5 Digital Marketing Tactics to Get More Franchise Customers

5 Digital Marketing Tactics to Get More Franchise Customers PRESENTER: Josh Ades MODERATOR: Alex Vaccaro

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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 creation and strategy -  Drives online leads (and an ‘03 Prius)

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5 Tips 1.  Exist Everywhere 2. Optimize Location Pages

3. Be Consistent 4. Email & Post Smarter

5. Create Content 6. Q&A

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Customer Experience

The common thread behind each of these marketing tactics is customer experience. If you keep customers delighted, they will keep coming back (and bring people, too).

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Exist Everywhere 1

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Don’t be found in the last place someone looks

1. EXIST EVERYWHERE

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What is an online listing?

1. EXIST EVERYWHERE

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1. EXIST EVERYWHERE

The Funeral Home BY CLAIMING LISTINGS EVERYWHERE ONLINE:

•  One location saw site impressions increase 846% in one month

•  Another location saw an increase of 186% over a year

•  Increased site traffic improved organic results

•  More customers interacted, business improved across the board

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Optimize Location Pages

2

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2. OPTIMIZE LOCATION PAGES

You get a page and you get a page and you get a page

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2. OPTIMIZE LOCATION PAGES

Name, Address, Phone (NAP)

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2. OPTIMIZE LOCATION PAGES

Real Photos

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2. OPTIMIZE LOCATION PAGES

Categories

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2. OPTIMIZE LOCATION PAGES

Keywords

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2. OPTIMIZE LOCATION PAGES

Social in Search Results

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2. OPTIMIZE LOCATION PAGES

Keys to Facebook Optimization

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2. OPTIMIZE LOCATION PAGES

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Be Consistent 3

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1. BE CONSISTENT

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1. BE CONSISTENT

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1. BE CONSISTENT

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1. BE CONSISTENT

There’s a new breed of customer. They are social, mobile, and always connected. They want answers in context, wherever they are, on every device. Not only do they expect to receive service on the channel of their choice, they expect to receive a consistent experience as they move back and forth between channels. FROM: https://www.salesforce.com/blog/2014/06/consistent-customer-service.html

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Email and Post Smarter 4

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4. EMAIL AND POST SMARTER

Be at the right place at the right time

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4. EMAIL AND POST SMARTER

Always have the customer in mind

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4. EMAIL AND POST SMARTER

Shifting the balance

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Create Content 5

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5. CREATE CONTENT

Who is responsible?

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5. CREATE CONTENT

1. CONSIDER YOUR EXPERTISE Tips for baking at altitude or saving on A/C bills in warm location 2. SHARE YOUR DAY-TO-DAY Taking a wine stain out of carpet? Set up your cell phone and tell us how you do it 3. GET INVOLVED IN LOCAL EVENTS AND SHARE Tell us what you are up to, share photos 4. DON’T TRY TO MAKE A SALE Content is educational or builds brand affinity

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5. CREATE CONTENT

Own it

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Listings Management

Opinion Monitoring

Marketing Automation &

Insights

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