There is a continual debate with the franchise industry on the complexities in successful franchise recruitment marketing.
For potential franchisees, the prospect of owning a franchise business offers a wide range of opportunities. Franchisees get to step into a recognised brand, which is backed with a proven business model and operational support, right from the start.
However with such a crowded market full of recognised franchise brands, how can you make your business more visible and attractive over the rest?
The answer is to go online. It’s not just as simple as being on the internet – your business’ online presence should be targeted and integrated across different online channels.
Here are 3 ways you can use online to increase lead generation for successful franchisee recruitment:
1. Be strategic in your online content
Other than starting a website for your franchise business, there are many online marketing channels you can easily use to your advantage. Google Maps, online directories and social media are great tools to help maximise your franchise’s search engine visibility.
Well-written content is the key to getting prospective franchisees to find your business online. It should be written around keywords that your target market could use in their searches. The language and topics of the content should be relevant to their interests and discussions, which will assist in driving better search results and maximising lead generation.
Repeating keywords makes a difference, however be cautious about overusing them. It is more important to tell a story through the content instead of attracting search engine visibility. Engaging content is an effective tool in holding onto your readers. At the same time, keep it simple, not overly complex and always keep your target audience at top of mind.
With the right content, you can integrate it across all the online channels, which will help boost online presence, credibility and exposure.
2. Maximise the use of your online directory listing
Online directory listings are a great way to boost your franchise’s online presence. They help increase your search rankings, which in turn attracts more prospective franchisees.
There are many online directories you can choose from, however you need to ensure that your business profile will be in front of the right people and encourages potential franchisees to take the first step and enquire. It is best to select industry specific online directories, such as FranchiseBusiness.com.au, in which your advertising can be highly targeted to your particular market and also increase your search engine rankings on Google.
Upgrading to a paid listing will open more doors to your franchise’s content exposure. Online content that is fresh and regularly updated is one of the keys to great search engine visibility and audience engagement. Paid listings provide you the opportunity to refresh your content on an ongoing basis, which can also include uploading branding tools such as logos, videos and news feeds. The more information that’s up online, the more engaging it is to your audience and would more likely turn into genuine sale leads.
3. Be active on LinkedIn
LinkedIn is a great online tool that utilises the true power of social media with word of mouth, recommendations and testimonials. Ensure your LinkedIn company profile page is complete, up to date and enriched with keywords that will give your business maximum online exposure, boost credibility and assist in letting prospects find your brand.
One of the greatest benefits with LinkedIn is the ability to network. You can search for prospective franchisees through keywords based around job titles, companies or locations and connect with them as a base point for starting conversations.
It’s also a great idea to join franchise-focused groups on LinkedIn, such as Franchising Australia, New Zealand & India. Not only does it put you and your business in front of prospective franchisees, but you also get the opportunity to provide insight into marketing, best practise and innovative ideas around franchising. Try to be active in the group discussions to boost online exposure and brand credibility. However the focus of your comments should only be advice and questions rather than promotions.
Online has moved on from being the ‘new’ way to do business to being a necessity. The key to online is not simply being there, it involves creating quality and fresh content and utilising different social media channels to maximise brand exposure.
Businesses should be strategic in developing content – this involves choosing the right channels that will reach their audience and then align each channel to ensure consistency in the message. Aligning your online content and focusing it on the prospects you seek to reach will ensure greater visibility online for potential franchisees to find your business.