In a virtual world, where it’s too easy to hide behind a screen, your target audience wants to know they can trust you. Paul Clegg, from Coconut Creatives, explores how to use your online marketing campaign to achieve this.
How many times, over the last year, have you been caught out – or almost caught out – by some attempt at an online scam, or AI conversation? In today’s society, we have pivoted to a virtual existence in so many areas, people are becoming more demanding for genuine and authentic interactions. But, as a franchise owner, managing a network, and hoping to attract more franchisees, I imagine you don’t have the time to sit at your keyboard for hours on end, looking at ways to proactively engage with others online.
Whilst many of us are fully aware companies and brands use technology such as chat bots, to support their marketing, is there anything you can do to give your customers a great experience, online? Yes! There is!
Be more you
If we’re honest, most of us are looking for people who are like us with whom we can connect. Or – as the bfa and EWiF say – to #FindYourTribe.
We naturally gravitate towards others who seem to share the same outlook on life, or the same values and beliefs, because there is safety in knowing we’re not alone. Your target audience is doing exactly the same thing. Whilst they’re looking for a franchise to join, your prospect is very much looking at the people associated with your brand, to identify if they will “fit-in”. So, make it easier for them to see they would.
How? By showing the real people behind the brand; and by being more you. The USP of your brand, is you. You have a personality outside of work, so let it be seen. The USP of your network, are your franchisees. Use their stories to connect prospects to your brand. This will help to promote a sense of belonging, making your franchise feel “stickier” to someone looking for a tribe with whom they can grow a business to be proud of.
Be more transparent
If we’re going to be honest, again, we want our brands to be seen as a slick operation, and a franchise worth joining. So we hide behind a façade of perfection, online.
People know nothing is perfect, and we’re often frustrated when a company only hypes about the perfection within the business. It’s why when a brand makes a mistake, it can make headline news. Your prospect wants to be part of a franchise which isn’t afraid to talk about the challenges and lessons learned, because they know they’re highly likely to make them. This helps to build trust, online. Authenticity is a keyword, and has been for a number of years, so needs to be an important element of your online campaigns.
How? Rather than hiding behind a slick and polished brand – because let’s face it, we’re all a little messy IRL – dare to be transparent about the life lessons learned from running a business. Be open about some of the challenges your franchisees have dealt with, and how. It gives space for your prospects to know they can make mistakes in their franchise journey with you, rather than feeling the pressure to attain business perfection, from day one.
Be more human
As we’re being honest, it can be easy to look at some brands online, and feel confused about who they actually are. There’s no life. No humanness. it all feels so robotic.
The essence of being human, is being alive. With or without our morning coffee fix! So, let your brand come alive online! I know for some industries this is easier than others – children’s franchises we see your fun-filled videos which make us LOL! – but it’s not impossible for all of us to achieve. And it’s worth remembering, social media platforms are starting to reward those pages who use content which comes alive.
How? What is the culture and personality of your brand? Let this be seen – especially through the medium of video. Make use of the “stories” feature most of the platforms have incorporated. There’s a reason this is now available on LinkedIn, as well as on Instagram – because it works! People love to watch short clips of real people doing real life activities. Sending someone for a special coffee blend before a big meeting – as crazy as it seems… do a short video, live if you can! Kitted out your office in your favourite colour? Show it off! Have something unique on your desk – let people see it. Meeting up in real life for the first time? Vlog it!
Don’t be afraid to have fun with your social media. Gone of the days of appearing formally professional and cold. Giving your social media a burst of life and energy, rather than churning out the same old messaging, will help you stand out from the noise. This gives your prospects valuable insight into what you’re about, so they can discover how much they can connect with you and your franchise.
The more human and less robot you appear, the stickier you are to your target audience, and the more they’ll want to avoid FOMO by being a part of your tribe, too.
Need some help with your campaigns? We can help assess and offer strategic ideas to bring life to your amazing brand, online. So, connect and talk with any of my team.
