Madison Marketing Group Blog

Sam Swiech, Content Marketing Manager

Sam Swiech, Content Marketing Manager

Sam Swiech has worked in the digital marketing industry for 7 years, developing expertise in content strategy, content writing, and copywriting. Outside of the office, he enjoys cooking, travel, and modular synthesizers.

The Pros and Cons of Doing Inbound Franchise Marketing In-House

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.

Read More

How to Create a Content Promotion Strategy to Reach a Larger Audience

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.

Read More

Why Your Franchise Needs A Blog: SEO and Lead Conversion

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.

Read More

Using Calls-to-Action to Maximize Franchise Lead Generation

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:

Read More

Why Landing Pages Are Essential to Converting Quality Franchise Leads

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.

Read More

3 Marketing Metrics Franchisors Should Be Focusing On

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.

Read More

Improving Your Franchise Content Strategy To Generate Qualified Leads

Frustrated with a website that can’t seem to move the needle on franchise sales?

No matter which industry you’re in, marketing a franchise to prospects hungry for the right opportunity requires a unique approach.

Simply put, those who turn to the web to find and research franchisors don’t want another brochure trying to sell them on their offer. They’re looking for an opportunity that speaks to their interests both personally and professionally—a story they can relate to.

Read More

4 Mistakes Keeping Visitors From Moving Past Your Homepage

As search engines get better at connecting consumers' questions to companies with answers, it’s up to businesses to create the kinds of websites web-savvy consumers want to explore.

For most traffic coming to your website—especially new visitors—the homepage is your site’s front door, the gateway to the network of “rooms” that makes up your website.

Just like in the real world, no one arrives at your house only to admire the door - they want to go inside. The same is true for websites.

Read More

3 Bad Email Marketing Practices Keeping Readers from Clicking Through

Whether it’s the typical embarrassing relative who shows up during the holidays or the colleague whose jokes simply aren’t funny, we all deal with embarrassing situations that make us uncomfortable.

While strange relatives and cringe worthy co-workers are something we take in stride, you may have a bigger problem on your hands if your teeth clench every time the topic turns to your email marketing results in company meetings.

If you can relate, don’t worry.

Read More

Digital B2B Marketing: Create A Content Strategy For Long Sales Cycles

High tech product and service sales don’t happen quickly.

They almost always require companies to manage long sales cycles involving careful nurturing at each stage of the process.

More and more, B2B—high tech or otherwise—are relying on web leads as the primary source of potential customers.

Read More