How to Create Franchisee Buyer Personas for Attracting Qualified Leads

Buyer personas help Franchisors to define their most likely Franchisees, leading to laser targeted marketing and far better ROI.

A buyer persona is nothing but a representation of an ideal Franchisee customer profile, which can be created using existing customer data.

Here are certain useful tips for creating franchisee buyer personas.

Tip 1: Decide on Your Demographics

Depending on your franchise type, you need to analyze who will be your target audience. Is it Millennials, or small businesses in your niche, or veterans, etc. But, it is advisable not to be too specific.

Meanwhile, make sure to have a clear differentiation between each persona.

Tip 2: Use Data to Analyze Trends

It is important to track the marketing messages that your existing customers received well.

Leverage tools like Google Analytics, Facebook, and Twitter’s analytics to understand content that works well for attracting qualified leads. Then add these preferences to your personnas.

Tip 3: Research on Industry Problems

Industry-related problems rank high in customer web searches. If you research these then you will have a clear idea as to what your buyers are looking for, which in turn helps in creating effective buyer personas.

Tip 4: Set Goals

It is important to know what response you are expecting from your prospective franchisees.

If you are a small franchisor then there is likely to be only one goal which is a sale, and you can apply it to all buyer personnas.

Tip 5: Interview Existing Customers

You can further refine your personnas by interviewing your existing franchisees, both good and bad, and gleaning attributes from them.

Good franchisees can give you positive points to look for in prospective Franchisees, and the others can give negative points which help in improving your marketing strategy.

Tip 6: Evaluate & Change Personas Whenever Needed

As soon as you create a persona, make sure to evaluate it with a few of your colleagues. They will be able to provide positive and negative perspectives about your buyer personas. If there are any negative or unclear attributes, then reconsider and improve the description.

Based on current trends and the evolution of your franchise, these franchisee buyer personas will also change.

For more information on franchisee personas, Contact Us