Franchise organizations can leverage public relations for franchise lead generation – we talked about it last week. But, in reality, you can use PR in so many different ways. It also helps with reputation and image management, promoting products or services, attracting franchisee candidates or simply as a way to build positive morale in their franchise systems. And at the center of most PR programs is media relations.
When working to raise brand awareness or drive franchise leads, franchisors should direct their PR firms to secure the following types of coverage:
1. Expert Guest Articles
News outlets are often desperate for quality content from external sources. By-lined articles from outside experts on a variety of topics help publications fill that void. A PR firm can help franchisors and franchisees write guest pieces about relevant industry news and topics. This helps to establish your business as being at the forefront of their industry.
2. Consumer Broadcast Segments
Being featured on a national morning show is like striking gold for a franchise brand. It not only gains the interest of consumers, but also creates a significant increase in traffic on your website from people looking for franchise opportunities.
3. Franchisee Profiles
When potential franchisees see an article about a successful existing franchisee with a compelling story, they relate to the person in the article and are inspired to take action. Franchise profile pieces are perhaps the most powerful type of PR for generating franchise leads. A prospect wants to investigate the potential of owning the same business of the franchisee that was profiled because they share the same backgrounds and beliefs. They begin to think, “that could be me.”
When done properly with providing relevant content, blogging can become a lead generating machine for a growing franchise. Blogging provides a continuous flow of content that gets your company’s name out there while showcasing your expertise and thought leadership. When this compelling content is shared and accepted as a guest post on an influential blog, it is as powerful as a trusted third-party endorsement of the company.
Lead generation in franchise sales has traditionally relied on a boots-to-the-ground approach that involves a lot of face time. With our current media landscape, brands can’t compete without making the most out of both digital and offline channels that make it possible to influence prospective franchisees with greater efficiency.
A diverse strategy that targets a specific audience can help brands connect with the right people using relevant information that motivates them to take the next steps toward a franchise investment.
Want to know how to maximize your PR media coverage? We’ll cover that next week!
Learn how PR and content marketing work together to improve franchise lead generation…