Top Takeaways from Netsertive's December Next Gen Franchise Marketing Roundtable

Netsertive’s December Next Gen Marketing Franchise Roundtable brought together emerging franchise marketing leaders to share strategies for lead generation, nurturing, and franchisee communication. These dynamic discussions offered actionable insights and tools to enhance growth and engagement across franchise networks. Here’s a closer look at the highlights from the session.

Topic 1: Consumer Marketing Approach: Converting and Nurturing Local Leads

Franchise marketers explored effective ways to attract, convert, and nurture local leads, emphasizing the value of personalized communication and leveraging advanced tools.

Key Takeaways

1. Leveraging Lumen AI for Lead Generation: Lumen AI helps capture leads during off-hours, automating outreach and scheduling to enhance responsiveness. While it frees up teams for high-value tasks, participants noted they are still evaluating its impact on lead quality and conversion rates.
2. Integrating CRM and Marketing Automation: Tools like HubSpot and FranConnect, when integrated with marketing platforms, allow marketers to track lead journeys better, personalize communications, and create a seamless experience for prospects.
3. Tracking and Improving the Lead Journey: Monitoring the progress of leads uncovers bottlenecks and informs more targeted outreach strategies, ensuring alignment with evolving customer preferences.
4. Testing Campaign Effectiveness: A/B testing and analyzing campaign performance were highlighted as essential practices for improving outcomes and ensuring campaigns resonate with target audiences.

Technology and thoughtful strategy combine to streamline processes and elevate the effectiveness of lead nurturing efforts, making these tools indispensable for today’s franchise marketers.

Topic 2: Effective Strategies for Engaging Owners and Fostering Team Collaboration

In another breakout discussion, participants focused on better communication within franchise networks, encouraging collaboration among owners, and creating alignment to achieve shared goals.

Key Takeaways

1. Video Communication: Video updates, shared through platforms like Facebook groups, make urgent messages more engaging and clear. This personal approach ensures critical information doesn’t go unnoticed.
2. Newsletter Redesign: Enhancing newsletters with creative visuals and rotating senders has boosted open rates and engagement. Tailored, relevant content keeps franchisees informed and motivated.
3. Empowering Franchisees: Supporting franchisees in acting as local influencers strengthens community connections and brand advocacy. Providing resources and leadership tools boosts their confidence and effectiveness.
4. Facilitating Collaboration: Establishing forums for open dialogue between franchisees and corporate teams builds trust and ensures alignment. Regular feedback loops further refine communication strategies and foster continuous improvement.

Fostering a thriving franchise network begins with authentic, innovative communication strategies that emphasize clarity, meaningful engagement, and true collaboration. By prioritizing open dialogue and trust, these efforts create a foundation for aligning teams and achieving shared success.

Conclusion: Building a Collaborative Future

The December Next Gen Roundtable underscored the impact of innovation and collaboration in fueling franchise growth. From leveraging AI tools like Lumen and integrating advanced CRM systems to improving franchisee communication, the shared insights equip marketers with powerful strategies to achieve meaningful results.