What is the secret to effective lead generation for franchise sales? Franchisors of all sizes have asked that question at one time or another. The truth is, there is no one-size-fits-all secret to success, but there are some best practices that may guide your strategy. Franchise Dynamics presents the ultimate guide to refining your lead generation efforts.
Outline realistic goals
Every lead generation strategy doesn’t work for every system. You’ll need to define what your concept needs most at this point in time and design a strategy that caters to that. Is your system looking to generate lead volume? Is your goal to focus less on quantity and more on lead quality? Are you looking to expand into a new market? Regardless of what your franchise aspires to accomplish, ensure that every aspect of your lead generation strategy supports that. Then, work backwards to determine how many leads you’ll need to generate per month to reach that goal.
Start with your website
We’ve entered a digital era where websites double as calling cards. In fact, the majority of potential franchisees are viewing preliminary details about your franchise opportunity right on their smartphones. Make sure your franchise lead generation strategy accommodates that with an intuitive website. A clear call-to-action, responsive design and optimized content will help to draw in visitors and capture conversions from potential prospects.
Consider your marketing mix
Different lead generation tactics garner different results. The best way to boost lead generation for franchise sales is to have a customized marketing mix. Benefit from the direct impact of lead drivers such as pay-per-click and social media advertising as well as tactics that build credibility, such as public relations. This combination of “drivers” and “influencers” ultimately works together to form a fully-integrated lead generation approach that provides strong results in the digital realm.
Collaborate with a Franchise Sales Outsourcing Firm
As part of our full-service franchise development program, Franchise Dynamics can recommend and manage lead generation marketing strategies that are tailor-made to further your system’s goals. Connect with our team to learn more about how we can help you improve lead generation for franchise sales.