Whether you’re a salesperson tired of wasting time with tire kickers, or a company director looking for a solution to your sales team’s frustrations, franchise web portals can be a mixed bag of emotions for companies struggling to attract quality leads.
Selling franchises isn't what it was years ago. Although referral networks and franchise brokers are still very viable lead generation channels, a new source has taken the top spot. According to Franchise Update’s 2014 Annual Franchise Development report:
Pay per click advertising has been a go-to marketing strategy for franchisors looking to sell their opportunity for years. While it works better for some than others, one of the best things about PPC is that unlike other components of content marketing, which involve lengthy periods of planning and discovery, pay per click only requires you to know what serious buyers are searching for on search engines.
Eye-catching headlines, concise one-sentence summaries, and wisely chosen keywords can be very effective when combined with an equally attractive and compelling landing page on your company website.
In addition to being relatively straightforward, PPC can be very cost effective when done correctly. Whether you’re putting a PPC strategy together for the first time, or haven’t touched it since your first put your first campaign in place, there are a few things to be mindful of if you’re not seeing your ads gain traction.
Inbound marketing can work for franchises looking to gain traction when web leads are few and far between, but can be a challenge to implement in-house.
This post will walk through the pros and cons of taking on an inbound marketing program yourself vs. outsourcing it to a dedicated inbound marketing agency.
Inbound marketing has exploded over the last several years, and with it has come an explosion of content across the web.
Since content is the driver of inbound’s success, it’s no surprise we’ve become swamped with it as companies rush to meet the highly informed customer on their own turf.
But inbound’s massive explosion has created a problem as ironic as it is uncomfortable for many content marketers to admit: As more content makes its way out there, it has become more difficult to get noticed amidst the noise.
The idea that you can simply create great content and wait for the right people to stumble upon it fails to take this problem into account.
Growing your audience now requires a promotional component that puts your headlines directly in front of readers who may be looking for answers all over the web.
As a small to mid-size franchising company trying to grab leads online, you know how hard it can be to push yourself to the top of search engine results.
With prospective franchise owners turning to the web more than any other source to find the right opportunity, getting yourself noticed in search engine results is key.
Google is constantly changing the way it ranks search engine listings, but each change they make underscores a very obvious goal: Websites that stay relevant with great content get to shine at the top.
“Man, these leads stink, none of them close,” says the salesperson.
“Sales keeps dropping the ball on all our leads - it’s all credit and no blame with them,” says the marketer.
You’ve seen it before––the age-old divide between the sales and marketing. It’s a feud that can grind your company’s growth to a halt if both teams can’t get on the same page and work in harmony.
According to LinkedIn in 2020, "87% of sales and marketing leaders say collaboration between sales and marketing enables critical business growth."
With the task of driving new business clearly resting on the shoulders of both teams, the question then becomes: How do you bridge the gap and bring these two sides together for long-term alignment that has a measurable impact on your bottom line?
We’ve talked at length about the importance of developing a content strategy built to attract serious franchise buyers combing the web for an opportunity that speaks to them.
The second logical step in the inbound methodology is converting those interested visitors into leads you can nurture through the franchise sales process and eventually close—the final step of the inbound process.
This post will focus squarely on how to create a compelling call-to-action that will earn the clicks of your website visitors, leading them on the start of their conversion path.
What are calls-to-action and how are they used to convert potential buyers?
Simply put, calls-to-action (CTAs) are buttons or links that encourage prospects to take action. Whether it’s downloading a white paper, registering to attend a webinar to learn more about the company, or any other kind of downloadable material or contact form, just about every next step on your franchise website is prompted by strategically placed CTAs. Here's a simple example:
You’ve taken the time to build out your franchise website with a wealth of information you know will attract the serious prospects, but all of that content means very little when there’s no clear next step these buyers can take after getting interested.
I’ve talked about the first vital piece of the conversion puzzle—calls-to-action—and how in many ways, they’re the first step visitors take to becoming a lead.
Marketers have struggled to zero in on truly meaningful metrics for years. Before technology made it possible to track and analyze the performance of your marketing efforts, assessing the team’s impact on sales was extremely difficult if not impossible.
Even with all of today’s extremely powerful digital management tools, many franchisors still find themselves in the dark when it comes to metrics that matter. While it may seem trivial, looking at the wrong numbers can mean sticking to ineffective strategies or failing to realize marketing successes when they happen.
Let’s take a closer look at the wrong way to approach reporting as well as three of the most important metrics you should be paying close attention to each month.