How do you evaluate your franchise brand’s growth potential? Do you only measure the number of unique leads during a specific time frame? Or do you consider the quality of these leads? If you’ve spent any time on lead generation, you’ve quickly learned that quality consistently trumps quantity.
However, generating quality leads can be a difficult task for franchise sales managers. Reaching out to existing franchisees for referrals, networking, blasting franchise portals and utilizing paid advertising can only go so far. One of the most commonly overlooked franchise development tools is an updated blog – or a branded hub – as part of a content marketing strategy.
Blogging provides significant power for franchise development. Here are two of the most important reasons why blogging is essential to enhance a brand’s growth strategy and franchise sales:
Enhance Your Brand’s SEO Value
When prospective franchisees are looking for an investment opportunity, one of the first places they turn is Google. A simple Web search can tell you a lot about a specific franchise opportunity. But, if your brand doesn’t have a strong search engine optimization (SEO) strategy, you’ll have trouble ranking on the search engine results pages – making you almost invisible to prospective franchisees doing online research.
SEO is influenced by both the quality and quantity of your content. However, Google more heavily rewards brands that regularly post original and valuable content by moving their website higher up in the Google search results. One of the easiest ways a brand can boost its search engine ranking is distributing meaningful content about the brand, its products and services, its values and its mission through a high-quality blog.
Show Your Brand’s Industry Expertise
By publishing valuable and relevant articles, videos, research and graphics, a brand can also boost its online reputation as an industry thought leader, resulting in a higher ranking. Excellent content includes:
- Interviews with industry experts
- Tips and tricks from the pros
- Industry segment news articles and reports
- Case studies and testimonials from clients
Franchise prospects looking for information about your investment opportunity can use these resources to reach more informed decisions. At the same time, you’re able to build trust in your brand.
Where Do You Go From Here?
When franchise brands consistently post relevant content to their blog, they increase their visibility among prospective franchisees. As a result, they can attract and nurture valuable, educated leads.
It’s no secret that you probably don’t have the time to sit down, conduct research and write a few blog posts each week. You’re often too busy in the trenches helping your brand’s franchisees and closing new franchise deals. That’s why hiring a content marketing partner can be a great solution for franchise brands that are looking to implement a franchise development blog but simply can’t find the time.