How to Generate MORE Franchise LEADS through Website Conversion Optimization
Today’s Agenda About Us Best Practices of Franchise Marketing
Generate Franchise Leads Marketing Mix Your Marketing Wheel Sales Metrics
Lead Generation Strategies
Conversion-Based Marketing Building Your Optimum Website Lead Capture Strategies Tracking & Analytics Integration is Key Determining Your Budget
Today’s Presenter
Matthew Jonas, President, TopFire Media
Nationally recognized public relations agency 17 years of online marketing experience One of the nation’s premier digital media agencies One of the few with a franchise-specific focus Author of a monthly column for Franchise USA Enterprise has worked with 98 of top 200 franchisors
Record of success in the areas of franchising, technologies, start-ups and online marketing strategies. Copy of presentation will be provided upon request.
TopFire Media
Premier Franchise Lead Generation Agency
Premier fully-integrated public relations and digital media agency specializing in franchised businesses and consumer branding Digital Lead Generation (franchise and consumer)
Search engine optimization Content strategy Media relations Pay-per-click advertising and remarketing Public relations LinkedIn and Facebook advertising Web design and development
Recent recognition
Best New Agency (Ragan & PR Daily Ace Awards) Best Website Finalist (PR News) Best Media Relations Campaign Finalist (PR News) Best SEO Finalist (PR News) Google Partner Google Adwords-Certified
iFranchise Group Leading Franchise Consulting Firm
Leading franchise consultants with breadth across three functional areas
Strategic planning Quality control Implementation and organizational development
27 executives with a combined 500+ years of experience
Former senior executives of 20+ major franchise companies, including Auntie Anne’s, LINE-X, Pearle Vision, McDonald’s, Snelling & Snelling, and other national brands
Collaboration with 98 of the top 200 franchise companies worldwide Offices in Chicago, Los Angeles, Dallas, Toronto, Dubai, and Jeddah
Franchise Dynamics
Nation’s Largest Franchise Sales Outsourcing Firm
Top Sales Performers
25 sales and marketing professionals Collectively sold over 7,000+ franchises Former senior executives at Cendant, Chem-Dry, The Dwyer Group, LINE-X, Management Recruiters International, Ponderosa, TCBY, Ziebart, and other national brands.
Performance
Sold 2,000+ franchises since 2010 Equivalent to sales generated by the top five fastest-selling franchisors on Entrepreneur’s Franchise 500 list Recently included in Inc. 500/5000 Chicago Innovation Awards, Illinois Excellence Award, Crain’s 100 Growing Businesses
Over 400 years of franchise experience
Real world data on sales and marketing
Over 200,000 leads tracked
Fully Integrated Approach to Franchise Marketing & Sales
• • • • •
Primary Research Marketing Plans Brochures Videos Collateral
• • • • • •
Web Development Public Relations Social Media SEO Services Pay-Per-Click Lead Generation
Feedback Loop - 200,000 leads - 500/sales/year
• • • •
Media Placement Trade Shows Direct Contact Performance Monitoring • Reporting
Note: TopFire Media Provides Consumer Marketing for Franchisees Too
Best Practices of Franchise Marketing Create your marketing plan Strategies and tactics Budget
Lead Generation Strategy Website Message Channels
Franchisee Profile Target Personas
Interests and motivators What drives decision process Behaviors
Franchise Lead Generation
Attract – Lead Generation Tactics
Search engine marketing PPC advertising LinkedIn and Facebook advertising Referrals Email marketing
Personas Opportunity Blogs
Value proposition White papers Industry research reports Videos Franchise marketing brochures
Monthly email marketing campaigns Direct mail LinkedIn connections Facebook followers
Motivate – Content Strategy
Convert – Call to Action
Engage – Nurturing
Source of Franchise Leads by Media Lead Sources Percentage of total leads received: 2009-2014 80%
More than 70%
70%
of franchise lead generation comes from digital media and PR
60% 50% 40% 30% 20% 10% 0%
Internet 2009
Print 2010
Referrals 2011
Other 2012
Source: Franchise Update
Trade Show 2013
P.R. 2014
Sales Metrics
How many leads do you need?
Based off awarding 5 franchises Traffic to site:
12k – 17k visitors Generate 400 – 500 leads
What do you expect in terms of close rates? Industry average: 2% Emerging brands: 0.05% – 1% Mature brands: 2% – 3%
Marketing Mix
What is the right strategy for your business?
Digital Lead Generation (Drivers) PPC advertising Remarketing Display advertising Search engine marketing Facebook and LinkedIn advertising Email marketing
Print Advertising (Drivers) Advertorials Direct mail
Public Relations (Influencers) Earned media Press releases
Social Media (Influencers) LinkedIn
The Wheel of Marketing Hub = Website
Clearinghouse for your marketing efforts Capture leads Identify value proposition
Spokes = Channels
Blogs – Content marketing Email marketing LinkedIn optimization PPC advertising Public relations SEO Social media
Building the Hub
More than an expensive paperweight
Multiple doors for multiple audiences
Landing pages Social media links Easy, intuitive navigation
Continue the conversation
6 - 10 pages (recommended) Rich in content (text, imagery, video) Newsroom Testimonials
Seamless transition Blogs FAQs
Set up the conversion
Call to action (value proposition) Whitepapers / industry research reports
Whippy Dip
Whippy Dip
Your Optimum Website
Platform
Mobile responsive
Based on channel that drives visitors to site Different landing pages that are keywordand geo-focused
Placement of contact information
57% of users view websites on tablets or mobile phones
Multiple doors to enter the website
Flexibility Optimization Ease of use
Social media icons Brief form-fill Phone number
Brief, up-front short forms and long forms
Content is King Who is your audience?
Attract users to your site Communicate with your users
Best practices
Content “above the fold” is more valuable “Hook” with industry statistics
Why should you join this industry? What differentiates your concept?
News room and/or blog content Increase SEO Demonstrate credibility Create backlinks
Website SEO Strategy
Research
Strategies
Source code Meta tags, titles, alt tags PageRank Link building Local business profiles Content optimization Visible vs. non-visible
Increase your SEO
Most relevant/popular keywords Competitors Baseline reports
300 to 500+ words on homepage Keywords Blog posts Additional pages
Google adjusts its ranking system 500+ times per year!
Integrated Messaging Across All Channels
Public relations
Blogs
Social media
Earned media Credibility Thought leadership Brand recognition Backlinks
Instagram Twitter YouTube
Advertising Boosted posts
Engagement Invites and connections Company profiles Professional profile
Lead Capture Strategy What motivates users to click on your site? Value proposition Calls to action
Form fills
Short forms for free offers
Whitepapers Industry research reports
Long forms for sales leads
Capture rates
Tracking & Analytics Your website is a living, breathing marketing vehicle
Focus on continual improvement
What are the benchmarks?
Traffic types: organic search, social, referral, direct, and paid search (PPC) Measurable outcomes
Users Pageviews Session durations Conversions
Identify your desired results/ROI
Increased PPC conversion % Increased organic traffic Backlinks from PR/articles, etc.
Integration is Key We create Integrated Lead Generation Marketing plans tailored to your budget and goals! TopFire Media meets your market needs with:
Public relations Search engine optimization Content marketing & blogging Email marketing Lead generation LinkedIn optimization Pay-per-click advertising Social media management Website development
Determining Your Budget What is your franchise growth goal? How many franchises do you want to award? Year 1 Goal = ? Year 5 Goal = ?
What is the average cost per sale? Industry standard: $8k - $11k
What is the present value of your franchise?
EVERY SALE STARTED WITH ONE LEAD!
Assessment We are happy to assess the following for you: Website SEO performance & rankings Social media channels PPC advertising campaign Online reputation
Thank You WWW.TOPFIREMEDIA.COM ▪ 708-249-1090 FACEBOOK/TOPFIREMEDIA ▪ TWITTER/TOPFIREMEDIA LINKEDIN/MATTHEW JONAS
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