Marketing, let alone franchisor marketing, is challenging due to its ever-evolving nature and cutthroat competition. One wrong move, and you can easily lose a lot of business. For this reason, finding franchise prospects isn’t easy. It takes meticulous research and domain expertise to get where you wish to. The trick is to be present in front of the right people, on the right platform, at the right time. So, here are some practical franchisor marketing strategies for attracting quality leads and improving ROI.
What Is Franchisor Marketing?
It is any activity that a franchisor performs to grow the business. These activities include SEO, PPC advertising, email marketing, content marketing, and more. It can further be classified under two categories:
- Number one, where the franchisor and franchisee work together to gain and retain customers (Operational Franchise).
- The other is finding franchise prospects and selling franchise locations (Franchise Development).
Once you understand your options, move on to employing suitable marketing strategies.
SEO (Search Engine Optimization)
With billions of online searches each day, Google is the number one choice for many people to find answers to their queries. This is exactly where SEO steps in. Optimizing and ranking for appropriate keywords is the difference between a continuous flow of quality leads and nothing at all. But, how can you drive niche-specific prospects with SEO?
- Analyze search volume to understand if people are interested in your product/ service.
- Study your contenders and what they are doing to entice similar markets. Please don’t copy, but understand their strategies and work on bringing personalized results.
- Perform keyword research and choose relevant phrases that will work to increase franchise website traffic for your specific niche and location. Don’t forget to incorporate keywords strategically throughout your content.
- Content creation and content marketing are also important. Having niche-specific blogs, user guides, and other landing pages is key to attracting relevant leads. Also, promoting these on popular content-sharing platforms levels up your playing field.
- Ultimately, keep tracking the performance of your SEO campaigns. You can use Google Analytics, for instance, to understand the metrics.
In today’s fast-paced marketplace, it is essential to get before your target audience at the right time and ahead of your competition. So, when the stakes are high, PPC advertising helps you lead the competition. With PPC strategies, you can target people at every stage of the research cycle. But, how to turn your PPC campaigns into a lead generation machine? Follow these tips:
- The key to boosting your ROI is a smart choice of keywords always related to your franchise business.
- Create high-quality, relevant, and hard-hitting PPC ads. Test multiple versions, and choose the one that can reach potential clients most effectively.
- Sub-par ads reduce clicks and conversions. So, keep optimizing them for an enhanced experience.
- If your budget allows, run location-specific PPC ads and customize the ad copy for each address.
- Maintain brand consistency so your leads can trust your business.
- Like SEO, track and tweak your PPC campaigns, so you know when to pause, stop, or continue your ads.
- Keep innovating for better results. The idea is to place high-converting ads. If that is what your campaign is doing, it will certainly raise awareness of your small franchise and invite better prospects.
Drive Quality Franchise Leads with Pure Silver Creative
Whether you are preparing for franchise development or operational franchise marketing, it can be tough to grow your business. However, being ROI-centric and concentrating on profitable channels can get you fruitful results. Testing and tweaking are the way forward. If you need professional guidance, get in touch with Pure Silver Creative experts to discuss all things strategy and growth. We can help you drive quality leads and not just focus on quantity. Call us on 813-565-5551, and we can help you find success.