I've even seen a case where a franchise was driving all search traffic to the main page of the site, which in addition to selling franchises, also encouraged visitors to enter complaints about a franchisee!
Kansas City, Missouri (PRWEB) May 8, 2008
siteEDGE Agency, a pioneer in online marketing for franchise systems releases its 5 step formula to generate more customers from the Internet. According to Steve Thompson, Managing Director, most franchise systems have yet to really scratch the surface when it comes to leveraging the Internet to drive sales. "Running online campaigns for hundreds of franchisees isn't easy. But if done correctly the results can mean anywhere from a 15% - 25% increase in revenue."
The five steps to successful online franchise marketing are:
1. Tailor Campaigns to Each Franchisee. This means creating a landing page for each product or service, coming up with hundreds, perhaps thousands of properly researched search terms, and writing dozens of ads that are designed to tie these terms to a specific landing page. "We often see a 50% improvement in performance just by executing this first step," said Thompson.
2. Show Ads Only in the Franchisee's Service Area. Franchisees can easily lose money on online advertising by paying to show an ad outside of the service area. "Forcing a franchisee to interface with prospects they have little to no chance of converting is a waste of money," said Thompson. "Always geo-target the ad to help minimize customer acquisition costs."
3. Route Prospects to the Web Page of Franchisee in their Area. Just as the campaign needs to be specific to the franchisee--the page the prospect is sent to must be specific to the franchisee. When a prospect arrives at the franchisor's site from the organic or "free" listings, it's okay to send them to the home page that contains a "Store Locator" tool. Prospects who click on paid search ads tend to be more impatient. Using a combination of the search engine's local targeting options and a localized landing page can really lift conversions.
4. Manage Each Individual Franchisee's Campaign. In addition to setting up franchisee level campaigns, changes to bids, ad copy, landing pages, offers and keywords should occur at the local level. Here's where online is no different than offline. Offers, prices, products, services etc that sell really well in New York City may not resonate with consumers in Boise. In addition the competition for customers may vary greatly from one market to the next.
5. Separate Out Selling Franchises From Securing Business for the Franchisee. Franchisors want to sell more franchisees, which is a good thing. Franchisees want more customers, which is also a good thing. Although both are good, they are very different. A direct response campaign should have a singular focus. Promoting too many things at once only distracts and confuses the prospective customer. " If the keyword that brought the prospect to the site is "Math Help," the page they land on should be all about proving how you're the best option for helping them with math and nothing else," said Thompson. "I've even seen a case where a franchise was driving all search traffic to the main page of the site, which in addition to selling franchises, also encouraged visitors to enter complaints about a franchisee! " he added. Remember, the competition is only one click of the Back Button away.
About siteEDGE Agency:
siteEDGE agency (http://www.siteedgeagency.com) is an interactive marketing firm that helps its clients improve key operating metrics such as leads, sales and profits through a variety of digital marketing techniques including search, e-mail and social media marketing as well as online advertising . Over the years, a variety of leading brands have relied upon siteEDGE agency's insight and execution to deliver astounding results in a rapidly evolving environment. siteEDGE Agency has extensive experience in structuring; managing and optimizing online marketing campaigns for small and large (+500 units) franchise systems as well as large companies with a regional or local focus.
Steve Thompson, Managing Director