Franchise Development Strategies You Cannot Afford to Ignore

In today’s digitally obsessed world, any kind of franchise development is going to necessitate a strong online presence. People who want to start their own business are currently the main target to aim for when marketing your franchise opportunity. To better attract these potential franchisees, ClickTecs has put together some strategies that will increase traffic to your website.

One if by Land, Millions if by SEO

Search engine optimization, or SEO, continues to reign supreme in attracting potential franchisees to your brand. In fact, recent reports show that money spent on SEO has a larger return on investment than any of the major forms of advertising, such as TV ads, radio spots, print media, and others. There are a few ways you can optimize your site:

  • Create Targeted Content – Your rankings and SEO are affected greatly by the original content you create. On your website, you should publish content frequently. We suggest at least twice per week. You will also reach the right crowd if your content focuses on franchise ownership. To improve your SEO rankings, you want to make the content sharable, so others will link to it. Also, publishing franchise pieces on other sites as a guest author will improve your SEO.
  • Include Keywords Related to Franchisees – Thinking about keywords you want to rank for on search engine result pages (SERPs) is part of optimizing your franchise development content. You want to include your keywords in your Meta tags and make sure they appear natural. Do not stuff your content with keywords. Google can spot this and will punish your site. A good digital marketing agency will be able to identify what keywords will garner the traffic you crave.
  • Target Those who Want to Start a Business – On a search engine, a good way to move up in the organic search results is by creating a landing page custom made for those interested in starting a new business. You can optimize that page with content and keywords by having a page dedicated to that subject. This webpage should also be linked at the top of all of the other pages on your site via the navigation bar.
  • Make It Mobile Friendly – More and more people are searching on their mobile devices. Google rewards sites that are mobile optimized with better search rankings.

Overwhelmed?

Many franchisors are a little bit overwhelmed when they first get started with content creation. Or, they discover the benefits of it and go into blogging with a full head of steam only to lose interest within the month. Fortunately, there are a number of digital marketing companies that can help you shape your franchise development strategies and implement them.

ClickTecs, for example, has a team of expert content writers, who can write knowledgeably about any subject, optimize the content for search engine, make it shareable, and make your company look good in a natural way. This is great for franchisors who simply do not have staff members who are skilled in this emerging field.

About the Author : Jamshaid (Jam) Hashmi

Jamshaid Hashmi - Founder and CEO of ClickTecsA serial entrepreneur with extensive background in franchising and interests in multiple online business channels, Jamshaid (Jam) Hashmi has played an instrumental role in the franchise development and success of an international franchise company. His most recent entrepreneurial interests include launching ClickTecs, a Digital Marketing company specializing in Search Engine Marketing and Social Media Marketing as well as Website and Mobile Application development. In 2007 he co-founded Search Result, an online marketing company that supplies services to Internet Marketing Consultants. A sought after public speaker, Jam has been the featured keynote at many franchise conferences and international summits. He regularly trains ‘C’ Level Executives and supports both new and seasoned business owners on Search Engine Optimization (SEO), Social Media Optimization, Mobile Marketing, Brand Reputation Management and Conversion & Measurement through web analytics. When he’s not scaling the heights of the Internet world, Jam ‘unwinds’ on extreme thrill-seeking adventures from the jungles of the Amazon to the highest summits. His passions include working with NGOs on humanitarian missions to areas around the world affected by disasters and poverty.

 

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Franchise Leads Need to Be Quality

When it comes to attracting potential franchisees who want to buy, franchise leads who are informed and already know about the franchise tend to be more serious. One way to attract the quality leads and avoid spending time on dead-end prospects is to have an informative website. According to a report that came out this year, franchisees used the Internet more than any other source when choosing the franchise they ultimately invested in.

Types of Franchise Recruitment Websites

There are three options that are in popular use when it comes to franchise recruitment websites:

  • For those who might want to buy, franchise leads are directed to a separate business opportunity site that links to the consumer website and has a call to action to visit an online brochure or complete a lead form.
  • As part of the consumer website, there are one or more franchise pages.
  • Franchise recruitment websites that are article format and link to the consumer website. These have a research funnel of pages that drive up prospect engagement, have substantially more content, and include an integrated franchise blog that drives SEO, keeps people already in the process engaged, and increases social media reach.

There currently are not any industrywide statistics on how these different strategies compare, but there is anecdotal evidence that those franchisors who have made the switch from the first two website types to the more content rich article format sites have experience exponential increases in leads who want to buy. Franchise leads have increased by fivefold or more for some franchisors.

Quality Content Produces Quality Leads

These days, those franchisors with the article format recruitment sites are finding that their leads are of a higher quality than ever before. In fact, some estimates show leads have already done about 80 percent of their research once they reach out to a franchisor. The brochure-style websites are losing potential franchisees, since they are not as information rich. One study found article format recruiting websites have a quite high conversion rate of over six percent.

What to Include in Articles

Brand storytelling is very popular among prospects. And, rather than having to comb through an executive summary of a business plan, candidates would rather see the same type of information in a more conversational article form. The writing skills needed to engage and attract franchise prospects are not typically part of a web designer’s job description. Franchisors need to find someone with the specific skill set that will generate quality content and subsequently leads.

Digital marketing agencies, like ClickTecs, typically fill this niche. ClickTecs specializes in designing websites that pop for franchise recruitment. Plus, ClickTecs has many skilled writers on staff who can write knowledgeably on any topic. The articles they produces are optimized for search engines, shareable, informative, original, and feature the franchisor in a positive light without coming off as unnatural.

Switching to an article format recruitment site will guarantee a franchise more quality leads almost instantly.

About the Author : Jamshaid (Jam) Hashmi

Jamshaid Hashmi - Founder and CEO of ClickTecsA serial entrepreneur with extensive background in franchising and interests in multiple online business channels, Jamshaid (Jam) Hashmi has played an instrumental role in the franchise development and success of an international franchise company. His most recent entrepreneurial interests include launching ClickTecs, a Digital Marketing company specializing in Search Engine Marketing and Social Media Marketing as well as Website and Mobile Application development. In 2007 he co-founded Search Result, an online marketing company that supplies services to Internet Marketing Consultants. A sought after public speaker, Jam has been the featured keynote at many franchise conferences and international summits. He regularly trains ‘C’ Level Executives and supports both new and seasoned business owners on Search Engine Optimization (SEO), Social Media Optimization, Mobile Marketing, Brand Reputation Management and Conversion & Measurement through web analytics. When he’s not scaling the heights of the Internet world, Jam ‘unwinds’ on extreme thrill-seeking adventures from the jungles of the Amazon to the highest summits. His passions include working with NGOs on humanitarian missions to areas around the world affected by disasters and poverty.

 

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Pay Per Click for Franchises

Pay per click for franchises (PPC) is one of the most effective inbound marketing strategies available to business owners looking to boost sales and web traffic.

As its name suggest, PPC involves paying a small fee to place an ad in front of a relevant audience. Boiled down to its essence, PPC is about purchasing visits to a particular website or page.

PPC ads typically appear at the top or side bar of Google searches for keywords targeted in your campaign. The position of your paid ad will depend on how much you spend, as well as the ad’s Quality Score, which is a measure of:

  • How relevant your ad is to the keyword being searched;
  • How relevant your ad is to the landing page it redirects the user to;
  • How relevant your ad is compared to other PPC ads in its group;
  • How well your ad performs (measured through the click-through rate);
  • How well your PPC account performs over time.

Today’s post is all about improving pay per click for franchises. Read on for 6 quick and easy tips to make your next campaign more cost-effective.

6 Tips for Better Pay Per Click for Franchises

  • Pace yourself for measurable marketing. With any kind of paid marketing, gradual builds are best, since these allow you to monitor the impact of budget increases with extreme precision.

    Rather than dumping $1000 into your monthly PPC campaign, it’s better to start with $100, then build in small increments. In doing so, you will be able to detect the point of diminishing returns fast and be able to adjust much sooner. In this scenario, let’s say you hit the ceiling at $600, seeing no further grow when you bump up to $900 the following week. In this case, you just stopped yourself from wasting $300 that would have yielded no results! Now you can adjust your ad or expand your keyword list and put that $300 to work, all because you took it slow.

  • Encourage reviews from satisfied customers. Many PPC ads include star ratings next to the business name, which makes strong reputation management practices all the more important. The biggest PPC budget simply won’t matter if you have subpar reviews. Give us a call at 905 564 0020 to get started with your reputation management strategy.
  • Track your PPC results with unique links or phone numbers. You won’t know how well your PPC campaign is performing unless you have the means to track conversions. Setting up a unique phone number or landing page address that is only shared in your PPC ads is a surefire way to track your results. Just compare the dollar value attached to the total number of clicks or calls you‘ve received and adjust your ads or budget accordingly.
  • Never stop your keyword research. Too many companies settle on the first keyword list they ever developed. But because search trends are constantly evolving, ongoing, high-quality keyword research is essential for consistent PPC results.
  • Integrate PPC with organic marketing efforts. Pay per click for franchises is great, but its efficacy is supercharged when combined with organic search marketing. There’s nothing more reassuring to a user than seeing a top-ranked PPC ad with a top-ranked organic search result for the same company directly beneath it.
  • Make use of site links and ad extensions. Site links allow you to work in additional calls to action, which both increases your odds of success and allows you to compare different approaches.

These 6 quick tips are only the beginning! Get in touch with team today to learn more about pay per click for franchises, visit- https://clicktecs.com/

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Franchise SEO

Today’s post shares some basic franchise SEO best practices. Read on to learn 4 key criteria for technical and content search optimization that will take your franchise website’s performance to the next level.

Technical Optimization

1-Titles tags

Putting aside all the creative power it takes to write good titles, title tags have specific technical criteria that need to be met for optimal franchise SEO:

  • Each page should be limited to a single title tag
  • Title tags should be placed correctly within the head tags
  • Title tags should have few or no extraneous tags, including inline CSS and span tags

2-Heading tags

Headings are usually thought of as tools to structure content, funnel reader’s attention, and make your articles more “skimmable,” but they’re also important franchise SEO components:

  • Each page should be limited to a single H1 tag (which should include a keyword!)
  • Headings should be free of extraneous tags, including inline CSS and span tags

3-Internal links

Your internal links need to enable indexation of content. Domains have finite crawl budgets, and will always prioritize sites that are easily discoverable through well-indexed content.

4-Clear home for fresh content

To ensure the best franchise SEO results, we recommend designating specific parts of your website as “fresh content hubs.”  This is exactly what our blog section does.

Content Optimization

1-Title tags

To be clear, we’re still not talking about the quality of your content; we’re only looking at specific franchise SEO criteria that all content should have.

  • Titles should be shorter than 80 characters, as anything longer will not be visible when your content appears in search
  • Titles should accurately reflect the content to minimize bounces
  • Titles should consistently contain the franchise’s domain name

2-Heading tags

Go over your page’s heading tags to ensure:

  • Every page has a unique H1 tag (no duplicates)
  • H1 tags reflect the content on-page
  • H1 tags contain targeted keywords

3-Internal links

Internal linking needs to support organic discovery. For example, since this article is about franchise SEO, we might want to embed an internal link to our franchise SEO services. This link will likely perform well because readers are already interested in learning about SEO. The best links continue the user’s natural “journey” of organic content discovery, so look for opportunities for topical progression where possible.

It’s also a good idea to vary your internal links. Spamming that franchise SEO service page throughout this article would be as ineffective for crawl-bots as it is obnoxious for readers.

4-Quality content

This is highly subjective and will likely require a case-by-case evaluation, but there are some general guidelines you can use for a quick-and-dirty self-assessment:

  • Do you want to read the content? Titles and topics should be inherently interesting. Moreover, they should be “predictive,” which means anticipating the user’s questions and answering them before they’re asked.
  • Is there enough content? Unless you’re working a specific “thin content” strategy (which works in the right conditions!), aim for 500+ words per piece for franchise SEO results.
  • Is your content high-quality? Again, this is highly subjective. But a website stuffed with thin “listicles,” generic information, and spelling errors is clearly not optimal.
  • Are my images in high resolution, or are they grainy?
  • Are my images unique, or do they come from stock sources?
  • Are my images and videos repeated on multiple pages?

If you’d like to dig deeper into our franchise SEO best practices, be sure to visit our blog, or give us a call at 905 564 0020.

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Franchise Advertising

Crafting quality headlines isn’t easy. What makes headlines so difficult is that they need to work for multiple audiences: SEO crawl-bots, social media readers, and website visitors. Finding wording that serves all three is tricky, especially when you’re working around keywords and strict character limits.

Today, we talk about what headlines different audiences respond to best and how to write them for better franchise advertising.

1- SEO headlines

SEO-centric headlines boost Google SERP, increase click-through rates, and minimize “pogo-sticking” (when users click through, then bounce out via the back button because the page didn’t meet the expectations that the title set).

This means that SEO headlines should be compelling (but not clickbait), keyword-friendly (but not stilted), and relevant to the user search. And that’s all just to keep the Google-bots happy!

2- Social media headlines

As we continue to learn more about user behaviours, most social media headlines have begun prioritize platform-based conversations, rather than trying to redirect traffic to franchise websites.

Today, the average user logs into their preferred social media app with the intent to stay there and browse, which is bad news for franchise advertising that treats these platforms like link portals. Think about it this way: if I want to kill 15 minutes on Instagram, I’m not going to sidetrack myself opening links in a new browser.

This isn’t as bad as it sounds: users are still happy to engage with your content and absorb your message, but they’d rather do it in the comments section of whatever app they’re on.

Instead of trying to force click-throughs, social media headlines should prioritize amplification, which means stirring up as many shares, comments, likes, and retweets as possible in order to attain the maximum reach and visibility.

This means that social media headlines have to be written as conversation-starters: they should tell as much of the story as possible to encourage people to form, share, and discuss their opinions on the subject, even if they don’t read the body of the post. Alternately, social media headlines can create mystery, building audience intrigue by not mentioning exactly what the piece is about in order to get people talking.

3- Headlines for website visitors

When you’re writing headlines for loyal website visitors, things change. Since the user is already on-site, we don’t need to write headlines that draw them in. Moreover, since we’re not looking to stir up amplification signals on social media, we don’t need headlines that stir up conversation.

Instead, the focus will shift more towards building positive brand associations. In this case, that means respecting the user and building their trust, which is done with transparent headlines that make “promises” that the content delivers on. Clickbait, keyword spam, or overly conversational headlines may start to cost you the support of loyal users over time.

Resolving headline criteria conflicts

As you can see, different audiences respond to different headline tactics, and conflicts are everywhere. Creating mystery for social media headlines harms the clarity that you need to rank well for SEO, while keyword-stuffed headlines are often too boring to earn a click. How do you reconcile these differences?

The key happens to be a fundamental of franchise advertising: knowing your audience. For example, if your product or service targets a younger audience and you’re posting on social media, break out some trendy lingo and build a mystery to get people talking. On the other hand, an article sharing hard-earned franchise advertising advice for a loyal on-site readership should be informative, transparent, and basically look a lot like today’s title!

Let’s figure out what headline strategy works best for your franchise advertising: call 905 564 0020.

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Going Digital for Franchise Development

The internet has changed franchise development just like it’s changed everything else. And while it may be difficult for the old guard to imagine signing a life-changing franchise deal based solely on online research and interaction, it happens almost every day.

Today’s post foregrounds the value of “going digital” as part of your franchise development strategy. Read on to learn some shocking statistics that underline the need for online franchise development tactics in 2017.

Franchise development candidates spend enormous amounts of time online.

88% of adults in the US have a mobile phone with internet capabilities; 57% have a laptop; and 19% have a tablet.

So how does this impact advertising for franchise development? Consider that the average tablet user spends 13.9 hours per week on their device, and less than 25 minutes per week browsing newspaper ads, YellowPages, and classified listings. Where would you rather direct your ad budget?

With such an active online audience, it’s clear that internet is undoubtedly the most cost-effective advertising vehicle for franchise development.

The internet is now the world’s most powerful economic driver.

According to Forrester Research, more than half of the dollars spent in US retail were influenced by web advertising in 2016. But the internet’s commercial influence doesn’t end with small-scale retail purchases: increasing amounts of people are negotiating big business purchases online. In fact, a large percentage of franchise development occurs online, either through targeted advertising, direct prospect outreach, or website conversion.

People trust online reviews more than family recommendations.

This sounds like a stretch, but it’s true; a Search Engine Land report stated than 88% of consumers trust online reviews as much as personal recommendations. Moreover, a significant number of these respondents indicated that they prefer online reviews because of their volume and impartiality.

This can be a good or bad thing depending on the state of your online reputation. Unfortunately, it only takes a few negative reviews from disgruntled ex-franchisees to drag your name through the dirt and deter prospects from signing on in the future. For these reasons, digital reputation management strategies are a must in 2018.

Email campaigns are more effective than ever for franchise development.

Email opens on smartphones and tablets have increased by over 80% over the last six months, according to a Litmus study. This is partly due to increased confidence in the capabilities of anti-spam tools, which makes users less likely to dismiss email “cold calls” as potential phishing scams or viruses.

With this in mind, the value for email marketing is clearly greater than ever. Investing the time to craft a single, high-quality outreach template can put you in contact with thousands of top candidates with a few clicks of a mouse.

You do not need to spend all day online to see franchise development results.

Franchisors hear internet advertising and assume that they’ll need to chain themselves to their computers to churn out enough content to get noticed.

That’s nonsense.

In fact, Track Social reports that posts are negative correlated with engagement. One brand found that posting 3+ times per day decrease their engagement by over 25%. In other words, the more you post, the more likely your audience is to turn you out, which makes internet advertising for franchise development more about quality than quantity.

Take the time to craft a single engaging post, email outreach blast, or targeted ad campaign, rather than hammering out dozens each day, and you’ll take your franchise development to new heights.

Learn more about digital franchise development at https://www.clicktecs.com.

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