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 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 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)
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
Lead Generation Strategy
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
Franchisee Profile
Target Personas
Interests and motivators What drives decision process Who influences your audience Behaviors
Franchise Lead Generation
Attract – Lead Generation Tactics
Search engine marketing PPC, Display, and Remarketing advertising LinkedIn and Facebook advertising Referrals Email marketing
Personas Opportunity Blogs
Value proposition White papers Industry research reports How To ’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 And over 70% of franchise lead generation comes from digital media and PR
Source: Franchise Update
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%
Selecting the Right Media Mix
What is the right strategy for your business?
Digital Lead Generation (Drivers)
Print Advertising (Drivers)
Direct mail Magazines Newspapers
Public Relations (Influencers)
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 LinkedIn optimization PPC advertising Public relations Organic Search 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 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
Focus on continual improvement
What are the benchmarks?
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 = ?
What is the average investment per sale? Industry standard: $10k - $15k
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!
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