While franchises can be found in just about any industry, they all share some common traits. One trait that all franchises share is the need to bring in new customers on a regular basis. A big obstacle for many franchises and other types of businesses is creating a strategy for consistently bringing in new leads. Since franchise lead generation can be a definite challenge, we want to focus on an approach that can work very well.
SEO stands for search engine optimization. At its core, this practice is simply a way to ensure that a business website shows up in the top group of results when someone searches for a relevant keyword phrase. Because Google is always evolving, the best practices for SEO in 2018 look quite different than even a few years ago.
To help ensure that you’re on the right track with SEO, we want to cover the 5 steps for franchise SEO success during the upcoming year:
1. Start with Key Pages
Franchisors often get overwhelmed by the prospect of diving into all of their SEO needs. That’s why we recommend starting with your most important pages. Good starting points include your homepage, About Us, main blog page and product/service pages. Investing time and resources to get these pages right can then be leveraged as a template for all other pages and online properties.
2. Create a Strong Online Footprint
The best rankings come from having a balanced and widespread online footprint. Instead of falling into the trap of chasing shortcuts, focus on ways to spread the word about your franchise online. More people knowing about your franchise will result in more people talking about it, which in turn will naturally generate the types of links that are so vital for ranking well in Google.
3. Optimize Location Pages
Some franchises have sub-pages for different locations. Others use individual websites for each location. And plenty of franchises take a hybrid approach. Regardless of where you fall on this spectrum, you’ll want to be sure that customers in each target market are able to easily find local franchises online.
4. Understand Local
This ties directly into the above point. The way that Google ranks and displays local search results differs from general queries. As more people do searches from their mobile phones, fully understanding local has become even more important. One of the main things to keep in mind is that Google wants to verify that businesses have a local presence. NAP (name, address and phone number) citations are a key way they measure this. Ensuring NAP consistency across all major directories will help local rankings a lot.
5. Grab the Long Tail
The long tail refers to keyword phrases that are highly targeted but don’t get a ton of search volume. What makes the long tail so appealing is there’s less competition to rank in the first few spots. These highly targeted keyword phrases also have clear intent, which makes them great for converting searchers into actual customers. Integrating long tail content into your SEO strategy is a very smart choice for 2018.
If you want expert help creating the right SEO plan and putting it into practice during 2018, be sure to take a look at how Web Strategy Plus can help.
Michelle Hummel is CEO of Web Strategy Plus a full-service digital marketing agency focused on Franchise Marketing. She was recently nominated for the Woman-Owned Business of the Year! She’s a passionate Social Media Trainer with 15+ years of successful online business development, sales, and marketing experience. She also holds a valuable Internet Marketing Degree however with the ever-changing world of web marketing she strives to learn something new every day.
She travels Nationwide visiting her 22 Social Media Enthusiasts Chapters she developed Nationwide delivering in-depth social media training. She also provides Social Media Certifications through founding Web Media University. A current contributing editor to The Franchise Dictionary Magazine and she has written 3 books in her series called, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media”, where she shares her best-kept secrets to success. She also specializes in helping Franchisors and Franchisees develop an integrated web marketing program to drive leads. She’s available for interviews via email, telephone, Skype video, news segments on location and more. Just let her know how she can help!
Marketing programs are an important part of franchising. Collecting funds from the different franchisees in a system can lead to greater marketing power. On the other hand, this type of policy can cause tension if some people feel that the money is not being spent the way it should be. That is why you need to make sure that your company’s marketing system is rock solid. Here are some key qualities of a great franchise marketing program: Continue reading
Running your own franchise can be a great feeling, but that feeling can quickly fade as managing costs, hiring employees, navigating local business laws and marketing your business can leave you feeling overwhelmed. But there’s an easier way. Outsourcing puts otherwise time-consuming tasks in the hands of highly skilled experts who handle everything from human resources to marketing. At Franchise Success Team we know what goes into making a successful franchise, that’s why we provide you with the resources you need so you focus on what’s important and quickly grow your business.
Build Your Brand
Building your brand can be slow-going if you’re not up-to-date on the latest marketing trends, but with help from industry experts you can get what you need to grow your brand and reach your target audience. Professional insights can help you maximize the potential social media marketing offers, helping grow your online presence and reach a wider customer base. Helping you with everything from web design and social media to videos and online articles, a franchise marketing expert can help you see real results fast.
Build Your Team
Finding employees with the skills and expertise you’re looking for can be difficult. Sifting through applications to find the right members for your team takes valuable time away from running your business. Wouldn’t it be easier with the help of a human resources professional? Outsourcing your HR can provide you with the solutions you need by helping match you with qualified applicants and help reduce costly turnover. With customized HR solutions covering everything from developing training programs to recruitment, you won’t have to worry about HR hassles and can concentrate on what you do best.
Protect Your Business
Even if you’re an established franchise, managing legal documents can be stressful and overlooked loose ends can have an unforeseen impact on your business. But with the right franchise legal advice, we’ll help make sure you have everything to avoid legal pitfalls and help your business continue to grow. Whether its franchisee rights, compliance programs, annual updating or other legal matters, you can rest easy knowing your business is in good hands.
Better Money Management
Whether it’s managing your books or preparing your taxes, making sure your business’s finances are in order can be time-consuming, so why not let an experienced accountant handle them for you? Outsourcing your accounting services places your business’s tax and bookkeeping needs in the hands of a financial expert who can provide you with financial planning advice that can help save you money. So if you’re struggling with how to minimize your tax liability or looking for better ways to monitor your overhead, franchising accounting services might be the solution that you’re looking for.
As a full-service consulting agency with more than 25 years of knowledge and experience working in the franchise industry, Franchise Success Team can help you develop strategies to optimize growth and start seeing results. Contact us today to find out what our experts can do for you.
Over the course of just a few years, many changes have occurred across the marketing landscape. These changes are just as relevant to franchises as they are to any other type of business that’s trying to reach new customers. Since marketing has a big impact on how well a franchise is able to do and grow, we want to highlight four essentials of any solid franchise marketing strategy: Continue reading
Social media is one of the best ways for franchises to market themselves in 2018. While social media is a very powerful option for connecting with customers, plenty of franchisors have concerns related to platforms like Facebook and Twitter. Given the immediate and widespread nature of social media, these concerns are completely valid.
Fortunately, there is a way for franchises to fully harness the power of social media and simultaneously protect their brand. The key to striking this balance is to create a social media policy for franchisees. Here are some of the most important elements to keep in mind as you work on creating this policy:
One of the reasons that franchises are such a powerful concept is because they can have a central marketing system. By pooling marketing funds, all the locations of a franchise can benefit from a collective effort that individual businesses simply wouldn’t be able to execute on their own. Continue reading
If you want your best content to get the social media attention it deserves, you need for it to be noticed by influencers. And since people who fit the profile for being a customer of your business use social media, it’s important to have a way to bring them in as leads. While both of these tasks can seem like major challenges, the good news is you can accomplish each one with the help of social media monitoring.
Most businesses are aware of the fact that they need to have a presence on Facebook. However, simply putting up a page isn’t enough to get results from Facebook. An important part of Facebook training for business is knowing how to not only get attention for your page but how to get traffic from Facebook to your business website.
If you know that Facebook can do a lot for your business but you have no idea how to get started, don’t feel stressed. Instead, all you need to do is keep reading so that you can learn exactly how to utilize Facebook for business by driving traffic directly to your website:
If you want to generate more leads for your franchise, here are the best strategies to utilize:
Targeted Marketing Based On Interest Level
Without targeted marketing personalization, there will be a great deal of downturn in the overall productivity of franchisee opportunities. While it may take longer for companies to identify their target demographic, the end result will be more lucrative than previously anticipated. Continue reading