Canadians are actively searching for information about franchising and starting a business, as revealed by Google Trends data. Earlier this fall, as part of the CFA’s Elevate and Empower webinar series, we were joined virtually by Sarah Khan, Strategy and Insights Lead at Google Canada. Khan presented findings exploring what entrepreneurs search for, how they consume content, and the digital pathways they follow. Through this webinar, attendees discovered the potential of data-driven insights to elevate their franchise brand, reach new markets, and drive business growth in Canada’s evolving entrepreneurship landscape.

Here, we’ll look at some of the insights Khan shared in the webinar, drawing from her experience analyzing what Canadians query with Google Search while combining that data with third-party information to understand Canadian search behavior.

Franchising Costs, Profitability, and “Side Hustle” Interest

According to Google Trends data, Canadians are interested in learning about the costs associated with franchising. We see this through online searches for franchise costs and profitability. Khan acknowledges that the investment required to start a franchise is a significant barrier for many individuals and understanding these costs is crucial in making informed decisions.

Key Takeaways:

• It’s important to have an online presence and digital marketing strategy to reach potential franchisees, especially from underrepresented communities.

• In addition to information about franchising costs and profitability, users are also searching the “best franchises available,” the process of starting a franchise, and current opportunities in the market. Reviews from existing franchisees were also noted as important.

• An increased interest in “side hustles” among Canadians presents an opportunity for businesses to showcase the benefits and potential profitability of franchising.

Equity, Diversity, and Inclusion in Franchising

Khan emphasizes the significance of creating inclusive spaces for women and newcomers in the franchise industry, acknowledging the importance of representation and familiarity in fostering a sense of belonging and comfort for individuals from diverse backgrounds. Seeing someone who looks like you and shares similar experiences can go a long way in making people feel included and encouraged to pursue franchise opportunities.

Key Takeaways:

• There is an increasing need for businesses to understand Canadians’ search behavior and tailor marketing strategies to reach aspiring entrepreneurs from diverse backgrounds.

• Franchisors can form a stronger connection with this growing audience of new Canadians by incorporating ads and interactions in their native language.

• Financial opportunities have become a major driving factor for starting a small business, prompting businesses to address the concerns and overestimations of costs that aspiring female business owners may have.

Representation Matters in Marketing and Communication

Diversity and inclusion should also be prioritized when it comes to marketing and communication. In the webinar, our host Kyle apologizes in case he mispronounced the guest’s name, highlighting the significance of getting names and languages right when addressing different communities. This sets the tone for the discussion on the need for inclusivity and cultural sensitivity in marketing strategies.

Key Takeaways:

• There is great importance given to language support in different aspects of franchising, emphasizing that marketing messages should match the franchise’s day-to-day operations in terms of accessibility.

• Franchises should provide accessible information as well as create a supportive network for individuals interested in entrepreneurship.

• There is a need for language support and cultural sensitivity in marketing materials to create an inclusive environment that can empower a range of individuals with entrepreneurial goals.

Google searches are Becoming More Personalized Google searches are becoming more personalized and tailored to individual users’ needs. Khan, who works on consumer insights at Google, explains that many consumers are using Google as their go-to platform to find answers to their questions.

Key Takeaways:

• Consumer behavior is evolving, with searches becoming increasingly specific over time. This shift towards personalized searches is due to the growing desire for individualization.

• Marketers must understand and address the unique requirements of different segments to develop effective marketing strategies.

• Newcomers to Canada often start their research before arriving in the country and rely on online resources to explore opportunities. This trend has implications for the franchise industry, which must focus on providing accessible information and opportunities from people of diverse backgrounds to empower a wider range of individuals.

Join us at a Learn & Grow Webinar!

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