Learn about the benefits of creating a franchise development content marketing strategy to generate franchise leads and move your brand forward with this SlideShare.
Content marketing is an essential part of the franchise sales process. Creating valuable content targeted to prospects and brokers will help attract and convert website visitors to leads. Content marketing should also be used to qualify leads. PR and marketing integration is critical. Make sure that all of your communications teams are on the same page. For more information, contact Rachael Wachstein 630.269.3725 or rwachstein@fishmanpr.com
How to Use Content Marketing for Franchise Sales Lead GenerationRachael Wachstein
The franchise sales process has changed but you have nothing to fear! Learn how content marketing works to deliver the right messages to the right franchise prospects, inspiring and educating them to invest in your brand.
For a free consultation, contact Rachael Wachstein, Vice President, Content Marketing, Fishman PR rwachstein@fishmanpr.com 847-945-1300.
Franchise Sales: Content Marketing for Franchise Lead GenerationRachael Wachstein
Cut through the clutter of banner ads and email blasts advertising franchise opportunities with a smart content marketing strategy that generates quality franchise leads who are excited to hear from you. Franchise sales executives have a so many options to choose from when it comes to lead generation. If you haven't looked into content marketing, you are missing the most powerful tool out there that combines niche targeting with with great content and a smart strategy. Check out our case study to see how it works.
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
To learn how to track and identify your ideal buyer, amplify your efforts across multiple channels, and work with sales to capture different types of leads.
Content marketing is an essential part of the franchise sales process. Creating valuable content targeted to prospects and brokers will help attract and convert website visitors to leads. Content marketing should also be used to qualify leads. PR and marketing integration is critical. Make sure that all of your communications teams are on the same page. For more information, contact Rachael Wachstein 630.269.3725 or rwachstein@fishmanpr.com
How to Use Content Marketing for Franchise Sales Lead GenerationRachael Wachstein
The franchise sales process has changed but you have nothing to fear! Learn how content marketing works to deliver the right messages to the right franchise prospects, inspiring and educating them to invest in your brand.
For a free consultation, contact Rachael Wachstein, Vice President, Content Marketing, Fishman PR rwachstein@fishmanpr.com 847-945-1300.
Franchise Sales: Content Marketing for Franchise Lead GenerationRachael Wachstein
Cut through the clutter of banner ads and email blasts advertising franchise opportunities with a smart content marketing strategy that generates quality franchise leads who are excited to hear from you. Franchise sales executives have a so many options to choose from when it comes to lead generation. If you haven't looked into content marketing, you are missing the most powerful tool out there that combines niche targeting with with great content and a smart strategy. Check out our case study to see how it works.
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
To learn how to track and identify your ideal buyer, amplify your efforts across multiple channels, and work with sales to capture different types of leads.
Are you really benefiting from the full capabilities of your marketing automation technology? The experts explain how you can make the most of your investment in this eBook guide.
7 Paid Traffic Sins
Paid Traffic Methods and Risks................................................................6
Paid Traffic.............................................................................................6
Paid Traffic Methods...............................................................................6
Paid Traffic Risks....................................................................................7
Paid Traffic Sin #1 – Attracting Non-Targeted Traffic.................................9
Paid Traffic Sin #2 – Poor Ad Copy.........................................................11
Paid Traffic Sin #3 – No Call to Action....................................................13
Paid Traffic Sin #4 – Sending Visitors to Home Pages..............................15
Paid Traffic Sin #5 – Not Tracking Results..............................................17
Paid Traffic Sin #6 – Not Split-Testing Ads..............................................19
Paid Traffic Sin #7 – Confusing CTR with Conversion..............................21
Bonus Traffic Sin – Falling for Low Quality Paid Traffic.............................23
Conclusion...........................................................................................25
Be mindful of these traffic sins when planning your next campaign. Paid traffic
can provide fast and effective results, but only if you play your part in its
success.
http://myinternettrafficsystems.com
Simple yet crucial Steps required by anyone to generate leads and make a good use of it to flourish their business. After-all who doesn't want to grow their client prospects.
RiseFuel's Beginners Guide to Inbound MarketingTony Shannon
By now, we've all heard how valuable—even essential—inbound marketing can be for growing sales and finding new customers. Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that inbound marketing is far more complex field than it first seems.
Diving in without a sense for what it's like can be overwhelming, and building a marketing strategy that provides real value takes both savvy and hard work, but fear not—we're here to help!
Marketing Oklahoma Main Street: Brand OklahomaBrand Oklahoma
Brand Oklahoma an Oklahoma owned marketing outfit is providing Oklahoma Main Street program managers and volunteers with a presentation on how to build a conducive ecosystem that encourages and provides support for their members to become successful within their marketing efforts.
For more information on Brand Oklahoma and how Brand Oklahoma can provide custom training for your organization or business please visit, http://www.BrandOklahoma.com.
Overview of developing and creating a lead management programme along with a clear content marketing solution integrated with possible automated marketing solutions
Ten tips for Best practice of Lead Management from socail media Faisalzaman29
using social media to drive lead generation , real estate lead generation social media, social media for b2b lead generation , relationship between social media and lead generation,
The 7 Deadly Sins of Blog Content MarketingClearPivot
Blogging is one of the most common content marketing strategies — and one of the most difficult to do right. According to the Content Marketing Institute's 2014 B2C Content Marketing Benchmarks, Budgets, and Trends - North America, 55 percent of B2C marketers believe that adding a blog to the mix is effective for content marketing efforts.
However, many companies repeatedly make the same 7 mistakes over and over when they're blogging. Marketing departments that move in without planning or who have misguided preconceptions about modern-day SEO that will result in the company's content being ignored or even penalized.
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
Direct Marketing by Amber Darroch and Julie Powell of Metrics Marketing GroupCorporate College
Direct Marketing Presentation by Amber Darroch and Julie Powell of Metrics Marketing Group at the eMarketing Techniques Series at Corporate College 2008
Are you really benefiting from the full capabilities of your marketing automation technology? The experts explain how you can make the most of your investment in this eBook guide.
7 Paid Traffic Sins
Paid Traffic Methods and Risks................................................................6
Paid Traffic.............................................................................................6
Paid Traffic Methods...............................................................................6
Paid Traffic Risks....................................................................................7
Paid Traffic Sin #1 – Attracting Non-Targeted Traffic.................................9
Paid Traffic Sin #2 – Poor Ad Copy.........................................................11
Paid Traffic Sin #3 – No Call to Action....................................................13
Paid Traffic Sin #4 – Sending Visitors to Home Pages..............................15
Paid Traffic Sin #5 – Not Tracking Results..............................................17
Paid Traffic Sin #6 – Not Split-Testing Ads..............................................19
Paid Traffic Sin #7 – Confusing CTR with Conversion..............................21
Bonus Traffic Sin – Falling for Low Quality Paid Traffic.............................23
Conclusion...........................................................................................25
Be mindful of these traffic sins when planning your next campaign. Paid traffic
can provide fast and effective results, but only if you play your part in its
success.
http://myinternettrafficsystems.com
Simple yet crucial Steps required by anyone to generate leads and make a good use of it to flourish their business. After-all who doesn't want to grow their client prospects.
RiseFuel's Beginners Guide to Inbound MarketingTony Shannon
By now, we've all heard how valuable—even essential—inbound marketing can be for growing sales and finding new customers. Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that inbound marketing is far more complex field than it first seems.
Diving in without a sense for what it's like can be overwhelming, and building a marketing strategy that provides real value takes both savvy and hard work, but fear not—we're here to help!
Marketing Oklahoma Main Street: Brand OklahomaBrand Oklahoma
Brand Oklahoma an Oklahoma owned marketing outfit is providing Oklahoma Main Street program managers and volunteers with a presentation on how to build a conducive ecosystem that encourages and provides support for their members to become successful within their marketing efforts.
For more information on Brand Oklahoma and how Brand Oklahoma can provide custom training for your organization or business please visit, http://www.BrandOklahoma.com.
Overview of developing and creating a lead management programme along with a clear content marketing solution integrated with possible automated marketing solutions
Ten tips for Best practice of Lead Management from socail media Faisalzaman29
using social media to drive lead generation , real estate lead generation social media, social media for b2b lead generation , relationship between social media and lead generation,
The 7 Deadly Sins of Blog Content MarketingClearPivot
Blogging is one of the most common content marketing strategies — and one of the most difficult to do right. According to the Content Marketing Institute's 2014 B2C Content Marketing Benchmarks, Budgets, and Trends - North America, 55 percent of B2C marketers believe that adding a blog to the mix is effective for content marketing efforts.
However, many companies repeatedly make the same 7 mistakes over and over when they're blogging. Marketing departments that move in without planning or who have misguided preconceptions about modern-day SEO that will result in the company's content being ignored or even penalized.
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
Direct Marketing by Amber Darroch and Julie Powell of Metrics Marketing GroupCorporate College
Direct Marketing Presentation by Amber Darroch and Julie Powell of Metrics Marketing Group at the eMarketing Techniques Series at Corporate College 2008
Eye Tracking & Understanding Effectiveness of Menu Boards in Quick Service Re...Objective Experience
Marketing and POS material are important tools for marketers to attract and influence purchase decisions in-stores. Millions of dollars are spent each year on the design of POS materials and messages such as menu boards to drive improved sales in store.
Using the Tobii Pro Glasses 2, we conducted a sample study to demonstrate how eye tracking can be applied to understanding menu board design in Quick Service Restaurants (QSR).
QSR marketers juggle tight budgets, high budgetary accountability and thin margins attempting to connect with consumers who care about one thing: value. But it's not just cost savings. QSR marketers have to deliver a mashup of convenience, time-savings, speed of service and low prices.
This reality is what makes mobile such a powerful marketing channel for QSRs. Mobile is an integral part of consumers' on-the-go mentality and provides numerous ways to maximize customer lifetime value. Part of the Waterfall Industry Insights series.
Food Service Growth in the Hispanic Millennial MarketMercury Mambo
U.S. Hispanics make up 21% of the total millennial market, and this sector is growing at a disproportionate rate.
Within the Quick Serve Restaurant (QSR) industry, this consumer segment represents an even greater opportunity.
This presentation serves to highlight this opportunity for QSR marketers. Mercury Mambo is committed to helping you identify the most valuable opportunities to activate your brand among Hispanics in your trading area.
2014 Fast Casual and Quick Serve Restaurant Fast Food Restaurant Tour In Sydney Australia. Over 30 restaurants are highlighted with a brief description of their menus
Mobile’s influence over dining is undeniable: a quarter of consumers say tech features in their decision to visit a restaurant, 31% view menus on their phones at least once a month, and 33% of millennials expect to pay via phone. With more restaurants recognizing the importance of mobile, it’s become obvious that it will take more than mobile payments alone to engage customers.
Location-based advertising has evolved dramatically from its humble beginnings of simple geo-fence tests. Today, retail, QSR and auto brands are leading the way and running sophisticated campaigns that are delivering meaningful metrics.
Join a stellar group of marketers and mobile experts from Verve Mobile, xAd and YP, to hear the 3 most important insights from each industry category on how applying location intelligence to mobile campaigns will drive measurable ROI. These insights are based on thousands of campaigns in 2013 and 2014 - don't miss this data-rich discussion!
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters:
Monica Ho
Senior Vice President, Marketing
xAd
Heather Sears
Executive Director, Marketing
YP
James Smith
Chief Revenue Officer
Verve Mobile
Sales enablement is an evolving trend in franchise development defined as the delivery of the right information in the right format through the right channels at the right time to assist in moving franchise candidates through the selling process. Unlike traditional sales and marketing roles, sales enablement is a new function that aims to ensure that everyone involved in selling a franchise opportunity has the required tools, knowledge, processes and information to optimize the franchise buyer’s experience during the sales process. Contact Rachael Wachstein at rachael@800lbmarketing for more information.
The franchise sales game has changed. Savvy franchise development teams will either get on board or they will see their sales decline. This presentation explains the process of marketing franchise opportunities through content. If you have any questions or feedback, please contact me rwachstein@fishmanpr.com.
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
The goal of “social selling” is to increase sales by fostering relationships with potential prospects and stimulating conversations with those customers through social media platforms. For
example, on LinkedIn, marketing specialists share advice with a targeted audience of firms in a specific area (e.g., eCommerce, SaaS, finance).
Consistent participation on the platform increases their credibility and eventually, their
clientele. This approach allows you to market your business without making your posts look
like ads.
The goal of both traditional social media marketing and social selling is to make a sale. Social media marketing focuses on branding and aiming to reach a wider audience rather than just deal closures. On the other hand, in social selling, you leverage your own personal brand to connect with potential buyers. To put it simply, social selling is sales-focused, while social media marketing is more concerned with expanding a company’s brand. It’s setting yourself up as a credible thought leader or industry expert to get more sales.
Having compelling and relevant content is indeed very important, and there are different ways to determine what content to create. But that’s only part of the picture. In this eBook, we are going to explore how to use your content to generate high quality leads. In the following pages, you’ll learn how to revolutionize the way you build, execute and measure your content marketing strategies
using Microsoft Dynamics CRM by creating a collaborative and complete content marketing campaign.
7 ESSENTIAL TIPS FOR EFFECTIVE LEAD GENERATION.pptxA2digital
: In simple words, Lead Generation/Lead generation marketing is the process of getting people interested in your business and gradually converting them through your pipeline into paying customers. Some people see lead generation as a big email blaster and an intrusive salesperson. However, today these techniques are no longer successful.
Maximize Your Pipeline_ 4 Tips for Generating Qualified Leads.pptxDaycrest
Unlock the secrets to a bustling sales pipeline with our cutting-edge slideshow, 'Maximize Your Pipeline: 4 Tips for Generating Qualified Leads'. This expertly crafted presentation is your roadmap to transforming your lead generation strategy, offering a deep dive into the art and science of attracting high-quality prospects. From honing in on your target audience to mastering content marketing, engaging potential leads, and refining your qualification process, each slide is packed with actionable insights designed to elevate your approach and supercharge your sales results. Whether you're looking to revitalize your current tactics or build a robust foundation from the ground up, this slideshow is an indispensable resource for businesses aiming to not just reach but exceed their sales targets. Get ready to inspire your team, impress your stakeholders, and most importantly, fill your pipeline with leads that convert."
An opportunity for the savvy marketer to connect early and make a deeper, more meaningful relationship with prospects – through lead nurturing.
1. Build custom buyer personas
2. Make all your marketing touchpoints personal
3. Use social marketing effectively
4. Provide the right content at the right point in the cycle
5. and much, much more!
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Understanding How The Sales Funnel & Inbound Marketing Generate LeadsKennedy Andersson AB
The buyer’s journey across all industries and segments has evolved over recent years with the proliferation of the Internet. Learn how with Inbound marketing to use the Sales funnel to generate more leads for your business.
Virtually everyone agrees that a personalized message tailored specifically to an individual’s wants and needs is more likely to drive a transaction than a general one. Here are a few key drivers behind this belief and the increasing interest in marketing personalization:
• The population is more heterogeneous
• Products are more specialized and purchase
cycles have fragmented
• Media channels and audiences have fragmented
• Relentless evaluation, extensive comparison shopping
and show rooming are the norm, not the exception
• Individuals are more demanding – they expect a seamless brand experience, along with messages and offers that match their particular preferences
As a result of these market forces, many marketers are convinced that personalized communications with prospects and customers are essential to maximize their retail sales.
Virtually everyone agrees that a personalized message tailored specifically to an individual’s wants and needs is more likely to drive a transaction than a general one. Here are a few key drivers behind this belief and the increasing interest in marketing personalization:
• The population is more heterogeneous
• Products are more specialized and purchase cycles have fragmented
• Media channels and audiences have fragmented
• Relentless evaluation, extensive comparison shopping
and show rooming are the norm, not the exception
• Individuals are more demanding – they expect a seamless
brand experience, along with messages and offers that
match their particular preferences
As a result of these market forces, many marketers are convinced that personalized communications with prospects and customers are essential to maximize their retail sales.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
The buying process of old times has changed. Marketers need to find new ways to reach the right customers.
Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with customers.
Lead generation is an effective way to talk to relevant customers at the right time... however, lead generation in the MENA region has over 65% wastage; with tighter budgets, this calls for a more transparent and accountable process while most lead generation/Affiliate marketing work on a spray and pray method with no confirmation of authentic leads.
Thus we are proud to introduce Verify: A complete lead generation process that verifies the lead and understands at what stage of the purchase journey the lead. This means only verified leads will be delivered to the client in order to avoid wastage of time and resources.
*This product is offered to clients directly and to media agencies
Let customer insight guide your bank's content marketing strategySounds About Write
While many banks and financial institutions continue to turn to content marketing to engage their prospective buyers and customers, the reality is the overwhelming majority are struggling to achieve success.
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.
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B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCAllFacebook.de
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing von Shankho Mukherjee auf der virtuellen AFBMC.
https://conference.allfacebook.de/
Similar to 3 Ways Content Marketing Can Help Close Franchise Deals Faster (20)
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
5. Prospects, not the franchise brands, control the franchise sales process.
Thanks to technology, prospective
franchisees have greater access to
information and are self-directed in
their research of franchise
opportunities.
In today’s presentation, we will explain
how to use content marketing to
influence and speed up the franchise
sales cycle from discovery to decision.
7. Old School vs New School
Both Carl’s Jr. and Sears want to sell franchises.
Carl’s Jr. is using a
banner ad, an
example of the old
way of generating
leads.
The ad is all about the
brand and what it
wants to sell but does
nothing to engage and
educate prospects.
Sears also wants to
generate leads but they use
a value-added content
marketing approach.
Sears is providing
information that validates
their opportunity and speaks
to the specific needs and
desires of the targeted
audience.
Inbound marketing practices produce 54% more leads than traditional
outbound practices.
8. Discovery
To generate new franchise
leads, the first step is to
make prospects aware of
the opportunity.
This is harder than you may think!
Because, in a world of message
overload, how do you break through
and connect with qualified
prospects?
The best way to get attention for your
franchise opportunity is through content
that speaks directly to prospects.
9. The process of developing powerful content that speaks to the specific needs of
franchise prospects begins with audience segmentation.
Next, profiles of the target audience are developed to provide insights into their particular
goals, interests, motivations and pain points regarding the franchise opportunity.
These insights are used to develop messaging that speaks specifically to them.
10. Buyer Personas
Develop buyer or prospect personas to
figure out the specific needs, desires and
pain points faced by your target audience
as it relates to investing in your brand.
Potential Franchise Candidate
Situation:
Highest Priority:
Needs/Desires:
Pain Points:
Objections:
Habits:
Media Consumption:
Trusted Sources:
Research Methods:
Decision:
Qualifications:
Stakeholders:
Investment Decision Process:
Freebie Alert!
Email Rwachstein@fishmanpr.com
to receive a free prospect persona
worksheet.
11. Content Mapping
Once you’ve defined your buyer personas, it’s time to leverage
these insights in order to connect with and motivate franchise
prospects closer to closing the deal.
Map out the process from their first introduction to the franchise
opportunity to the final stage, which is to close the deal with the
franchise development team. By determining what path these
prospective franchisees will follow, a franchise brand can deploy a
content marketing strategy that speak directly to buyers in whatever
stage in the buying process they are in. At each stage of the buying
journey, a prospective franchisee is receiving the messaging that
will further motivate them to invest in your franchise brand.
Persona 1: Multi-unit franchisees
from non-competing QSR brands.
Goal: To grow their QSR franchise
portfolio.
Primary Pain Point: The brand
they’ve invested in is over
saturated and has very limited
territory available.
Receives an
email through a
QSR trade
publication
Reads offer for
eBook on identifying
QSR brands with
growth potential
Clicks on link to
landing page
offering a free
eBook
Inputs contact
information to
Download
eBook
Receives Thank
You email, followed
by a series of
informational emails
Clicks on call to
action within email,
inquires about
setting up a call
Speaks to franchise
sales team, receives
follow up email with
application
Fills out franchise
application
12. Distribute content on your owned, paid and earned channels
including franchise development website, social channels -
specifically LinkedIn, PPC and online advertising channels such as
eBlasts through industry publications.
13. Example: Bojangles’
Target Audience: Multi-unit QSR franchisees who own
concepts with saturated territories.
Desires: To continue to build their QSR portfolio.
Pain Points: Brands they currently are invested in have
limited territories available.
Content Solution: eBook that provides educational material
on how to evaluate a QSR brand for growth potential.
Awareness: Prospective franchisees will become aware of
the Bojangles’ opportunity through this targeted campaign.
The campaign will be supported with advertising on LinkedIn
and through purchased lists of QSR multi-unit franchisees
who are invested in non competing brands.
Develop a content piece that speaks to the needs of a particular
segment of your target franchise prospects. This shortens the
time it takes to get prospects engaged with your brand.
For example, landing pages have higher conversion rates when
they utilize content to capture information.
#1
15. Potential franchisees are researching and evaluating your opportunity and
those of your competitors before you ever have contact with them.
The information prospects find online about your franchise opportunity
must be persuasive enough to keep them engaged until they are ready to
have contact with you.
For this reason, a strong digital footprint is the foundation of successful
franchise lead generation efforts.
Consideration & Due Diligence
When it comes to franchise sales, your digital footprint is comprised of the information or
lack thereof across all online platforms including the franchise sales website, social media
and networking accounts, reviews, brand related search results, etc.
Use content to answer questions, overcome objections and assist prospective franchisees
in researching your franchise opportunity.
16. Example: Kono Pizza, Industry Report
Details: The industry report contains information that
validates the segment and the brand. It can be
offered as a download on the franchise development
website in exchange for contact information.
Build content that helps franchise prospects research your
franchise opportunity. Content can answer questions that
prospects have about the opportunity and industry, which
reduces the time franchise sales executives must spend to
close deals.
Content marketing creates a compelling
digital footprint that assists prospects in
researching and evaluating your
opportunity.
#2
17. Example: Papa Murphy’s, Blog
Details: The blog helps to attract
qualified prospects through regularly
published content that demonstrates
expertise and builds trust.
Blogs are an important part of a brand’s
digital footprint because when optimized
correctly, they show up in searches for
the company and relevant keywords.
Posts can be repurposed in many forms
including monthly eNewsletters,
LinkedIn articles, etc.
Blogs play a role in both the discovery
process and in vetting an opportunity.
80%of business decision-makers prefer to get information in
a series of articles versus an advertisement.
18. Example: BrightStar Care, Infographic
Details: This infographic provides
prospective franchisees with information
that validates the franchise opportunity
by showing the need and demand for
the company’s services.
It also demonstrates why BrightStar
Care is uniquely positioned to meet the
market demands vs. competitors. It ends
with a call to action to inquire about the
BrightStar Care franchise opportunity.
Infographics are an excellent format for
making sense complex information to
validate a franchise opportunity. It is
much more compelling to demonstrate
validating factors through statistics than
it is to tell a prospect how great the
opportunity is.
The potential market for elder
care services
The factors that are driving
increased demand for elder care
services
The factors that drive demand
for BrightStar Care’s services as
opposed to competitors
Call to action
20. Example: Sears Hometown & Outlet Stores
Target Audience: QSR Multi-unit franchisees,
looking to diversify their portfolio outside of the
restaurant industry.
Details: The automated email nurture series began
with the strategy and resulted in supporting the sale
of four SHOS locations.
Companies that excel at lead-nurturing generate 50% more sales-ready leads at 33% lower cost.
Automated email nurture campaigns
speed up franchise sales cycles that are
lengthy and often confusing for leads.
Don’t let leads slip through the cracks as
a result of a long sales cycle. Instead,
cultivate them and close deals faster by
automating your lead nurture process.
21. Email # Stage: Purpose Content
#1
Early: Education
Introduction to the SHOS Franchise Opportunity
Highlights the features of the SHOS business model that resonates with QSR
multi-unit franchisees looking to diversify their portfolio.
#2
Mid: Overcome Objections
Myth & Fact
Counteracts many of the misconceptions a potential franchisee may have
surrounding the brand including “Sears is a Dying Brand.”
#3
Mid(late): Validate the Opportunity
Benefits to Ownership/Successful Franchisee Profiles
Showcases the top value propositions of the opportunity, photos and stories of
successful franchisees.
#4
Late: Validate the Opportunity II
The Power of an Iconic Brand
Emphasizes the emotional attachment and recognition that consumers have
for the brand as an asset for franchisees.
Message Strategy
22. Email #1: 7 days after the first conversion
action occurred
Email Nurture Campaign: The emails went out automatically at set intervals.
Email #2: 14 days after the first
conversion action occurred
23. Email Nurture Campaign: The emails went out automatically at set intervals.
Email #4: 28 days after the first
conversion action occurred
Email #3: 21 days after
the first conversion action
occurred
24. Technology can streamline content
marketing efforts but the most
important factors for success are a
smart strategy and engaging
content.
The email lead nurture campaign
can be executed through your
existing system (CRM or email
service) or set up through any email
service provider for a minimal cost.
Franchise sales teams can utilize
content marketing techniques
regardless of the resources and
technology currently available to
them.
25. Create email nurture campaigns that answer questions about the opportunity and counter objections to
investing before the prospect has contact with a franchise development team. When prospects are
educated about the opportunity, less time is required to close the deal. Automating the lead nurturing
process makes your franchise sales efforts more efficient and gives your sales executives more time
to generate leads and close deals.
#3
26. TAKE AWAYS
1. DISCOVERY
Develop an eBook or content piece that speaks
to the needs of a particular segment of your
target franchise prospects. This shortens the
time it takes to get prospects engaged with your
brand. For example, landing pages have higher
conversion rates when they utilize content to
capture information.
2. CONSIDERATION & DUE DILIGENCE
Build content that helps franchise prospects
research your franchise opportunity. Content
can answer questions that prospects have
about the opportunity and industry which
reduces the time franchise sales executives
must spend to close deals.
3. DECISION
Create email nurture campaigns that answer
questions about the opportunity and counter
objections to investing before the prospect has
contact with a franchise development team.
When prospects are educated about the
opportunity, less time is required to close the
deal. Automating the lead nurturing process
makes your franchise sales efforts more
efficient and gives your sales executives more
time to generate leads and close deals.
28. Contact Us
Rachael Wachstein
Fishman PR
Vice President of Content Marketing
847.947.1300
rwachstein@fishmanpr.com
Rachael joined Fishman PR in 2009 and developed our content marketing
practice. In her role, Rachael creates effective strategies to help franchise brands
achieve their consumer awareness, franchise lead generation, search engine
optimization and online reputation management objectives.