Did you know the 7-Eleven brand holds 71,000 units worldwide? Its most recent store was opened in Seoul, South Korea, firmly establishing it as a global brand. But how do you expand your franchise internationally?
While some marketing tactics remain the same, others require significant alterations. Read on as we discuss how to create leads for international franchising sales.
Diversify Tactics
When it comes to international franchising sales, it helps to diversify your tactics. Different geographical locations and areas will respond differently to various media. Therefore, a multi-channel approach will cater to a wider intended audience.
There are several ways you can choose to target people. Split your efforts between a digital approach and traditional methods. For example, you could have social media advertising running alongside a magazine advertisement campaign.
By doing this, you tick two boxes. More people will be aware of your campaign, and in addition, they have various ways to engage with your brand.
Create Content
Content is great for attracting traffic to your website. You create blogs and videos with specific keywords and phrases. When people type that query into a search engine, they find your content, form a relationship with your brand, and move one step closer to a conversion.
The beauty of content for franchising is that the traffic is very niche. People who search are already in the process of thinking about investing in franchises. Therefore, the traffic is of a much higher quality.
When searching keywords, always remember to localize them for the area you are targeting. For example, search terms in Singapore will differ vastly from those in Canada.
Host an Event
Visiting a trade show is a great way to start franchise marketing, as it allows people who are already interested in a franchise to speak with your brand ambassadors on the ground. The only problem is that there can often be a lot of franchisors there. That means you may get overlooked.
A much better tactic is to host an event. This puts you front and center when it comes to marketing your franchise. The event could focus solely on your brand, or you may invite others in a similar niche to attend.
Share videos from the event online, or consider streaming them. This opens you up to a global franchise opportunity.
Address Objections
Lead generation for franchising always involves a degree of objection. In fact, this is natural. People are investing a significant amount of money, and they have numerous franchises to choose from, so why wouldn’t they want to know the whole deal?
Be prepared to answer questions on everything from financing and competition to current market conditions. When looking for international franchising sales, also be aware of the locality you are selling to. They may have a different competition to other areas or specific rules and regulations that could hinder progress.
Follow Up Quickly
When you receive a lead, you don’t want to keep people waiting for a reply. They may look elsewhere or abandon the idea altogether. In fact, one study showed that 85% of sales were made with a contact that was made within the first four hours.
With international franchising, differing time zones often make this impossible. That is why you have to set up automatic responders. These should follow up with you, making contact via phone or video message at the next convenient moment, to establish a relationship.
Set Up a Landing Page
Everyone needs a website to do business. However, the website often serves multiple functions. It can be used to build brand awareness, advertise products and services, and serve as a tool for help and assistance. When someone arrives at your site, it may be hard for them to find the section on becoming a franchisee.
Custom landing pages are one of the most essential franchise lead generation tactics. When people arrive, they will get a personal experience. This can wow them with facts about your franchise, the many benefits, and allow them quicker access to the information they need.
Know Your Audience
Take a look at your existing audience and try to categorize them into types. Check why they became franchisees in the first place, then develop a buyer persona for them. These people are your target audience, and you will need to approach them in different ways.
Be aware that this may change depending on the country you are targeting. Certain demographics may be higher in one country than another, for example.
Select Carefully
It can be tempting to choose anyone in your bid to get a foothold in a specific country or territory. However, you must never forget that first impressions count. If you choose the wrong person and they make a mess of your first franchise in a country, repairing the reputation will be challenging.
In fact, being selective should be more important than ever. You need someone with experience in the market or, at the very least, someone who is willing to learn. That is why you need to hunt out the best possible candidates when awarding franchises.
View it as a long-term relationship. You don’t want to convert all leads simply for short-term gain. Select individuals who are passionate and will help grow your brand in the chosen area.
Starting With International Franchising
In summary, when international franchising, know your audience. Create individual experiences to attract them, and make sure you select the right franchisee. With a bit of preparation, you could be global before you know it.
Your first step to international franchising should be Strategic Franchise Development. We can help franchise your business quickly and efficiently. Contact us to discuss your needs and turn your business into a global brand.
