No matter what role you play in your company, when business growth slows (or stops altogether) it’s everyone’s job to throw their hat in the ring and find a better approach.
If you’ve been researching new ways to market your franchise opportunity, you’ve probably come across inbound.
For those who see real value in the kinds of content and engagement marketing inbound is all about, you may be thinking about how to get over a new obstacle: the rest of your team.
So you’ve been reading up on inbound marketing and how it can work for franchises looking to gain traction when web leads are few and far between, but after reading what it’s all about, you probably can’t help but wonder,
“Why can’t I do this in-house?”
For some franchises, planning and executing inbound campaigns effectively in-house can work. For others, the costs, commitment, and ability to pull off content-rich marketing projects effectively is simply too much put on the shoulders of a marketing team who may not be familiar with content marketing in the first place.
To help you parse out the benefits of partnering with an agency that specializes in inbound versus attempting to go it alone, let’s go through some of the various benef
its and pitfalls of taking on the work yourself.
It’s one of the biggest questions companies find themselves asking after getting the scoop on inbound for the first time:
How do I know my potential customers will be receptive to this?
Content is at the core of inbound marketing––there’s no doubt about it.
We can talk about the kinds of content that make an inbound campaign successful all day, but what’s the point of taking the time and effort to put these resources together if your customers simply aren’t looking for it?
If your franchise website isn’t generating the quality leads you know are out there, ask yourself a simple question:
If you were looking to make a serious investment in a franchise company, would you be swayed by what’s available on your website?
If there’s a shred of doubt in your mind, chances are your website visitors might be feeling the same way.
The first place to start thinking about improvement is content creation. This is by far the biggest problem with the majority of franchise websites trying to reel in serious buyers and generate qualified franchise leads.
You’ve taken the time to build out your franchise website with a wealth of information you know will attract the serious prospects, but all of that content means very little when there’s no clear next step these buyers can take after getting interested.
I’ve talked about the first vital piece of the conversion puzzle––calls-to-action––and how in many ways, they’re the first step visitors take to becoming a lead.
So, what’s next for these soon-to-be leads?
Where does actual lead conversion take place?
The real point of conversion happens on the franchise landing page
Topics: Franchise Marketing
We’ve talked at length about the importance of developing a content strategy built to attract serious franchise buyers combing the web for an opportunity that speaks to them.
The second logical step in the inbound methodology is converting those interested visitors into leads you can nurture through the franchise sales process and eventually close on––the final step of the inbound process as far as franchising is concerned.
There are three major components of the inbound conversion stage. Unlike in the previous stage, where the types of content can vary greatly from business to business, establishing a strong conversion process really requires all three parts in order to work effectively.
Topics: Franchise Marketing
Marketers have struggled to zero in on truly meaningful metrics for years. Before technology made it possible to track and analyze the performance of your marketing efforts, assessing the team’s impact on sales was extremely difficult if not impossible.
Even with all of today’s extremely powerful digital management tools, many franchisors still find themselves in the dark when it comes to metrics that matter. While it may seem trivial, looking at the wrong numbers can mean sticking to ineffective strategies or failing to realize marketing successes when they happen.
Let’s take a closer look at the wrong way to approach reporting as well as three of the most important metrics you should be paying close attention to each month.
Inbound franchise marketing follows a basic three-step system that relates directly to how prospects are finding and buying franchises today. After attracting serious buyers into your sales cycle and converting them into qualified leads, the stakes get even higher when it comes time to close.
With such a significant investment involved, franchise-buying cycles can be a long and arduous process requiring the sales team to keep close track of every lead’s position and engage them accordingly.
This is accomplished through lead scoring––a system your sales team can use to help them organize the leads in their pipeline to ensure everyone is being engaged at the right time with the right message.