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 ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪
Nationally recognized public relations agency 20+ years of digital media experience One of the nation’s premier digital media agencies Google Premier Partner 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 hyper-local franchisee marketing
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Digital Lead Generation (franchise and consumer) ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪
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Search engine optimization (SEO) Pay-per-click advertising (PPC) Search Engine Marketing (SEM) Programmatic Display & remarketing Event Targeting / GEO-Fencing 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 Premier 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 (SEM) ▪ Organic / Search (SEO) ▪ Programmatic Display and Retargeting ▪ PPC Advertising (PPC) ▪ LinkedIn and Facebook Advertising ▪ Referrals ▪ Email Marketing Motivate – Content Strategy ▪ Personas ▪ Opportunity ▪ Blogs Convert – Call to Action ▪ Value proposition ▪ White papers ▪ Industry research reports ▪ ‘How To’ Videos ▪ Franchise marketing brochures Engage – Nurturing ▪ Monthly email marketing campaigns ▪ Direct mail ▪ LinkedIn connections ▪ Facebook followers
Source of Franchise Leads by Media Percentage of Total Leads Received: 2009-2018 80%
And Over 70% Franchise Lead Generation Comes from Digital Media & PR
70% 60% 50% 40% 30%
20% 10%
0% Internet/ Your Digital Franchise Opportunity Website 2010
2011
Referrals
2012
Trade Shows
2013
2014
P.R.
2015
Source: Franchise Update
Email Mktg.
2016
Direct Mail
2017
TV/Radio Unknown
2018
8
Other
Sales Metrics ▪
How many leads do you need to generate a sale?
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Based off awarding 5 franchises ▪ Traffic to site:
▪ 9k – 12k 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 (PPC) Search Engine Marketing (SEM) Programmatic Display & Retargeting Facebook and LinkedIn advertising Email marketing (1st & 3rd Party) 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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6 - 9 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
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
400 to 600+ words on homepage Keywords Blog posts Niche & Syndicated Content from Tier ½ Publications 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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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 - $14k
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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
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