Successful Franchises Use Microsites - Part 3 of 4
Launching The Site and Creating Its Content
In Part 1 and Part 2 of Successful Franchises Use Microsites we looked at how franchisors, and franchisees, are having a difficult time determining what marketing strategy works best for them, how a microsite can combine different pieces of media within that strategy, and how a franchisor can benefit from creating a microsite specifically for franchise sales. This week we will take a look at the microsite and how content marketing strategy plays a vital role in its success.
Content Is King
Once the goal of the microsite is determined and ideas begin to flow, the next important step is to develop a complete messaging strategy. There has to be different types of messaging on a franchise sales microsite in relationship to the company’s main Web site and it has to be very different from any product or promotion microsite that has already been created. According to the International Franchise Association (IFA) “the content on the franchise sale site needs to clearly explain the brand value, touching on both franchisor support and the commitment to assisting individual-unit growth, which will help identify the reasons someone would choose this franchise opportunity over others.”
Once a messaging strategy in place, it is time to identify the best way to communicate the messages while engaging and creating a unique experience for visitors. What better way to do that then with different types of entertaining and engaging media including: videos, online flash presentations, blogs and podcasts. These are all great ways to share the experience of franchise ownership with potential franchisees. The IFA states that “There are many franchise sites that feature videos of happy franchisees talking about their profitability and their great relationship with the franchisor.” This is an opportunity to get creative with video and blogs and have unique content on your site. Here are some content suggestions you can use to stand out from the franchisor crowd:
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Show clips from fun training sessions or corporate retreats.
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Include videos and news releases about store openings.
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Provide online tours of the corporate headquarters and introduce key staff.
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All of the videos that you created should show potential franchisees the culture of the franchise. This helps prospective franchisees to begin experiencing what the franchise has to offer.
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Have an area for user generated content, where current franchisees can be more than a talking head. They can post videos from their franchise or blog about their experience. You as the franchisor can filter this content as you see fit.
Launching the Microsite
Engaging and informative multimedia will help keep visitors on the microsite. The question is age old: If a tree falls in the woods does it make a sound? If people don’t see the content does it exist? Launching your microsite should be seen similarly to the way you would approach the opening of a new franchise. There has to be a short-term strategic launch plan that is integrated into other parts of your marketing strategy. This strategy will help to build interest, increase traffic, and bump up leads early in the life of the site. Try incorporating standard marketing with new media and social networking tools that are already in place in the organization. Some suggestions for tactics and strategy to launch the microsite include:
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Communications: Create a blog post about the new microsite and include current and basic information about current business opportunities.
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E-mail marketing: Send out an email blast to current franchisees or those on an opt in email list. Create short-term incentives for referrals.
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Public relations: Distribute a press release to bloggers and reporters that cover the industry
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Social media: Generate interest in the microsite by including LinkedIn groups, Facebook and Twitter in the promotion
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Advertising: Use online advertising. If you are currently running an online ad campaign use a piece of it to direct visitors to the site. Create a small short-term ad campaign.
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Mobile marketing: It is very important that the microsite is able to be viewed on mobile devices. This means easy on the flash and heavy on the text or image based content. Video is fine too as long as it isn’t flash. The use of smartphones is growing quickly and will make up more than half of the cellphone market in 2011. Your target audience for video will likely fit into this group.
We finish up next week with SEO and why it is so important to your microsite.
ClickWrite and LoudClick can take care of many aspects of the launch of your new microsite. We can guide you through the process from creation to launch and can help you with your marketing and content creation. Your strategy for launch and content marketing is very important and ClickWrite and LoudClick can make sure it will be successful. For more information and a demo of what ClickWrite can do for your microsite please visit us @ www.clickwrite.com or LoudClick our sister site @ www.loudclick.net.
