No matter what role you play in your company, when business growth slows (or stops altogether) it’s everyone’s job to throw their hat in the ring and find a better approach.
If you’ve been researching new ways to market your franchise opportunity, you’ve probably come across inbound.
For those who see real value in the kinds of content and engagement marketing inbound is all about, you may be thinking about how to get over a new obstacle: the rest of your team.
It’s rare for any kind of company to see eye-to-eye on everything. I probably don’t have to tell you that colleagues and executives can often clash in opinion and perspective in ways that ultimately leave the company without a clear path forward.
If your franchise development strategy and approach to marketing aren’t generating franchise leads you can actually close, it’s time to speak up and get everybody on board with a new plan.
As you know, this is easier said than done, so let’s run through some of the most compelling ways to approach the subject when you encounter pushback.
Expose the dismal state of outbound marketing today
If your executive or marketing team is stuck in the mindset of actively promoting your opportunity by talking at potential buyers, it’s time to get them to radically reevaluate their approach.
Here are a few stats to throw out at them illustrating just how ineffective these methods have become and how many other marketers are embracing a different model altogether.
- Outbound marketing costs 62% more per lead than newer inbound methods. (source)
- 3 out of 4 inbound marketing channels cost less than any outbound channel. (source)
- 54% more leads are generated by inbound than outbound marketing. (source)
- 44% of direct mail never even gets opened. (source)
- 91% of email users opt out of company email lists they had previously subscribed to.
Show the benefits of relationship building
Selling franchises isn’t easy—it’s a big investment for just about every buyer and the decision to pull the trigger on a new location almost always comes only after extensive research and deliberation.
Getting leads stuck in your sales funnel can spell disaster when your opportunity is just one of many the buyer is considering. When no attempt to open a dialog is made, it can be difficult to “unstick” these hesitant leads, and they often disappear.
If lost opportunities are plaguing your lead generation efforts, it’s crucial to communicate the point that inbound is all about starting a conversations by providing valuable resources to those who come looking for answers.
Show your team how the inbound franchise marketing methodology actually works with images and descriptions of all the moving parts. When shown visually using a chart, it can make much more sense than leaving them to visualize the process in their head.
Hit home the fact that instead of chasing around bogus leads, inbound lets you worry less about grabbing people’s attention by putting the focus on attracting serious franchise buyers and taking the time to guide them through the funnel.
Smarter franchise brand building
The traditional idea of branding still runs strong in the minds of many executives who want to make their brand as strong as possible in the eyes of franchisees and their customers.
Content marketing—the core of inbound—attaches something extremely important to your brand that isn’t there when your website is little more than a flashy brochure: credibility.
One of the biggest problems with franchise websites today is a lack of any content that isn’t obviously written to sell, promote, and advertise the opportunity.
Talking about yourself gets old, and to put it bluntly, most serious buyers see through it immediately.
Franchise prospects are coming to your site with questions that selling points simply don’t answer. Inbound focuses on promoting your opportunity by proving yourself as a resource that actually helps them learn about the industry, what kind of owner typically finds success, and what life is actually like as a member of the franchise family
If you’re pitching inbound around the office, remember to keep the bottom-line benefits front-and-center. For your executive team especially, methods are secondary to results. Check out last year’s State of Inbound annual report for more statistics and compelling numbers.