Many franchisors are good at consumer marketing. But they typically struggle to reach a different, equally important audience-potential franchisees.
I've spent 15 years in franchise development marketing, and I see this problem repeatedly. Digital marketing strategies are often underbudgeted, or spearheaded by internal point people with limited experience. As a result, franchisors are slower to find the right franchisees for their brand.
How can you do better? Here are four major mistakes my team and I often see and how to fix them.
Mistake 1
Thinking SEO is only for consumers.
Franchisors often understand the importance of content marketing, but they tend to aim it exclusively at consumers. As a result, a brand's article or blog might come up when someone searches "coffee shop near me" but not when someone searches "coffee shop franchise."
This story is from the Startups - Spring 2023 edition of Entrepreneur US.
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This story is from the Startups - Spring 2023 edition of Entrepreneur US.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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