Must do digital marketing for franchises

1. Must-Do Digital
Marketing for
Franchises
PRESENTER: Liane Caruso
CO-PILOT: Josh Ades

2. #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.

3. #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

4. #ConnectivityMustDo
#ConnectivityMustDo
Tweet to Win $50 Gift Card
Follow us:
@connectivityinc
@TheCRUSHAgency

5. #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

6. #ConnectivityMustDo
Traditional
Franchise
Marketing
1

7. #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

8. #ConnectivityMustDo
1. TRADITIONAL FRANCHISE MARKETING
Traditional Marketing…
THAT STILL WORKS!
- Direct Mail
- Grassroots marketing / outreach
- Magazine / Publication Advertising
- Community Newspapers

9. #ConnectivityMustDo
Must-Do Digital
Marketing
Checklist
2

10. #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

11. #ConnectivityMustDo
2. MUST-DO DIGITAL MARKETING CHECKLIST
Manage Online
Reviews
WHY DOES THIS MATTER?
- Control brand reputation
- Be more noticed in search
- Utilize feedback on local,
regional or brand level

12. #ConnectivityMustDo
2. MUST-DO DIGITAL MARKETING CHECKLIST
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

13. #ConnectivityMustDo
4. TRACK TRAFFIC FROM REVIEW SITES
FREEBIE:
Must-Do
Digital
Marketing
Checklist
2. MUST-DO DIGITAL MARKETING CHECKLIST

14. #ConnectivityMustDo
How Digital
Marketing Drives
Customers to
Locations
3

15. #ConnectivityMustDo
59%of consumers use
Google every
month to find a
local business.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

16. #ConnectivityMustDo
“More Google searches take
place on mobile devices than
on computers in 10 countries
including the US and Japan”
- Google, May 2015
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

17. #ConnectivityMustDo
Anatomy of
Search Results*
Paid Listings
Local Listings
Organic Listings
Local Publishers
(Organic Listings)
*Source: Linkmedia 360
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

18. #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
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

19. #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.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

20. #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.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

21. #ConnectivityMustDo
Online reviews
are thought to
make up 10%
of how Google and other
search engines decide to
rank results.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

22. #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.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

23. #ConnectivityMustDo
Reviews also provide a
variety of keywords that may
help with SEO.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

24. #ConnectivityMustDo
You should know:
Google is testing home service ads.
3. HOW DIGITAL MARKETING DRIVES CUSTOMERS TO LOCATIONS

25. #ConnectivityMustDo
Demonstrating
ROI4

26. #ConnectivityMustDo
Setting Up
Appointments
4. DEMONSTRATING ROI

27. #ConnectivityMustDo
Location &
Contact Info
4. DEMONSTRATING ROI

28. #ConnectivityMustDo
Generate
Leads
4. DEMONSTRATING ROI

29. #ConnectivityMustDo
Brand
Awareness/
Content
4. DEMONSTRATING ROI

30. #ConnectivityMustDo
While you can control
your site, there are many,
many more places your
brand appears online.
Keep in mind…
4. DEMONSTRATING ROI

31. #ConnectivityMustDo
FREE GUIDE:
Setting up Google
Analytics for Local
Businesses
4. DEMONSTRATING ROI

32. #ConnectivityMustDo
Q&A