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When trying to get a franchise brand in front of prospective buyers, the marketing mix is important. You don&rsquo;t want to put all of your dollars into one singular advertisement or one PR campaign or one piece of marketing collateral. Creating a strategy that crosses various platforms and media with an alignment of messaging is the best way to reach a targeted audience. This balance is especially important when it comes to the content mix.

&ldquo;Franchisees are going to do their homework online in various places, not just on a company blog. The blog may give some insight on your brand&rsquo;s news, but the average process for buying a franchise is six months -- from point of interest to filling out an inquiry form,&rdquo; said Nick Powills, CEO of No Limit Agency* and 1851Franchise.com. &ldquo;They&rsquo;re going to spend more time during that time talking with people and doing online research than looking at your website, though integrating your website content with your social media channels offers an opportunity to enrich the footprint and create a consistency of message across all channels.&rdquo;

While no longer the primary content platform, a blog is still a useful tool in franchise marketing. By blogging, brands can control the message and get some SEO benefit, but should be one piece of a bigger content strategy.

&ldquo;The problem with blogging and directing candidates to the content on your website is that it&rsquo;s clearly self-promotional copy, so they&rsquo;re less likely to read it,&rdquo; said Sean Fitzgerald, chief development strategist for No Limit Agency and 1851Franchise.com. &ldquo;Relying on a blog as a content strategy simply isn&rsquo;t enough anymore.&rdquo;

As news outlets continue to close and teams continue to shrink, the traditional media as we know it will continue to change. With the rise of content marketing, a brand can control the story and craft it directly to the audience they are trying to reach.

&ldquo;Nowadays, accessibility to content that matters is limited,&rdquo; said Powills. &ldquo;Trade publications often write fluff pieces that are driven by the advertisers that help pay the publishing costs. Therefore, creating a publication that would be able to distribute news quickly and specifically to the audiences that demand them created an opportunity to build a point of differentiation.&rdquo;

That point of differentiation was 1851Franchise.com, an industry trade publication and content marketing platform, that was born from the idea that during due diligence, franchisees want one cohesive spot to read about a brand&rsquo;s news. A brand gets a custom publication that aggregates media placements and brand content in one place. This third-party content lends credibility while allowing that brand to craft a story in a way that the traditional media might not.

&ldquo;External content gets third-party validation, as well as the inbound link benefit to your franchise development site. If another website is recommending your site and linking to it, it&rsquo;s a huge plus when it comes to search engine optimization,&rdquo; said Fitzgerald.

Creating a strategy that includes blogging, external content, social media and PR enables brands to increase reach and target a very specific audience. The content should be aligned across channels under one cohesive campaign, and according to Fitzgerald, profiles of successful franchisees are most attractive to a candidate.

&ldquo;Reading stories about people who have bought into the brand -- and made money doing it -- is what moves the needle for candidates,&rdquo; he said.

Other content that attracts attention from prospective buyers includes stories corporate growth plans, new locations opening and same-store-sales growth.

&ldquo;The idea is to develop content that a brand is growing very quickly -- and that people need to jump on now to not miss out on the opportunity,&rdquo; said Fitzgerald. &ldquo;If the perception is that your brand is growing, it&rsquo;s going to resonate with prospective franchisees.&rdquo;

As we all know, in franchising, there is no silver bullet, but creating solid content campaigns with touch points across various channels is the winning strategy to attract prospective franchise candidates.&nbsp;&nbsp;

Blogs vs. External Content: What Resonates with Prospective Franchisees?

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How much can franchisees make? It’s a question many prospective owners ask before investing in a franchise. While earnings tend to be driven by variables such as industry, location and general management skills, a proper understanding of the key factors driving profitability can help franchise owners develop expectations that are realistic.&nbsp;Multi-unit franchisee&nbsp;<a href="https://www.linkedin.com/in/mangesh-patel-9368569/">Mangesh Patel</a>, who’s readying the launch of six&nbsp;<a href="https://www.beefobradysfranchise.com/">Beef ‘O’ Brady’s</a> restaurant locations in the Macon, Georgia area, shares insights from his franchising experience.<h2>Understanding Franchise Income</h2>Keeping operational costs in check can have a major impact on overall earnings. Taking a proactive approach to expenses such as food and labor, as well as payroll and scheduling, can help align actual franchise income with general expectations for the business.“I just had a meeting with a couple of people, and they said, ‘You talked about a 25% profit margin, but I’m only doing 12%.’ So, I looked at the figures they sent me,” Patel said. “Their&nbsp;<a href="https://1851franchise.com/calculate-restaurant-franchise-profit-2730476">restaurant</a> food cost was running at 37%, which should be around 30%. The national average is about 32%. If I do things correctly, my average food cost needs to be at or below 30%. And payroll should run around 18%. But many people run 25 to 28%.”So,&nbsp;<a href="https://1851franchise.com/unraveling-franchise-earnings-how-much-can-you-really-make-2723935">how much can franchisees make</a>? Here are five areas to consider.<h2>Practical Tips for Prospective Franchisees</h2><ol><li>Control Costs From Day One:&nbsp;It’s important to monitor payroll, food and supply costs closely. Overstaffing and inefficiencies can quickly reduce profits.</li><li>Plan For The Opening Surge:&nbsp;Traffic within the first few months of opening is likely to be higher. It’s important to adjust staffing and inventory accordingly, and pay close attention to how those levels change as time goes on.</li><li>Invest In Training:&nbsp;Properly trained workers can help reduce waste and improve overall service, which has a direct effect on net income.</li><li>Understand Your Market:&nbsp;Each market is unique and revenue potential will vary depending upon location, demographics and competition.</li><li>Track Metrics Regularly:&nbsp;Food cost percentages, labor ratios and weekly sales data act as key indicators operations may need to be adjusted.</li></ol><h2>What Profitability Really Comes Down To</h2>Patel notes that if franchise owners manage labor and costs properly, it’s not impossible to achieve strong cash flow even in the first year, bucking some franchising trends.So,&nbsp;<a href="https://1851franchise.com/how-much-can-you-make-as-a-franchise-owner-2724761">how much can franchisees make</a>? While results tend to vary, careful planning, disciplined operations and a proactive approach to assessing initial costs are essential. But by grasping and guiding the elements that drive franchise profitability, franchise owners can maximize overall business earnings, scaling a business that’s sustainable financially over the long term.Want to learn more about franchise opportunities on 1851 Franchise? Be sure to visit our&nbsp;<a href="https://1851franchise.com/power-rankings">Power Rankings</a> to read more on brands making moves.

How much can franchisees make? This guide explains what drives franchise earnings and how to manage costs, with expert tips from multi-unit owner Mangesh Patel on maximizing your franchise income.

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