探索特許經營廣告世界：綜合指南

特許經營的內容行銷

內容行銷是創建和分發有價值的內容以吸引目標受眾並最終推動客戶行動的有效方法。 透過提供相關且引人入勝的內容，您可以與受眾建立信任和信譽，並培養長期的品牌忠誠度。

內容創作

發展相關且有吸引力的內容對於與目標受眾建立聯繫並增加特許經營地點的流量至關重要。 該內容可以採取多種形式，包括部落格文章、文章、影片和資訊圖表，並且可以在社交媒體、電子郵件行銷和您的網站等各種平台上共享。

以下是特許經營可能創建的不同類型內容的一些範例：

• 部落格文章：快餐連鎖店可以寫一篇關於「我們新沙拉菜單的營養分析」的部落格文章。 這可以深入研究所使用的成分、它們的營養價值以及它們如何支持均衡飲食。 這類部落格文章不僅可以宣傳新菜單，還可以將特許經營權定位為注重健康的食品選擇。
• 文章：健身特許經營者可以寫一篇題為「維持心臟健康的 5 個運動程序」的深入文章。 這篇文章可以描述每個例程，解釋為什麼它是有益的，甚至引用專家或引用研究來支持​​這些主張。 這將為他們的會員提供價值，並有可能吸引新會員。
• 影片：咖啡店特許經營店可能會製作一系列「操作方法」視頻，展示如何在家中製作不同類型的咖啡，例如濃縮咖啡、拿鐵咖啡或冷萃咖啡。 每個影片還可以突出該特許經營店銷售的咖啡豆，以對觀眾有用的方式巧妙地宣傳他們的產品。
• 資訊圖表：稅務準備特許經營權可以建立一個標題為「小型企業最常見的 10 種稅收減免」的資訊圖表。 資訊圖表可以直觀地列出每項扣除、扣除的原則以及誰有資格獲得扣除。 這可以在社交媒體、電子郵件通訊或特許經營網站上分享，提供價值，同時將特許經營定位為有用的稅務專家。

請記住，內容行銷的目標是為受眾提供價值，隨著時間的推移建立信任和品牌知名度。 因此，雖然這些內容確實間接宣傳了特許經營權，但它們的主要目的是對觀眾有用或有趣。

透過持續創建滿足受眾興趣和關注點的高品質內容，您可以與他們建立牢固的聯繫並培養長期的品牌忠誠度。

內容散佈

透過各種管道分享您的內容對於吸引更廣泛的受眾並提高參與度至關重要。 社群媒體、電子郵件行銷和來賓發文都是有效的內容傳遞管道，可以幫助您接觸目標受眾並產生潛在客戶。

特許經營商可以透過多種管道分發其內容，但以下是三個關鍵管道：

• 網站/部落格：您的網站是您的線上大本營，也是分享部落格文章、文章和資訊圖表等深度內容的完美場所。 您可以在網站上建立專門的部落格部分來定期發布新內容。 此外，為您的網站添加新內容可以幫助提高您的搜尋引擎排名，使潛在客戶更容易在網路上找到您。
• 社群媒體： Facebook、Instagram、Twitter、LinkedIn、Pinterest 和 YouTube 等平台是分享各種內容的絕佳管道。 您網站上的影片、短貼文、照片、資訊圖表和較長內容的連結都可以在社群媒體上分享。 此外，這些平台可讓您透過評論、按讚、分享和私訊直接與受眾互動。
• 電子郵件通訊：如果您已經建立了電子郵件清單（這對任何企業來說都是寶貴的資產），您可以直接與已經透過電子郵件通訊表示對您的品牌感興趣的人分享您的內容。 這可以包括從新部落格文章的連結、影片、資訊圖表、即將舉行的活動或只是有關您的業務的更新的所有內容。

請記住，成功內容分發的關鍵是根據您共享內容的平台以及您想要覆蓋的特定受眾來客製化您的內容，因此：

• 詳細的部落格文章可能會在您的網站和電子郵件通訊中分享
• 該帖子的簡短預告片和連結可能會在 Twitter 上分享
• 相關資訊圖表可能會在 Instagram 上分享

跟我們工作

充分利用評論

鼓勵客戶留下評論和推薦是為您的特許經營建立信任和信譽的有效方法。

BrightLocal 的一項調查顯示，77% 的消費者在尋找本地企業時會閱讀線上評論。 49% 的受訪者表示，在考慮業務或產品時，消費者評論與朋友和家人的推薦同樣重要。

Google 是人們尋找企業評論的首選網站 (63.64%)：

評論不僅可以幫助潛在客戶做出明智的決定，還可以為特許經營權所有者提供寶貴的回饋，以改善他們的業務。 因此，請確保您的「Google 我的商家」保持最新狀態

GMB 是一個平台，可讓您控制您的業務在搜尋和地圖等 Google 產品（包括 Google 評論）上的顯示方式：

透過積極與客戶互動並解決他們的回饋，您可以創造積極的客戶體驗並培養長期的品牌忠誠度。

若要設定您的 GMB 設定文件，請查看：
Google 我的商家完整指南。

衡量特許經營行銷工作的成功

在充滿活力的特許經營世界中，有效的行銷可以改變遊戲規則。 然而，僅僅發起一項活動並希望得到最好的結果是不夠的。 衡量行銷工作是否成功至關重要，這就是關鍵績效指標 (KPI) 發揮作用的地方。

KPI 可以確定您的特許經營廣告的效果，追蹤您的投資回報，並利用這些見解來完善您的策略。 無論您是特許人還是特許經營商，了解如何衡量行銷計劃的成功與否對於實現業務目標和最大限度地發揮成長潛力至關重要。

關鍵績效指標 (KPI)

透過監控網站流量、社群媒體參與度、電子郵件開啟率和轉換率等 KPI，您可以獲得有關行銷工作成功與否的寶貴見解，並做出數據驅動的決策以提高績效。

這些可量化的指標使您能夠評估既定目標的進展情況，並提供數據驅動的見解來為組織決策提供資訊。

請記住，特許經營選擇衡量的 KPI 可能會根據行業、具體業務模式和特許經營目標而有所不同。 The key is to focus on the metrics that provide valuable insights into performance and can help inform strategic decisions.

Here are five basic KPIs that a franchise should consider measuring:

• Sales Revenue: This is a basic yet crucial KPI. Monitoring sales revenue will give you insight into how well your franchise is performing. It can be broken down by different time periods (monthly, quarterly, annually), by different locations, by different products or services, etc.
• Cost of Goods Sold (COGS): This refers to the direct costs of producing the goods or services that the franchise sells. It's important to monitor this to ensure that the franchise's pricing strategy is adequate and the business is maintaining a healthy profit margin.
• Customer Acquisition Cost (CAC): This measures the cost to acquire a new customer. It includes costs like advertising, marketing, sales personnel, etc. This can be crucial in determining the effectiveness of your marketing strategies and in planning your budget.
• Customer Satisfaction Score (CSAT): This KPI measures how satisfied your customers are with your product or service. It's often measured using customer surveys that ask customers to rate their satisfaction on a scale. High customer satisfaction can lead to repeat business and positive word-of-mouth referrals.
• Employee Turnover Rate: For franchises, maintaining a stable and knowledgeable staff is important. A high employee turnover rate can indicate issues with job satisfaction, company culture or management, and it can impact customer service and the overall performance of the franchise.

Monitoring Key Performance Indicators (KPIs) can provide franchises with valuable insights about their performance and the effectiveness of their strategies.

An Example of a Successful Franchise Marketing Campaign

A successful franchise marketing campaign should combine various online and offline advertising methods, social media marketing, SEO, email marketing, and content marketing to drive traffic and engagement.

For example, a fast-food franchise may use a combination of local radio ads, targeted social media campaigns, and search engine optimization to drive traffic to their individual locations.

Case Study: National Franchisor in Children's Entertainment

A kid's entertainment franchiser was suffering from a poor franchise recruitment drive, with a close rate of 2 franchises per year and an average lead time of 6 months. They had tried Facebook Ads, but didn't have the expertise to create successful campaigns.

So they hired a marketing agency, who implemented a series of strategies, including:

• Targeting several audiences on Facebook:
  • cold audience using age, location, interests and behaviors
  • lookalike audience based on client's current franchisees
  • warm audience of people who had seen one of their ads but hadn't taken action

• Testing several hooks such as special offers, pain points and FOMO to increase their ad relevance score
• Optimizing their sales funnel to create a shorter customer journey
• Setting up a retargeting campaign on Facebook
• Using urgency in their ads, which increased their CTR from 1.24% to 2.5%

The result? Over the course of 12 months with £3,019 ad spend:

• Generated 1,156 new leads at £2.61 per lead
• Signed 18 new franchises, which generated (LTV) revenue of £169,200 56 times or 5,600%

Last Word on Franchise Ads

Maximizing your franchise ads requires a comprehensive marketing strategy that includes online and offline advertising, social media marketing, search engine optimization, email marketing, and content marketing.

As a franchise owner, it is crucial to stay informed of industry trends and best practices to ensure the continued success of your marketing efforts.

By understanding the nuances of franchise advertising, effectively leveraging various marketing methods, and consistently monitoring key performance indicators, franchise businesses can drive traffic to their individual locations and achieve sustainable growth.

If you're ready to grow your franchise, Single Grain's marketing experts can help!

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Franchise Advertising FAQs

What is franchise advertising?

Franchise advertising is a marketing method used to increase the visibility of franchise brands, promote new products and services, build consumer loyalty, and create positive public perception of the brand. It involves strategic marketing techniques, from television commercials, print ads and radio spots, to SEO, PPC and email marketing, in order to reach a wider audience and create brand recognition.

How do you advertise a franchise?

Advertise your franchise business by leveraging proven strategies such as working with franchise marketers, building an online presence, creating content, attending franchise shows, and creating marketing assets.

Advertising a franchise involves a strategic blend of local and national marketing efforts, and online and offline strategies, tailored to reach your target audience effectively. This can include traditional advertising methods like TV, radio, and print, as well as digital marketing strategies such as social media campaigns, SEO, PPC ads, email marketing, and content marketing. The goal is to enhance brand visibility, attract potential franchisees, and drive customers to individual franchise locations.

What is a franchise example?

A franchise is a business relationship between two entities, where one entity grants the right to the other entity to sell its products and use its intellectual property. Examples of franchising include McDonald's, Subway, UPS, and H&R Block. Such franchises offer numerous benefits to both parties, such as increased market presence and brand recognition.

What is franchise marketing?

Franchise marketing is the practice of actively growing your business by utilizing various marketing tools and strategies. This could involve digital, print, PR, or any other type of advertising that helps you reach potential customers. By investing in franchise marketing, you can help to build brand recognition and expand your business's revenue opportunities.