Schmidt Groupe Franchisee Enquiries Campaign
The Schmidt Groupe faced a challenge that many franchisors encounter: a high volume of enquiries with very few of them converting into qualified leads. The objective was clear—to shift the focus from quantity to quality by attracting serious franchisee prospects ready to invest and commit to either the Schmidt Groupe new showroom or conversion models.
This required a comprehensive strategy to refine the targeting process, improve lead qualification, and ensure each enquiry was relevant to the brand’s values & goals.
Our Approach
SEO | PR | Social | Direct | Content | Portal
Results So Far.
The new approach saved time and resources by reducing the need to manage poor caliber enquiries. Schmidt Groupe could focus on building relationships with serious candidates, improving the efficiency of their recruitment process and franchise expansion efforts.
This multi-channel strategy demonstrated that an integrated approach can deliver both quality and quantity in lead generation. By combining social media, SEO, direct outreach, content marketing, and PR, Schmidt Groupe successfully connected with a more qualified audience. The campaign’s results highlight the importance of diversifying marketing efforts to achieve business goals.
Total Enquiries
5
Qualified
5
Months Active
0
Search Engine Optimisation (SEO)
The SEO strategy focused on increasing the online discoverability of Schmidt Groupe’s franchise opportunities, their expansions and showroom opportunities across the UK. We first identified franchise-related key phrases that aligned with what qualified candidates and investors were searching for, such as “best kitchen franchise UK” and “luxury kitchen franchise”
Key actions included:
- Optimising existing web pages to improve search rankings both on content, technical and user journey.
- Creating new landing pages tailored to franchise opportunities, ensuring clear calls to action for prospects to register their interest.
- Developing blog content answering common franchise questions, such as the investment process and the training provided.
- Big push on domain authority & rating along with Link Building & Niche Outreaching to improve their backlink profile and trust to search engines.
Our SEO/SEM work positioned Schmidt Groupe as a trusted authority in the franchise space, driving traffic from search engines to a more targeted audience.
Direct Marketing
Direct outreach was another effective method for connecting with potential franchisees. Through email & SMS marketing, we reached individuals who had already expressed some level of interest in franchising.
- Segmentation: We segmented the email list to ensure the right message was delivered to the right audience. For example, one segment included leads from previous campaigns who had not yet qualified, while another focused on fresh enquiries.
- Personalised & Automated Messaging: Emails were tailored to highlight Schmidt Groupe’s franchise benefits, including ongoing support, comprehensive training, and potential ROI.
- Follow-ups: Automated follow-up sequences ensured consistent engagement with potential leads without overwhelming them.
Content Marketing
Content played a crucial role in educating and engaging potential franchisees through the enquiry journey and increasing the quality of the candidate that we were passing on. We crafted materials designed to address common concerns and inspire confidence in Schmidt Groupe’s franchise model.
- Case Studies: Stories from existing franchisees demonstrated real-world success, helping to build trust.
- FAQs: Dedicated content answered practical questions, such as costs, training, and territory allocation, helping to filter out unqualified leads early.
- Thought Leadership: Articles and blogs positioned Schmidt Groupe as a leader in the franchise industry, showcasing the brand’s commitment to supporting its franchisees.
By delivering valuable and actionable information, we ensured that only serious prospects progressed to the next stage in the qualifying journey.
Social Media Campaigns
Social media was one of the key channels we used to identify and attract potential franchisees and investors. The campaign targeted platforms where entrepreneurial-minded individuals were most active, such as LinkedIn, Facebook, and Instagram.
- Targeted Ads: We created highly specific audience segments, focusing on factors like professional background, business interests, job titles and geographical location.
- Engaging Content: Posts highlighted Schmidt Groupe’s franchise opportunities, including testimonials from current franchisees and clear insights into the financial and operational benefits.
- Direct Communication: Social platforms allowed for immediate responses to enquiries, enabling the team to nurture leads quickly using direct messaging and bespoke leads capture forms.
This approach not only increased visibility but also encouraged meaningful interactions with individuals genuinely interested in franchising.
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