Social media marketing for franchises is vital to any franchise marketing strategy in this day and age. In the traditional sense, social media provides you with a space to market your products and services and offers businesses a platform to engage with potential customers.
When looking at social media for franchises, platforms such as LinkedIn, Instagram, Twitter, and Facebook allow franchisors to connect with and engage potential franchisees.
With close to a million franchises operating in the US alone, franchisors looking for potential candidates must seek innovative new ways to reach these candidates. Social media marketing is one of the best ways to do this. Make sure you choose the right platforms to target, though; you need to know where you can find potential franchisees. Creating client personas is an ideal way to map out who your potential candidates are and where you can find them.
In 2022, there are 4.59 billion active social media users worldwide, and this number is forecasted to reach 6 billion in 2027. The great appeal of social media use in marketing efforts stems from its ability to reach large audiences in a matter of seconds. In fact, 81% of marketers find that investing as little as 6 hours a week in their social media marketing efforts leads to increased traffic.
Social media marketing is touted as one of the most cost-effective ways to reach potential consumers, and in this case, potential franchisees. Targeting advertising conducted through social media allows marketers to ensure that their message reaches the right people, which means you’re likely to spend less money on unqualified leads.
As experts in social media marketing for franchises, IDS outlines some key things you need to know about marketing your franchise opportunities on social media.
B2C businesses have been leveraging social media to their advantage for years, but many franchisors are just beginning to recognize the benefits of social media marketing for franchises. Franchisors can utilize social media to call attention to unique value propositions like discounts on franchise fees, highlight the relationship between their brand and current industry trends, announce the opening of new locations, and share franchisee success stories.
Franchisors can also leverage social media to take advantage of the powerful methodologies of inbound marketing. By anticipating and answering potential franchisee questions on your social media platforms, you are developing a sense of trust between you and these possible candidates and providing them with the information they need at their fingertips.
IDS has laid out a five-phase approach that you can follow to scale up your social media marketing efforts.
The final phase is possibly the most important of all; you won’t know the success of your content marketing efforts until you measure them. The information you glean from your reporting can be used to optimize your social media marketing efforts to ensure that you continue reaching the right people in the right way.
It’s also essential to develop a corporate social media policy. Franchisors should consider updating their social media policies to ensure they’re providing clear guidelines for acceptable online behavior for all employees who might be posting about their brand. When developing a social media policy, you must consider all aspects of your business and its goals.
At IDS, we are a leading provider of franchise social media management services. Our comprehensive suite of social media services ranges from organic to paid, and we pride ourselves on the return on advertising investment we can provide our franchise clients.
Here is a breakdown of the services we have to offer:
At IDS, we help our clients manage their social media and online reputations to present their best, most authentic selves to potential franchisees.
Contact us today to find out how our digital marketing company can improve your existing social media platforms!
So you’ve embarked on a new strategy to market your franchise opportunities with your franchise content, but how do you know if it is working? By now, you’ll understand the importance of franchise content marketing to attract potential new franchisees, but what’s the use if you can’t determine the success of your campaigns?
This is why analyzing your content marketing performance metrics is of utmost importance. The information you glean from your investigation can be used to optimize your content and content marketing efforts to ensure that you continue reaching the right people.
I took some time to speak to some of our content marketing experts here at IDS, who provided some valuable insights into how franchises can measure their content marketing performance.
Before you can go about measuring the success of your content marketing efforts, it’s essential to set goals and define your key performance indicators (KPIs). With so many metrics available for you to analyze, you’ll need to be specific about your goals and KPIs. In doing this, you’ll be laying the foundation for successful content analysis.
So, what are KPIs? Key performance indicators are specific metrics that allow you to assess your performance over time. For example, some common KPIs are revenue generated, leads generated, profit margin, or retention rate. Later in this article, I’ll discuss the KPIs you should look at in your franchise content marketing efforts.
Once you’ve defined your KPIs, the next step is to set SMART goals. SMART goals are goals that are:
Here’s an example of a SMART goal for measuring the performance of a franchise blog.
As you can see in the above example, SMART goals provide a basis for analyzing your content marketing efforts, considering the relevant KPIs. By knowing what it is that you need to measure, you are setting your marketing efforts and subsequent analysis up for success.
In fact, according to HubSpot, companies that set SMART goals are 76% more likely to achieve those goals.
Organic content marketing is the process of driving organic traffic to your website through the use of search engine optimization (SEO). By including specific keywords in your website content and blog posts, you’ll have a better chance of appearing in Google search results. The key here is to use the correct keywords to attract the right audience to your site.
“We need to answer questions that franchisees didn’t even know they had,” says Chris Gregoire, Director of Strategic Growth at Integrated Digital Strategies.
Once you’ve populated your website with the relevant content and keywords, it’s time to start measuring the performance of your content marketing strategy for your franchise. Here are some of the metrics you should be looking at:
By analyzing the above metrics, you’ll get valuable insights into how visitors respond to and interact with your content, which will ultimately give you critical information about how you can optimize your paid content.
One of the main ways franchises choose to go about online marketing is through pay-per-click (PPC) advertising. With PPC advertising, franchises pay to appear at the top of Google’s search results under specific keyword searches, hoping to attract potential franchisees. Here are some of the main ways you can measure the performance of your paid advertising:
I’m sure you’ve noticed that I’ve been referring to ‘leads’ a whole lot throughout this article, and you might be wondering why. Well, this is perhaps one of the most important KPIs you will look at when determining the success of your content marketing efforts.
What is a lead? A lead is a person who is interested in your franchise opportunity based on the marketing they have been exposed to and who could become a potential franchisee as a result.
This is why leads are the most important metric you’ll be looking at when measuring the marketing success of your franchise content. The more leads you get, the more successful your marketing efforts have been. But it goes deeper than this.
“There are two types of leads we look at,” says Chris Gregoire. “The first is marketing-qualified leads and the second is sales-qualified leads.”
Marketing-qualified leads are interested parties who your marketing efforts have reached. What makes them ‘marketing-qualified’ is that they meet the requirements for the type of person your marketing efforts were targeted at: they are interested in possibly becoming a franchisee.
Sales-qualified leads meet the requirements of being marketing-qualified, but with an additional characteristic: they are in a financial position to possibly become franchisees. Basically, they are not only interested in partnering with your franchise, but they also have the money to do so.
When you can determine how many marketing- and sales-qualified leads you have generated, you can then use these metrics to measure the performance of your marketing efforts and optimize future campaigns in the process.
Our team of franchise marketing experts looks at many unique data points to determine what’s working best so that we can keep getting your message out there effectively. We’ll show you how data analytics and marketing go hand in hand at IDS.
Finding qualified leads is about more than keywords; it’s also about creating meaningful content. We’ll review content, like blog posts, to see which topics resonate most with your audience. We can use that information to guide future content creation.
Would you like to embark on the exciting journey of data analytics and lead generation with IDS? Contact our franchise digital marketing agency today!
The short answer is yes, you most definitely do! Your website is arguably your business’s best advertising tool. Franchise web design will allow you to unlock the transformative influence of inbound marketing while enhancing your business’s online brand presence.
Whether you need to refresh your web development strategies or want to start on a whole new franchise website development project, IDS has got you covered.
Want to learn more about franchise web design before you jump into the process? Here’s why you need a franchise development website.
Creating a franchise development website will allow you to start practicing the methodologies of inbound marketing, as websites are one of the main areas of your brand communication where this type of marketing takes place.
Inbound marketing is a marketing strategy aiming to attract franchisees in unique ways by providing them with content and brand experiences that align with their ideals and life goals. The focus here is on attraction rather than interruption, which is what outbound marketing tends to do; it forces advertising messaging onto your franchisees in impersonal and annoying ways.
By reversing the tide of this traditional form of marketing, inbound marketing grows your franchise by building lasting and meaningful relationships with potential franchisees.
One of the main components of inbound marketing is search engine optimization (SEO). Franchisors looking for prospective franchisees have unique marketing needs to reach their ideal customer.
IDS understands that, for franchisors, the key isn’t just attracting many leads; it’s about attracting high-quality leads. We help our clients increase the number of qualified prospective franchisees engaging with their content by implementing relevant and effective search engine optimization.
Online brand presence is crucial for franchise businesses in this day and age. Without it, franchises wouldn’t be able to maintain their reputations, build credibility and boost engagement with target audiences. Franchisors simply have to have a website to make themselves visible and attractive to potential franchisees.
At IDS, we are experts in franchise website development, and we recommend focusing on three main elements when building a website for your business:
IDS takes web design for franchises to the next level: our years of experience have given us unique insight into exactly how to catch and hold the attention of your target investors.
Hosting a franchise website gives you the platform to attract and engage potential franchisees with paid search engine marketing (SEM). SEM is one of the best ways to maximize your business’s online presence, with the goal of appearing at number one on search engine search results.
Don’t get us wrong; organic search is still vital, and in most cases, you can make the most of your efforts by leveraging both organic and paid search engine marketing. So, what’s the difference between the two?
Integrated Digital Strategies helps our clients improve their rankings in organic search results by identifying the applicable keywords that are being searched for most often. We also have years of experience with paid search engine marketing, helping our clients make the most of their SEM budget by strategically investing in paid search advertising.
An excellent franchise website will provide information on all of the most essential details of your business. Potential franchisees can browse it at their leisure, learning what you have to offer at their own pace. Putting this information online can save your staff valuable time when more entrepreneurs who contact you have already researched the opportunity you’re offering.
The key here is premium content; by including all the necessary information in a concise and easy-to-understand way, you’ll receive fewer queries that your website could have quickly answered.
At IDS, our content team produces top-quality content for each page of your franchise website that answers questions and addresses the concerns your visitors may have.
Our society is driven by what we read, see, and hear online, and your website’s homepage often makes someone’s first impression of your brand. Those critical few seconds after they click on it could be the difference between acquiring their business and never hearing from them again. Here’s how to retain the attention of your franchise website visitors and attract leads in a strategic way:
At IDS, we believe the power of your digital footprint is invaluable. We’ve seen how it can impact results in the franchise space — having a team of detail-oriented marketing experts by your side will help your business stand out.
Are you interested in a website redesign for your franchise business and ongoing digital marketing support? Contact our agency today for more information about our franchise marketing services.
So, what’s all the fuss about? Why is creating client personas so crucial to your marketing efforts and business success? Well, without a client persona, you don’t know who you are marketing to, which could result in your messaging being inaccurate and misdirected.
Nobody wants that, right?
Client personas, also known as buyer personas, are developed to give you a better understanding of who your consumers are, as well as who your prospective consumers might be. This allows you to create tailored content and messaging for your specific audience, underpinned by understanding your clients’ backgrounds, behaviors, needs, and concerns.
On top of this, creating personas that represent different segments of your consumer base allows you to vary your content, messaging, and product, depending on who you are marketing to.
This may sound all well and good, and you might feel like you have the confidence to jump right into developing your client personas for your business, but remember that this stage of the marketing process, like any other, requires in-depth research and client persona analysis.
So, take your time! Learn about who your personas are and how you can develop them in a way that is substantial and systematic.
Before you start your research and development processes, it’s essential to understand precisely what a client persona is, how you can go about creating one, what you should include in an ideal client persona, and even how you can employ the experience of a digital marketing agency like IDS to do the heavy lifting for you!
A client persona is a detailed description of your ideal consumer that is semi-fictional in nature and represents a segment of your target audience. A client persona has a name, an occupation, and a particular lifestyle, which you will come up with.
You’ll also give them a set of demographic details, interests, and behavioral traits. Some even like to include a stock image to represent their persona visually. Depending on your business, products, and service offerings, you could have as few as two client personas—or even up to 10.
When we say that client personas are “made up,” this does not mean that you create them out of thin air. As mentioned above, there is a lot of research involved.
Here are some key questions you should answer when researching your client personas:
Often, you’ll be able to use existing client information to develop your client personas. This is why it is super important to keep a database of your consumers so that you can conduct well-informed client persona analysis. You should also have an idea of who your prospective clients are so that you can use this information too.
Some businesses even like to conduct client persona interviews, which is a great way to gather a large amount of specific information about your client base.
You want to make your client persona to the point, easy to read, and preferably no more than one page. Using columns and bulleted lists is a great way to do this. Here are some of the sections we typically include in our client personas here at IDS:
You might be thinking: “Wow, I’m in deep water here. I don’t even know where to start.” Lucky for you, IDS provides a complete strategic digital marketing solution that will help you along the way with all of your branding, marketing, and content creation needs.
Here at IDS, we provide superior content marketing for franchises, which is important for any franchisor looking to expand. Our content team has years of experience writing for various brands and can capture your franchise’s unique vision and voice.
We provide a broad range of content marketing services, which include:
Learn more about What is good content marketing
Are you ready to start the process of developing your client personas and creating relevant, targeted content? Contact us today to get started!