These Videos Can Close the Deal

If you're a franchise looking to attract franchisees, here's how to roll camera strategically

- TREVOR RAPPLEYE

Over the past decade, selling franchises has become an extremely competitive business. Any advantage that one brand can develop, cultivate, and deploy can make or break its success. And now more than ever, video marketing and production is a critical piece of franchise growth.

According to an internal survey from Franchise IQ, 87% of its customers indicated that the use of video-especially testimonials-was an important factor in their decision to purchase a franchise opportunity. Why? Because videos create lasting impressions in the minds of current and future franchisees.

Visuals are an incredibly powerful tool for conveying information and creating a connection with franchisee candidates which isn't surprising, considering people spend a third of their time online watching videos. But to make them a powerful part of your marketing mix and help fuel your sales funnel, you need to know the specific type of video content to deploy at each stage. Here's what to do.

Top of the funnel