How to Generate More Leads through Your Franchise Recruiting Website

How to Generate MORE LEADS through Your Franchise Recruiting Website

©2020 TopFire Media All Rights Reserved

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

©2020 TopFire Media All Rights Reserved

Today’s Presenter 

Matthew Jonas, President, TopFire Media

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Nationally recognized public relations agency 20+ years of digital media experience One of the nation’s premier digital media agencies Part of the Group that started Home Advisor Google Premier Partner (Only Franchise Marketing Agency) One of the few with a franchise-specific focus Local consumer-franchisee marketing (generating AUV) Award winning website design Writes monthly columns for several franchise publications Enterprise has worked with 98 of top 200 franchisors Record of success in the areas of franchising, technologies, start-ups, PR, social media and digital media

Copy of presentation can be provided upon request.

©2020 TopFire Media All Rights Reserved

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 (fran dev and consumer-franchisee)

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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 & Social Media Content Marketing / Brand Storytelling Web Design & Development

Recent Recognition

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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

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iFranchise Group Leading Franchise Consulting Firm

 Leading franchise consultants with breadth across three functional areas:   

Strategic planning Quality control Implementation and organizational development

 Consultants with a combined 700+ years of experience 

Former senior executives of 50+ 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

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Best Practices of Franchise Marketing 

Create your marketing plan   

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Lead Generation Strategy     

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Developing your goals Strategies and tactics Budget

Starts and ends with your franchise website Crafting your message to the marketplace 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

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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  Telling your Brand Story  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 ©2020 TopFire Media All Rights Reserved

Source of Franchise Leads by Media Percentage of Total Leads Received: 2009-2019

80%

And Over 70% Franchise Lead Generation Comes from Digital Media & PR

70%

2011

60%

2012 2013

50%

2014 2015 2016

40%

2017 2018

30%

2019

20% 10% 0%

Internet/ Your Digital Franchise Opportunity Website Source: Franchise Update Š2020 TopFire Media All Rights Reserved

Print

Referrals

Trade Shows

P.R.

Email Mktg.

Direct Mail

TV/Radio Unknown

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:

 7k – 10k 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%

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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

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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

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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

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Whippy Dip

©2020 TopFire Media All Rights Reserved

Whippy Dip

©2020 TopFire Media All Rights Reserved

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

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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

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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 1 or 2 Publications Additional pages

Google adjusts its ranking system 500+ times per year!

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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

©2020 TopFire Media All Rights Reserved

©2020 TopFire Media All Rights Reserved

©2020 TopFire Media All Rights Reserved

©2020 TopFire Media All Rights Reserved

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

©2020 TopFire Media All Rights Reserved

©2020 TopFire Media All Rights Reserved

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!!!

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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?

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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

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EVERY SALE STARTED WITH ONE LEAD!

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

Website audit SEO performance & rankings PPC advertising audit

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

JOIN THE CONVERSATION WWW.TOPFIREMEDIA.COM

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