In this Franchise Times article, iFranchise Group CEO Mark Siebert explains how influencer marketing is here to stay. Frankly, it has been here all along anyway. Siebert also shares his unique perspective growing up close to the Chicago political scene and the lessons it offered for his career in franchise consulting.
The court of public opinion…
Most franchise candidates have already set a goal to become business owners and are ready to begin the sales process. It’s here the first acts of influencing begin.
Influencer marketing is as old as government. Think about it, how long have candidates for public office been leaning on the opinions and endorsements of others to get themselves elected? It may seem like government and businesses are worlds apart, but this isn’t the case. In this article, Siebert tells you that everyone is watching, everywhere, all the time. It may sound sinister, but as far as franchise marketing is concerned, it means opportunity is all around us.
Franchise marketing recognizes that the prospective franchisee is not making the decision to buy alone. They are most certainly influenced by others like their spouse, their business associates, bankers, lawyers and suppliers, to name a few. And, of course, other franchisees in the system are influencers themselves. Whether your prospect is being influenced by the media, their banker, their spouse, or other franchisees, the bottom line comes down to trustworthiness. In this article, learn how to earn the trust of those who are influencing the candidates you want in your network.