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Over the previous decade, promoting franchises has change into an especially aggressive enterprise, and any benefit that one model can develop, domesticate and deploy could make or break annual gross sales targets. Now greater than ever, video advertising and manufacturing is starting to fill that void. In accordance with an inside survey from Franchise IQ, 87% of its prospects indicated that the usage of video — particularly testimonials — was an necessary issue of their resolution to buy a franchise alternative. Why is that? As a result of movies create lasting impressions within the minds of present and future prospects.
For franchisors, the complete model of the gross sales funnel is a crucial side of the model’s advertising program and initiatives. From a complete standpoint, it is necessary to deploy sources which have a profound impact throughout each stage, together with the highest, center and backside of the funnel. Visuals — whether or not in print or video — are an extremely highly effective instrument for conveying info and making a reference to potential prospects and franchisees —which is not shocking contemplating individuals spend a 3rd of their time on-line watching movies.
Right here, we’ll take a look at the particular sort of video content material that may assist franchisors maximize their gross sales funnel potential at every stage of the customer’s journey. As you may see, video simply occurs to be one side of the advertising combine that may be initialized in all three sectors. This is how:
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High of the funnel movies
On the prime finish of your franchise gross sales funnel, essentially the most priceless sort of video merely introduces prospects and prospects to your model. Movies that includes the model’s CEO or founder are nice for this function as a result of they offer viewers an understanding of who’s behind the corporate whereas creating a private connection. However the C-suite is in no way the one really helpful possibility for spokespersons. It will also be efficient to characteristic present franchisees which have developed and maintained a profitable operation beneath the model’s watchful eye.
Moreover, this stage can be a chance to create movies that reply to the commonest objections prospects could have a few explicit franchise alternative. Lastly, for the highest finish of the funnel, it is really helpful that manufacturers develop movies that cowl the various completely different candidate personas, for the aim of building a private reference to potential franchisees. In the end, the highest of the funnel is the place manufacturers ought to showcase their story, defined in easy phrases which are straightforward to understand and consider.
Center of the funnel Movies
As for the center of your gross sales funnel, it is a nice alternative to give attention to constructing belief between the franchisors and potential candidates. That is exactly the place franchisee testimonial movies come into play. How so? As a result of that is the second to exhibit how actual entrepreneurs have benefitted from turning into a part of your rising franchise household.
The center of the funnel will also be an acceptable time to characteristic movies that reveal the precise degree of help candidates can anticipate from the model. These movies will be extraordinarily convincing as a result of they present precisely whom the possible house owners might be working with on a day-to-day foundation as soon as they themselves change into house owners.
One other efficient center of the funnel video consists of the favored “day-in-the-life” montages, that includes typical routines on the workplace — or residence workplace if it is a remote-based idea. This is a chance for candidates to get a way of what their very own lives is perhaps like as house owners of the model.
One caveat right here: Do not skimp on the storytelling side of this stage. You do not precisely desire a movie-length section, but it surely’s necessary for individuals to see one thing that actually displays franchise possession with the model. Performed proper, this video can actually paint an image, convincing a candidate that they, too, can succeed as a franchise proprietor and revel in a greater life and future.
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Backside of the funnel movies
In terms of the underside of your gross sales funnel, that is the time to create hype concerning the impending discovery day. Why is that this necessary? As a result of it is the literal crossroads the place potential candidates make their remaining resolution on whether or not or to not be a part of your rising franchise household!
What may a superb hype video appear like? An effective way to method this stage is a video that demonstrates all there may be to find out about being part of the franchise household — particularly the nitty gritty particulars like techniques and operations. Fast leap cuts of interrelated scenes can’t solely be efficient however entertaining as properly!
To shut out examples of excellent backside of the funnel movies, it is necessary to spherical out the entire expertise. Ensure that your potential prospects know they’re going to quickly be welcomed into the franchise household. A terrific instance is a fast “sizzle-style” spotlight reel highlighting all the company staff working as a staff. A “welcome to the household” montage may simply be the emotional nearer you want to get that candidate to signal on the dotted line.
Increasingly, video content material is proving its price as an efficient instrument for partaking prospects and growing conversions. It may be an important a part of any advertising technique, but it surely’s confirmed exceptionally efficient for franchisors. By taking a complete method that breaks down the kind of movies you have to be creating at every of the three gross sales funnel phases, you’ll be able to make certain that your technique is properly thought out and properly deliberate. Video is certainly a robust medium. It is fairly an efficient solution to exhibit to prospects that they don’t seem to be simply shopping for into an idea — they’re shopping for right into a household that cares about their success as an entrepreneurial small enterprise proprietor.
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