five of the biggest reasons why this is the case:
- Digital marketing gives you access to the widest possible pool of franchise leads, across the widest possible geographic area.
- Programmatic, dynamic, and retargeted digital ads provide a cost-effective way to target your most qualified leads.
- Franchisees conduct extensive self-directed research before purchasing a franchise. The majority of this research is conducted online.
- Digital analytics offer powerful, proven methods for tracking, measuring, and fine-tuning online lead generation campaigns.
- A multi-touchpoint digital marketing strategy will anticipate questions, concerns, and needs, creating a near-frictionless sales funnel.
Digital Marketing Strategies for Franchise Leads
A franchise location is a major purchasing decision. Given the weight of this decision, the purchase journey for franchise leads is an exceptionally long process.
As a franchisor, you need to stay with your leads at every step of this process. To do so, you’ll need to cover a wide range of digital touchpoints. What’s more, you’ll need a comprehensive overall strategy for lead generation. This strategy will need to connect from touchpoint to touchpoint, creating a coordinated journey for your leads.
Here’s a look at how a range of digital marketing channels can help you generate franchise leads.
- Website Design. Before purchasing a franchise business, most entrepreneurs go through an extensive, self-directed research process. This process typically involves several hours spent reviewing franchisor websites. In light of this, your website could be the most important weapon in your lead generation arsenal. The perfect website will be attractive, fast, and intuitive, and it will have resources for every stage (or nearly every stage) of your sales funnel.
- SEO. When creating your brand’s website, you’ll want to invest in search engine optimized content. SEO is a particularly cost-effective strategy for franchise lead generation. Search volumes for industry-specific franchise keywords are relatively low, so there’s less competition for these keywords. At the same time, those search volumes include a significant share of qualified buyers.
- PPC Advertising. As with SEO, paid advertising is another great way to target high-quality leads. Through keyword research, you can identify which search terms are most closely associated with the different stages of the sales funnel. You can then tailor your ads to mirror the purchase journey of your prospects, keeping friction to an absolute minimum.
- Programmatic. Programmatic advertising can help you target leads with extraordinary precision. Programmatic ads target users based on their search behavior, browsing history, location, and other factors. This way, you can micro-target your highest-quality prospects. Even better, you can reconnect with leads at later stages of your funnel, providing content tailored to their needs and preferences.
- Social Media. In the world of franchising, social media sites like Facebook and LinkedIn are the most powerful lead generation tools available. No other social networks compare in terms of quantity or quality of leads. Take the time to polish your personal and corporate profiles, target high-quality prospects with ads, connect with interested prospects via direct message, and qualify leads with paid ads that drive prospects to your website.
Each of these channels can be powerful tools for franchise lead generation. But that’s only true if they support and reinforce one another. To generate, cultivate, and convert high-quality leads, you’ll need to create a seamless journey: from point A to B to C.
To learn more about how Qiigo can help you achieve your Franchise Development goals through digital marketing, fill out the form below to connect with one of our digital experts.