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There are millions of aspiring entrepreneurs out there, but only a portion of them are qualified to become franchise owners for your business. With so many out there, how can you attract franchisee leads that are worth following up on, rather than wasting your time on unqualified prospects?
There are a number of strategies you can apply for “work smarter, not harder” franchise lead generation, and one of them involves social media. With social media, you can target your marketing to your specific audience, so that the only leads coming in are qualified ones. However, to do so requires understanding how to do it. Here are the primary steps you need to take:
Social media posts cannot be long winded
, and so it’s particularly important on these platforms to deliver a succinct message that targets your audience directly. Research your target market to figure out what resonates with them.
Pay attention to what your audience’s problems are, how they feel about those problems, and what they desire. Doing so allows you to understand how to position yourself as a solution to all their problems.
You might consider if they are…
…looking for a franchise with a low barrier to entry?
…interested in a low-maintenance, part-time hustle?
…eager to invest in a socially and environmentally conscious franchise that does good things for the community?
Through asking yourself these questions, you can figure out what your main selling points are and emphasize those in your social media posts. Taking the time to do the research removes the guesswork and ensures that the time and money you’re putting into your marketing efforts isn’t wasted.
Another way to grow your franchise with social media is by partnering with influencers. Social media influencers are a not-so-secret weapon for marketers.
They already have substantial numbers of followers who eagerly hang onto their every word. All you have to do is tap into it by arranging a partnership. There are several ways you can go about partnering with social media influencers, from outsourcing to businesses who manage influencer marketing to creating job listings and reaching out to influencers directly. Oftentimes, if you have a specific influencer in mind, they will have a contact email for you to send inquiries to listed on their page.
Of course, you’ll need to be sure to choose the right influencer(s) for your brand and industry. For example, if you have a pizza restaurant franchise, it doesn’t make sense to contract with a skincare influencer. Instead, look for influencers in the entrepreneurial niche.
Social media posts can and should include more than just words in a caption. In many cases, a snazzy graphic, image, explainer video, or video testimonial can be more compelling than a typical written social media post. (In particular, franchise sales organizations strongly recommend videos, which can be quite effective at franchise lead generation.)
Even when you do use only words, look for ways to make your posts interactive and engaging for your audience. Consider using polls, for example, which can get your audience involved with your message while also providing a valuable avenue for market research.
One of the great things about using social media as a marketing avenue is the potential to combine organic content with paid advertisement. Consider launching paid ad campaigns on social media platforms that target the right demographic for your franchise.
LinkedIn can prove to be fertile ground for franchise lead generation, as it’s chock-full of entrepreneurs and would-be business owners. However, depending on your brand, it may make sense to consider less obvious choices.
For example, if your franchise is in the home organizing or interior design niches, you may want to target Pinterest users with paid ads. Facebook is also a good place to find people who are interested in community and networking.
You could spend hours upon hours working on lead generation, but why not turn to the franchise development experts at Pinnacle Franchise Development to collaborate with
you? Pinnacle offers a full-service approach toward helping owners grow their franchise brand, with everything from lead generation strategies to process consulting to sales outsourcing, all under one roof.
When we work together, we will leverage our industry experts and our cultivated network of connections to help your franchise thrive. Contact us today to request a consultation.