How to Generate More Leads Through Your Franchise Recruiting Website by iFranchise Group

How to Generate MORE LEADS through Your Franchise Recruiting Website

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      

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Nationally recognized public relations agency Nearly 20 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 Forbes and Global Franchise 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 can 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)     

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Search engine optimization Pay-per-click advertising & remarketing Facebook & LinkedIn Advertising Public relations & content strategy Web design and development

Recent Recognition         

Best New Agency (Ragan & PR Daily Ace Awards) PR Agency Elite – Mission: Fit to Own (PR News) Best Website Finalist (PR News) Best Media Relations Campaign Finalist (PR News) Best SEO Finalist (PR News) Google Partner Google Adwords-Certified PRNews’ Social Media 2017 Finalist Forbes Agency Council

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, Miami-Fort Lauderdale, Atlanta, Toronto, Dubai, UAE, & Riyadh

Best Practices of Franchise Marketing 

Create your marketing plan   

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Lead Generation Strategy     

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Developing your buyer profile Strategies and tactics Budget

Starts and ends with your website Crafting your message Selecting the right media mix Lead capture strategies Tracking & data collection

Franchisee Profile 

Target Personas    

Interests and motivators What drives decision process Who influences your audience Behaviors

Franchise Lead Generation 

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Attract – Lead Generation Tactics     

Search engine marketing PPC, Display, and Remarketing advertising LinkedIn and Facebook advertising Referrals Email marketing

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Personas Opportunity Blogs

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Value proposition White papers Industry research reports ‘How To’ Videos Franchise marketing brochures

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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 And over 70% of franchise lead generation comes from digital media and PR

Source: Franchise Update

Sales Metrics 

How many leads do you need to generate a sale?

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Based off awarding 5 franchises  Traffic to site:

 10k – 15k visitors  Generate 400 – 500 leads

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What do you expect in terms of close rates?  Industry average: 2%  Emerging brands: 0.05% – 1%  Mature brands: 2% – 3%

Selecting the Right Media Mix 

What is the right strategy for your business? 

Digital Lead Generation (Drivers)      

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Print Advertising (Drivers)   

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Direct mail Magazines Newspapers

Public Relations (Influencers)    

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PPC advertising Display advertising Search engine marketing Facebook and LinkedIn advertising Email marketing Remarketing

Earned media Brand stories Successful Operations Content Marketing

Social Media (Influencers)     

Facebook YouTube Instagram Twitter LinkedIn

The Wheel of Marketing  Hub = Website   

Clearinghouse for your marketing efforts Capture leads Identify value proposition

 Spokes = Channels        

Blogs – Content marketing Email marketing Videos LinkedIn optimization PPC advertising Public relations Organic Search Social media

Building the Hub 

More than an expensive paperweight     

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Multiple doors for multiple audiences   

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Landing pages Social media links Easy, intuitive navigation

Continue the conversation   

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8 - 10 pages (recommended) Rich in content (text & imagery) Videos Newsroom Testimonials

Seamless transition Blogs FAQs

Set up the conversion  

Call to action (value proposition) Whitepapers / industry research reports

Whippy Dip

Your Optimum Website 

Platform    

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Mobile responsive 

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Based on channel that drives visitors to site Different landing pages that are keywordand geo-focused

Placement of contact information   

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57% of users view websites on tablets or mobile phones

Multiple doors to enter the website  

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Flexibility Mobile friendly 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 targeted audience?

 Attract prospects to your site  Communicate with your prospects

 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   

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Strategies      

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Source code Meta tags, titles, alt tags PageRank Link building Local business profiles Content optimization  Visible vs. non-visible

Increase your SEO    

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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

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Blogs

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Social media

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Earned media Credibility Thought leadership Brand recognition Backlinks

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Facebook

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Instagram Twitter YouTube

 Advertising  Boosted posts    

Engagement Invites and connections Company profiles Professional profile

Lead Capture Strategy  What motivates your targeted audience to click on your site?  Value proposition  Information / Research  Calls to action

 Form fills

 Short forms for valuable information  Whitepapers  Industry research reports  How do I make money with your concept  Long forms for sales leads

 Capture rates

Tracking & Analytics 

Your website is a living, breathing marketing vehicle 

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What are the benchmarks?  

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Focus on continual improvement

5 traffic types: organic search, social, referral, direct, and paid search (PPC) Measurable outcomes  Online visitors  Users  Pageviews  Session durations  Bounce rate (important)  Conversion rate  Leads

Identify your desired results/ROI    

Increased conversion rate Increased organic traffic Backlinks from PR/articles, etc. Leads!!!

Determining Your Budget 

What is your franchise growth goal? How many franchises do you want to award?  Year 1 Goal = ?  Year 5 Goal = ?

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What is the average investment per sale?  Industry standard: $10k - $15k

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What is the present value of your franchise?

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 Facebook Advertising Digital lead generation Pay-per-click advertising Social media management Website development

EVERY SALE STARTED WITH ONE LEAD!

Free Digital Assessment  We are happy to assess the following for you:   

Website audit SEO performance & rankings PPC advertising audit

Thank You CONNECT WITH ME ON LINKEDIN/IN/MATTJONAS OR FOLLOW ME ON FACEBOOK/TOPFIREMEDIA

JOIN THE CONVERSATION WWW.TOPFIREMEDIA.COM