How to generate more franchise leads through website conversion optimization presentation 9 12 16

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

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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)

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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

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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   

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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

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Over 400 years of franchise experience

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Real world data on sales and marketing 

Over 200,000 leads tracked

Fully Integrated Approach to Franchise Marketing & Sales

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Primary Research Marketing Plans Brochures Videos Collateral

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Web Development Public Relations Social Media SEO Services Pay-Per-Click Lead Generation

Feedback Loop - 200,000 leads - 500/sales/year

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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 

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Attract – Lead Generation Tactics     

Search engine marketing PPC 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 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 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?

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Based off awarding 5 franchises  Traffic to site:

 12k – 17k 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%

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

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Print Advertising (Drivers)  Advertorials  Direct mail

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Public Relations (Influencers)  Earned media  Press releases

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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    

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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 - 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   

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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 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   

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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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LinkedIn

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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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