One of the biggest takeaways that I’ve gotten from his content on franchise sales is the importance he places on creating purposeful content about the brand and franchise opportunities.

Jim’s YouTube channel, podcast and social media channels are full of videos that share authentic stories, interviews and brand-building content that provide inspiration and build trust in the franchise opportunity.

Joel recently shared how he hears over and over again from new franchisees that what “sold” them on joining the Jim’s group was the content they watched AFTER seeing an ad for a franchise opportunity.

In fact, Joel shared that he believes their video content is the #1 contributor to convincing franchise leads to move forward with their decision to purchase a franchise. And Joel speaks from experience as the company has had incredible growth – having expanded from 600 to 5,500 franchisees in only 5 years!

Another point that Joel makes is that their content doesn’t gloss over the challenges of owning a business. While they share a lot of inspiring success stories, they also speak openly about the challenges, investment and time that franchisees should expect to put into their businesses. It may seem counter-intuitive to share those details but it helps set proper expectations and weed out any prospects that are not willing to put in the work needed to succeed.

Having built many franchise sales marketing campaigns for our clients, I know that getting leads is only half the battle. Selling a franchise is obviously the ultimate goal. But it’s not a small ask. Franchisees are investing large amounts of money and, in some cases, leaving secure jobs to put their faith in a franchise concept. Naturally, before making a decision like this, they are going to do their due diligence and research the brand to make sure they are making the right decision.

Many factors will play into this research such as franchisee validation, online reviews as well as your franchise disclosure document. But authentic and helpful content marketing is a fantastic way to engage with those prospects and impact their decision.

Best Channels to Share Franchise Sales Content Marketing:

• Podcasts – Create your own or appear as a guest on another podcast to build a new audience.
• YouTube Channel – YouTube is one of the largest search engines and it’s owned by Google so not only is it a great place for people to find you, it also boosts your organic search engine results.
• Regular Social Media Posts – Stay top of mind with your audience on channels such as Facebook, Instagram, LinkedIn and TikTok.
• A Blog on your Franchise Website –  Make researching your brand easy by posting your success stories, videos and content right on your franchise website. This also helps with organic SEO.
• Email Marketing to your Customers and Franchisee Prospects – Having a strong email follow-up sequence that goes out to every franchise inquiry is a MUST-HAVE to help nurture your leads.

It’s also important to remember that your content should mirror your brand and be authentic. No need to make it overly polished and “vanilla” sounding. While it can be great to have a couple professional videos, a spontaneous video of a franchisee at work taken with an iPhone can be just as effective.

More Inspiring Franchise Content Marketing

Foxy Box is a brand we love because of their unique brand personality and positive mission. Check out a few of their social media posts below:

Hearing real stories from everyday people who have had success with a franchise is incredibly powerful. Kona Ice does a great job of sharing success stories with franchisee testimonial videos:

At the end of the day, buying a franchise is a huge leap of faith. Sharing great content about the opportunity is one of the most effective ways to build that trust.
Looking for more ways to attract quality franchisees? Reach out for a complimentary consultation.