While digital marketing provides a wide range of opportunities to gain insights from robust analytics to show the return on investment, video marketing tends to be a little tricky to track or measure. Because of this, franchisors might be hesitant to add space in their marketing budgets for video marketing.
However, there is a growing amount of valuable data available to us than ever before if you know where to look. There are a few key statistics that showcase the importance of video marketing and why franchisors can’t afford to leave it out of their marketing/content mix.
#1. Stories Sell
The days of overly curated content and advertisements are behind us. It’s no secret that today’s consumers (and prospective franchisees) are interested in authentic content that shows real people with real stories. When it comes to marketing your franchise, it’s important to keep in mind that entrepreneurs and prospective franchisees want to envision themselves as a franchisee in your system and get an accurate idea of what their life would be like. Because of this, franchisee testimonials and reviews often go a long way.
According to Trustpilot, testimonials can increase conversion rates on sales pages by 34%. Franchisee testimonials are extremely powerful because they are real. They tell a story of a real person who reached real success as a franchisee. A franchisee testimony says to prospective franchisees, “I used to be where you are. I’m a regular person, and I drastically changed my life and reached success as a franchisee.” Testimonials are the proof in the pudding; they give credibility to your franchise. Not to mention, 86% of buyers are influenced by reviews and testimonials in their buying decision.
Rather than just share franchisee testimonials in weekly emails or on their website, franchisors have a unique opportunity to bring those stories to life. Capturing a franchisee testimonial on video allows people to actually visualize what it’s like to be a franchisee – seeing, feeling, and understanding the emotion behind those who have taken the leap and pursed the franchise opportunity. It gives a face to the name, adding even more credibility to the testimonial and the franchise.
#2. Visuals Sell
In general, visuals motivate potential franchisees because they allow you to tell a story differently. Today, standard marketing practices are overdone, and if you want to leave a lasting impression, your content has to be memorable. Forbes noted that 66% of consumers prefer watching a video over reading about a product.
Today’s hopeful franchisees are interested in engaging content that will not only provide them with the information they need to make a decision, but leave them inspired, moved or motivated to join the franchise.
According to Hubspot, 80% of marketers say that videos directly increase sales. If people can see a product or service in use (or, in this case, a real-life example of a franchisee’s experience), they are more likely to make a purchase or invest. Franchisors should use videos to tell their brand story, showcase franchisee testimonials or highlight different aspects of the business, among other things. Publishing videos on your website, sharing them on your social media pages or including them in your email newsletters are easy ways to gain traction and engagement and get more eyes on your content — increasing the life of the video.
Videos Generate Leads
When you clearly communicate your franchise opportunity and how it can transform lives, hopeful business owners will buy-in. Powerful stories and testimonies combined with highly engaging visuals are the keys to generating franchise leads.
Videos allow you to stand out from other franchises, connect with ideal prospects and sell the opportunity. At Franchise Filming, we streamline high-quality video production to create monthly marketing videos that will inspire your ideal leads to take action. There’s never been a better time to connect with franchise candidates. Interested in learning more? Schedule a call today!
About Franchise Filming
Founded by serial entrepreneur Trevor Rappleye, Franchise Filming is a leading, full-service video production provider that helps franchisors and suppliers across the country drive leads and win more clients with monthly videos via a VIP membership model. The Franchise Filming membership provides a world-class customer service experience with professional videos every month that will drive sales without corporate video production hassles – no travel costs or extra fees, with final videos completed in just five to ten days. Whether companies are seeking to raise awareness or drive more sales, Franchise Filming provides a creative, high-quality solution by creating memorable and engaging videos that inspire people to take action and drive sales.
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