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.
How to Build a Massively Valuable Franchisor, Part 4: The Universe of Fran Dev
Let’s explore a few key terms that we at Metric Collective (FranchiseHelp, FranFunnel, Oakscale, BeTheBoss.com) use with our clients, in our work and throughout our technology. Keep in mind, there are as many definitions of these terms as there are franchisors to use them, so here’s our take on it:
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(I’ll warn you in advance, you’re going to lose a bit of faith in search engine marketing as you read through this post, so beware)
When Should You Send Email To Potential Franchisees
Frankly, if your franchise hasn't thought about your email send times, you're probably losing out. As you'll see below, what time of day you send email can make a pretty significant difference in the amount and type of engagement you get.