Be Better at Franchise Marketing

By Kourtney Kopp
Published May 11, 2022

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Every franchise needs marketing. Scratch that, every business needs GOOD franchise marketing.

Now if you’re in the franchising industry, you may wonder what type of franchise marketing you need and how you can make it work for you.

The answer will depend on what part of the industry you’re in. Brokers, franchisors, and franchise owners have different marketing approaches. But we’re here to walk you through the best practices in franchise marketing, and we even offer to do it for you…

Marketing Basics for Brokers

Brokers in the industry search for franchisors and prospective leads constantly. Running out of leads for both groups is not an option. However, it can be difficult to find quality franchisors and candidates. Why?

Poor leads, or people who don’t have the right qualifications, are common. Many people are interested in having a conversation about buying a business but can’t do so. If you’re a broker cold calling and emailing, chances are not everyone will be a fit.

The same goes for franchisors. Sorting through all the brands that want exposure is time-consuming and costly. But being selective of the brands you work with only attracts better leads.

So, as a franchise broker, which strategies work best?

Setting clear goals for yourself and your future clients is a great place to start. However, you must first know where to look. Our memberships have helped tremendously in the number of quality leads that brokers speak to.

We have a filtration system that specifically targets potential candidates with the appropriate capital and background to be successful in the franchises we’ve vetted. Then, we market and attract the right people and connect them with you so you get better deals quicker.

Franchise Marketing for Franchisors

Many franchisors come across plenty of people interested in learning about their company. So when they’re asked how much it costs, how to be approved, and the many other questions during the prospective phase, where do they send their leads?

Your landing page is the first insight into your business. But knowing what to say and when to say it to generate the most interest can be a full-time job.

Addressing WHY brokers should recommend your business, and WHY buyers should buy, is paramount. However, the language is often misunderstood. This falls into the category of copywriting – the art of selling without being a salesperson.

Our FBA franchisors utilize our marketing memberships which come with comprehensive landing pages that convert. Our members also have marketing emails sent out on their behalf to bring more buzz to their business.

Promoting Your Business After You Buy

Lastly, we have the owners of the franchise. Now, the franchisor who sold you their business most likely has an individual marketing plan for you to follow. This is on an individual brand basis, as most franchisors want their brand to be in sync across the board.

With that said, the best franchise marketing strategy comes after you’ve identified your owner’s persona.

Answer these questions for your audience and customers:

Why you/your business?
What do you offer that sets you apart from your competitors?
How do you do that?

Ultimately, there are competitors in every industry. But communicating your intentions right off the bat will allow you to build a trustworthy consumer base and make you a reliable owner in your franchise.