Lead nurturing services are crucial elements of any inbound marketing strategy, and franchise marketing is no exception to this rule.
Let’s start with the basics: what is lead nurturing?
Lead nurturing is a strategy that involves building relationships with your franchise prospects with the goal of them deciding to become franchisees. It’s essentially a marketing process that aims to provide value to prospective franchisees in a way that engages them. This involves providing them with the right content at the right time. In other words, highly-contextual content.
Table of Contents
This is usually done with the help of marketing automation and email marketing, which involves providing your leads with content that has been adapted to their interests and their previous interactions with your content, typically on your website. You should nurture each of your contacts according to their distinct buyer persona and their stage in the buyer’s journey.
Basically, you need to adapt your message to follow what your lead has already seen and what actions they have taken, such as signing up for your blog or filling in a contact form. The key is to provide content that further educates them on what you have on offer; it needs to serve them in some way.
But how do you go about doing this? As experts in franchise marketing, IDS outlines some of the most important things you need to know about lead nurturing.
Timeliness is one of the most critical factors when nurturing your leads. As we mentioned, your contacts need to receive the right content at the right time. Determining the right time to nurture your leads can be tricky, but there are some basic guidelines for the optimal time to reach out.
You’ve probably noticed that we have been referring to ‘content offers’ an awful lot. But what should these be and why?
There are three stages in the inbound marketing methodology: attract, engage, and delight. Lead nurturing generally falls under the Engage stage and should provide your prospects with educational and purposeful content. It’s not about telling them why you are great; it’s about teaching them what they need to know to make an informed purchasing decision. There are many ways that you can develop content that does just this. Here are some examples.
These are just a few ways to use content offerings to engage and inform your prospective franchisees. Remember that it’s all about building trust: the more information you share in an educational way, the more trust you are likely to gain.
Before we end this article, we have a few more lead nurturing tips to share with you.
This may all seem a little daunting at first, but IDS has got you covered.
Integrated Digital Strategies (IDS) works with franchisors and their franchisees to provide strategic customized digital marketing campaigns that are proven to drive franchisee sales through a robust local digital presence. Our white-hat techniques will increase leads and sales and establish consistent digital brand awareness across all platforms.
At IDS, our agency experts offer a full suite of digital marketing products and services, including lead nurturing, content creation, search engine optimization, search engine marketing, social media postings, Facebook advertising, video production, website design, reputation management, and much more.
Are you interested in working with the IDS team on your lead nurturing strategy for your business? Contact us today to get started.
© 2023 Integrated Digital Strategies | Privacy Policy | Sitemap | All Rights Reserved