How Video Lead Generation Strategy is Helping Franchisors Plan Their Post-Pandemic Bounce Back
December 4, 2020
How Video Lead Generation Strategy is Helping Franchisors Plan Their Post-Pandemic Bounce Back

When COVID-19 hit the United States back in March, many franchise brands were forced to adapt and think outside the box in order to continue generating leads and marketing their opportunities. While video marketing has become more mainstream over recent years, it will play a pivotal role in maintaining successful lead generation as franchisors adapt their strategies to fit into an unknown franchise sales landscape.

The pandemic has affected so many people worldwide, and showing vulnerability has become the new normal – making emotional connection and relatable, authentic content critical to successful lead generation. Here are just a couple ways video storytelling can benefit lead generation – even in the midst of a global pandemic:

Adapting Video Production to a Virtual World

Since the pandemic has kept us all indoors working from home and interacting virtually, tools like Zoom and other video-call apps have played an important role in staying connected while also staying safe. For us, we decided to utilize these tools and adjust our video strategy to make Zoom interviews a simple alternative to an in-person video shoot. With these Zoom videos, franchisors are able to humanize their brand and continue to provide content that is easily relatable to a now tech-reliant world.

Whether it be franchisee testimonials, founder brand profiles, or training videos, the pandemic has helped Franchise Filming realize that there’s so much more we can do in the virtual space that is both a cost-effective alternative and has the ability to deliver an incredibly powerful message. As we continue to navigate the difficulties presented by COVID-19, consumers are going to remember when companies stepped forward with personal messages and authentic content instead of a general franchise development – making emotional connection even more important than ever before.

Creating an Emotional Connection with Franchise Candidates

Trying to drive sales and lead generation can be extremely difficult without adapting to the current global situation. The ability to humanize leadership and showcase company diversity can help drive sales – currently, 95 percent of consumers report they purchase based on emotion rather than logic. Additionally, some of the best stories a franchise has to tell are unscripted, and that emotion we’re able to capture on film brings an entirely new dimension to the story. In today’s world, consumers and potential franchise candidates want to be able to connect with the franchise, and allowing emotion into your franchise sales strategy can help you connect with prospective franchisees and successfully grow with your brand.

Furthermore, video storytelling adds a social and visual aspect to lead generation that you simply can’t get from reading an article. Videos garner a higher level of engagement from viewers in comparison to text – social videos are believed to receive almost 1,200 percent more shares than an article or a photo over social media. Seeing a franchisee talk about how they’ve been able to grow with the brand and how they’ve been supported by the corporate team during the pandemic can change a potential franchise candidate from a “maybe” to a “yes.”

Kate Anstead’s franchisee testimonial is just one example of many that we’ve been able to create using Zoom videos that has improved lead generation for our clients – even in the middle of COVID-19. When we got to interview Kate, a Molly Maid franchise owner in central Portland, Oregon, she talked about her son’s disability and being able to provide a job for him, as well as continuing to support her employees throughout the pandemic with social distancing outside and mask requirements. Since Molly Maid falls under the Neighborly brand umbrella, Kate has the support of a larger parent company that can provide her the exact tools and resources she needs – ensuring she can continue to serve the central Portland area no matter what. Any of these key points can be a massive selling point for the viewer and can turn their entrepreneurial goals into reality.

As franchisors nationwide begin to looking at restructuring their marketing strategies for 2021 and beyond, they’ve realized what an incredible asset video storytelling can be for their post-pandemic bounce back. Thanks to our love for storytelling and emotional connection, Franchise Filming has been able to sign eight new, large clients and grow our roster over the last six months.

We understand that this is a difficult time for everyone, and being there for each other and showing vulnerability is more important than ever. No matter your brand or your target market, we’re here to bring a new, relatable dimension to your lead generation strategy as we look to 2021. Interested in learning more? Schedule a call today.

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