It just comes natural for humans to want the quick solution
to the problems we face. We are always looking
for efficiencies and improvements in an effort to minimize inconveniences. But sometimes, there aren’t any quick
solutions and that is certainly the case when trying to build a successful
franchise system.
When it comes to creating a complete system for marketing a
franchise brand, there is no one solution.
Sure, you can hire an SEO firm to get your website ranked higher or even
hire an SEM firm to run a Pay-Pay-Click campaign to generate traffic and
franchise leads to your website. Other
franchisors work closely with broker networks to bring in new franchisee candidates
and many have seen tremendous success going this route. Purchasing franchise leads is also an
option. There are dozens of franchise
directory portals that will post your franchise information to solicit to their
visitors. There’s also pre-screened
franchise leads who aren’t married to a specific franchise but want to explore
all their options.
Each of these methods, on its own, can successfully generate
candidates for a franchisor. But the
secret lies in a well-balanced system that utilizes all of the above. The successful franchisors will start with
building a very content-rich website and combine it with the use a variety of
lead sources. They also use tactics like
re-targeting past visitors of their websites, buying pre-qualified franchise leads
and also engaging in social media strategies.
All in the hope for leads that may eventually turn into franchise
candidates.
So consider a balanced approach to attacking your growth
strategy. Don’t put all your eggs in one
basket and be smart about how you budget your marketing dollars. There is no one magic ingredient. The magic is in the planning, management, and
execution of your marketing strategy.