This document discusses building an effective buyer-centric recruitment process for franchises from lead generation to signing a deal. It outlines the franchise buyer journey, noting that 67% of buying decisions are made digitally. It breaks the journey down into phases from top of the research funnel to backend recruitment process. It emphasizes using targeted content to educate and empower buyers at each stage, especially self-directed early stages. The document provides examples of content and strategies for different phases of the buyer journey to influence buyers and move them through the process.
5. www.franchiseperformancegroup.com
Buyer phases
Top of the research funnel
Anyone researching franchising as a career option
Mid-research funnel
Anyone who is researching your brand as a career option
Early recruitment process
Lead who leaves contact information and is pre-qualified
Backend recruitment process
Any qualified buyer who fills out a franchise application
6. Content should aid each step —
especially the self-directed steps
Should I
start a
business?
Research
starting a
business
Should I
consider a
franchise?
Which
franchise?
Which
industries
or
business
models?
Which
brands?
What
about
your
brand?
Am I
willing to
share
contact
info?
Am I
willing to
talk?
Am I
interested
enough to
turn in an
applicatio
n?
Validation Deal
TOP OF FUNNEL
SELF-DIRECTED
RECRUITMENT PROCESS
RECRUITMENT PROCESS
MID-FUNNEL
7. Otherwise, you have little ability
to influence them until here:
Should I
start a
business?
Research
starting a
business
Should I
consider a
franchise?
Which
franchise?
Which
industries
or
business
models?
Which
brands?
What
about
your
brand?
Am I
willing to
share
contact
info?
Am I
willing to
talk?
Am I
interested
enough to
turn in an
applicatio
n?
Validation Deal
DIGITAL MARKETING, CONTENT STREAMS AND WEBSITE
SELF-DIRECTED (RESEARCH FUNNEL)
RECRUITMENT PROCESS
RECRUITMENT PROCESS
8. Your franchise information site is
mid-funnel and is at the heart of
your content strategy
Should I
start a
business?
Research
starting a
business
Should I
consider a
franchise?
Which
franchise?
Which
industries
or
business
models?
Which
brands?
What
about
your
brand?
Am I
willing to
share
contact
info?
Am I
willing to
talk?
Am I
interested
enough to
turn in an
applicatio
n?
Validation Deal
10. Top of the funnel content
At the top of the funnel, it’s critical that you have
a strong buyer persona. Messages should be
targeted to specific personas/buyer stages.
eBlast targeting remodeler email list
Facebook Newsfeed
Ad, targeting people
similar to buyers
LinkedIn Sponsored
InMail, targeting
career profiles
11. Half of the buyer
journey happens
before the candidate
even reaches your
website.
Your goal should be
twofold: Provide
helpful info and drive
traffic to your site.
Tools to aid in
self-directed research
Onsite SEO • PPC • Social • Retargeting
Consumer site • Referral Links • PR
Portals • Video • Email • Influencers
Sponsored Content • Other
12. Your site should have a
clear call to action.
We like to offer Business
Model eBooks as a
value-add.
It can (and should) also
be leveraged in other
marketing channels.
14. Engagement
Email • Texts • Social Media
Video • PR • Webinars • Other
Your first
conversation is NOT
the end of your
content strategy
Use your existing
content library to help
educate and engage
them.
Is there a gap you
can’t fill? Create a
new piece of content
to address it.
16. Immediate needs; long-term goals
Essential must-have’s
• A strong website with rich content
• Solid Analytics to understand what is working and what is not
• Data to buyers back to specific lead generation efforts.
(Generating leads is easy. Generating buyers is hard.)
Long term benefits
• More brand awareness
• Stronger search engine visibility
• More engaged prospects
• More educated leads
• Faster lead-to-close times
• More efficient marketing spends
17. Skills and potential gaps
Digital-Age Recruitment
Strategist knows
Old-School
Recruiter knows:
Consumer brand strategy and how to integrate franchise development
into overall brand strategy
Unlikely
How to identify, improve, and articulate the value proposition of the
franchise opportunity
Maybe
Targeting franchise buying groups who have what it takes to win and
deliver on the brand promise
Maybe
Financing strategy allowing new and existing franchisees to be
expansion-ready
Maybe
Market penetration strategy (what markets to go into and when) Maybe
Lead generation strategy and budgeting (SEO, PPC, retargeting, social
media, email blasts, portals, PR, etc.)
Unlikely
Content strategy and execution: Website content (graphics, video,
infographics, narrative text) and distribution at all research phases
Unlikely
Franchisee recruitment process design: What is every step of the
buyer’s critical path, and what needs to be delivered and tracked to
improve pipeline efficiency.
Unlikely
Facilitating a franchise-franchisee mutual investigation process Maybe
18. Functions your team will need
Content Producer
Content Promoter
Pre-Qualifier
Deal Closer
19. FPG’s Mission
Help franchise recruiters develop the skills
needed to pull off this strategy
Upcoming courses FPG University will cover:
How to design a strong franchise opportunity website
Defining Buyer Personas and understanding their story
Brand Storytelling. Setting your brand apart through stories.
Digital marketing tools for Lead Generation
Planning and using Lead Nurturing content
Measuring and optimizing your efforts
20. The FPG Difference
We design full-funnel recruitment processes from
the bottom of the funnel up, based on a deep
understanding of franchise buyer behavior.
Over 100 years franchise development experience
Helped over 120 brands
4,000+ deals done
21. Stay in touch. Stay informed.
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