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Ilea Petsel By Ilea Petsel • February 8, 2016

Franchisor Marketing in the Age of Inbound Part 1

This is a 3 part series of our suggestions as to how to position and market your franchise organization in 2016.

As a franchisor, you’re looking to boost leads and sales for your franchisees, and to do this, you have likely used marketing tools such as direct mail, TV commercials, print and radio advertising. Many of the franchise organizations that we work with have also tried going the paid online advertising route only.

When used correctly you can definitely drive leads to your local franchisees but as soon as you stop paying for those channels, the leads will stop. That's why we always suggest a healthy inbound marketing balance between paid and organic traffic. There are, however, some things you must do as a franchise system first before you just start "inbound marketing". 

Local Franchise Personas

Your inbound marketing strategy is not a one-sided sales strategy. It is a conversation had directly with your franchisees clients. Before churning out content, you need to know more about your franchisee's customers. We recommend having a list of your Corporate Franchise System personas which includes potential franchisees (franchise development) as well as a list of your local franchisee customer personas. These are most likely going to be completely different in each market as the intricacies are vast when it comes to buying behavior in different markets. We recommend using www.makemypersona.com 

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Franchise Marketing Automation: Which One to Choose? 

If you don't currently use marketing automation for your franchise, you should. Many benefits come with being able to automate your sales process at the corporate level and on the local level. You will also see a lower cost per lead and a more lucrative customer lifetime value. For more info on benefits, click here.

When determining the best marketing automation platform for your franchise, you'll need to ask yourself, "What are my goals with using marketing automation or a marketing software?" There are so many choices out there that have very similar features and similar pricing. We use Hubspot with our clients but some others to look at are: 

Inbound Performance Analysis

You cannot measure success without analysis. Most marketing automation software makes analyzing your marketing efforts easy by being able to provide you with actionable insights to help you focus on the marketing tactics that work. 

For example, say you're a 50 location service based franchise business with a lot of competition in each local market. If you had the correct forms in place on all of your franchisee's local landing pages or local websites as well as marketing channel attribution reports setup, you would be able to see where your franchise marketing dollars are going and what's converting into closed deals. What if your service has a long sales cycle? Having a good franchise marketing automation platform in place will give you the insight to see HOW and WHEN your corporate and or local marketing is converting as a customer. 

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For more info on Market Loyal, call us at 866-887-4624

 

 

 [Free Guide]  How to Create Buyer Personas  For Your Franchise System