When it comes to franchise development marketing, if you remember one thing – just one! – about the lead nurturing process, let it be this:
Your prospects are making one of the most important decisions of their lives! Up there with whether or not to go to college, getting married, having children, purchasing a home, and so on.
In other words, the decision to purchase a franchise is not one they take lightly. Not. At. All. Instead, they realize it’s a completely life-altering decision to make – or not. Your prospects are going to think about this long and hard. They are going to read, ask questions, read some more, and ask more questions.
They are going to take a long time within your sales funnel as they consider a) whether or not to purchase a franchise at all and b) whether or not to purchase your franchise.
What does this mean for your franchise marketing?
It calls for patience in the form of strategic and long-term lead nurturing.
We mean strategic. As in a defined – exceedingly so – sales funnel.
Crafting an Effective Lead Nurturing Campaign
Your franchise marketing needn’t be complicated, not if you understand that the main thing you’ll be providing them with will be free information. (With the goal of you becoming their go-to franchisor on all things franchising, business building, and entrepreneurship.) They will want a lot of it before they become anything near sales-ready leads.
They will want information on:
- Franchising overall, pros and cons.
- Future of franchising.
- Why your franchise niche is a good one: it will bring a good income, is scalable, will be popular among potential clients for a long time (Remember Blockbuster Video?), etc.
- Why your franchise opportunity is better than others in your niche.
- Financing; how to live while building their business.
- How to market their franchise location(s).
- What it takes to be a successful franchisee.
- And so on.
You provide this information in the form of search engine optimized blog posts and with offers of free ebooks, infographics, reports, etc. that delve deeper into successful franchising. They get the freebie by filling out their contact/email information on a landing page on your website (usually on a blog post).
Beginning the Nurturing Process
Once they’ve done so, your real lead nurturing begins. You’ll start to send them information that’s more in tune with where they are in your sales funnel. For example, those who have requested your franchise disclosure document are going to want different information than those who become qualified leads by providing their email address in exchange for a “Day in the Life of One of Our Franchisees” infographic.
You continue providing them information until they become a franchisee (or unsubscribe from your list). This could be several months due to how critical making a well-researched decision is when it comes to purchasing a franchise.
Critical tip: never give potential leads all the information they seek before they provide you with their email information. Keep some critical information to yourself, accessible only if they give you their contact information in exchange. Providing them everything for nothing means…no qualified leads to nurture.
LetIngenex Digital Marketing be your franchise development marketing manager. Contact Jeff Hayes, director of client services, and schedule a date/time for a one-on-one discussion regarding your franchise marketing needs. We look forward to hearing from you.