In today’s digital age, nearly 90% of B2B companies use their website to communicate with leads or customers, making digital marketing the primary method for generating leads. If your franchise is struggling to find qualified leads, consider implementing these digital marketing strategies:
1. Paid Advertising
Paid online advertising, particularly pay-per-click (PPC) ads, is an effective way to generate leads for franchises. With PPC, you only pay when someone clicks on your ad, leading them directly to your landing page. PPC ads can appear on various platforms, including search engines and social media, but search ads are particularly effective. These ads appear at the top of search results with a small “ad” label, increasing your chances of capturing qualified leads. To create an effective PPC strategy, focus on selecting the best industry-related keywords, crafting compelling headlines and calls to action, and incorporating ad extensions like customer testimonials or your franchise’s contact information.
2. Social Media Marketing
Although franchises often target a broad audience, social media marketing can still be highly effective. Remember, individuals interested in owning a franchise or investing in business opportunities also use social media. To launch a successful B2B social media campaign, start by selecting the platforms that best suit your franchise’s needs. LinkedIn is often a go-to for B2B marketers, but platforms like Facebook and Twitter can also be beneficial. Consistency is key—post regularly, share diverse content, and engage with your audience and other businesses in your industry. These practices help keep your franchise top-of-mind and attract new leads.
3. Content Marketing
Content marketing includes blog posts, informational articles, infographics, and online guides. With 88% of B2B marketers using content marketing, it’s a strategy worth adding to your lead generation efforts. When creating content, focus on trends or new developments in franchising, or provide valuable information about how to succeed as a franchisee. By providing valuable information on your blog or social media accounts, individuals searching for this information will find your franchise. While content may not immediately convert leads into franchisees, it establishes your business as an industry expert and encourages potential partners to contact you, subscribe to newsletters, or explore your services.