It is obvious to many that digital marketing is taking the front seat when it comes to driving the business through Covid crisis. The absence of other channels like live events, face to face business and a combination of restrictions on the usual marketing strategies are a huge challenge. Scorpion’s franchise development team explored more than 50 active client franchise development websites and digital lead generation campaigns. They found successful franchises to invest more in digital marketing during Covid crisis.
On one hand we also see how the pandemic has resulted in a lot of qualified people losing their jobs. These people are looking to build on their income source by investing their savings. And they are all looking for new career alternatives online.
Note: More people are spending more time online now. Studies show that paid advertising correlates to the organic traffic for brands. People who see the franchise advertisement while working on Google, Youtube, Facebook or other social media, will enter the franchise brand when they are looking for franchise opportunities.
Results of paid ad impressions during the corona period is as follows.
Note: The Ad inventory is up, with more people spending their time online. Competition for ad inventory is down, with brands cutting back ad campaigns. More supply and less demand has resulted in lower prices for the ad inventory.
Note: Since across the board organic leads are dropping, paid marketing is our last resort. Continuing paid advertising can help the brands with lead volume. The difference between 28% in paid impressions and 3.7% in paid lead can be explained. The Franchise Insights buyer sentiment study suggests that while interest remains high, some buyers may be holding off on active discussions with franchisors. Constant awareness and engagement can help the franchise brands the advantage of expansion post pandemic crisis.
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