Beginner-Friendly Tips for Franchise Development on LinkedIn

The internet has consistently been the leading source of franchise sales, and LinkedIn is a franchise development and B2B goldmine–it’s where entrepreneurs and Fortune 500 decision-makers spend their spare time, according to LinkedIn’s Marketing Solutions Blog. As such, LinkedIn has always been a powerful marketing and recruitment tool.

But 2019 promises more franchise development opportunities than ever.

If you need further convincing, check out the following stats:

  • LinkedIn audiences are bigger than ever. LinkedIn now has over 500 million members, according to Business Insider Intelligence. That still falls short of CEO Jeff Weiner’s 3-billion user goal, but it’s still a massive audience that your franchise development efforts cannot ignore.
  • LinkedIn users are more active and engaged every year. 260 million users log in and comb their LinkedIn feeds for news and opportunities each month, according to a Foundation Incorporated report. Moreover, 40% of monthly active users log in every single day!
  • LinkedIn users bring high-value intent to the table. Unlike Twitter, Instagram, and Facebook, LinkedIn is a dedicated business networking platform. So while a small percentage of users on alternative platforms will be interested in your offerings, the vast majority of LinkedIn users are actively looking for opportunities.
  • LinkedIn users pay attention to content on their feeds. The LinkedIn content feed makes approximately 9-billion impressions every week. That’s about 468-billion impressions per year. If you’re looking for a new advertising platform to shake up your franchise development, LinkedIn is it!

Clearly, LinkedIn marketing is worth the effort–but where do you begin?

Beginner-Friendly Tips for Linkedin Franchise Development

  • Build a quality Showcase Page. Showcase Pages are niche pages off of a company page. They allow a company to promote specific products or market to a specific buyer persona without requiring users to follow their specific business page. Following some simple best practices can go a long way towards making your Showcase Page shine. Stick close to 200 characters, link to your main franchise development landing page, request fellow franchisees follow the page, and post semi-regular updates.
  • Use competitors’ best practices against them. While much of the magic happens behind the scenes, you can learn a ton of franchise development best practices by simply researching your competitors’ profiles. Take note of their updates, listed specialties, bragging points, and content styles, then consider how you implement some of these tactics into your own franchise development campaign.
  • Schedule regular updates. Post educational and information content about your franchise system (location openings, awards and recognitions, testimonials, charitable activities, etc), as well as any positive press that your brand gets. This highlights the value of your opportunity and also keeps your brand prominent in the LinkedIn feed.
  • Engage with LinkedIn Groups. Wouldn’t it be great if you could browse millions of candidates arranged by their business interests and intent? Oh wait–you can! Find LinkedIn Groups populated by your target audience and reach out. And in 2019, LinkedIn’s Group recommendation tool makes it easier than ever.
  • Don’t forget to add images! It’s shocking how often this simple tip gets brushed aside! We already know that Google crawlers and readers respond best to content that includes multimedia–images, videos, and audio–and the same appears to be true for your LinkedIn profile. In fact, LinkedIn profiles with photos were found to receive 21x more views and 36x more messages, according to Expanded Ramblings research. So before you start reaching out to promising passive candidates, make sure you’ve got a profile picture.

Find more franchise development information at https://www.clicktecs.com or give us a call at 905-564-0020.

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Quick Fire Franchise Marketing Support: Spot-Treating 2 Disastrous Social Media Mistakes

Today’s post spotlights 2 common social media mistakes that can have disastrous consequences for your business. Read on to learn what not to do for your franchise’s social media presence, and how to fix these problems, courtesy of our franchise marketing support team.

Ignoring Customer Comments

You’d never ignore a customer who walked into your brick-and-mortar business, right?

And yet, many franchise owners fail to respond to customer comments left on their social media pages.

A few months ago, we wrote a post about how users expect replies to their Google My Business reviews because they know owners are now automatically alerted as soon as the comment is sent. This simple alert has changed the entire social dynamic; what was once an opportunity for a one-sided review is now considered a forum in which customers can publically interact with business owners.

This is exactly what customers expect with their social media comments–even more so, in fact, because the average customer is more likely to have a social media account of their own (and thus know how the alert system works) than a GMB page, and because social media is meant to be a conversational, interactive platform.

Research has found that 42% of consumers complaining on social media expect a response in sixty minutes or less.

Failing to meet the consumer’s expectations here can really hurt you. First of all, you’re potentially burning a bridge with a customer whose complaint could have been resolved in a way that made them brand-loyal for life. But more importantly, the neglected comment stays on your feed for all to see. At best, it makes your company look a little negligent or understaffed; at worst, you look like you don’t care.

Investing a few seconds to write a unique, engaging response to customer comments goes a long way. Publically resolving a complaint is a fantastic opportunity to flex your customer service skills in a highly visible forum. And even taking the time to acknowledge a positive review or comment with a simple thank-you is worth it in the long run.

Make sure to customize your notifications so that customer comments get priority. Contact our franchise marketing support for help if needed!

Spreading Yourself Too Thin

One oft-overlooked key to successful social media marketing is to pick a handful of relevant platforms, rather than trying to use every social media site in existence. Juggling too many social platforms usually leads to blown marketing budgets, mismanaged assets, and duplicate content.

Choose 1-3 social media sites that work for you. For example, visually oriented businesses may perform better on Instagram than Twitter; other businesses that appeal to family and friends usually find a home on Facebook.

Make sure your chosen platform is heavily populated by your target audience–you can contact our franchise marketing support team to help you pinpoint the best channels. For instance, branching into Snapchat, which is most popular among Millennials and Gen Z, may not be best to promote your senior care company. Similarly, trying to get in on the ground floor with every new social media platform usually isn’t worth it–wait until there’s an audience established, then consider expanding into these digital communities.

Conversely, if your brand sees value in dominated all available social media channels, consider working with our franchise marketing support team to ensure you’ve got fresh, engaging, high quality content everywhere.

Learn More from Our Franchise Marketing Support Squad

Visit https://www.clicktecs.com to learn how we can take your franchise’s social media marketing to the next level in 2019. Consultations are 100% free, with zero commitment.

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Create Better Content for Franchise Websites: What Audiences Want in 2019

Today’s post is all about creating franchise website content that engages, captivates, and converts. Read on for some insights on what audiences want from your franchise website in 2019, and get your site seen and shared like never before.

Surprise your Readers without Dashing their Expectations

Good content needs to fulfil promises made to the ready via title, context, or description tag. That means avoiding clickbait, blackhat link-dropping practices, and straight-up lying to your readers. But it doesn’t mean your content should be limited to vanilla advice and recycled information.

Anytime your content can contribute a fresh point of view, you’re greatly increasing the odds of engagement and shares. When you’re stuck working with old information, try to reframe it in interesting ways, or tie in personal experience to add a unique point of view.

Craft Aesthetically Pleasing Content your Audience want to Share

Even the most brilliant piece of writing gets under-appreciated if it’s housed in an ugly shell. Think of your content like an entree in a fancy restaurant–presentation matters!

Fortunately, even dull content can get dressed up for better engagement. Make sure everything posted on your franchise website follows these rules (or bends/breaks them knowingly, with purpose):

  • Write short paragraphs with plenty of white space between them. You may also want to choose a font that does this for you–sans-serif fonts are generally thought to be the most readable. This simple adjustment can make your content much more attractive, easier to read, and less intimidating compared to a dense block of text.

  • Vary the layout of your content, especially when recycling similar posts for multiple locations. Use bullet points, text highlights, block quotes, bold words, header tags, and italics strategically to mix up your presentation and pique audience interests.

  • Embrace the fact that multimedia matters. Using images, videos, infographics, and audio makes your content exponentially more powerful by appealing to all different “learning styles” at once. And since search engines love multimedia content, adding these elements also increases SERP ranking and visibility.

  • Practice brevity. Keep it simple, stupid (KISS). Short and sweet. In late, out early. Whatever pithy maxim you like best–just do it!

Create Welcoming and Accessible Assets

You wouldn’t build a brick-and-mortar business without accessibility features, so why would you create content on your franchise website that people with disabilities can’t access?

In 2019, users expect accessible content–in fact, it’s a legal requirement.

The Americans with Disabilities Act (ADA) is a comprehensive civil rights law that was developed to protect the rights of individuals with disabilities. The law requires that all “places of public accommodation” – including your business and franchise website, as of 2010 – are legally obligated to eliminate any barriers that prevent disabled individuals’ from accessing “goods and services.”

Common violations include:

  • Missing alt text
  • Video-only content without audio accompaniment for the visually impaired
  • Missing captions for pre-recorded audio
  • Use of color as the only means of conveying visual information
  • Franchise websites that cannot be navigated by keyboard alone
  • Using page language that is not determinable by all users, and incompatible with assistive technologies;
  • Failure to adhere to the text and image contrast ratio of 4.5:1 (does not apply to large-scale text);

But this is by no means an exhaustive list. In fact, when conducting our ADA compliance testing, we use 300-point checklist. If your franchise website content is in violation of any of these criteria, you’re technically breaking the law.

Learn More About Creating High-Performance Content for your Franchise Website

Visit https://www.clicktecs.com to learn how we can take your franchise website content to the next level in 2019.

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Hey Google: What Does Voice Search Mean for Franchise SEO Services?

If your franchise SEO services aren’t prioritizing voice search in 2019, you’re falling behind!

Real-world AI assistants like Apple’s Siri, Microsoft’s Cortana, and Amazon’s Alexa might seem like sci-fi clichés, but these voice search tools are quickly becoming the new search standard. More customers than ever are using voice search to find your business, but without voice search optimization, you’re missing out.

Today’s post explains what makes voice search so important for franchise SEO services in 2019, and shares some handy tips to get you started.

5 Reasons to Target Voice Search with your Franchise SEO Services

  • Back in 2016, 40% of adults were using voice search once per day, according to Branded3 research. That same year, Google CEO Sundar Pichai announced during the Google I/O keynote that 1 in 5 mobile searches now being made via voice.

    And that’s before the big players in voice search really doubled-down on development. Since then, things have changed. Shortly after the Branded3 report was published and Pichai’s game-changing announcement dropped, Google developers revealed that they had fed their software over 2,865 romance novels in order to improve the voice AI’s conversational skills and fluidity (source: Buzzfeed). Since then, the sophistication and popularity of voice search has skyrocketed. As of January 2018, there were an estimated one billion voices searchers occurring every month!

  • In addition to the voice search capabilities built into every smartphone, 1 in 6 Americans–roughly 39 million–now own a smart speaker, according to new research from NPR and Edison Research. That’s up 128% from their initial report in January, 2017. Since that report was published, Apple and Samsung both release their own voices speakers. By 2020, there will be an estimated 21.4 million smart speakers answering queries and referring users to local businesses, according to WordStream. And by 2022, 55% of households are predicted to own a smart speaker.

  • By 2020, 50% of all searches will be voice searches, according to a ComScore study.

  • Voice shopping is projected to jump to $40 billion in 2022, up from $2 billion today, according to an OC&C Strategy Consultants report. That’s a 20x increase in voice search-related e-commerce in a span of 4 years!

  • Voice search is also a local search nirvana–according to Chitika research, mobile voice-related searches are three-times more likely to be local-based than text. In other words, more people are using voice search to find local products and services compared to text queries. So if you’re trying to get your business in front of more locals, you’d better start focusing your franchise SEO services on voice search.

Getting Started with Voice-Focused SEO Tactics

Follow these quick tips to get started with your voice-search optimization:

  • Get “conversational” with your keyword research. People speak and type quite differently. Generally speaking, voice search keywords will be more informal and conversational. For example, somebody searching for franchise SEO services might simply type “franchise SEO services,” but the voice search would be phrased as a question, such as “What are the best franchise SEO services?” Tailoring your keywords to align with voice search queries is key. Long-tail keywords are increasingly going to look like complete questions, rather than just 2-3 words.

  • Develop content that addresses multiple points in the customer’s “journey” or purchase decision-making process. People search differently with voice depending on their progress through this “workflow,” which is usually laid out as follows: awareness, interest, evaluation, purchase, customer support, and loyalty. Though all of these queries relate to the same product or service, each of these stages brings up different questions, which means unique voice search terms will be used.

  • Consider creating Google Actions or Alexa Skills to increase user engagement and . To learn more about these functions and whether they’re right for your business, give us a call at 905-564-0020.

This list is by no means exhaustive! The best way to get in on the ground floor of the voice search migration is to recalibrate your franchise SEO services to emphasize this emergent technology. If you want to learn more, get in touch with the ClickTecs team for a free voice search SEO consultation!

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