Expert Tips for a Successful Franchise Marketing Strategy

Your franchise brand can have everything going for it: strong unit economics, a proven business model and a quality product or service. But without a targeted franchise marketing strategy, reaching the right audience and building brand awareness can be difficult.

Marketing channels and tactics

Through online articles, short-form videos and print media, brands can share their stories with strong testimonials from current franchise owners and attract prospective investors. In fact, 46% of people surveyed in Business Franchise Magazine’s 2025 Spotlight on Franchising Survey identified an effective marketing strategy as a compelling component of a franchise opportunity.

And it’s not just about attracting franchisees. Great marketing also brings customers through the door! Videos are especially effective — 85% of participants said they were convinced to buy after watching a video, according to Wyzowl’s 2026 State of Video Marketing report. The report also found that 63% preferred watching a short video to learn about a product or service.

Of course, not all great marketing happens online. Hosting in-person events or sponsoring a local sports team or simply getting involved in the neighborhood can help brands build personal connections and loyal customers.

So what makes a franchise marketing strategy really work? We asked the following business leaders to share the key ingredients of a successful franchise marketing strategy. Here’s what they had to say.

Franchise leader insights

“We believe that showing and telling the franchisee experience from the field is paramount. Telling stories about what it’s like to own and operate a Fibrenew franchise is something we always put front and center — it works!” — Denver Dominas

“Start with a robust web platform, website or app. Focus on organic SEO rankings and conversions. Produce and publish engaging video content to grow your brand, then develop and execute targeted paid media campaigns. Finally, lift the veil of anonymity to uncover who’s behind those clicks with proprietary, evolved lead analytics designed for franchise corporations.” — Aleksandar Jovicic

“Engaging storytelling videos are one of the most important assets that are missing in the franchise sales cycle. It’s one of the single most effective opportunities to share the WHY, HOW and all the stories a prospective franchisee should know about your brand.” — Claudia Ng

“The most important ingredients of a franchise marketing strategy are ones that you can measure while having relevance with your subject matter. By tracking performance and tailoring campaigns to the target audience, franchises can strengthen brand awareness, attract new customers and achieve sustainable growth.” — Steve Sojka

“Servant leadership is a massive part of local marketing to ensure franchise owners become a productive and welcoming part of their communities.” — William Siegel

“Franchise marketing strategies need to be intricate and detailed to target the audience we’re trying to attract. Whether it’s a marketing strategy for customers or franchisees, understanding the exact avatar of the type of person we are looking for will help you create a really meaningful marketing strategy.” — Aaron Harper