2020 was an interesting year, for recruitment marketing, as many franchise brands hit the “pause” button, to focus on supporting their networks. As you prepare your budgets and goals for 2021, here are three things you need to consider including in your marketing campaigns.
By now, you may have worked out how much being a franchisor means being a bit of a “jack of all trades” not just the expert you are, but as the leader in your business. Whether you’re doing your own recruitment marketing, have employed someone to do it, or outsourced it, you’re still the one who will have the final say on what happens next year. Allow me to help you, even just a little.
Creating a marketing campaign is about more than posting out a couple of adverts, editorials and uploading videos of your franchisees speaking your brand message. Building on from my last advice piece, I’d like to help you as we start to think about growing your franchise next year. If you’re planning to attract prospects into your network in 2021, and you’re spending budget to do so, how can you be sure you’re going to succeed?
There are three essential elements I recommend you do, before you spend a penny, if you’re going to experience success by the end of the year.
- Identify your marketing vision for the full year
One of the things I’ve seen across franchising, is the setting-up of a campaign without a clearly defined vision, especially for the whole year. I know, you’re trying to find new franchisees – this is why you’re working on franchise recruitment. But it’s helpful to break this down into measurable goals, which can be achieved throughout the year. Not only does this give you and your team momentum as you achieve your goals, but it helps you to clarify your messaging. Do you want a franchisee in a particular area? Do you want attract younger franchisees, as well as older ones? Do you want to double your current network? Do you want to double the number of women in your network?
Identifying a clear marketing vision, not only gives you focus, and helps to clarify your message, but it can help to determine which of the marketing trends to focus on, and where to spend your budget
- Understand who you are talking to, so you can speak their language
Once you’ve identified your marketing vision, your second task becomes easier: to identify exactly who you are speaking to. Not just a generalised, “I want someone who is looking for a franchise”, but a detailed profile of who you see running one of your franchises. Picture them, what’s their background, their likes, their passions? What keeps them awake at night? When you know who you’re talking to, you can start to speak their language. Talking to someone looking for a new job after being made redundant from management, will be different to a young parent looking to build a better future for their new family. Once you’ve done this, you’ll then know where they are likely to “hang out” online, so your recruitment campaigns can be more targeted to where your audience is.
Then, your message should be consistent across all platforms, although presented in different ways. Ideally, content should be tailored for each platform, to echo the strength of it. For example, using videos works especially well in Instagram Stories, whilst long-form copy is more likely to be read on LinkedIn.
- Don’t rely on one campaign all year-round
One mistake I’ve seen within franchising, is brands relying too heavily on a single campaign. This year, we saw the necessity of redefining your target audience, and tweaking your message, accordingly. The impact of Covid meant messaging had to reflect the changing marketplace, changing economic conditions, and unforeseen situations people now face. The people you may be actively speaking to now, were not looking for anything at the beginning of this year. Within your marketing vision, it is beneficial to identify the likely positions your prospects find themselves throughout the year, and create campaigns, accordingly. Using a “New Year New Opportunity” message may have been done to death, but it works. As does an autumn campaign aimed at “empty nesters” when their children have moved out. They’re looking for a new challenge and, often, an new identity.
Keep your audience central to your marketing, always asking: Who would make the best franchisee for my brand? What are their current pain points? How can help them find the solution through my franchise opportunity? As your answer to this changes, your campaigns should reflect the depth of understanding you have your target audience, throughout the year.
And finally, ASSESS, ASSESS, ASSESS!
We should never fall into the habit of assuming our campaign will work all year round, because it worked at the beginning of the year. If there is any positive take-away of 2020, it’s our need to assess, tweak, refine, and pivot! Even with our recruitment marketing.
I know too many people whose philosophy is, “If it ain’t broke, don’t fix it!” but with marketing, our philosophy for 2021 should be, “Whether it’s broke or not, how can I make it easier for my audience to understand what I’m offering them!”
Have fun creating your campaigns! If I can help in any way, let me know! I’m sure we can spark ideas to give you a strong campaign in 2021.
