Smart Franchise Development Marketing for Emerging Brands

Liz Frame | June 4, 2024 |
Reading Time: 3 minutes

The world of franchising is extremely competitive for all brands, but especially for emerging ones. As the “new kid in town,” you’ve got to navigate all kinds of demands that are especially important to a young brand: growing your culture, building a family of franchisees, and developing robust franchise development marketing that reiterates your worth. It’s all very exciting, but the goal, of course, is to move from new player to industry mainstay. So, how do you do that? It typically doesn’t happen overnight, and it requires a focused approach to growth. Luckily, there are some simple marketing strategies you can adopt to make that happen. Let’s look at three of them.

Identify Your Best Customer

Good franchise development marketing requires a targeted and strategic approach, and that can’t happen unless you know who it is you’re trying to reach. Who is your best customer? Persona development can help answer that question.

A persona is a thumbnail sketch of your ideal customer - the person who is most likely to be interested in your brand and what you have to offer. As you begin your digital marketing strategy, you may develop and use several personas to refine an approach that speaks to the interests and pain points of your best customers. Personas help to create a deeper understanding of customer needs by answering questions about them like:

  •     What is their background?
  •     What are their goals?
  •     What challenges do they face?
  •     What questions do they have?
  •     Where can you find or reach them?
  •     How can you help them?

Persona development is key to effective digital marketing because it helps create a better understanding of who it is you’re trying to reach - something all brands want, no matter how long they’ve been around. However, being tuned into the goals and needs of your target audience is especially important when a brand is first starting out. 

Answer Their Questions

Once you’ve established who your best customer is, it’s up to you to start a meaningful dialog, and there’s no better way to get the conversation going than by creating and sharing relevant and engaging content. As franchise development consultants, the team at IDS knows firsthand how effective good content can be at franchise lead generation. But what defines good content? 

Well, it’s pretty simple, actually: good content answers the questions and addresses the concerns of your best customers. Good content, in the form of blogs, downloads, web pages, and more, educates, informs, and occasionally amuses. Good content feels like a good friend who you can turn to and trust anytime, day or night - and who doesn’t appreciate that?

But there’s more! Relying on well-produced content isn’t just a smart way to make connections and build brand awareness - it’s also extremely cost-effective. Content marketing costs 62% less than traditional marketing efforts and generates approximately three times as many leads. In fact:

  •     60% of consumers are interested in seeking out a product after reading about it
  •     70% of people would rather learn about a brand through content rather than advertising
  •     78% of people feel like they’ve developed a relationship between themselves and a brand after reading custom content by or about it
  •     90% of consumers find custom content a useful way to learn more

In short, rich, robust content allows your marketing dollar to go a whole lot further (especially important for emerging brands) and delivers an ROI that few other marketing efforts can duplicate.

Share Your Brand Purpose

Emerging brands, like all brands, have a story to tell, but new brands often have a more compelling one, so make sure to share it. It’s important to remember, however, that a brand’s story is much more than a recounting of its history; it’s sharing your brand’s purpose.

A brand's purpose is its reason for being beyond making money, the initiatives it puts forth to do business and simultaneously do right by society. The purpose of an ice cream brand, for example, might be to sell ice cream and encourage quality time with family and friends; a shoe brand’s purpose might be to sell shoes while helping people stay comfortable. When a brand can dovetail its business needs with the public’s emotional needs, people respond. As author and leadership expert Simon Sinek put it: people don’t buy what you do; they buy why you do it, so make sure to share your why with your best customers. 

Effective franchise development marketing is nuanced and fluid and takes a long-view approach. Results tend to take time, which is all the more reason for emerging brands to create marketing strategies that include elements like the ones we’ve just discussed. Consider partnering with an agency that specializes in franchise marketing if you’re unsure about how to maximize your marketing spend.

Integrated Digital Strategies is a franchise marketing powerhouse, with a team of experts who can help your emerging brand stand out. Get started today!

About the Author

Liz Frame
Liz Frame is an experienced writer who has been focused on franchise marketing for the last six years. She specializes in the senior care and QSR industries, helping clients fine-tune their branding and messaging to reach their best customers.

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