It’s a competitive market these days for small businesses, which is why having a good grasp of marketing principles has become ever more important for small business owners in Australia. The way you market your small business will play a huge role in how far your business goes, which is why it’s always worth taking the time to learn about the basic principles of small business marketing.
Like everything else that comes with owning and operating a small business, you will learn more as you dive deeper into your business journey, but it still helps to build a good working knowledge of some basic principles before you launch. With over 4,350 franchises across Australia and a ubiquitous brand presence, it’s safe to say that we know a thing or two about marketing here at Jim’s Group. So, if you’ve ever wondered about how you should go about marketing your new franchise, here’s what you need to know!
Why is franchise marketing important?
Franchise marketing is defined by the efforts put in by franchisees and franchisors to attract and retain new clients. In essence, franchise marketing is all about driving local brand awareness and increasing sales in your specific region.
Having a strong franchise marketing strategy is critical for securing your business’ long term success. At the end of your day, if your customers don’t know about your business or don’t trust your brand, then you’re bound to fail–even if you have an amazing product or service behind you. Without making concerted efforts to promote your business in your area, it’ll be difficult to stand out against your competitors.
By increasing awareness and brand presence in targeted areas, franchise marketing is a strategy that allows franchise business owners to:
- Reach their target audience
- Build local awareness
- Establish trust and goodwill
- Increase leads and enquiries
- Increase sales
- Establish credibility
How does franchise marketing work?
Franchise marketing has almost moved 100% online. Social media, in particular, has become an extremely effective platform on which franchise owners can promote and build their businesses. By the end of 2021, about 83 per cent of Australians were active on social media. Each user spent roughly 2 hours per day actively using their social media accounts. The high rates of social media consumption across the board has created an amazing opportunity for businesses to reach their target audiences in really specific ways. Better yet, unlike traditional marketing methods like print advertisements and billboards, a social media marketing campaign can easily be executed on a shoestring budget.
Social media franchise marketing works by leveraging the brand power of a national brand to market a local franchise business at a community level. Franchise business owners can choose to use digital platforms to communicate and build rapport with their target communities in order to drive leads and sales. Ultimately, social media franchise marketing works by building up an organic following by posting relatable and authentic content that speaks to a certain segment of the population. In doing so, it allows franchise owners to build up their brands in their specific working areas whilst also establishing for themselves credibility.
So, what type of content can you post online to promote and grow your franchise business? Some content that you can integrate into your franchise digital marketing calendar include:
- Before and after photos
- On the job photos
- Informative videos on services
- Q&A guides
- Personal hobbies and achievements
- Customer reviews
Where can I promote my franchise business?
With new platforms popping up regularly, the world is your oyster when it comes to where you can promote your franchise business. With that being said, if you try to cover your bases across all social media and digital platforms, it’s likely that you won’t be very effective at any of them. At Jim’s Group, we encourage our franchisees to focus on two main platforms. These are:
From experience, these platforms offer the highest returns on investment and have the highest numbers of users who are most likely to use your services. In terms of what you can post online and how you use these platforms to promote your business, we provide you with plenty of freedom to be creative and innovative.
The only thing to keep in my mind is that you must act professionally online at all times (remember: you’re our representative out in the world!). In addition to this, you should also speak to your franchisor about what processes and strategies your division already has in place. You might find that some of the work has already been done for you, or that there is an existing process in place to streamline information and content. At the end of the day, working closely with your franchisor and your division will help to keep your messaging and branding consistent across the board. This will go a long way in ensuring that your business looks professional to your customers and clients.
One of the benefits of starting a business under a franchise model is that you don’t have to do it all by yourself. When you sign on as a Jim’s franchise owner, you’ll receive franchise marketing materials (including training) as well as guidance with writing your franchise marketing plan. You also receive the benefit of getting the rights to leverage a nationally-recognised brand with 99% brand recognition. With all of these benefits under your belt, you’re much more likely to achieve fast success than if you were doing it all alone.
If you’re interested in starting a small business as a Jim’s franchise owner, we’d love to hear from you. We have all the tools you need to build the business of your dreams. Get in touch with us on 131 546 or enquire online today to learn more.
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