“A picture is worth a thousand words.”
There’s timeless truth in this well-worn phrase, but it ultimately comes up short in today’s franchise content marketing world. Pictures attract attention, but video grabs viewers by the collar and doesn’t let go – especially if it’s done well. And successful franchise brands have started to take note.
Video has become a powerful franchise content marketing tool for many brands looking to expand their reach. According to ReelSEO.com, 76 percent of B2B businesses use video as a content marketing strategy, and 60 percent said it is very effective.
How to Execute with Video for Franchise Content Marketing
Videos are a great way to showcase your products, services, the investment opportunity and even your brand’s culture. Research shows that 65 percent of viewers watch more than three-quarters of a brand’s online video.
Using videos, franchisors can create memorable, impactful and concise stories that educate and entertain prospective franchisees – and potentially compel them to invest in the company. Here’s how to hit the ground running:
- Make the play button the new call to action
Franchise brands can use videos in a variety of ways, including testimonials, case studies or to convey complex products, services or processes in a more consumable format. To motivate prospects to take action and learn more, videos are a great marketing tool to help increase click-through rates (CTR) and digital conversions. In fact, 70 percent of marketing professionals have reported that video converts better than any other medium. Not only will you increase brand awareness, but you can help push franchise prospects through the sales funnel.
- Boost Lead Generation through Videos
Videos can easily be used in your lead generation campaigns by simply adding an email gate at the beginning of the video or by placing a lead collection form alongside the video on a landing page. You want to make sure you can capture both soft and hard leads. Using simple online forms to “gate” top-of-funnel video content, you can easily do so and add contacts to your master database. Using online analytics tools, you can also track leads’ and prospects’ digital actions – clicks, views, completion rates – and measure your marketing programs’ performance. By tracking your video analytics you will be able to gain better insight into how your top leads interact with the videos, and accurately locate them inside the sales funnel.
- Move Beyond YouTube
While YouTube is a great channel to distribute videos and attract new prospects, it lacks the tools you need to make videos an integrated part of your franchise lead generation campaigns. YouTube should not be the only channel that you use to distribute your content or be used as the hosting platform for videos embedded on your own website. Try out other video platforms that are easy to use, give you access to analytics and yield measurable results.
Video is a strong marketing tool that franchisors can use to spread awareness about their franchise to prospective franchisees. Brands can distribute videos through many channels, such as social media platforms, emails and blog posts, to help increase visibility and reach prospects at the right moment. By doing so, you can set yourself apart and leave a lasting impact on your audience.
Learn how you can build out your franchise content marketing strategy…