Franchisees are increasingly turning to YouTube for research, with roughly 30% referencing the platform in the last month. This presents a huge opportunity for franchisors to build up their YouTube channels and create impactful video content. While many may be hesitant due to perceived expenses or lack of video production expertise, it’s important to remember that the story is what counts, not the quality of the video.
Franchise brokers and consultants are already filling YouTube with franchise content, but the most trustworthy information comes directly from the brand. By creating rough, authentic content that tells your brand’s story, you can establish trust and credibility with potential franchisees.
One way to utilize YouTube effectively is by creating educational videos, such as a review of the Franchise Disclosure Document (FDD). These videos not only educate potential franchisees but also supplement other forms of communication, like FDD review calls. By giving your franchisees a voice and sharing their stories, you can build a strong, relatable brand that resonates with candidates.
To get started on YouTube, create a branded franchise channel and produce videos that showcase your brand, interview staff members or franchisees, and explain important aspects of franchising. Building a library of informative and engaging content can help you stand out in a competitive market and attract potential franchisees.
While it may take time for your YouTube channel to generate leads, incorporating video into your marketing mix is crucial for long-term success. Consider investing in Google ads for YouTube to boost visibility and reach a wider audience. By embracing YouTube as a valuable tool for franchise marketing, you can effectively impact the search results of candidates and drive interest in your brand.
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