Your full-service outsourced franchise development solution
FPG helps brands reach more buyers — not just leads
Millions of people research franchise opportunities each year. Very few of them become buyers. Of the 1 million to 2 million people a year who become a franchise candidate, only 13,000 to 20,000 will become franchise buyers. To grow an iconic brand, your franchise lead generation efforts need to be focused on serving these 13,000-20,000 buyers.
You need an inbound/outbound marketing strategy
One of the biggest keys to successful franchise lead generation is driving as much traffic as you can to your franchise information site. Broadly speaking, there are two ways to drive traffic to your site:Inbound marketing
These are tactics like SEO, Google Search Ads, and status updates on social media sites — all of which ensure that your brand is easy to find when people are looking for information about you.Outbound marketing
These are tactics like email, social media, video/display advertising, and sponsored content ads that are shown to specific audiences you want to reach.
Between your inbound and outbound efforts, you should have strategies in place to reach candidates at each stage of their research journey. The graphic above breaks down this journey into 12 steps — from the moment the candidate first starts dreaming of owning a business to the moment they sign a deal. In FPG’s experience, brands typically fail to address candidates during the first half of the research journey, thus missing the opportunity to engage potential buyers.
Integrating franchise sales and marketing
To maximize your results, you also need regular communications between your lead generation team and your sales team.FPG’s digital marketing team meets regularly with recruiters to:
- Discuss the candidates in the pipeline
- Discuss the conversations that are happening with leads and identify opportunities to develop more content to assist in the sales process
- Trace the behavior of the best candidates and tie them back to the marketing efforts that helped them become leads
Based on this feedback, we adjust our marketing efforts to bring in more high-quality candidates and help recruiters close more deals.