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Integrated Digital Strategies - Your Franchise Marketing Agency

Marketing has evolved significantly in recent years, and with the rise of the internet and social media, traditional outbound marketing tactics have become increasingly ineffective.

In this article, we will discuss why outbound tactics are no longer effective and why inbound marketing is the way forward. We will also provide practical tips on how to implement inbound marketing in your franchise development efforts.

Outbound vs. Inbound Marketing

The outbound approach used to work in the past when consumers had limited access to information and were less empowered to make purchasing decisions. However, today's consumers are more informed, more discerning, and less receptive to unsolicited messages.

What Is Outbound Marketing?

Outbound marketing is an old-school approach that involves pushing your message out to a large audience, hoping to catch the attention of potential customers. Examples of outbound tactics include TV ads, radio ads, direct mail, and cold calling. These tactics are often interruptive and pushy and can be an annoyance to consumers who are not interested in your message.

What Is Inbound Marketing?

Inbound marketing is a more customer-centric approach that involves attracting potential customers through valuable content, search engine optimization (SEO), and social media. By providing helpful information that answers the questions your target audience is asking, you can build trust, credibility, and authority, ultimately leading to more sales and revenue.

The Problems with Outbound Marketing

Outbound digital marketing used to be the go-to approach for businesses looking to promote their products or services, but it's no longer effective in today's digital age. Here are some of the problems with outbound tactics:

Interruption Marketing

Outbound approaches are often referred to as "interruption marketing" because they involve interrupting consumers with unsolicited messages. For example, TV ads interrupt consumers while they're watching their favorite show, and cold calls interrupt consumers while they're busy with their day-to-day activities. This approach can be annoying to consumers who are not interested in your message and can damage your relationship with potential customers.

Ineffectiveness

Prospective franchisees are informed and empowered because they have access to a wealth of information online. This means that they're less likely to respond to unsolicited messages and more likely to do their own research before making a purchasing decision. As a result, outbound approaches can be a waste of time and money for a franchise business.

Increased Competition

There's more competition than ever in almost every industry, which means that potential franchisees have more franchise options to choose from. This also means more marketing messages are vying for their attention. Outbound messages can get lost in the noise and fail to reach the right audience.

Saturation

Consumers are bombarded with marketing messages everywhere they go, from billboards to social media ads. This saturation of marketing messages can lead to consumer fatigue and make it harder for businesses to get their message heard.

outbound marketing a thing of the past

The Benefits of Inbound Marketing

Inbound marketing is a customer-centric approach that focuses on attracting potential customers to your business through valuable content, search engine optimization (SEO), and social media.

Here are some of the benefits of inbound marketing:

Builds Trust and Credibility

By providing helpful information to your target audience, inbound marketing can build trust, credibility, and authority with potential franchisees. This can lead to long-term relationships and repeat business.

Targets a Specific Audience

Inbound marketing targets a specific audience that is interested in your franchise opportunity. This means the message franchise brands are looking to impart is more likely to resonate with potential franchisees and generate leads.

Cost-Effective

Inbound strategies are generally more cost-effective than outbound ones. For example, creating and sharing valuable content on your website and social media platforms is a low-cost way to attract potential franchisees to your business.

Measurable ROI

Inbound allows you to track your ROI through metrics such as website traffic, lead generation, and conversion rates. This means that you can measure the success of your marketing efforts and adjust your strategy accordingly.

Long-Term Results

By creating valuable content that ranks well in search engines and attracts potential franchisees to your website, you can generate leads and sales for years to come.

Builds a Strong Brand

Inbound tactics can help you build a strong brand by creating a consistent message that resonates with your target audience. This can lead to increased brand awareness and loyalty.

implementing Inbound Marketing

How to Implement Inbound Marketing

Implementing inbound marketing requires a well-planned strategy that focuses on creating valuable content, optimizing your website for search engines, and leveraging social media platforms. Here are the key steps to implementing inbound marketing:

Target Audience

The first step to implementing inbound marketing is to identify your target audience by creating buyer personas. This will help you create content that resonates with your potential franchise owners and drive traffic to your website.

Valuable Content

Create valuable content that addresses the needs and pain points of your target audience. This could be blog posts, videos, podcasts, infographics, or any other type of content that your potential franchisees would find helpful.

Search Engine Optimization

Optimize your website for search engines by using keywords in your content, meta descriptions, and URLs. Your SEO efforts will help your website rank higher in search engine results pages and drive traffic to your website.

Social Media

Leverage social media platforms to promote your content and engage with your target audience. Share your blog posts, videos, and other content on social media platforms like Facebook, Twitter, LinkedIn, and Instagram.

Email Marketing

Use email marketing to nurture leads and build relationships with potential franchisees. Send personalized emails that provide value and address the specific needs of your target audience.

Analyze Results

Analyze your results and adjust your strategy accordingly. Use analytics tools to track your website traffic, lead generation, conversion rates, and other metrics to measure the success of your inbound marketing efforts.

IDS Can Meet Your Inbound Marketing Needs

By focusing on creating valuable content, targeting a specific audience, and building long-term relationships with potential customers, you can generate leads and sales for years to come.

If you are a franchisor looking to implement inbound marketing for your franchise development efforts, turn to Integrated Digital Strategies. IDS has years of experience in franchise development marketing and can help you create a customized inbound marketing strategy that drives leads and grows your franchise system.

In a constantly evolving digital environment, IDS offers customized and strategic cutting-edge solutions to cater to the distinctive needs and business objectives of franchisors, franchisees, and multi-location enterprises. Our integrated approach is designed to provide comprehensive assistance and solve the specific challenges faced by our clients.

Are you ready to unlock the transformative power of inbound marketing with IDS’ franchise marketing strategies? Contact us today for a free website audit!

There are tons of people out there with the urge to own their own business, but they don’t exactly know how to do it. The two primary options are becoming an independent business owner or owning a franchise. So, what’s the difference? It’s actually huge, and it’s important to be able to address it clearly with your prospective franchisees. Here’s why franchise development is a truly unique opportunity.

Risky Business

One of the biggest — if not the biggest — difference between the two avenues is risk. No matter how you slice it, starting an independent business involves a certain amount of risk, but by tapping into a franchise’s proven track record, franchisees can limit that risk. A franchisee is someone who has been granted (and paid for) the right to do business under the umbrella of an established model or brand. Franchisors give new business owners resources like training, support systems, an established brand, and marketing assistance, so franchisees are not tasked with reinventing the wheel. As a result, franchisees are generally exposed to less risk than completely independent business owners who start from scratch (this is a particularly important point to get across).

Franchise development takes a lot of the guesswork out of being your own boss. Independent business owners, on the other hand, are often tasked with building out their idea on their own. While this might be appealing to some, for others, it’s simply too daunting and risky.

franchise development

Doing It Their Own Way

There are trade-offs, however, to choosing the franchise model over an independently-operated business. It’s important to remind prospective franchisees that because the franchise model is equipped with a ready-made brand, resources, and support system, they won’t have the ability to build all of that from scratch. For many, however, this is appealing. A franchisee must follow the guidelines set by the corporate office, which take much of the guesswork out of setting up and running a business. Establishing corporate standards and guidelines, and requiring franchisees to adhere to them, is ultimately meant to point franchisees toward the financial success they went into business looking for in the first place!

Show Me the Money

In order to make money, you have to spend it, and here’s another difference between the go-it-aloner and a franchisee: the start-up costs.

Independent business owners don’t have to prove a thing to anyone aside from potential creditors and lenders and aren’t required to have any amount of capital before opening their doors. Prospective franchisees, however, must first meet certain liquid capital and net worth requirements before being approved to buy into a brand, and this number often varies depending on the franchise and its industry. They also typically pay an initial franchise fee and then recurring monthly royalties based on sales.

Having these qualifications for potential franchisees helps franchisors filter out candidates who are not as good a fit and put the spotlight on those who are. Franchisors need to ensure that their franchisees are financially capable of making the investment, while the “franchise fee” is a combination of purchasing a license to use a franchisor’s brand while also putting money toward the ongoing support, training, and other resources franchisees receive. It might sound a little constricting at first, but it’s important that franchisees understand how it will improve their chances of success. Identifying how your franchise thrives in aiding its franchisees is one area of expertise in which Integrated Digital Strategies can help.

IDS Can Help with Franchise Development

If you’re interested in building out a franchise empire, you need to attract the right franchisees to do it. The IDS team is comprised of experts who know and understand the ins and outs of franchise development marketing, work with both franchisees and franchisors every day, and know exactly how to address concerns. For the best chance of attracting talented, high-quality franchisees and generating valuable leads, IDS offers a complete digital marketing solution.

Integrated Digital Strategies specializes in helping franchisors define and meet their business goals! If you’d like to learn more about franchise development and what IDS has to offer, get in touch with us today.

Contact IDS!

Are you ready to work with IDS on your new website development project? Contact IDS today to get started

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