connectivity webinar: must-do digital marketing for franchises

Must-Do Digital Marketing for Franchises

PRESENTER: Liane Caruso CO-PILOT: Josh Ades

#ConnectivityMustDo

Connectivity Josh Ades Content Marketing Manager BUSINESS OBJECTIVES FOR CLIENTS: Provide marketers with engaging content that focuses on the specific needs of businesses that have physical locations BIO: -  Former co-leader Los Angeles Hubspot user group -  Joined Connectivity in 2014 to oversee content strategy -  Creator of far too many bad dad jokes.

#ConnectivityMustDo

Connectivity Liane Caruso President, The CRUSH Agency BUSINESS OBJECTIVES FOR CLIENTS: Create effective marketing solutions for clients that drive leads, increase sales and build sustainable brands. BIO: -  20 years experience in marketing and advertising -  Owner of digital agency since 2009 -  Working with franchise brands for 7 years -  Social media junkie

#ConnectivityMustDo

#ConnectivityMustDo

Tweet to Win $50 Gift Card

Follow us: @connectivityinc @TheCRUSHAgency

#ConnectivityMustDo

Agenda 1.  Traditional Franchise Marketing 2.  Must-Do Digital Marketing

Checklist 3.  How Digital Marketing Drives

Customer to Locations 4.  Demonstrating ROI 5.  Q&A

#ConnectivityMustDo

Traditional Franchise Marketing

1

#ConnectivityMustDo

1. TRADITIONAL FRANCHISE MARKETING

Traditional Marketing Until recently, marketing strategies were pretty old school and hard to quantify. -  Direct Mail -  Grassroots marketing / outreach -  Cold Calling -  Newspaper Advertising -  Magazine / Publication Advertising -  Radio Advertising -  Billboards

#ConnectivityMustDo

1. TRADITIONAL FRANCHISE MARKETING

Traditional Marketing… THAT STILL WORKS! -  Direct Mail -  Grassroots marketing / outreach -  Magazine / Publication Advertising -  Community Newspapers

#ConnectivityMustDo

Must-Do Digital Marketing Checklist

2

#ConnectivityMustDo

Online Listings WHY DOES THIS MATTER?

-  Insures your information is accurate so your business is easy to find

-  Let’s you respond to reviews

-  Benefits SEO

2. MUST-DO DIGITAL MARKETING CHECKLIST

#ConnectivityMustDo


Manage Online Reviews

WHY DOES THIS MATTER?

-  Control brand reputation

-  Be more noticed in search

-  Utilize feedback on local, regional or brand level

#ConnectivityMustDo


Get Social WHY DOES THIS MATTER?

-  Be more visible to current and potential customers

-  Provide extra-special customer service

-  Build a tighter connection with customers

#ConnectivityMustDo

4. TRACK TRAFFIC FROM REVIEW SITES

FREEBIE:

Must-Do Digital Marketing Checklist


#ConnectivityMustDo

How Digital Marketing Drives Customers to Locations

3

#ConnectivityMustDo

59% of consumers use Google every month to find a local business.

3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

#ConnectivityMustDo

“More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan”

- Google, May 2015


#ConnectivityMustDo

Anatomy of Search Results*

Paid Listings Local Listings Organic Listings Local Publishers (Organic Listings)

*Source: Linkmedia 360


#ConnectivityMustDo

The more people that express interest in your website, the more likely Google is to rank it higher in organic traffic.

Unique clicks matter


#ConnectivityMustDo

It typically takes 5 reviews on Google to get stars to show. WHY DOES THIS MATTER? Searchers are more likely to click on results that display stars.


#ConnectivityMustDo

Online, Google is able to use its algorithm to rank websites and web pages. It is able to see site architecture, what other sites trust that site (inbound links), etc.

Google can see pretty much everything.


#ConnectivityMustDo

Online reviews are thought to make up 10% of how Google and other search engines decide to rank results.


#ConnectivityMustDo

Google relies on people to give it information through reviews and check-ins. It verifies your business location and that you are in business.


#ConnectivityMustDo

Reviews also provide a variety of keywords that may

help with SEO.


#ConnectivityMustDo

You should know: Google is testing home service ads.


#ConnectivityMustDo

Demonstrating ROI

4

#ConnectivityMustDo

Setting Up Appointments

4. DEMONSTRATING ROI

#ConnectivityMustDo

Location & Contact Info


#ConnectivityMustDo

Generate Leads


#ConnectivityMustDo

Brand Awareness/Content


#ConnectivityMustDo

While you can control your site, there are many, many more places your brand appears online.

Keep in mind…


#ConnectivityMustDo

FREE GUIDE:

Setting up Google Analytics for Local Businesses


#ConnectivityMustDo

Q&A