Content marketing is something that you will have heard a lot about, but it’s hard to know where to start when it comes time to grow your franchise. With the market predicted to be worth in excess of $400 Billion USD by 2021, it pays to get to know the proven tactics inside out.
To give you the spark of inspiration you’ve been looking for, we’ve put together everything you need to know into this simple 5-minute read. Once you get to the end, all you need to do is put the wise words into practice, and then stand back and watch your franchise grow in 2019.
Brand Consistency is First and Foremost
If you want to be able to make your brand something people readily identify with, you’re going to have to make sure it’s consistently applied across all of your outlets and platforms. As you grow, you’ll probably end up hiring various specialists to focus on key areas of your business, but that brings with it a problem.
Everyone will have their own way of doing things, and it’s your responsibility as the franchise owner to ensure everything is logical and coherent. It’s the little things like updating logos, tag lines, and color schemes that will make the difference in this respect.
Create a Knowledge Base That Informs Your Customers
Creating a knowledge base is a great way to empower your customers to learn more about your products and services. It’s a clever approach to content marketing because it allows you to create all sorts of other content that then link back to it.
The most important things to remember here are relevance and updates. If you want to make your redirect useful, then make sure that it’s relevant to the initial piece of content. And if you want your knowledge base to be a useful asset, keep it up to date. It’s simple when you think about it like that.
Invest in Video Content That Engages with the Click of a Button
The old saying tells us that a picture tells a thousand words, which means a video will tell many thousands more. If you want to be able to engage with your customers, you need to create video content. It’s as simple as that. Here’re 3 ideas for your first video:
- An interview with you and your staff that gets your passion across to the viewer
- A behind-the-scenes look at one of your latest products or services currently in development
- A how-to guide that tells people how they can solve a problem with a little bit of expert advice
Position Yourself as One of Your Most Knowledgeable Customers
RipCurl has a great approach to this, and it’s really rather simple. They essentially act as one of their most knowledgeable customers, by introducing visitors to their site to all sorts of great places to surf they may not already know about.
The great thing about this is that it’s all about adding value. There’s no direct monetary benefit to them of telling you great places to surf, which makes them appear all the more authentic and approachable. This creates brand loyalty, which is exactly what you’re looking for.
Become a Guest Blogger to Spread the Word About Your Brand
Becoming a guest blogger is one of the simplest ways to grow your franchise, all it’s really going to cost you is a little bit of time. It allows you to spread the word and position yourself as a voice of authority in your chosen field. All you need to do now is identify some blogs and topic ideas that are relevant to your franchise, and then start putting pen to paper. With a little patience and practice, you’ll be amazed at how quickly your output starts to come together.
Use Humor to Make Yourself Stand Out from the Crowd
Zomato is a great example of a brand that uses off the wall humor to carve a space for themselves in an already crowded marketplace. It’s all about being different and unique so that your audience will remember you. Humor is a great way to achieve this because if you can make someone laugh, they’ll associate your brand with that positive feeling. They’ll also tell plenty of people about it too.
Repost Customer Content to Provide All-Important Social Proof
In the age of fake news and paid reviews, social proof has never been more important. It’s about seeing what real everyday people think of your brand and then introducing the rest of your target audience to it in a casual and natural way.
Think of it as a conversation between yourself and the customer who has generated some content — one which can then be seen and heard by everyone else. It’s all about offering an insight into how your products and services are used so that prospective buyers can get a clear idea of how you can help.
Retarget Your Target Audience with Segmented Emails
When you want to be able to reach as many of your customers as possible, you need to think about retargeting them. Not everyone will react in the same way to a given email, and some people who didn’t engage will be a lot more easily persuaded second time around than others. Think about how you can break your audience down by interest and other key differentiators, and then break them down again based on how they respond to each subsequent email.
Retargeting will allow you to fine-tune your offering and really get to know how your customers are responding with your attempts to engage them.
Now that you’ve seen how to take your franchise to the next level, all you have to do is start putting these proven tactics into action. It’s all about perseverance and innovation. If you can get the two of them working in perfect harmony, then you’ll be well on your way to success.