Franchise Internet Marketing

Broadly speaking, franchise internet marketing is a (deceptively) simple process:

  • We identify how people are searching for the client’s product or service. If we’re working with franchisors, we pinpoint how good prospects search for quality franchise opportunities.
  • We build content that aligns with our searchers’ intent and gives a reason to engage your online presence – sometimes nothing more than a few key landing pages, other times entire sites and web assets from scratch.
  • We optimize your content to make sure Google crawlers can find, understand, and reward it with good visibility via high rankings in search listings.
  • We wait for the glorious tides of traffic to roll in and take the action we want them to, whether that’s to visit your franchise location or pick up the phone and inquire about business opportunities in their area.

Of course, it isn’t as easy as 1, 2, 3, 4, but a dedicated combination of paid search advertising, social media optimization, and SEO typically meets and surpasses the traffic goals our clients set when we begin working together.

But then what’s the next step? You aim higher, of course, but what happens when you’ve hit the point where you’re attracting the majority of the search volume available to you? Surely your business’s marketing growth shouldn’t idle.

Where does franchise internet marketing go once you’ve hit the top spot in SERP?

Today’s post is about getting your franchise internet marketing past any plateaus you may have reached. We’re going to share 2 simple tactics you can use to build relevant traffic past SERP and search volume parameters.

Next Steps for Your Successful Franchise Internet Marketing Campaign

  • Invade neighboring territories. Once you’ve conquered the SERP listing for your local market, it’s time to start eyeing vulnerable verticals adjacent to your industry. Start with related products and find opportunities to assert your brand into the conversation. While this won’t directly increase your clientele, it will increase your brand’s authority and promote better visibility.For example, a fitness franchise owner dominating local keyword searches related to personal training might start to fight for visibility in searches related to supplements or home workouts. Searchers who want supplements and DIY training ideas won’t necessarily be looking for gym memberships or personal training, but they’ll remember your brand name in association with these things. Moreover, if they get valuable info from your content, they’ll be more likely to seeing your company as a true authority in the industry, which can secure sales down the road.

    You should have an advantage when branching into these new spaces because your brand image, domain, website, and social following is already strong. Deploying these assets to beat less competitive ancillary sectors can give you more traffic than you’re seeing in the top spot for your primary industry or territory.

  • Explore viral growth options. Some brands have had great success capturing leads and generating views outside of traditional SEO by actively trying to create viral (or at least highly sharable) content.For example, AutoTrader has been getting praise in the franchise internet marketing community for its hiring of automotive experts to essentially geek out in highly informative and compelling video breakdowns of rare cars that appear in their listings.

    Though these are basically just big advertisements, they are highly popular, with some getting millions of views. Granted, many of those views are from car enthusiasts with no thoughts of buying a car, but there’s always the chance that informational queries can be turned into buyer intent!

    Going viral isn’t as easy as it sounds, with shareable and engaging content taking a lot of time and effort, and it’s not enough to support franchise internet marketing on its own. But if you’re already sitting at the top spot, crafting highly shareable content that appeals to people outside of your stricter SEO keyword targets can help you get the traffic you want.

Find more ways to smash franchise internet marketing plateaus at https://www.clicktecs.com

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Franchise Development Marketing Strategies

Marketing is the key to monetization, so the business gurus say; your product could be the Fountain of Youth, but nobody will buy if they don’t know you’re in business.

The saying holds true on almost any level of the game, whether you’re trying to promote a garage sale or an exciting franchise opportunity. Done right, marketing gets your product, service, or franchise opportunity in front of people who are interested and able to buy, which directly increases your current and future earnings.

So if your franchise development marketing campaign has been feeling more like a money-pit than a money-tree, it’s clearly time to make some adjustments.

In today’s post, we share two proven franchise development marketing strategies that are equally helpful for guiding your first foray or troubleshooting past a plateau. 

Pinpoint your target audience with professional tools (or professional help) for better return on your investment

Poor targeting is one of the biggest blunders we see in paid online franchise development marketing. In fact, this one mistake can cut your campaign’s conversions down to a fraction of what they ought to have been. Why waste money getting your ad in front of teenagers or 80-year olds surfing the web in their retirement, the very people who have zero interest in learning more about owning a franchise? 

Focusing your marketing on demographics that contain the greatest number of serious prospects should be every franchisor’s goal. This will give every marketing dollar the greatest possible value, placing ads in front of the eyes of people with the motivation and means to start a franchise.

Broadly speaking, the majority of prospect-to-owner transformations have involved men 45 to 54 years of age. Now, that doesn’t mean every franchisor ought to focus their efforts solely on that demographic – franchisee profiles aren’t perfect, and they change dramatically from one industry to another – but this is exactly the kind of information you’ll need to incorporate into your franchise development marketing plan.

Unfortunately, since this blog will be in front of the eyes of franchisors from all different industries, we can’t tell you what your target audience is without speaking to you directly. But that doesn’t make the larger message here any less important: identify your target audience, then focus your franchise development marketing there.

If you intend to locate your target audience on your own rather than working with professionals, we recommend the following tools:

  • Google Analytics
  • Sitemeter
  • Quantcast
  • Chartbeat

Combine paid search and SEO marketing to balance short and long-term franchise development goals

Ongoing SEO work is crucial to stay visible in online searches, which make up the majority of prospects’ research efforts. But drafting quality content, building backlinks, and ranking for keywords takes time. This slow-burn strategy may not be viable on its own for franchisors trying to meet specific franchise development goals.

Franchisors who want immediate results ought to combine SEO with paid campaigns on Google Adwords. Paid ads appear at the top of the search listings for targeted keywords right away, which means your franchise development marketing copy will start getting you results the moment it goes live.

Of course, the success of your campaign will once again come down to your ability to pinpoint your audience. In this case, you’ll want to identify keywords that your target audience is using to find franchise opportunities, then judge whether the cost of each lead is worth the investment.

When managed by a professional team, expect immediate traffic that can lead to sales within weeks.

If you’d like to learn more about paid search campaigns, or are looking to find more proven franchise development marketing strategies (for free!), check out https://www.clicktecs.com.

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Franchise Content Marketing

Long-form content has a place in some franchise content marketing campaigns, but not all. On one hand, The Next Web associates content over 2000 words with:

  • Higher online visibility
  • More social media shares
  • Better link building
  • Reliable website authority

Clearly, there are benefits to publishing long-form content, but that doesn’t mean it belongs in every franchise content marketing effort. And it definitely doesn’t mean that long-form content is inherently better than short or medium-sized posts.

In today’s post, our franchise content marketing team weighs in on the short-versus-long-form content debate, and shares some tips on finding the perfect post length for your campaign.

Long-Form Posts for Franchise Content Marketing

One SerpIQ study famously showed a strong positive correlation between post length and search ranking position, but its exact findings are often misconstrued by long-form content crusaders. In fact, the study found that posts of 2300-2450 words ranked at number 1 more often than those around 2000 words.

The Long-Form Content Crusade Begins

This moderate conclusion somehow warped into concrete evidence that Google always pushed longer posts to the top spot, and many franchise content marketing teams jumped on board. Sacrifices were made, either by the client or provider; long-form content costs more to produce, which meant someone had to foot the bill, or else delay publishing schedules.

The long-form franchise content marketing trend was a big mistake! The ranking impacts of increased content workloads and budgets were minimal – certainly not what the SerpIQ study was misconstrued to say.

Lessons Learned: What the Research Really Says About Franchise Content Marketing

Some continue to interpret the SerpIQ findings as evidence that “longer is better, all the time,” but what it really says is that “extra-long posts perform well in searches for comprehensive, informational material.”

That’s good to know if you’re writing to those audiences, but franchise content marketing doesn’t always call for this kind of material. To say otherwise would be like assuming that short stories and novellas won’t sell because some people like reading War and Peace.

Content Quality over Content Quantity

If the failed long-form content crusade tell us anything, it’s that more is not always better; successful franchise content marketing is about quality, not quantity. Data on short attention spans and long-form content abandonment rates is a sobering reminder that one-size-fits-all approaches don’t work. Moreover, as any experienced writer will tell you, brevity is the soul of wit.

Quality franchise content marketing will look different for every client, because every industry attracts readers with unique needs, questions, and expectations, but it will always identify and satisfy demographic expectations.

For some franchises, short-and-sweet content will be the better choice. Depending on the conversion goals or purpose of the campaigns, blogs and articles of 400-800 words in length can be more than enough to build authority, funnel informational traffic towards lead-capturing pages, and drum up social media shares. In these cases, there’s simply no reason to spend extra time and money on long-form content production. That money would be better spent producing more content, or being redirected to your campaign’s pay-per-click account.

Learn more about franchise content marketing

ClickTecs has been deep in the franchise content marketing game for years. In that time, we’ve assembled quite a collection of free, informational blog posts on the subject, and we encourage you to browse around to your heart’s content (sorry!).

And if you want help finding out what “quality franchise content marketing” means for your business, let’s talk!

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Content re-sharing

When it comes to franchise marketing, they say that “content is king,” and in this regard, fresh content is always going to rule the roost.

But that doesn’t mean every piece you post is only good for a single use.

Content re-sharing is a perfectly viable franchise advertising tactic that big brands frequently use to save time and money, but it remains criminally underused in the small business and franchise worlds.

Unfortunately, one of the biggest misconceptions about content re-sharing is that it’s a “spammy” form of franchise advertising, which is utter nonsense if you’re going about it properly.

Educating yourself on proper re-sharing strategies is one of the simplest changes you can make to get more value out of every dollar you spend outsourcing content production. Re-sharing works double-time for your brand – not only do you get another “use” out of your content, which means another chance to capture leads, generate traffic, and impress Google crawl-bots, but you free up time or money that would otherwise be spent creating fresh materials, which can be redirected towards growing your business in other ways.

Simply put, re-sharing gets more results out of quality content by upping its exposure. It involves almost no extra work, and will typically more than double the value of any written content. 

That said, there’s more to successful re-sharing than dropping the same link twice. Read on to learn 4 strategies for effective re-sharing, courtesy of the ClickTecs team.

  • Repackage your re-shares with relevant captions. We said re-sharing involves little tweaking, we’re sticking to it; for the most part, the original post can remain untouched, but a bit of effort spent writing something engaging before you drop the link again can go a long way.For example, a window cleaning franchise might reintroduce a previous post on cleaning salt stains in the winter, and make reference to a big storm that just hit locally in the caption. This makes the post more engaging for local readers, and gets this re-share out of “spam” territory by adding relevant information.
  • Aim for evergreen content from day-one. Evergreen content refers to posts that continue to yield results indefinitely. These posts pass on timeless, useful information in clear and concise ways, rather than piggybacking on current events that will quickly become irrelevant. This kind of content is easy to re-share, like the salt stain cleaning article used in the previous point’s example, and serves double-duty boosting your brand’s authority in the industry. Aim for these kinds of posts where possible during the production phase.
  • Speak to different prospects with your re-shares. Re-sharing is most effective when it targets new readers. The pace of social media means you’ll rarely have the same person see your post twice, so the risk of annoying readers with word-for-word reposts is tiny, but you can still optimize your results by targeting different audiences with every re-share. This usually comes down to changing your social share caption, but subtle heading, title, or copy tweaks can take this tactic the extra mile.Turning back to our window cleaning franchise example, the salt stain cleaning content could first be presented as a way to clean your dorm room windows to build authority in younger demographics. The next time it’s used, the same tips could be presented as a how-to guide for property managers keeping their investments in shape. As you can see, this engages completely different people with each re-share.
  • Automate infrequent re-sharing of top-tier content. Though some re-shares require a bit of T.L.C to keep them relevant, some powerhouse content can stand entirely on its own. If your metrics show that a particular piece of content is a high-performer, consider automating re-shares 3-4 per year. Don’t worry about audiences rejecting this as spam; 3-4 months is an eternity in the social media space, and odds are nobody will see and remember the same ads twice. With a few easy clicks and five minutes of your time, you can set up a 1, 3, or 5-year re-sharing schedule that will increase the exposure of your best content exponentially.

These four tips should help you get more value out of every piece of content you outsource, without feeling spammy.

If you got lost in the SEO jargon while reading this, or are just looking for additional help with your franchise internet marketing, give us a call or book a consultation at https://www.clicktecs.com.

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