If you run a franchise—or you’re thinking of expanding one in St. Louis—there’s no doubt that marketing is crucial to your success. But with so many options available, from social media ads to SEO, how do you decide where to focus your efforts? Here’s your answer: franchise video marketing.
It’s no secret that video content dominates the digital landscape. And when it comes to marketing for franchises, video is an absolute game-changer. Whether you’re trying to attract new franchisees, boost local visibility, or strengthen your brand identity, video marketing has the power to deliver results.
In this post, we’ll explore how franchise video marketing can give your business a leg up in St. Louis, dive into the different types of videos you can use, and share best practices to help you get the most out of your video marketing strategy.
Why Franchise Video Marketing Matters
Video marketing isn’t just a trend—it’s become the gold standard in today’s digital age. Consider these stats:
- Over 85% of businesses use video as a marketing tool, and a whopping 88% of marketers report that video delivers positive ROI.
- 72% of customers say they prefer learning about a product or service through video rather than text.
Why does this matter for franchises? The franchise business model thrives on brand consistency, community building, and clear communication across different locations. Video marketing helps you achieve all of these. It allows you to maintain a unified message while appealing to local audiences in St. Louis, creates trust between you and potential franchisees, and drives consumer engagement through compelling visuals.
For franchises in St. Louis, where competition is stiff across industries, video marketing can be the differentiator that helps you stand out.
Types of Franchise Video Marketing
Not all video marketing is created equal. When it comes to franchise video marketing, there are a variety of video types you can leverage depending on your goals. Let’s break down the most effective types of videos for promoting your franchise.
1. Brand Overview Videos
A brand overview video is your chance to tell the world what your franchise is all about. These videos focus on your company’s mission, values, and the products or services you offer. Think of it as the “about us” section of your website—but way more engaging.
For franchises, these videos are especially important because they offer consistency. A high-quality brand video can be used across multiple franchise locations to ensure that everyone is telling the same story. In a market like St. Louis, where local businesses compete heavily for customer attention, a strong, unified brand message is key to cutting through the noise.
2. Franchisee Recruitment Videos
Attracting potential franchisees is a major focus for any growing franchise, and franchise video marketing plays a huge role in this process. Franchisee recruitment videos highlight the benefits of joining your franchise, offering a behind-the-scenes look at what it’s like to be part of the brand.
These videos can include testimonials from current franchisees, an overview of training and support provided by the franchise, and a breakdown of the franchise’s unique value proposition. When tailored to a city like St. Louis, where entrepreneurs are constantly seeking new business opportunities, these videos can serve as powerful tools for recruitment.
3. Localized Promotional Videos
One of the best things about franchise marketing is that it allows for both global consistency and local adaptation. Localized promotional videos focus on specific franchise locations and events, tapping into the culture and trends of a particular market.
For instance, if you’re running a St. Louis franchise of a national restaurant chain, you can create a promotional video that highlights special offers, menu items, or partnerships with local events like St. Louis Cardinals games or local music festivals. This localization makes your video more relevant to the St. Louis audience, increasing the likelihood of engagement.
4. Training and Onboarding Videos
Franchises thrive on structure, and one of the biggest challenges is making sure that each location operates at the same high standard. Training and onboarding videos can streamline this process, providing new franchisees and their teams with a visual guide to running the business.
From how-to videos that show employees the ropes to customer service tips that align with your brand’s tone, franchise video marketing can ensure consistency across locations while saving time and resources.
5. Customer Testimonials and Success Stories
People trust other people—especially when they’re hearing about positive experiences. Customer testimonial videos can have a massive impact on your franchise by showcasing real people who love your product or service.
For St. Louis businesses, featuring local customers in these videos adds an additional layer of authenticity. Seeing familiar faces or hearing recognizable St. Louis accents can help potential customers connect with your brand on a deeper level. Plus, it shows that your franchise is invested in the local community, which is crucial for building trust.
6. Product or Service Demos
If your franchise revolves around a specific product or service, demo videos are a no-brainer. These videos give potential customers a closer look at what you offer, how it works, and why they should choose you over competitors.
For example, if you’re a fitness franchise in St. Louis, you might create a demo video that highlights your workout routines or the unique equipment you use. If you’re a home service franchise, you could walk viewers through the process of scheduling a service and what they can expect when your team arrives. These videos help remove any doubts customers may have and encourage them to take the next step.
Best Practices for Franchise Video Marketing
Creating effective videos for your franchise isn’t just about picking up a camera and filming. To maximize your investment, it’s important to follow some best practices. Here’s how you can get the most out of your franchise video marketing efforts.
1. Keep It Consistent
Consistency is key when it comes to franchises. While it’s tempting to experiment with different creative styles, make sure your videos align with your brand’s overall identity. This is especially important for brand overview and recruitment videos, which will likely be used across multiple locations.
That said, you should also leave room for localization, especially when producing videos for specific markets like St. Louis. Incorporating local references and community touchpoints can help make your videos more relatable without losing the broader brand message.
2. Invest in Quality Production
Quality matters—especially when you’re promoting a franchise. Poorly lit, shaky, or grainy videos reflect poorly on your brand and can leave a bad impression. Invest in professional videography and editing to ensure that your videos represent the quality of your franchise.
In St. Louis, you’ll find no shortage of talented videographers and production companies that can help you create polished, high-quality content. While it may require an initial investment, the return you’ll see in brand credibility and audience engagement will be well worth it.
3. Focus on Storytelling
Videos that tell a story are far more memorable than those that simply list facts. Whether you’re creating a recruitment video or a customer testimonial, focus on the story you’re telling and how it connects with your audience.
For example, if you’re promoting a fitness franchise in St. Louis, tell the story of a local client who transformed their life through your program. If you’re recruiting new franchisees, share the journey of someone who went from a franchise prospect to a successful business owner. These narratives resonate with viewers and make your videos more compelling.
4. Optimize for Social Media
Social media is where your videos are most likely to get traction, so it’s essential to optimize them for platforms like Facebook, Instagram, and YouTube. Keep in mind that many viewers watch videos on mobile devices, so ensure that your content is optimized for mobile viewing, with square or vertical formats for Instagram and Facebook.
For franchises in St. Louis, consider running geo-targeted ads on social media to promote localized videos to specific neighborhoods or demographics. This will help ensure that your videos are seen by the right people, increasing the likelihood of engagement.
5. Include a Strong Call to Action
What’s the next step you want viewers to take after watching your video? Whether it’s visiting your website, signing up for a newsletter, or scheduling a consultation, make sure to include a clear and compelling call to action.
For franchise recruitment videos, this might mean directing viewers to your franchise opportunities page. For localized promotional videos, you might include a call to action to visit your St. Louis location or take advantage of a special offer.
Why Franchise Video Marketing Works in St. Louis
St. Louis is a vibrant, diverse city with a strong entrepreneurial spirit. It’s home to a wide range of industries, from tech startups to hospitality, making it an ideal market for franchise expansion. But with so much competition, you need a marketing strategy that can cut through the noise and resonate with local audiences.
That’s where franchise video marketing comes in. By using video to showcase your brand, highlight success stories, and connect with potential franchisees and customers, you can effectively grow your franchise in St. Louis.
Ready to Grow Your Franchise with Video Marketing?
At Piper Media Group, we specialize in creating high-quality, engaging videos tailored to your franchise’s unique needs. Whether you’re looking to recruit new franchisees or boost your local presence in St. Louis, our team has the expertise to bring your vision to life.
Contact us today to learn how we can help you leverage franchise video marketing in St. Louis, MO to grow your business and reach new heights.
