franchise content marketing
Published August 30, 2017

How to Use Satisfaction Data as Part of Your Content Marketing Strategy

We all know the adage that “content is king,” but not everyone takes it to heart. A sound content marketing strategy takes a potential customer (or potential franchisee) through the various stages of the buying cycle, and along with the efforts of a sales rep, ideally results in a signed franchise agreement.

Since most candidates are likely looking at more than one brand, you have to compete for their attention. Strong, valuable content can help you accomplish that. Your content should focus on the things that matter to someone who is considering investing a significant amount of money and aligning themselves with you for the next 10 years and beyond.

Franchisee satisfaction data makes excellent content to share with your candidates. For all the different benefits your sales team can rattle off, candidates will always be a bit skeptical at first. They want to know your system actually works for real people like them. When you can show them that your other franchisees are saying, “Yes, the training and support are excellent. Yes, if I could do this all over again I would make the same decision to invest,” that’s going to resonate with them.

Here are three ways you can use franchisee satisfaction data as part of your content marketing strategy:

  1. Drip Email Sequences. When someone fills out a contact form on your website, you’re probably sending them an immediate auto-response email and a follow-up call. From there, they’re either put into a marketing automation sequence or some other sales process for scheduled follow-ups. Either way, part of that sequence can include your satisfaction data.
  1. Blog posts. Blog posts can incorporate data to highlight a particular strength of your system and share the positive sentiments from your franchisees.

For example, My Salon Suite adapted a press release for their blog to talk about their high satisfaction, which earned them a place in the Top 200 brands. They also called out their scores in two key areas: Core Values and Franchise Community.

Fibrenew simply took some of the overall data published by FBR and used it alongside their Franchisee Satisfaction Award Winner graphic.

  1. Pay-per-click advertising. Most franchise brands use pay-per-click advertising in their franchise marketing. Ads in search results pages and on social media are prime for offering content that also functions as a lead capture mechanism. The franchisee satisfaction report you get from FBR is an excellent piece of content to inspire click-throughs to your site.

Create a strong call to action in your ad, telling people what you’re offering and prompting them to click through to your site to get it.

Here’s what a sample ad might look like:

Mock PPC Ad

Then, make sure you have a landing page set up for the report. In most website platforms, creating a custom page only takes a few minutes.

Wild Birds Unlimited’s franchise site is a great example of a landing page that offers a franchisee satisfaction report download.

Once the report is downloaded and the lead is captured, you’re all set to try to move them down the sales funnel.

From bringing in leads to moving them through the sales funnel, franchisee satisfaction data is an easy, effective tool to strengthen your content marketing strategy.

Even if your satisfaction is not quite where you want it to be, sharing this information and being open about your known issues and how you’re addressing them can be a positive for candidates in terms of building trust and setting appropriate expectations.

If you need more ideas for producing great content using data or want to lean how to accelerate franchise development, contact us at [email protected] or give us a call.

About the Author: Ali Forman

As the Marketing Director, Ali’s role is to educate franchise companies about and inspire them to participate in FBR’s research in order to grow and improve their brands. Ali's previous experience includes senior marketing communications roles in the employee benefits, data privacy, and publishing sectors. She lives in Maine with her husband and two sons.
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