Franchisors have to work hard to communicate their value proposition to potential franchisees. Before signing on the dotted line, entrepreneurs want to know they’re investing their hard-earned money in a solid business opportunity with a reputable network.
One way for a franchisor to better communicate value to potential leads is by promoting its corporate leaders and franchise owners as subject matter experts. So, how do you do that?
Getting the Word Out
On a corporate level, franchise leaders can promote their expertise by earning media coverage and being interviewed in trade and national publications. They can write informative articles about franchising and business topics. Speaking at trade shows or industry conferences is another way to establish a reputation as a reliable expert.
At the individual franchise level, owners should be seeking interviews with newspapers and appearances on local TV news programs. Reporters are always looking for sources to talk about topical subjects like preparing for extreme weather, holiday preparations, or news events. The more the public sees a franchise owner as a trusted expert, the more they’ll turn to them for service.
Always Be Useful
It’s not enough to just appear in the media, though. To be known as an expert, you must have something useful to say. Writing in Entrepreneur, Ben Simkin emphasizes the importance of being helpful rather than just self-promotional:
That’s why you should focus on being a genuine resource for potential customers. Your emails, social media channels and blog posts should constitute a gold mine of useful, actionable content for anyone interested in your field. This will encourage people to revisit your site, check out your other material and sign up for your email list.
Get Expert Help
Now you know what to do, but you may have questions about how to do it. An experienced franchise public relations agency like Ripley PR can help. Our team is experienced in helping to raise the profile of successful franchise businesses like yours with a well-executed communications strategy.
If you’re franchisor in need of help boosting your reputation, contact Ripley PR at (865) 977-1973. We’re ready to help.