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Integrated Digital Strategies - A Franchise Marketing Agency

Society clearly cracked as a result of the unimaginable pressure generated by COVID-19.  The pandemic impacted every industry, some walking away with bruises more tender than others. April 2021 and a lot of us are still left with the same question we had this time last year: what’s next?

It’s a new year, and the team at IDS is continually observing recent trends that will undoubtedly strategically affect our digital marketing services for franchises. Let’s go over just some of the top trends that we’ve noticed for consumer service brands, how it affects digital marketing services for franchises, and what you should expect as the upcoming months unfold. 

Protection and Support

Building a business is hard enough work, but when life threw a pandemic into the mix, many companies sadly waived under pressure. Specifically, independent companies took a lot of the heat - according to Yelp data, 60% of business closures due to the pandemic are now permanent. 

There's no doubt entrepreneurs will care more now about the protection and support they receive far more than ever before. If your business took extra steps to ensure that your network of owners felt supported, it’s worthwhile to highlight those actions wherever you can. The beauty of franchising has always been having the full corporate support of a trusted team, and leads moving forward will want to make sure they are protected.

Multi-Location Ownership

You can invest your money in stocks, crypto, really wherever your heart desires, but how much control do you have over the return of that investment? Entrepreneurs are finding new ways to build their portfolios, and franchising is just one of the many ways you can put your liquid into something a bit more predictable. 

Franchising isn’t some get-rich-quick scheme, but by opening multiple franchise locations, you can leverage various streams of income and spread that out across a multitude of industries. Stocks and even real estate can fluctuate unexpectedly, but owners of a franchise business can take full control of a business that already has evidence of success.

Automation and Ease of Operations

No matter the industry, technology has had an incredible impact on how we conduct business, including digital marketing services for franchises. Business owners are always looking for ways to streamline inefficiencies, simplify their programs, and create a better overall product through turnkey systems and software. Franchising makes it much easier for new owners to learn about their POS systems, marketing software, and business management technology to keep their business ahead of the pack.

Growing Industries

Essential Services, Recession-Resistant: With such emphasis placed on the state of the economy and historic unemployment in 2020, it’s fair to say that essential service-based franchises came out as winners. Franchisees who invest in a recession-resistant business (auto-repair, senior care, cleaning services, etc.) will not have to worry as much about the state of the economy and benefit from ongoing support to achieve their dream.

Personal Care and Fitness: Staying fit was undoubtedly a challenge in a quarantined society, but health and wellness brands are expected to fare well throughout 2021 and beyond. Virtual gym concepts have led the charge, and now, you can start your own wellness business for as little as $5,000.

Restaurants and QSR Shift: Fast-casual and QSR franchise concepts have always dominated the franchise space, but some concepts that relied heavily on revenue from indoor dining suffered in 2021. What you hope to see in overall revenue could depend on several factors. Still, the concepts that have started to take off are brands that prioritize less overhead and a leaner overall investment without sacrificing quality.

Are you interested in learning more about IDS’ digital marketing services for franchises and how we can improve your strategy moving forward? Get in touch with a member of our team today!

AMESBURY, MA (PRWEB) APRIL 15, 2021

Integrated Digital Strategies (IDS), a nationally recognized digital marketing firm specializing in campaigns for established and emerging franchise brands, has closed out the first quarter with multiple new clients added to its roster, as it continues to grow at an impressive clip. The company has been singled out for the third straight year as a top choice for franchise marketing by Entrepreneur Magazine, recognition that speaks to the hard work and commitment the IDS team demonstrates every day and for every company it services.

“Our focus has always been on meeting the unique needs of our clients, and we strive to become an extension of their team,” says Steve Galligan, co-founder and CEO of the company. “Our job is to help companies reach their very best customers. We’re like to think we’re experts at that, and we always welcome the opportunity to go the distance,” he adds with a chuckle. 

The company has added 15 new clients across a broad spectrum of industries, including fast food, home restoration, health and fitness, and more, allowing the IDS team to utilize the breadth of talent and expertise it’s known for. 

Two other recognized names, Venture X, a leader in shared workspaces, and American Family Care, a stalwart in the urgent care industry, saw exciting results as part of IDS’s franchise development program before extending their relationships to include franchisee local marketing.

"In terms of potential market share, IDS has taken the time to understand our business, businesses that overlap our space, and helped nd other businesses I may not have thought of to target," says Sean Hart, Vice President of Franchise Sales & Development at American Family Care. "They have increased the size of our net, and the sh we are looking for, and in some cases, they’ve helped bring out the spear that allows us to be very specific and targeted when looking for potential partners."

Other brands recently signed on include iconic fast-food favorite Jack in the Box, as well as Batteries Plus, Mosquito Authority, and Honor Yoga.

“IDS made sure to listen to our needs and helped us establish important goals. Their team is incredibly responsive,” says Honor Yoga’s Founder and President, Maria Turco.

“We’re always happy when we can meet one need and identify others,” says Joseph Mohay, IDS co-founder and CRO. “It means we’re doing our jobs, and more!”

Throughout a challenging 2020, the IDS team stayed focused on their mission: provide the very best in digital marketing strategies to a wide range of industries, and they continue to leverage their growth to empowering franchisors during times of economic strength as well as uncertainty.

"Our experience with IDS has been exceptional,” says Bill Bates, CEO at Trimac Manufacturing. “They have a committed team that’s dedicated to learning about our needs and our business. There has been clear and informative communication throughout each phase, which has also helped us to clarify what our needs are as well.” 

“Like a lot of other businesses, we saw a downturn at the beginning of the pandemic,” remembers Galligan. “But we used that time to reinvent ourselves a bit and prepare for what we knew was possible, while at the same time helping many of our clients not just survive, but thrive.”

Their vision for themselves, as well as for their clients, appears to be paying off.

For more information about IDS and its suite of services, reach out to Steve Galligan: (steve@idigitalstrategies.com, 978-828-0084)

Good digital marketing is all about reaching people with your message, your story, your offering. But not just any people. Franchise brands can only succeed if they speak to their best customers on a consistent basis, so determining who those people are is critical. But how do we do that?  

One of the ways marketers help franchisors speak to their ideal buyer is by persona development. A persona is essentially a thumbnail sketch of your best customer, a fictionalized representation of who he or she might be. As a digital marketing strategy is being designed, several personas might be developed and used to refine an approach that speaks to the interests and pain points of your best customer. Persona development is key to robust digital marketing because it helps to create a deeper understanding of customer needs and how to meet them.

Still, like anything in digital marketing, good buyer persona development takes thought and expertise. Here, we’ll look at ten questions your marketing team should ask as they define who it is you need to reach.

What are the demographics of your target customer?

These demographics should include a name for your persona, her age and occupation, her education, and her income. This information helps to create the sense that you’re speaking to a real person with real needs and goals. The deeper you get into your persona’s character, the more you can identify with and anticipate the needs of the population she represents.

What is her background?

This element should be a short paragraph that lays out her professional experience, her family life (married? kids?), and her long-term goals. It can also discuss what it is about your offering that might appeal to her and why she may be ready for a change.

What are her goals?

Here, you’ll want to define what she’d like for herself as a result of partnering with your brand. Maybe it’s to be her own boss. Perhaps she wants to make more money or offer something useful to her community. Outlining some of her goals will help you refine your message.

What challenges does she face?

What might make it difficult for your message to reach her? Is she nervous about making a career change? Does she have concerns about your industry or market? Is she worried about time management? These are questions you need to ask as you craft your strategies.

What questions does she have?

What will it cost to take advantage of your offering? What kind of support will she receive? Your best customer is sure to have questions like these and more.

What objections might she have?

Are there impediments to reaching her? Maybe she’s concerned about cost or autonomy. You’ll need to factor in whatever might be keeping her from considering your brand and then address those objections.

Where can you find or reach her?

Here, you’ll want to define where your best customer can be “found” — what social media platforms she uses, what publications she pays attention to, etc.

How can you help her?

It will be up to you to reassure your best customers that you’re in their corner and available at all times to help them navigate any hurdles or issues they may have as they become part of your brand family. Make sure to speak to the pain points and possible objections you’ve already outlined. Your goal is to let them know you hear them and are there for them.

The last two questions have less to do with defining your ideal customer and more to do with hiring the right marketing team to handle your buyer persona development.

How much experience does your marketing team have at persona development?

Creating robust, well-researched personas is a critical first step toward defining your digital marketing strategy, so partnering with a team that knows what they’re doing is essential! IDS is that team! We work as an extension of your brand and have helped dozens of top-tier franchisors reach the buyers who matter most.

Can you count on that team to deliver results?

IDS is an award-winning agency with a deep understanding of digital marketing nuances, including the creation and importance of meaningful personas. Persona development is just one part of our suite of services that have met the digital marketing needs of businesses like yours for nearly ten years. IDS delivers the results you’re looking for!

To find out more about our persona development and other services, get in touch today!

 

Take a step back, look at your current franchise website - do you think it tells the best story about your business? Does it speak to the personality, culture, and vision of your brand? Is it doing its job to help validate a decision or just causing more confusion?

From a candidate’s perspective, a franchise investment is a significant decision to make, and your website is your brand’s first impression. Today’s web user expects a seamless digital experience and anything less will drive them away in less than a second. At Integrated Digital Strategies (IDS), we have almost a decade of experience in web development for franchises; and we take pride in bringing our client's visions to life in the form of high-performing websites. Let's get into just a couple of the reasons you should consider revamping your franchise development website.

Do you optimize your web copy?

Effective web copy not only tells the story of your franchise investor's experience, but it should also be optimized to be recognized by Google and other popular search engines as a valuable resource for relevant subject matters. According to recent studies, only 25% of users go to the second page of Google search results. By optimizing all of your web copy, Google’s algorithms will prioritize your information ahead of the competition and organically increase your exposure by slowly moving your pages to the top of search results.

Part of our onboarding processes for digital marketing for franchises includes a full audit of your website's current standings and identification of pinpoint areas of improvement. If you're interested in learning more about how you can optimize your SEO strategies, please request a complimentary site audit today.

Is your website mobile-friendly?

Nowadays, almost everyone has a smartphone, which means having a sleek and well-performing mobile presence is an absolute must for franchisors. 

Your website’s performance on a mobile device significantly influences the first impression you make with potential investors. By prioritizing this on-the-go experience, your brand will be more likely to attract leads that prioritize innovation and understand the importance of well-rounded digital marketing for a franchise

Does your website speak to investors?

Maintaining brand identity is essential, but a franchise site should sell your investment opportunity first. An effective franchise development site should tell the story of an investor’s buyer journey and provide relevant information about the brand. That’s why content marketing and web design for franchises are incredibly important as you look to differentiate your user’s experience from what they would expect from a consumer-facing website.

Are you educating your reader with new information?

Content marketing is a great way to differentiate your brand from the competition as a thought leader. Blogs, e-books, and infographics are a great way to establish credibility and provide users with relevant industry news and information. We've worked with brands across various industries, so our content team understands the importance of familiarizing ourselves with fresh new topics that investors want to learn more about.

Are you interested in learning more about IDS’ web development for franchisees or how you can improve your current marketing strategy? Get in touch with a member of our team today!

No matter how comprehensive your franchise website is, prospects will be sure to bring plenty of questions your way before they sign above the dotted line. If you want to bolster your franchise development strategy, you’ll need accurate and transparent answers to each of the questions we go over today.

Integrated Digital Strategies works with over 40 franchisors to maximize their inbound digital marketing and development efforts. As the number two franchise supplier, according to Entrepreneur, IDS takes a personalized and purposeful approach to each project we work on. If you’re interested in learning more about our franchise development or marketing services, feel free to get in touch with our team today.

1. What are the costs to start, and how much money will I make?

Before any prospect takes action or picks up the phone to call a member of your team, they will want to know everything they can about the financials. They’ll need to know exactly how much they can expect to spend, and what they'll get back for their investment, and additionally, the financial success of existing franchisees. A great way to establish trust with new leads is by showcasing some relevant figures on your franchise development website’s investment page or homepage. 

2. How do you support your franchisees through an economic downturn?

There’s no doubt about it -- the franchise industry will feel the ripple effect of COVID-19 for a very long time, and you will certainly see that in your sales and development efforts. Prospects will have more questions about your team’s response to economic hurdles and how you helped your partners in their greatest time of need. Even if you’re an emerging brand with a smaller franchise network, it will be essential for you to showcase how your brand is “panic-proof.”

3. What do you do to help me startup?

One of the top-selling points of the franchise experience has always been the added support and guidance that you can’t get from an independent business venture. We all know that franchisees come from all walks of life, from multi-unit masterminds to millennials fresh out of college. Regardless of how their resume reads, every prospect wants to know how you’ll make their life simpler from the jump. That means added support in areas such as:

4. What are your competitive advantages?

What are the top five reasons that someone should invest in your brand over your competitors? What about your experience is unique? Equipping your franchise development and sales team with those answers is crucial -- they’re the people on the frontlines interacting with potential franchisees. If you’d like to learn more about aligning your sales and marketing playbook, take a second to check out our recent blog post:

UNDERSTANDING FRANCHISE SALES ENABLEMENT AND HOW IDS CAN IMPROVE YOUR FRANCHISE DEVELOPMENT PROCESS

5. Can I speak with an existing franchisee?

A critical element of the sales process is purchase validation, and in franchise development, that can happen in many different ways. One of the most common ways for a prospect to validate their investment is by reaching out to a like-minded franchisee to ask about their experience. If you attempt to discourage a conversation, your franchise prospect will proceed with caution, and you could lose some trust. You have to let your franchise partners operate as true brand ambassadors. 

Would you like to learn more about IDS or our franchise development packages? We are eager to hear from you -- get in touch with a member of our team today!

 

B2B manufacturing companies operate in many industries. McKinsey & Company break modern manufacturing down into five key sectors:

  1. Global innovation for local markets
  2. Regional processing
  3. Energy and/or resource-intensive commodities
  4. Global technologies/innovators
  5. Labor-intensive tradables

Although each sector's products and services vary greatly, their commonality is the necessity to utilize digital marketing to maximize their growth. Today’s manufacturing scene is increasingly globalized, meaning many manufacturers are facing domestic and international competition. Because B2B manufacturers don't work with general consumers, they tend to overlook marketing. 

However, there are lots of great benefits to investing in a great digital marketing campaign. Not only can it better help manufacturers to connect with their target clients around the world, but it's also significantly cost-effective. Digital ads (e.g., Google, social, and native) are often less expensive than traditional mediums (e.g., television, radio, and newspaper) – around 62% less expensive! And inbound digital strategies can get you much more effective results. 

Here, let's look at some B2B marketing strategies perfectly suited for industrial manufacturers today.

Challenges B2B Industrial Manufacturers Face

Today’s industrial manufacturers need to get their message to the right group. They have a particular group of target clients, and they need to catch their attention. Digital Marketing provides the convenience of segmenting demographics, geographic locations, and audience behaviors that are more likely to be engaged by your marketing message. A well-designed digital marketing strategy allows you to take all of this information into account to reach your target audience. 

Thus, manufactures also need to develop the right campaign for their specific product and service offerings. Once they’ve identified where their target audience lives online, they need to create a compelling campaign that will get their attention and compel them to reach out for more information. As a manufacturer, you know that you have competitive advantages no one else can match, but you need to demonstrate those advantages to your prospective clients.

Taking customers through the sales funnel means providing them with meaningful content and walking them through the stages of learning about the business’ products and services to, ultimately, contacting the company. While many manufactures have streamlined their production processes, fewer have streamlined the sales funnel. 

Digital Marketing Strategies That Can Help

The best way for B2B manufacturers to start is to create a custom plan to connect with their target clients. A few strategies to build into that plan have proven to be especially effective in B2B industrial manufacturing.

These are just a few B2B marketing strategies that can help 21st-century manufacturers to connect with more prospective clients. IDS can help you develop a custom marketing plan for your manufacturing business from the ground up. We take your business, your clients, your goals, and your budget into account. Contact us today to start the process.

If you haven’t already noticed, there are many unique terminologies and acronyms in the digital marketing space that can be confusing to the inexperienced ear: SEO, PPC, sales funnel, optimization, and plenty more. This vocabulary might sound funny, but it’s not jargon. The language of digital marketing is all about reaching your best customer, and two words that represent that better than any are lead and conversion. It’s not unusual in franchise sales development for these words to get interchanged, and though related, they have very different meanings. Here, we’ll take a closer look at their definitions and how they relate to your marketing strategies.

What is a Lead?

If you’re a business owner with a website (and you’d better have one), hopefully, you’re attracting hundreds of visitors to it every day (and talk to us if you aren’t!). When it comes to franchise sales development, your website is one of the single most important marketing tools at your disposal, and getting it out there and in front of eyes is what digital marketing is all about. But honestly, we digital marketers don’t care about all sets of eyes — just the ones that matter most — and those eyes belong to your leads.

A lead is a member of your target audience, someone most interested in your company and what it has to offer. They hover on your web pages, read your blog posts and generally spend more time on your website because they’re interested in what you have to offer. Leads are also sometimes called prospects because they’re potential customers of your goods or services. With your site, it’s essential to distinguish leads from other visitors such as bots, loyal customers, and people who just happen to stumble on your site because these visitors don’t represent potential buyers, i.e., new business. 

What is a Conversion?

A conversion is someone who started out as a lead and then took meaningful action on your website. It could be they responded to a CTA (there’s another wonky digital marketing acronym); they may have reached out to you with questions in the way of a form fill, email, or phone call. The point is, they’ve done something to go beyond remaining anonymous, and it’s up to you to capitalize on that.

But just because a visitor took meaningful action doesn’t necessarily mean he or she is your best customer; there is a layer of qualification that happens during the sales process, and conversions can end up being poor quality — that is to say: they’re tire kickers, and they don’t result in a sale. That’s why it's critical to track the conversions that rightfully mean something and nurture them (more terminology); so they move down the sales funnel.

IDS Can Hone Your Lead Nurturing Strategies

The team at IDS is made up of experts in all things digital marketing, and that includes robust lead nurturing strategies that convert to sales. We don’t just offer franchise lead generation through digital marketing; our franchise sales management team takes the time to validate leads through a rigorous qualification process, so you won’t have to spend valuable time with anyone other than your best customer. We vet prospects and drive them down the sales funnel, from the introductory call right down to discovery day. When you partner with IDS, you’ll very soon find we bring the qualified leads to you!

Ready to find out more about our digital marketing lead nurturing strategies? Get in touch today!

By: Alex Lockie, editor at 1851Franchise.com

Years ago, Mark Renehan took a job at a local trampoline park, Altitude Trampoline Parks. Within months, he found himself on the corporate team, working in the wide world of franchising and flying across the globe to build the brand. By the time he left that company, he had helped grow it to over 82 locations worldwide.

Today, as the director of franchise development at Integrated Digital Strategies, a full-service marketing agency that works extensively within the franchising space, he’s helping brands like his old trampoline park to find that next bounce back after the COVID-19 crisis.

1851 caught up with Renehan to learn about his tips of the trade in the franchise development space.

1851 Franchise: Tell us a little bit about your company.

Mark Renehan: What we do at IDS is primarily digital marketing. We primarily focus on franchising with franchisors, but we also work with franchisees. Franchise development is our bread and butter. We do web development, we do social media marketing and we’re big into SEO and digital advertising. We also do content marketing and can do all the content and blogging and creating personas in-house, as well as competitive analysis for all of our brands. We’re also in the B2B services, offering B2B marketing in all industries.

We’re a full-service digital marketing company, and IDS has also moved into franchise sales. We're able to help franchisors qualify leads and take them down the sales process.

1851: How did you get into franchising?

Renehan: I’ve been franchising for about eight years, I started with a company called Altitude Trampoline Parks. I was one of the first over there. I started as a general manager and quickly moved into corporate. About six months after I got offered the job, I was moving to Texas to be near corporate headquarters. I’m from the Northeast, so it was a big deal moving to Texas.

From there I pretty much helped grow the company worldwide. I traveled internationally quite a bit and took Altitude to 10 locations in nine different countries. I started at the fourth park ever, and when I left, we were at 82 locations all over the world.

For the last two or three years, I’ve been in franchise development helping the company grow. I had developers under me that would take franchisees in the opening process and helped the CEO drive growth.

1851: Are there any keys to consistent franchise growth?

Renehan: I think the key indicator for franchises continuing to grow is having great franchisees and strong unit-level economics.

Starting with the franchisees, it comes from great word-of-mouth. You can start using them as your personas and your ideal customers and growing from what you know.

Having strong unit-level economics is critical. If a franchisee is performing where it needs to, more people want to join.

Having a unique product and service is a big factor. Obviously profitability factors in. You just have to find the right markets and right franchisees and they’ll be huge advocates for you.

1851: What are the biggest hurdles to successful franchise growth right now?

Renehan: It’s tough. Obviously right now everyone is focused on COVID, but going back to before the pandemic, something most franchisors struggle with for growth is insufficient capital. You want to be able to market yourself and advertise yourself to customers. Get your name out there so you don’t just do referrals. It's a great way to start but once you hit that plateau, you want to be able to put marketing dollars to drive growth.

You need the people and culture in place to be able to attract and keep the right people to service the qualified leads you just put money and marketing towards. That’s huge — probably the biggest thing people run into. When we first started, I was lucky we had a phenomenal, Disney-esque culture. People came to see us and wanted to be a part just because of the way we were and the way we acted.

1851: How did the COVID crisis affect franchise growth opportunities?

Renehan: Obviously right now the biggest thing in all the leads we have is COVID-19. Every single person is concerned about it. They’re thinking, “Should I put my money toward this franchise when they might not be ready for this crisis?”

The number-one thing people are finding out right now is what happened to the business sector. At Altitude, parks are closed, so people are wondering what the next steps are. They were asking, “What are the steps to keep this profitable?”

The biggest thing is businesses filling to find out they’re an essential business. It could branch quite a bit. Essential business is not only what you think. It could be lawn care or outdoor things that keep business moving forward.

Obviously the different protocols for COVID-19 and being able to put those plans in place and is helping a lot of franchisors. Now it’s more important than ever to decide where you want to put your money to be most effective to determine how you'll drive your leads and make sure business keeps running forward.

1851: Are there any common mistakes you see franchisors making when trying to grow?

Renehan: I would say the biggest one is probably getting ahead of themselves. One mistake I've seen firsthand, and been part of groups that did it, is getting ahead of themselves with advertising and bringing in too many franchisees they can’t handle. It’s not quantity over quality, you want to bring in leads at a pace that allows you to support them properly.

People focused on the numbers forget about customer service. My biggest focus is keeping the capacity and getting the most franchises, but giving them the quality they want and deserve. It goes back to the support structure and recruiting and retaining the right people.

1851: What are your biggest goals/plans for 2021?

Renehan: So 2021 is pretty exciting for us at IDS and the entire franchise industry. Franchising has shown to be resilient and continues to grow amid the pandemic. I have franchisors who have done better than the previous year, and having the right plan and structure in place for 2021 will really help the entire industry and economy.

Our personal goals are to continue to help franchisors grow and put marketing dollars in the right places. It helps our company and the entire franchise industry. IDS is in a great place to continue to attract big clients

If you’re looking for the next thing, it’s a great time to get into franchising.

 

There are plenty of steps in a lead’s journey to get from inquiry to conversion, and one of the most critical stops they’ll make is with you during their first call with you. In franchising, this is a fantastic time for you to get to know the prospective business partner, uncover their goals, and provide them with an incredible opportunity to take the next best step in their career. 

Integrated Digital Strategies (IDS) is an agency that specializes in digital marketing for franchises. With almost a decade of franchising experience, we’ve come to realize how important it is to make a lasting first impression. Today we would like to share some tips with you on mastering the discovery process and aligning your conversation with your buyer’s needs. 

Understand You Personas

There is no such thing as a cookie-cutter approach to communicating with your leads. Franchisees come from all walks of life, from retired veterans to entrepreneurial-minded millennials. Having said that, it’s imperative to assess your leads’ needs and provide them with relevant information. Part of our onboarding strategy at IDS is to develop those personas, walk in that person’s shoes, and pinpoint what questions they will need answered before conversion. AT IDS, these personas will be our roadmap to creating meaningful content that hits home with your ideal investor. Uniquely appealing to each lead by anticipating and addressing their needs and queries through digital marketing for franchises is vital to the process. 

Provide Resources and Solutions

Pinpointing and providing relevancy is where hiring a team specializing in digital marketing for franchises like IDS comes in real handy. Your franchise website should be filled with industry and brand-specific content that highlights key differentiators that help your concept stand out along the way. Your digital presence should tell a story, and the main characters of that story should be the personas we mentioned. Your sales team should be equipped with those resources if you’d like to have a consistent and meaningful development process. Here are a few examples of resources that we have created for our clients that will make a lasting impact on your franchise leads:

No Dead Ends  

The last thing you want is for your lead to step away from a call without any next steps or a plan of action. Before the conversation comes to a close, they should have a clear understanding of what that next step is if they’re interested in moving forward. This process could be entirely new to the person you’re speaking with, so it’s essential to provide guidance. Once you’ve completed the call and have a clear understanding of their personal pain points or questions, it would be beneficial to reach back out with resources, guides, or testimonials that might help them make a more informed decision down the road.  

If you’re interested in learning more about what the IDS team of digital marketers for franchisors has done to bolster our clients’ sales performance, please reach out to a member of our team today.

A common misconception is that sales and marketing people should live in separate worlds all of the time. The truth is, both parties rely on each other for positive results when measuring performance, so why be at odds with each other? Instead, there is a way that we can come together, develop an educated sales management strategy, and bolster our marketing message.

At Integrated Digital Strategies (IDS), we have solidified ourselves as a top supplier to offer digital marketing for franchise brands. We soon realized through experience that the best way to master your craft and develop a comprehensive strategy is by coordinating your sales and marketing efforts. Our franchise development sales team and marketing professionals work in tandem to accomplish a common goal for our clients. We’ve seen how this entire process unfolds time and time again, and now we want to share some of our experiences with you. 

Align Your Sights on the Right Prospects

Inbound marketing is a hyper-focused method of sending a message to the right buyer at the right time, but we needed to dig deeper. Our sales management experts can relay valuable information to our marketers to fully understand a target demographic. Conversations that a salesperson has with prospects can be repurposed to develop meaningful content about a specific subject or draw in qualified candidates from a particular industry. By doing so, our campaigns have a greater purpose of helping guide the right individuals through the sales funnel. 

What Questions Can You Address?

What is stopping your prospects from moving down that funnel? Are they not getting all the information they need to feel confident about making a decision? Understanding your target audience is a great way to build your fundamental understanding of who you’re speaking to -- the next step is to address the most frequently asked questions by creating SEO rich content. 

If your sales representatives are having conversations with prospects that lead to familiar comments or concerns, your marketing team can help get them the right answers before picking up the phone. IDS’ content marketers will take the time to continuously update your website and incorporate pertinent information that will keep the discovery process running smoothly. Also, by updating your FAQ page, we have an opportunity for our writers to include relevant search terms throughout your web copy. 

Outreach, Fill in the Gaps 

You have all of your content ready to go, but you don’t have to sit back and hope that your leads will stumble upon these resources organically.  Sales enablement is the process of arming your sales management team with the right content to pass on to your prospects. To see the process through fully, your outreach team can include relevant links in their marketing emails or even use those resources as a reference in ongoing conversations. By nurturing a healthy relationship between your sales management and marketing departments, you’ll minimize your efforts and eliminate some of the pain points that once limited your outreach efforts. 

The importance of digital marketing for franchise brands is only growing, and IDS has years of experience to help you stay ahead of the competition. Feel free to contact a member of our team today if you have any questions.

Integrated Digital Strategies - A Franchise Marketing Agency
Greater Boston

6 Chestnut Street
Unit 210
Amesbury, MA 01913

Orlando

100 E Pine Street
Suite #110
Orlando, FL 32801

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