Want to reach out and present your franchise opportunity to a wider audience of prospective business owners?
Whether you’re a marketer or not, choosing what kind of strategy to invest your resources in can be a difficult decision if you’re not sure which path will give your company the best results.
When it comes to pay-per-click (PPC) advertising versus search engine optimization (SEO), internet marketers have divided opinions as far as what they believe a particular kind of business will benefit from most.
While some contend that smaller franchises just getting off the ground should focus their marketing dollars primarily on PPC, others think this kind of approach is pointless regardless of what size or type of business we’re talking about.
The answer to this ongoing debate varies so much from case to case and business to business that it’s useless to give a blanket statement pinning one method as the champion over the other.
So how do you decide whether you should focus on PPC or SEO?
Who benefits most from PPC strategies?
There are several things you should be factoring into your decision when deciding on a franchise marketing strategy. Arguably the most important of these has to do with the type of keywords your business needs to rank for in search engine results.
These are the words and phrases potential franchisees are submitting to Google in hopes of finding the right franchise opportunity for them.
Larry Kim, founder of WordStream, conducted research some years ago that found that queries for keywords that displayed high commercial intent, which he described specifically as “keywords that trigger the Google Shopping/Google Products Listing Ads” resulted in more users clicking paid listings than the regular organic listings—often twice as frequently.
The takeaway here is that for those who are trying to sell a specific product, PPC can be a powerful tool. In the franchise world, this sort of strategy might be extremely effective for the products your franchisees are actually selling to customers, however growing your network of partners isn’t quite the same.
Building a long-term solution through franchise SEO
Unlike a product, franchisors are selling an opportunity—one that requires a substantial investment and most likely, a lengthy selling cycle.
Prospective business owners aren’t looking for a product page to learn about the business opportunity, they need an entire website devoted to delivering a variety of resources to get acquainted with the brand, the people, and the benefits that come with joining a family of franchise partners.
Luckily, this content-oriented approach provides two marketing advantages simultaneously.
First, with a strategic franchise content strategy in place, you can create a website filled with exactly what Google wants to see.
When optimized with keywords your ideal customer are searching for most, you’ll start attracting prospects that are actively looking to learn what companies like yours are all about, and are more than likely serious about making an investment.
Standing out with a strategic franchise content strategy
In addition to a huge franchise SEO advantage, you’ll also be creating an online environment few other franchises offer to visitors. With a regularly updated blog, access to newsletters, lists of frequently asked questions, and stories from franchisees themselves, visitors will be able to get comfortable with the opportunity from the very first visit.
If you’re looking to productize your opportunity and focus on short-term growth, PPC may be an option to look into further. However, in today’s environment, franchises are seeing gradual long-term success when they make an effort to establish a website build to attract and convert leads.
Want to learn more about getting your franchise found online? We recommend downloading our comprehensive guide to franchise SEO.