How to Generate More Franchise Leads Through Your Franchise Recruiting Website

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



Digital Lead Generation (franchise and consumer)        



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 & 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

 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

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 Tracking & data collection

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 (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% 70%

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

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

Internet/ Your Print Referrals Trade Digital Franchise Shows Opportunity Website 2010 2011 2012 2013

P.R.

2014

Email Mktg.

2015

Direct TV/RadioUnknown Other Mail

2016

Source: Franchise Update

2017

2018

Sales Metrics 

How many leads do you need to generate a sale?



Based off awarding 5 franchises  Traffic to site:

 7k – 10k 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 (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     



Multiple doors for multiple audiences   



Landing pages Social media links Easy, intuitive navigation

Continue the conversation   



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    



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 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   



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

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!

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 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 



What are the benchmarks?  



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 = ?



What is the average investment per sale?  Industry standard: $10k - $14k



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

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

JOIN THE CONVERSATION WWW.TOPFIREMEDIA.COM