Franchise Mobile Optimization

Mobile optimization has been a focus of online marketers since 2015, when Google first announced that it would begin rewarding responsive sites. And yet, despite this announcement, some business owners are still dragging their feet.

In today’s post, we discuss 6 reasons why your franchise marketing strategy needs mobile optimization. Read on for some hard facts about leads and sales your unresponsive campaign could be costing you, then learn how easy it is to fix.

  • The majority of users are mobile. Today, mobile device usage accounts for two out of every three minutes spent online. This means that 66% of online activity is done on a mobile device. You’re probably reading this on a mobile device now! Moreover, 40% of mobile users indicate that they will bounce off unresponsive sites to find a mobile-friendly search result. Just imagine the reaction you’d have to this blog post if the text and images were distorted, poorly laid out, or forced you to zoom or scroll left-and-right to get the whole picture – you’d probably look elsewhere, too.The implications for your franchise marketing strategy should be clear: if you aren’t mobile optimized, you could be missing out of two-thirds of prospective clients and franchisees who would otherwise be happy to choose your brand!
  • Mobile users have laser-focused intent. Mobile searches result in faster and more consistent conversions than traditional traffic. One study suggests that 92% of people who search for products on a mobile device make purchases within a day of their query. In other words, mobile users have clear user intent, which is to buy your product, book your service, or request additional information about your franchise. Snubbing these users with a non-responsive franchise marketing strategy means missing out on major conversions.
  • Mobile optimization means better mobile SEO rankings. More than 100-billion Google searches are performed each month, and with mobile searching surpassing desktop back in 2015, the value of mobile SEO performance has never been clearer. Google pushed the majority of websites to mobile responsive models with their “mobile-friendly” designation in 2015, and their rewarding Mobile Friendly Algorithm is still in effect. Knowing this, it’s clear how a mobile-optimized franchise marketing strategy will be more visible than one comprised of desktop-only pages.
  • Mobile usage trends are unprecedented, and growing every day. More than 70% of adults own a Smartphone or tablet, which has led to unprecedented mobile usage trends. Today, as much as 60% of all Internet access (not just searches) is mobile, and these numbers are growing every day. Between December 2013 and December 2015, tablet internet usage grew by 30%, while smartphone rates shot up by a startling 78%!
  • Mobile-responsive content is easier to manage. Responsive websites consolidate all of your site management and tweaking into a single platform. This cuts the cost and time involved in web asset management in half compared to franchise owners who continue to maintain “.com” and “m dot” sites simultaneously.
  • Social media is mostly mobile. Thumbing through smartphone social media feeds accounts for about 70% of the time people spend on these platforms. Moreover, some social media is intended “strictly” for mobile use (though workaround software exists), such as Instagram and Twitter. With this in mind, it only makes sense that your franchise’s social media marketing strategy is mobile-optimized. If not, you could be spurning 70% of your potential audience.

Ready to go mobile? Visit https://www.clicktecs.com for a full breakdown and free consultation.

Back
Franchise Website Reboot

Your franchise website is one of your most valuable business assets. Properly managed, it can build your brand’s reputation, generate new leads, and grow your bottom-line, but bad websites take money out of your pocket.

So how do you know where you fall on the spectrum?

Today’s post offers a 6-question self-assessment you can use to determine whether your franchise website needs an overhaul.

Question 1: Do I feel good directing people to my franchise website?

Are you proud of your franchise website? Are you excited to direct prospects there?

This is one of the most basic questions you’ll need to ask yourself before looking into web development services. If the answer is “no,” there’s really no point reading much further – get in touch and we’ll get to work!

On the other hand, if you’re fairly happy with your franchise website on the surface, keep working through this self-assessment.

Question 2: If a prospect visits my franchise website, are they likely to convert?

“Convert” can mean many different things. For our purposes, we’re talking about your site’s ability to secure the desired action from the visitors, whether that be a franchisor recruiting a prospective franchisee through a consultation booking, or a franchisee scheduling a service call online.

Some people treat their websites like a hosting platform for their autobiographies, even when that’s not really what visitors come to read. Your website needs to be written and structured in a way that emphasizes conversions. If it’s not performing, your franchise website may need a reboot.

Question 3: Does my franchise website increase my brand reputation and credibility?

This question asks a lot at once:

  • Does your franchise website look professional? Or does it have the effect of a rundown storefront?
  • Does your franchise website position you as an authority in your industry? Though most people take a “resume approach” here, listing off every credential and accomplishment they can think of, this is largely achieved through informative, high-value content.
  • Does your franchise website positively influence potential clients?

If you answered “no” to any of these questions, it may be time for an overhaul.

Question 4: Does my franchise website directly contribute to leads and sales?

This is different than question 2, which asked whether your site converts. After all, getting a customer to click on a “Learn More” link (conversion) doesn’t guarantee that they follow through with their purchase or booking.

If your franchise website isn’t directly linked to an uptick in leads and sales, you’re not making the most of this marketing asset.

Question 5: Can prospects find my franchise website?

It’s true that “content is king,” but the best website copy is worthless if nobody can find it. That much is obvious, but corralling web traffic is a little trickier.

Some people mistake SEO as something that is directly related to your marketing budget. While paid advertising will certainly up your visibility, there is a tremendous amount of work that can be done on-site to improve your ranking performance.

If you feel that prospects aren’t finding your site at a level that’s commensurate to your advertising spending, it may be time to tweak the site’s backend.

Question 6: Does my franchise website provide value for existing customers?

Though your franchise website should function primarily as a conversion and lead-generation tool, neglecting existing customers is a mistake. Filling your site with useful information is key, as this will attract return visitors that enhance your SERP ranking. Something as simple as a FAQ section can go a long way, though more elaborate customer portals and video help sections are even better.

How’d your franchise website stack up? If you identified with any of the problems outlined here, rejoice! This means your business has room to grow, and capturing that growth is as easy a rebooting your franchise website. Give us a call at 905 564 0020 and let’s talk!

Back
content marketing tips

Franchise content marketing remains one of the best strategies to get eyes on your brand, but only when done right. Today’s post shares some franchise content marketing tips on writing and measuring actionable copy to make the most of your advertising dollars!

What is “actionable copy”?

Actionable copy refers to any content that triggers the desired response from the reader. For franchisors, this means writing a page that convinces a quality candidate to call for a consultation. Alternately, franchisees want copy that sells products or books service calls. In either case, this outcome depends on two page factors: visibility and performance.

Your content’s visibility is largely dependent on your SEO strategy. Search engine-optimized (SEO) content is written in a way that maximizes its SERP performance, which is just a fancy way of saying it ranks high on Google’s front page. At the end of the day, it’s about getting the right people to find and read your content. This is easier said than done, requiring competent keyword research, knowledge of importance ranking factors, and ongoing tweaks and analyses.

For best results, you franchise content marketing team needs to be fully aware of ranking factors and SEO best practices. If you’ve outsourced work to a writer, they’ll need to be closely involved in your overall strategy and research so they can design the copy accordingly.

The specifics of your content’s performance depend on your specific goals (more on that below), but generally is about the quality and converting power of your copy. Quality is something of an abstract notion, though it can be quantified by the clarity, brevity, and flow of your writing. Much of this boils down to writing skill and experience, and has already been covered in our blog.

Of course, none of this is worthwhile unless you know how to measure performance power, which is the focus of today’s post. On that note, let’s get into goal-setting for performance purposes.

Setting goals for actionable franchise content marketing

Like most web promotion, measuring the SEO performance of your franchise content marketing requires well-defined goals. Once these SEO goals are set, it’s an ongoing process of reviewing the analytics, then adjusting accordingly.

These goals will vary from client to client, but they can be distilled to a few simple essentials:

  • Goals should be quantitative. Common measurable values include revenue, leads generated, event registrations, and contact form completions. Comparing two pieces of SEO content using these goals, it’s very easy to see which is performing better.
  • Goals should be identifiable on-site. Focus your goals on site actions, rather than abstract ideas like “educating the audience.” For example, total PDF downloads, button clicks, or purchase confirmation page views are all identifiable on-site.
  • Goals should promote business growth. One of the most common downfalls of SEO goals is lack of utility. For example, designing your franchise content marketing to “increase organic sessions on site” just isn’t valuable enough for a business owner to justify spending advertising dollars.Proper goals need to boost the growth of the franchise. Turning back to our previous example of “increasing organic sessions,” this goal is not particularly helpful for your business – unless those sessions bring the user to a high-performance page outlining the benefits of your product/service and directing them to a buy button.

Once you’ve set these goals, you’re already a step ahead of the competition as far as measurable marketing is concerned. Most franchise owners’ SEO assessments start and end with Google rankings, but visibility does not guarantee that readers take action.

If you want to talk more about actionable copy, take some action of your own and give us a call at 905 564 0020. or visit-  https://clicktecs.com/

Back
Franchise Digital Marketing

The pace of change has never been greater than it is in the Information Age, and that’s especially true in franchise digital marketing. Google is always tweaking its algorithm, which often leaves web marketers to play catch-up, but there are some enduring essentials that can’t be overlooked.

Today’s post takes franchise digital marketing back to basic, reviewing 3 of these “enduring SEO essentials” that you can’t afford to get wrong!

Is my website/content “crawlable”?

“Crawlability” refers to how easily search engines can find your content, and should be a focus of your franchise digital marketing plan. While the old adage that “content is king” still holds true, even the best content won’t perform if it’s not “crawl-bot” friendly.

We assess the crawlability of your content based on two main factors:

  1. Can a search engine access your content?
  2. Can a crawler read your content?

Determining your site’s compliance with this criteria is primarily a technical task, though it usually boils down to having good website structure. As readers, we know that a good site takes into account graphics, content, functionality, element layout, and effective use of fonts, colors, and heading. But crawlers look for different landmarks: alt tags, effective headings, load times, and other backend details covered in our end-to-end web development service.

Does my website tell crawlers what’s important?

Another enduring SEO essential for franchise digital marketing involves making sure your website prioritizes the right content. Your site structure should help search engines understand which posts are most important so that they get the most attention. While it’s natural to assume that every page should be equally important, this only dilutes the performance power of your “money” pages.

With this in mind, the first thing you’ll need to do is determine which pages are most important for your website. For franchisors, these pages will feature call-to-action copy that directs readers to contact forms requesting calls or additional information. On the other hand, franchisee “money pages” will describe their products or services and direct readers to “Book Now” buttons. In each case, the goal is directing traffic towards pages that convert clients in a way that works intuitively with your business model – franchisors want additional franchisees, and franchisees want people to patronize their business. Obviously, neither business would benefit from having their prospects land on the “About Me” page or some random blog post, but crawlers don’t know this unless you tell them.

When Google crawl-bots visit a site, they land on the homepage, then try every single link, giving prominence to the pages they can see with a single click. In other words, Google bots naturally impose a “ranking hierarchy” based on your site structure, so that any pages in the navigation bar or site footer are given primacy.

Knowing this, you’ll need to reserve these spots in the navigation bar and footer for high-performance pages, while relegating less important content to sub-menu status.

Are my keywords answering the right queries?

Keywords are used to tell the search crawlers what your pages are about. When properly targeted, keywords put your pages in front of searchers whose queries match your services. Ideally, franchisor call-to-actions would pop up when terms like “franchises for sale” or “best franchise to buy” are searched, and a fitness franchisees site would appear for those seeking “best gyms in (city).”

Googlebots look for very specific keyword criteria:

  • Does the keyword answer questions that real people have about the subject?
  • Does the keyword include real terminology/jargon use to describe the topic?
  • Does the keyword use the term in ways that real people search?

We cover this topic in detail in our discussion of search for franchise digital marketing, so visit https://clicktecs.com/services/search/ for a closer look at quality keyword research.

Back