How to generate more franchise leads through website conversion optimization presentation (mj) (may

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 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 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) 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, Toronto, Dubai, and Jeddah

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% 70%

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

60% 50% 40% 30% 20% 10% 0% Internet

Print 2009

Referrals 2010

2011

Other 2012

Trade Shows 2013

Source: Franchise Update

P.R. 2014

Email Mktg.

2015

Dir. Mail 2016

Unknown

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



Facebook



LinkedIn

  

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.

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 investment per sale?  Industry standard: $8k - $11k

 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 Email marketing Lead generation LinkedIn optimization Pay-per-click advertising Social media management Website development

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

JOIN THE CONVERSATION