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In the quest for higher search engine rankings, content is king. Google looks to websites with blogs, especially those with unique and fresh content. If your franchise isn’t utilizing a blog, now is the time to start. The foundation for an effective blog is identifying your target audience. You know your customer profile and potential franchisee, so provide them with useful and interesting content. Identifying your Audience As a franchisor, you’ve created a baseline profile for the ideal franchise candidate. Put this profile on paper and begin developing content to keep these potential candidates engaged. Some demographics to keep in mind are: interests, past careers, hobbies, desired geography, and lifestyle goals. What are you trying to accomplish? It’s important to set goals for your franchise blog. Are you trying to drive traffic to your franchisee’s websites or generate leads to grow your brand? These goals will determine the tone of your content. If you’re trying to generate franchise leads, it’s imperative to have a powerful call to action, whether it’s a lead form or a phone call. If your goal is to increase brand awareness try giving away a free resource like an e-brochure or a whitepaper. This builds trust with your visitors and also encourages them to share your content. Guest blogging Featuring guest bloggers can provide new information to your visitors as well as help you build valuable connections. By securing industry experts to contribute to your blog, you build additional credibility and often times; these contributors bring their existing social following. In return, offer to contribute to other blogs within your industry to build a social following of your own as well as develop inbound links back to your blog. If you’re looking for guest contributors, post announcements on your blog or reach out to experts through the various social networks. How often should you post? The answer to this question is purely based on your industry and how much content is circulating. Franchise Generation recommends posting 3-5 times per week for a start-up franchise blog. Like we said above, the search engines love fresh new content and so do your readers. It’s important to stay consistent with your writing style so your visitors know what to expect,. Building a powerful franchise blog isn’t something that is accomplished overnight. It takes time to develop your writing style and even more time to write the articles. Once you start seeing the return on investment, you’ll become more and more excited to share your wealth of knowledge with your visitors and reap the benefits of higher, more targeted search traffic.
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