If you’re a franchise brand owner, you already have enough business savvy to know that you’ve got to spend money to make money. But how – and where – you spend your money can be what separates a so-so franchise from a supremely successful one. Specifically, how you spend your precious advertising dollars can make or break your business.
In the 21st century, the Internet is indisputably the top way to secure sales leads. But some franchisors maintain a do-it-yourself mindset, insisting on doing their own paid advertising online through pay-per-click (PPC) campaigns and search engine optimization. While these methods can be part of a well-rounded lead generation plan, the benefits of incorporating an effective franchise portal advertising strategy cannot be understated.
According to the Washington, D.C.-based International Franchise Association, the world’s oldest and largest organization representing franchising worldwide, web portals are some of the most consistent and highest volume producers of leads and deals. For many franchisors, web portals remain the most cost-effective method of lead generation and sales.
The fact is, lead generation web portals boast the content and back-end resources that can make a remarkably positive impact on franchisors’ recruitment efforts. Web portals offer franchisors tremendous exposure, giving prospective franchisees a look at concepts they might have never previously considered. Franchise lead generation web portals are in the business of getting everyone great leads – not just the franchises that are already household names. Because the reality is that franchisees may have an idea of the industry that interests them, but they typically don’t know the exact brand they want at the outset. Web portals not only introduce your brand to franchisees, they also specialize in securing high-quality leads.
When you make web portals a significant chunk of your marketing budget, you’re purchasing expertise. These portals manage and monetize thousands of keywords every day – well beyond the generic and brand-specific terms utilized through PPC campaigns. Remember, brand-specific keywords are only effective if your franchise is already well-known. Lead generation web portals can give your franchise a level of exposure you would be hard-pressed to generate on your own.
Of course, utilizing web portals should not be a passive experience. Franchisors are still responsible for providing regular news updates and including multimedia content to strengthen their brand’s presence on the portal. It is also wise for franchisors to build a relationship with the portal sales representative, who is a key player in helping ensure your company is maximizing its investment. Because you don’t just want leads, you want results – leads that convert to sales.
For franchisors seeking to increase their exposure, generate more leads and deals, and produce an acceptable cost-per-sale, lead generation web portals can be an incredibly wise investment.