Mystery Shopper What s in Your Franchise Development Website and Is It Working for You?

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1 Mystery Shopper What s in Your Franchise Development Website and Is It Working for You?

2 Location3 Industry Memberships & Associations

3 The Franchising Lifecycle Franchise Development Grand Openings Local Customer Acquisition Franchisee Growth

4 Digital Marketing for Franchise Development is Not Easy Competitive Marketplace Audience Targeting Limitations/ Qualified Audiences Limited Budgets Expensive keywords and websites

5 The Shopping Scorecard What Keywords Are You Focusing On? Are You Using Audience Targeting? Are You Providing Answers to Your Prospects Questions? Are You Re-Engaging Your Audience? Are You Qualifying Your Audience Online? Is Your Website Working for You? Where Are You Appearing Online? How Are You Measuring your Marketing Success? Are You Optimizing and Changing?

6 What Keywords Are You Focusing On? Are you spending where you shouldn t be? Are you participating in your true sweet spot (type of franchise and competitive bidding)? Are you using your dollars in the best of your ability? Are you owning your brand?

7 Volume of Audience Volume of Competition What Keywords Are You Focusing On? EARLY RESEARCH Broad Interest Search Terms Searchers have not yet decided what type of franchise they want You have not determined if they are qualified High Competition Allow franchise aggregators to $20-$50 per click (Franchise for sale, best franchises) own INTEREST CONSIDERATION ACTION Franchise Industry Focused Franchise Terms Specific Business Interest Terms More qualified Audience has narrowed their franchise opportunity interest Still Competitive and Costly Early in the funnel $10-$20 (Kid s Coaching Franchise, Jewelry Franchise,Sporting Franchise, Repair Franchise) Provide ongoing message continuity to nearby audiences to visit a business or book something online using display banners Can include Competitive Terms $ (Soccer Franchise, jewelry franchise, jewelry repair franchise, Mighty Kicks) Have Visibility if budget maxes out on lower funnelaudience layering Have Visibility Audience Layering Brand Terms Make sure to focus on franchise extension of brand terms Exclude Current Customers/ Franchisees/ Corporate IP $2-$5 Soccer Shots Franchise, Fast-Fix Franchise, FastFix Jewelry Franchise Own Terms What about Brand without franchise? Work with consumer teams for integrated approach. Highly Qualified Audience Maximize Spend True Competitors

8 What Keywords Are You Focusing On? If you have broad or modified broad matched top funnel franchise terms- look at your search query report. You are probably spending on irrelevant terms to your business. Franchise cost, low cost franchise Don t pay for brand searches that have customer intent

9 What Keywords Are You Focusing On? Bidding on your own brand with franchise is key. It is not guaranteed your organic listing will be the first listing if you do not bid on your brand. Competitors may appear above you.

10 Are You Using Audience Targeting? Layering on audience targeting and bidding for every paid tactic is key. Are you layering on audience demographics (income, age)? Are you excluding those that are not qualified (current owners, income qualifiers, look-a-likes of non-closings)? Are you using your own audience information (similar audiences, professions, interests)? Are you focusing on the right marketing territory coverage (targeted areas versus national)?

11 Are You Using Audience Targeting? Using current owner and analytics converter data to create and bid on new audiences will stretch dollars further. Use Google in-market and affinity categories as well as custom lists to change bids and strategy.

12 Are You Providing Answers to Prospect Questions? Easily Finding Territories is key Searches are typically geo-modified Brand searches should be targeted for Geography Make finding available opportunities easy for your prospects

13 Are You Providing Answers to Prospect Questions? Google prefers long form content for who / what / where / why terms, so you have to build out your FAQ content Split out FAQ content pieces into their own pages Save paid dollars for long form but build out content You have to talk about pricing or someone else will

14 Are You Providing Answers to Prospect Questions? Continually research new terms Competitive insights, paid search data mining Utilize Keyword Planning Tools Add Backend Schema data Long form content provides internal linking Opportunities (make it natural, don t keyword stuff) User Generated Content- Develop pages with success stories

15 Are You Re-engaging Your Audience? As you bring in users higher in the funnel during the research phase when they less likely to complete a form fill? Sending those to forms during research will result in high bounce rate, loss of interest and research elsewhere Nurture both online and offline (direct mail, nurture flows, sales teams, referrals) Segment retargeting and exclude employees provide unique messaging and new landing page experiences Watch frequency capping (no one wants to see your ad THAT MUCH, you also don t want to spend too much on one person)

16 Are You Optimizing Your Account Based on Performance? Digital marketing allows you to adjust constantly. Utilizing the data in your analytics accounts, Google Ads Accounts and other data from advertising partners allows you to adjust and improve performance. This makes programs better and better over time. Some examples outside of audience are day of week, hour of day, channel budget allocation, ad copy and keyword adjustment.

17 How Are You Measuring Success? Data should be clean and used in every decision being made You have to measure it holistically not last click Your measure of success should be new owners - not leads, spend or traffic Track prospecting differently than retargeting Year-over-Year is not the best tracking metric - focus on the sales vs. efforts Make sure Google Search Console and Google Ads are properly linked to your Google Analytics. Data is key in making decisions on what channels are working and how they work together Make sure your analytics is set up properly so all categories are clean and all marketing efforts are tagged. Referral traffic should not be coming from your CRM system or your own site.

18 Are You Optimizing Your Website? Bringing qualified prospects to your website is just step 1. Is your website speed fast enough? Are the technical SEO pieces in place? Consumers Judge your website against all other websites, not just your competitors Mobile performance is how Google judges all rankings- do not neglect your mobile experience and site Do you have quality inbound links coming from reputable other sites (Search engines look at these as online referrals) Make sure they are quality and not quantity or you can do more harm than good. Genuine links are key.

19 Are You Improving Your Site s Ranking Authority? Sites should be looked at differently when a subdomain versus solo franchising site If you have separate sites, there needs to be cross-linking and analytics clean up If same site - link efforts need to be focused to franchise pages specifically, not just the full domain

20 Is Your Website Working For You? Form Fills used for volume or used for qualification Multiple options create lots of nurturing but can also create choice paralysis Are you sending traffic to pages that actually answer their questions? Test fields and formats free tools (Google Optimize)

21 The Shopping Scorecard Recap What Keywords Are You Focusing On? Are You Using Audience Targeting and partnerships? Are You Providing Answers to Your Prospects Questions? Are You Re-Engaging Your Audience? Are You Qualifying Your Audience Online? Is Your Website Working for You? Where Are You Appearing Online? How Are You Measuring your Marketing Success? Are You Optimizing and Changing? Test and Change!

22 Q & A Gloria Dutton, VP Digital Strategy Location3 gdutton@location3.com