Watch This, Then Let’s Talk Franchise Lead Gen
I’m sitting here on a random Tuesday, when a data visualization pops up in my LinkedIn feed. It’s a visualization of how Amercians spend our time during the “average day.” You gotta take a look:
There are a million things to unpack here, but let’s not bury the lead(s) from a franchise lead generation perspective.
Yellow is bad.
Ok. Too easy? Yes. When people sleep, they can’t research franchise opportunities and communicate with you.
Pink isn’t that good either.
When people are working, they’re rarely in a position to do the thinking they need to about franchises. That may be the trigger event, but it’s not the time for them to actually become a lead. And they sure as heck don't have time to speak ten if they do become a lead.
It’s all about the blue.
That’s right. As un-intuitive as it may seem, franchise lead gen is about the leads’ leisure time. It’s a fantastic category to keep your eye on, and you’ll see it really take off around 5PM before becoming >50% of all people in the 8-9PM hour. It then has some critical mass until around midnight.
Eli Robinson is the COO of Metric Collective, FranchiseHelp's parent company. He is a big fan of turning large populations into averages.
When do people find FranchiseHelp? (Part 1)
Before we get there, let me give you a brief introduction to Google Analytics.
Measure Franchise Lead Response Times in Seconds Not Days
Proper timing is a crucial part of any marketing venture. Frankly, proper timing can make or break a marketing campaign’s performance. For example, a company attempting to target simply adults will find themselves purchasing TV spots late into the evening, well after the rest of the family has gone to sleep. (Think about the commercials on David Letterman’s show.)