Defining what types of franchisees are successful for an organization helps create a targeted approach to exactly when, where, and how to reach qualified leads, ensuring that the money is spent in the right places and on the right people
Fremont, CA: Acquiring franchisee leads is essential, but it is vital to identify qualified leads, as they are most likely to convert to a sale. If qualified leads are not identified, then a great deal of time and money is wasted on the wrong candidates. Here are a few franchise sales and marketing tips that can increase qualified leads.
Defining your Target Prospects
The first step is to identify whom you are trying to sell to. Not having a target audience makes it difficult to sell. Creating franchisee buyer personas is an essential component to any franchise sales and marketing strategy. Defining what types of franchisees are successful for an organization helps create a targeted approach to exactly when, where, and how to reach qualified leads, ensuring that the money is spent in the right places and on the right people.
Creating a Franchisee Recruitment Website
A dedicated franchisee recruitment website can be decisive. Any candidate who lands on the company website should be easily able to identify if the brand appeals to them through easy navigation, discoverable information, and engaging content. The website should guide interested prospects to complete an inquiry with full transparency of the next steps. The recruitment website should have content that speaks specifically to these defined targets based on the franchisee buyer personas. Above all, remember to follow up on each lead. Regardless of how good the recruitment website looks or performs, it is necessary to follow up with each lead.
Working with the Marketing Team
Building a recruitment website is just the first step. It also requires rigorous marketing to ensure it reaches a broader target audience. It's essential that sales and marketing work together to qualify and engage with leads. Here are a few marketing tactics that can help in target lead generation.
1. Email Communications - Create email campaigns that engage target leads and keep them updated on any relevant company news. Invite them to different events and help them with their questions. Prospects that show interest need to be held in the loop to ensure that they dont go cold.
2. Content Marketing - Content marketing is one of the most common trends today. Make use of blog posts, ebooks, white papers, and videos. These tactics can help attract new leads to your brand. By making some content pieces gated assets, companies can gain contact information and have the ability to place each qualified lead into the appropriate workflow.
3. Paid Advertising - The smallest of budgets for advertising can go a long way. With Google AdWords, you can target keywords and phrases for people investigating franchising and guide them to your franchise recruitment website. At the same time, franchise-specific media outlets such as the International Franchise Association, Franchise Update Media, and WorldFranchising can also be sued to schedule dedicated e-blasts, newsletter ads, and more.
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