LinkedIn can have a huge impact on your ability to generate franchise leads. Whether or not that impact is positive or negative however, is completely up to how you’re using it. This presentation goes over strategies that franchisors can apply on LinkedIn to help increase the number of franchise leads they receive each year. Some key takeaways: 1. Make sure that you and your company have profiles on LinkedIn. 2. Review your competitors’ company profiles to better understand of how they’re positioning themselves toward your target audience. 3. Develop a showcase page that focuses on your franchise opportunity. 4. Post educational, informative content (good press) about your franchise system on your company’s LinkedIn profile page and your franchise opportunity showcase page. 5. Use sponsored updates to maximize post visibility. 6. Engage with LinkedIn Groups related to your target audience in order to keep top of mind with people that may be good franchise lead opportunities in time. 7. Purchase one of LinkedIn’s premium packages. 8. Get your employees to share the updates that are posted on your company’s LinkedIn profile or your company’s franchise opportunity showcase page to maximize exposure. 9. Posting your good press on LinkedIn allows you to increase the longevity of the content, as well as get it in front of more quality eye-balls. 10. Use conversion goals in Google Analytics to help track the amount of web leads you receive that originated from LinkedIn. 11. Make your blog posts shareable via LinkedIn as well in case someone checks out one of your blog posts and decides to share it on their own newsfeed; you want to make it as easy as possible for people to find, read and share your content.

1. Using LinkedIn to Support Franchise
Lead Generation Efforts
Speakers:
Matthew Job

2. Today’s Host
Matthew Job
Vice President – Sales & Marketing
Local Search Masters
Picture

3. 2013: Internet and Referrals Made Up
73% of Franchise Sales
- 2014 Franchise Development Report

4. LinkedIn is a Direct Source of Franchise
Leads
 2012-13: 300% increase in franchise sales through social
 2013: 40% of social leads attributed to LinkedIn
- 2014 Franchise Development Report

5. Why LinkedIn?
 1/3 of professionals have profiles
 Users come in with professional mindset
 Able to directly message anyone with profile with premium service
 Excellent platform for:
 Sharing content
 Researching businesses
 Keeping top of mind with connections
- Lana Khavinson, Group Product Manager at LinkedIn IFA

6. Potential franchisees
research franchise
businesses very
thoroughly before
reaching out to you
directly

7. First Takeaway
LinkedIn can have a big impact on your ability
to generate franchise leads. Whether or not
that impact is positive or negative is up to you

8. Review Your Competitors

9. Example: Snap Fitness

10. Review Competitors’ Company Profiles

11. Review Competitors’ Employee Profiles

12. Review Competitors’ Employee Profiles

13. Tips for Competitor Research
 Review 5-10 competitors via LinkedIn
 Take notes about the words they use in their profile, their specialties and the
types of updates they post
 Follow and/or connect with your competitors

14. Optimize Your Company Profile

15. Tips for Company Profile
 Unique URL
 www.linkedin.com/company/local-search-masters
 Fill in all the blanks!
 Follow your competitors
 Get employees connected
 Post regular updates to newsfeed

16. Optimize Personal Profiles

17. LinkedIn is Highly Regarded by Search
Engines
- Search Engine Land

18. LinkedIn is Highly Regarded by Search
Engines
Children’s education franchise opportunities

19. Set up a Franchise Opportunity
Showcase Page

20. Franchise Showcase Page Examples

21. Franchise Showcase Page Examples

22. Tips for Franchise Showcase Pages
 Include variation of “Franchise Opportunity” in title of the page
 Use as close to 200 characters as possible
 Link to franchise recruitment site
 Request employees to follow
 Post semi-regularly
 Sponsor certain updates

23. Post Updates

24. Why Post Updates?
Get your content in front of a larger audience
Increase longevity of good press you receive
Keep top of mind with followers and connections
Easy way to showcase achievements and insights of your franchise system

25. Mentions in the Media

26. Market Expansion

27. Awards & Recognitions

28. Growth and Celebration

29. Franchisee Testimonials

30. Targeted to Ideal Franchisee Profile

31. Educational Videos

32. Charitable Activities

33. Conference / Exposition Attendance

34. Sponsored Updates

35. Get in Front of Larger Audience

36. It’s Native Advertising
- Sharethrough

37. Granular Ad Targeting

38. Sponsored Update Best Practices
Include compelling and relevant images
Incorporate a variety of content types in your updates
Educational and informative content perform the best
Easy way to showcase achievements and insights of your franchise system
LinkedIn Sponsored Update Guide

39. What to Sponsor?
 Exposition Attendance

40. Prospecting

41. Prospecting Techniques
Visit your prospects’ profiles
Review your current follower base
Research people that engage with your updates (company updates and your
updates)
Research people that view your profile

42. Join Targeted Groups

43. Join Targeted Groups

44. Go Premium
 LinkedIn Premium
 Get access to more profile information
 See more info about people viewing your personal profile
 Get access to InMails

45. Lead Builder

46. Employee Participation

47. How Employees Can Participate
 Optimize their profiles
 Actively connect with more people (i.e. friends, customers, co-workers)
 Share updates from company’s LinkedIn newsfeed

48. Increase Employee Participation
 Develop a set of instructions (or video tutorial) on what they need to do /
how to do it
 Work to make it their idea instead of the franchisor’s idea
 Develop a case study on benefits of LinkedIn
 Incentivize $$

49. Tracking Results

50. LinkedIn Analytics

51. Sponsored Updates

52. Google Analytics

53. Final Tips
 Add a LinkedIn social media icon to your franchise recruitment website
 Respond to all comments in some form or fashion
 Set up email notifications to keep up to date with what’s happening in your
network or in the groups you’re a member of
 Set up social sharing buttons on your blog

54. Questions and AnswersQuestions and Answers

55. SAVE THE DATE!!
March 5th
2:00 p.m., EST
Topic

56. Thank You For Attending!
Speaker’s Name: Matthew Job
Title: Vice President – Sales & Marketing
Company Name: Local Search Masters
Address: 631 2nd
Ave S. #LL-D
City, State, Zip: Nashville, TN 37210
Phone: 615-346-5551
Email: matt@localsearchmasters.com
Google+ Profile