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DeTorres Group .com
Hey Dustin DeTorres here from DeTorres Group, today I'd like to talk about franchise inbound
methodologies. So how do I use franchise inbound marketing for my franchise? So basically there
are 4 steps: Attraction Stage, Converting Stage, Close Stage and the Delight Stage.
In the first attract stage, you want to make sure that before you even start with blogging,
keywords, social media, video, yada yada yada, you have a persona strategy in place. So what's
persona? Basically persona is a road map and a complete understanding of the person that
you want to buy into your franchise opportunity. So lets call her or him Fran the Franchisee.
That's the person youre creating all your content, all your video, keywords and social
media towards, youre thinking about that person before you ever engage with any sort of content
strategy. The next step is the converting stage, so after youve gotten Fran to your
website you want to make sure that convert Fran into a lead and you do this using forms,
calls to actions that are very attractive to Fran and landing pages that have a little
bit of sales copy on there to give Fran a reason that they would want to turn into a
lead. After youve turned Fran into a lead, you want to develop a relationship. I would
say a good 80% of the franchise leads that most of us get aren't ready to turn into a
franchise the next day. You know they need to be sold to, they may have a current job,
they may need more money, who know what kind of issues may come up but a good chunk of
those people ned to be nurtured to and you do this through email marketing, you do this
through workflows both internally inside your franchise corporate office and you know, externally.
So you have them set up into email drip campaigns over certain amounts of time. In the close
part of the methodology, youre also scoring these leads so if Fran downloads two whitepapers
and views three pages on yur website versus another Fran that's only downloaded 1 whitepaper
and seen one webpage, you know that Fran #1 is going to be more valuable and one that
you want to follow up with first. So you need to have a scoring system in there. After Fran
becomes a franchisee, you want to make sure you know who your promoters are. Know which
one of your franchisees are going to tell others about the franchise opportunity. You
do this by creating a community full of other franchisees that are talking on social media,
telling other people about your opportunity, you can do this online events or offline events.
You also want to make sure that when these franchisees are coming back to your web pages
that they dont see the same content that other prospects or Frans that are in the Attraction
Phase they they see when they come to your site. So you want to make sure the content
changes by the IP address or the level that that person is engaging with your website.
That's very contextual based content and thats a whole other conversation. So thats the basic
four sections of the franchise inbound methodology. Attract, Covert, Close, Delight. I use Hubspot
Software to do this with my customers in the franchise space. So for more info, visit the
link down below, DeTorresGroup.com and I'll see ya next time! Thanks!