Prospective franchisees are growing increasingly selective today about the franchisors they are willing to trust with important decisions like choosing the right franchise and funding a franchise.
Your franchise business’ marketing content is going to have a huge impact on the image you project to franchise prospects. If you help them make the right franchise decisions rather than simply convincing them to sign a contract, you’re building trust as a franchisor and establishing your franchise business as an honest brand. Building trust and nurturing relationships is more important than ever in the increasingly competitive sphere of franchising.
Position yourself as a trusted adviser, educator and a thought leader and you will stand head and shoulders above other franchisors. A critical element in developing and highlighting these qualities to franchise prospects and clients is your content marketing.
How Do I Decide What Franchise Content to Publish?
Potential franchisees today invest a lot of time in researching their options before making any critical decisions. If they’re interested in you as a franchisor, they’re going to take the time to learn about who you are, what franchise services you have to offer, and how you as a franchisor can assist them in choosing the right franchise or finding the best funding option. A Frequently Asked Questions (FAQ) or Q&A section on your franchisor site is a fantastic option and is often appreciated by franchise prospects.
FAQs allow you to provide anticipatory content to interested franchisees. Think about your brand from a franchisees’ perspective—what do they need to know about franchises? What questions do they have about your franchisor services? Think about the oddball questions that may seem obvious to you but not so much for a franchise newbie.
Think about what your new and interested franchisee clients are going to want to know, and provide those franchising answers in a clear and concise format. Try to nip any concerns in the bud. Think about what may cause franchise clients to hesitate, and provide reasonable assurance that they can rely on your extensive franchising experience and knowledge for trustworthy information.
Content Is King—And Quality Is Queen
Having marketing content for your franchise prospects and clients is only half the battle; it won’t have an impact if it isn’t valuable or doesn’t offer them tangible benefits. Provide potential franchisees with the tools to make informed decisions, and they’re going to rely on you when making those tough franchising decisions. Your content marketing efforts need to convey your authority in the franchise industry, and providing valuable franchising information upfront is a great way to do so.
FAQs and Question and Answer sections show your franchise clients that you’ve taken the time to address their franchising concerns from the beginning and are focused on offering them valuable information for making well-informed choices.
Content marketing is a great tool for franchisors to extend the reach of their brands and position themselves as thought leaders and educators in the franchising industry.
By always educating and informing prospective franchisees, you’ll gain their respect, trust and their business.
