Franchise Marketing Trends to Watch Out For in 2021
2020 has been… well, let’s go with interesting. 2021 is knocking on the door and we’re ready to let it in. For us, that means focusing on upcoming franchise marketing trends that we think will be hot topics in the new year. As you look to expand your franchise network, here are some of the tactics you should plan to employ to get potential leads excited about your opportunity.
Digital Marketing is Even Stronger Than It Has Been
Obviously we’re still living in the digital age, but the events of the last year have cranked up the necessity for a strong digital marketing strategy by several notches. It’s no longer a matter of how you’ll incorporate digital into your franchise marketing, it’s a matter of how you’ll prioritize it.
With many professionals planning to work from home for the long term and many businesses feeling the benefits of remote environments, potential leads are spending more time than ever online, and they’re primed for your messaging. The last year has shown us which businesses are best able to adapt to new circumstances. Showing your audience that you’re in on the latest marketing trends proves you deserve their attention.
Throughout this coming year, remarketing (using code to track users who view your content then serving them ads as they surf the web) and geotargeting (placing your ads in specific locations based on your ideal franchisee demographics) will become increasingly important and effective as people conduct even more of their business online. Keeping your messaging on their screens, and doing so ahead of your competitors, will be key to converting leads in 2021.
Values Marketing is More Important than Ever
It’s not enough to have a system that stands out. You need to be vocal about what you stand for. Especially for younger franchisees, a powerful values statement that aligns with what franchisees in this day and age are looking for is important for any franchise marketing campaign.
Values marketing for franchises involves being clear and direct on your franchise website about what your business stands for, which causes you support and where you choose to devote your time and money. Does your franchise contribute to a charitable organization? Have you started one yourselves? Make it known to your audience so your leads can see you’re more than just a corporate entity – you’re compassionate people just like they are.
Your Leads Want an Experience
With more and more people considering working for themselves and researching franchises as a way to do so, the competition for their attention is also at an all-time high. That means making your franchise marketing stand out from the crowd is more crucial than ever. Many potential franchisees today want more than just an AUV and a bulleted list of top selling points. They want a story. They want to understand the “what” as well as the “why” and the “how” of your offering. Without that, they’re likely to turn to the franchise that gives them the narrative they’re after.
Creating an experience within your franchise marketing is easier than you might think. With the help of an exceptional franchise marketing agency, braiding together your franchise’s story, your selling points and your differentiators will result in a richer and more vibrant collection of marketing collateral that leads will enjoy perusing. In these days when leads conduct extensive research before picking up the phone, telling them your story can both pre-qualify them by ensuring you hold the same values and inspire them to reach out to you to learn more.
Omnichannel Marketing is Increasingly Expected
This is a term you might not have heard before but it’s going to be more and more important as the online world becomes increasingly integrated. Omnichannel marketing is about unifying your messaging across all the platforms on which you market. That includes your website, social media channels, PPC and even your print media. Users today won’t just see one piece of your franchise marketing campaign before they make a decision. They’ll actively seek you out and your ads will actively follow them around the web. The messaging must be consistent.
This is another area where an experienced and forward-thinking franchise marketing agency can help. Content that can span platforms, along with creative designs that scale for web and mobile, will give a polished feel to your franchise marketing and impress modern users who expect professionalism in their investments.
As we move into another year sure to be filled with its own challenges and adventures, embracing the digital marketing landscape will mean rethinking which pieces can be upgraded, how your whole campaign can work together for a smooth user experience and what values you want your leads to see in you. The better you are at leveraging these franchise marketing trends, the more growth you can expect in 2021.