Franchise Marketing and SEO: What You Need to Know

Franchise Marketing and SEO: What You Need to Know

franchise marketing SEO

Hey, Franchise Developers!

We’re extending a big, warm welcome to our Raintree family. We are so excited to introduce you to our team of experts who are eager to hear your story and share it in a compelling way to others. Growing franchises is our passion, and we are good at it. 

What Makes Raintree Franchise Sales Different

Raintree Franchise Sales is a performance-driven business. We rely on hard data and key performance indicators. We understand the franchise industry, know how to generate, qualify, and close leads, we know metrics, and we succeed only when we produce tangible results for our clients, which our numbers prove. 

We understand the importance of digital marketing, a considerable driver of lead generation today—both for the Franchisor and the Franchise Owner. We then put our specialized knowledge to work for you as we create a customized strategic marketing plan based on historical data and current research that reaches and appeals to your target audience. Your plan may cover various approaches from social media to your landing page and website, trade shows, brokers, and more. We will track the effectiveness of your campaign in real-time, communicate with you regularly as we partner together, and produce results with our four pillars of franchise marketing:

  1. Content and Design
  2. Franchise Lead Generation
  3. Brand Management 
  4. Franchise Sales 

How We Help You Grow Franchises

Our omnichannel approach relies heavily on digital marketing, a robust lead generation driver, churns quality leads, and higher close rates per lead. Unfortunately, many Franchisers and franchise marketing companies miss the boat when it comes to this opportunity. 

Each search engine and social media platform have relatively secretive algorithms. What is clear across channels, however, is that relevancy to keyword phrases is critical. On some platforms, such as LinkedIn, you get an added boost by being served up at a prioritized rate with your first and second-generation connections.

What Does “Relevancy to Keyword Phrases” Mean?

Historically, the emphasis was placed on keywords as opposed to phrases and their intended results. Take the word “cats” and assume you have a successful business focusing on cat toys. If you use “cats” as a keyword, you are casting too wide a net. A quick Google search reveals that the number one result for that keyword is the Broadway musical/movie among a list of nearly four billion results, most of which never seen. 

In franchise marketing, people search keyword phrases related to both the franchise itself and the type of franchise opportunities they seek. With billions of Google searches occurring daily, SEO optimization through quality content is crucial.

franchise marketing seo

A consumer searching for cat toys will enter a keyword phrase, such as “cat toys for mature cats,” which yields a fraction of the results for “cats” and are far more relevant. The trick is knowing what phrases your target audience will search for and delivering results (quality content) that specifically relate (this includes specific pages other than the home page on your website).

Your content displays organically without expensive franchise advertising (think pay per click and Adwords). While this might make logical sense, it’s not as easy to achieve as you might think, which is where we come in. Here are some of the things that help position you at the top of the search results:

  • Post frequent content that provides useful, accurate. and researched information
  • Update your pages and old blogs to be relevant
  • Use headlines effectively and include keywords and phrases.
  • Create shareable posts and conversation starters
  • Include infographics, images, and videos
  • Post at the time during peak traffic
  • Ensure your pages incorporate responsive design

franchise marketing organic clicks

How We Help Your Franchises Grow

Here at Raintree, we stay current with industry leaders and use SEO/SEM tools, like Yoast and Moz, which provide real-time feedback and suggestions for improving the optimization. Some of our clients’ sites have upwards of 50% organic traffic, and you can leverage these tactics, too.

We also recommend free certification courses like Google AnalyticsGoogle Search Console, and WordPress training to develop an in-depth understanding. You can also utilize retargeting and geofencing to continue to drill down to franchisee target audiences. Finally, Franchisors can support Franchise Owners by leveraging the advertising fund to train them and position them for success. 

Staying current with the latest trends in SEO will give you a competitive advantage and help you succeed. We look forward to talking about areas of franchise development, marketing, and content creation and development with you.

 

Best,

Linton Dowling

Raintree Marketing Director

P.S. Email me at linton@raintreesales.com or get connected to a franchise consultant here.

Linton joined Raintree in 2017, and in 2018 became Marketing Director

franchise marketing director

For more useful Marketing Tips or questions on the above follow him on LinkedIn or send him an email:

linton@raintreesales.com

Meet October’s Consultant of the Month: Patrick Elsner!

Meet October’s Consultant of the Month: Patrick Elsner!

If you have been in the franchise industry for a while, or even if you are new, we’re sure you already know the name Patrick Elsner! But do you know Patrick’s story? How he started in the business, or how many people he has helped over the years? Well, you’re in luck because we sat down and asked Patrick to share all of his secrets!

How Did It All Start? 

Prior to franchise consulting, Patrick was the manager of the St. Louis Cardinals radio network. Sounds like a cool job, right? So, what was the pain point that made him start looking at other opportunities? It is the same pain point we hear a lot at Raintree- “I was managing 28 salespeople and I couldn’t stand it. I was sick of herding cats!”

During his time with the radio network, Patrick was introduced to the franchising world as he found himself selling sports sponsorships to local Franchise Owners. The more he learned about franchising the more intrigued he was to start his own business.

Like a lot of people, when Patrick started to look into franchising he decided to work with a franchise consultant, someone to give him guidance and provide an expert opinion. Originally, Patrick was interested in a tax franchise, but through time what ended up happening was that he took over the business that had belonged to his own franchise consultant upon his retirement. Patrick saw it as an ideal opportunity, primarily because it meant no employees!

Now, 18 years later Patrick still enjoys what he does every single day.

What Does Patrick Look For in the Brands he Presents? 

Consultant Patrick ElsnerBeing in the industry for 18 years, Patrick has seen many trends and franchise concepts come and go. Because of this, he has a specific idea of what he looks for in brands that he presents to his clients. He explains, “The brands I show must have a unique selling proposition. They need to put a different spin on a common model.”

In order to find these brands, Patrick usually sticks with emerging concepts because they are new and exciting. One of the reasons Patrick loves working with Raintree is our focus on emerging brands and our dedication to only working with unique options in the marketplace.

One of the Raintree brands Patrick has had success with recently is Footprints Floors, placing two new Owners this year: one in Atlanta, Georgia, and the other in Asheville, North Carolina. He says, “My advice to consultants thinking about showing Footprints Floors is, don’t! I want to keep the brand all to myself. But in all seriousness, at the end of the day, every consultant is looking to show a concept that validates well, has strong profitability, and a team that can sell. Footprints Floors has all of this and more.”

500 Placements Later… 

That is not a made-up number! Over the past 18 years, Patrick has helped 500 entrepreneurs. The number is probably higher, but Patrick wanted to remain conservative. “I feel like I have found a lot of success as a franchise consultant because I understand the industry and I know what makes Franchise Owners tick,” he says.

 For example, Patrick regularly picks the brain of a close friend of his who is the largest Stanley Steemer Franchise Owner in St. Louis to find out what will draw someone toward pursuing business ownership.

Outside of this knowledge and intuition, Patrick breaks down his success very simply, saying, “There isn’t a magic formula to being successful. It comes from hard work, dedication, and wanting to put the effort in. I have 75-plus people in my pipeline at any given time so I do my admin work at night or on the weekends to keep my days open for calls. I have made franchise consulting a full-time career as it should be. Consulting is not something someone should do on the side. The dedication to my clients is really what has allowed me to differentiate myself from the other 99% out there. Also, as the youngest of 10 children, I am competitive and I want to crush other consultants!”

Congratulations, Patrick, on being our October Consultant of the Month! Here at Raintree we are all motivated by your hard work and success in the industry and look forward to working closely together in the future.