Doc Franchise Writings and Ramblings

I do not know a franchise company that doesn't attempt to train their franchisee's to create an organized and "intentional" marketing program. Part of that would be of course to create a calendar to organize by and then execute the calendared events.

Most do not create the events so that they don't feel badly about not executing on it. We must change this!

To all my franchisee, Action Coach Consultants and small business friends it’s 60 days before the end of the year. Let's finished the year strong.

I've made these sound as if they are "end-of-year." The truth is these ideas work around any time of year, but help when they are tied to significant dates or celebrations. Some of these are not tightly defined as "marketing" but perhaps sales & marketing campaigns. These are simple and straight forward. That was my intention. Pick only one or two of them. But, know that in doing so you could change your momentum and begin a very strategic start to 2010.

All the best...

1. Plan a year-end webinar series. Record the webinar, and sell both the live event and the replays. Or consider using it as a lead capture tool to bring people into your marketing funnel in exchange for free access to the webinar replay.

2. Share a compelling customer case study. This can be shared with new prospects, or those who just haven’t made a decision yet. Be aware of updated FTC guidelines especially as it relates to testimonials, endorsements, and disclosing any compensation. (I am not lawyer, and this is not legal advice. It is something to consider before investing in a case study.)

3. Issue a press release on anything that would be classified as newsworthy of your work, company or client successes for your market. There are both paid and free online press release services. Consider PRWeb.com or OpenPR.com.

4. Create a simple contact your best customer program (Minimum: Top 10 but a better number is 25-30) Mix a short survey in with a valued personal gratitude gift to them. Determine if there are special needs you can meet in their business by end of year. Take this opportunity to also connect with them on any social networks they may be on (Twitter, LinkedIn, Facebook, etc.). And please, remember, ALWAYS ask for referrals.

5. Prepare a Thanksgiving email message, expressing what it is you are grateful for relating to your work and your family. Provide a gratitude offer to them (You are making the special offer because of your grateful heart over their patronage).

6. This next one is a no-brainer P.R. driven ubiquitous opportunity: Celebrate “Black Friday” with a “Black Friday” themed campaign of your own. Since “Black Friday” is for retail businesses who are becoming profitable for the first time in the calendar year (going from red ink into the ‘black’), talk about how your product has helped customers be profitable from day one, or within NN days of purchase. Build a story around the success customers have had with the product. Refer to a case study (#2 above).

7. Consider a marketing campaign themed off of the 12 Days of Christmas. Perhaps build a tip list of the 12 essential tools necessary to get the job done. Some of these tools can be ones you sell, but don’t make it all about buying from you (yet). Offer value.

8. Cap off the 12 days campaign with a special 3 day sale of your tools. Done right, the campaign should help them understand how your product or service would benefit them, and an enticing offer to cap it off will help them make a decision (to buy).

9. As an end-of-year message tell your marketplace of your most successful product, or business activity so far this year. Then offer a special sale to commemorate the accomplishment. Use email marketing or social media — or both — to communicate this event.

10. CRITICAL: Set goals and objectives for whatever marketing activities you engage in for the next 60 days. This not only helps understand the results, but often yields better results (see Hawthorne Effect). It will also serve as a guide to future marketing activities, as you learn what your market responds to.

Happy Hunting!

Everyone has heard of it by now. Very few know how to use it and I suggest that many franchises are still missing out on a major marketing process by continuing in the dark ages by ignoring it. I am talking about Search Engine Optimization.

Search Engine Optimization or SEO is a powerful Internet tool aimed to increase brand, product and service visibility and your business presence on the web. Since the Internet is now the primary source of information and goods for multi-market and Top 100 regional market companies and service providers, it only makes sense to be as visible as possible in order to attract and meet the needs of your prospects, clients and customers.

There are many ways to approach SEO efforts, and it can be difficult for businesses just starting out. Luckily, there are many resources available to assist in SEO efforts, especially for small businesses. Here are my quick tips for effective SEO marketing and your franchise.

1. Set a Goal

Search engine optimization efforts (SEO) will not go far without a specific goal in mind for your overall branding efforts. What words do you want to own on the web? How do you wish to be positioned on the web? If you have a strong competitor or competitors and they already have established a high presence using certain terms and owning a particular place in the minds of customers you need to ask yourself, "what can I own? What position still exists that would service our company and our branding?"

Before you dive head-first into your market position efforts, develop a strategy for what you want to accomplish. Perhaps it already exists in your current marketing plan. Is that plan transitional to the Internet? Secondly, create objectives that relate to your planning. Whether it’s to increase the number of views to your website or landing pages each week, increase your franchisees page rank, expand your customer base or have a newsworthy story picked up by a certain number of information outlets, having a goal for market positioning and goals for constant web presence and position improvement within your field will assist you in improving your brand, and also provide something to compare and measure your results against as it relates to your current efforts.

2. Add a Blog

I want to keep this simple today but so here is the simplified version of understanding web presence. Research has consistently shown that a static Web site (create once - walk away) will have little lasting effect on improving your marketing efforts. A blog is a way to change that. Even having a blog (ongoing messages about you, your business, your business partners, the market you are in and the market trends) as your main SEO priority can help drive traffic to your Websites.

And oddly enough a blog also adds credibility to your company, shows customers that you’re Web savvy, and can help your company stay on top of current trends. Like every other part of your marketing game make sure the blog has an over all purpose and is providing content that will attract readers from the beginning. Again, site credibility is a key for a webblog. One word of caution, Blogging is a commitment. Make sure you realize you are in it for the long haul. Have it determined that you can add contact to your blog at least once and more would be better times a week.

3. Produce Valuable Content

There is an increasing trend for companies to form with the intention of making money simply through advertising and second-rate content. While these companies do provide keyword-rich content, they do it for all of the wrong reasons. Search engines respond to the number of times a term is repeated on a site, as well as the number of other sites that are linking back to it. Inbound links from these sites are what really drives up your page rankings. This is what many SEO link builders focus on the most. Don't get stuck just yammering on about particular key words or links. Providing interesting and valuable content that will stand out from the fake sites is surprisingly easy to do.

Google offers this insight for webmasters:

“The best way to get other sites to create relevant links to yours is to create unique, relevant content that can quickly gain popularity in the Internet community. The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. Before making any single decision, you should ask yourself the question: Is this going to be beneficial for my page’s visitors? “

4. Use Free Resources

The Internet provides a number of resources and tools for analytics and web marketing, and many of them are free. Again, for brevity sake, I simply refer you to Google, do a search for SEO analytics. As a matter of fact our favorite web search tool has it's own free tools. Installing tools such as Google’s Analytics can help you track traffic, and also give reports of where visitors are coming from, how often they visit, and the keyword searches (What did they search for that brought them to you?) that bring them there. Additionally, Twitter has long been a tool for Web marketing and SEO efforts, because of the number of people one can reach at just the click of a button. The Twitter community has amazing and free tools to capture who is viewing you, from where and from your efforts get a sense of why. Can you imagine how that helps you to understand how the market, potential clients and competitors might see you and your brand?

NOTE: You can get a sense of your current status by typing “link:yourwebaddresshere” into Google; the results will show what sites are currently linking to your site, and you may discover some sites and users you were previously unaware of. Analyzing the results can help to target certain audiences and build a base for developing future tactics and content.

5. Establish Relationships

For my money Twitter, Facebook, and LinkedIn are the top 3 social networks every business needs to hook into. You can create relationships with similar companies in your field, market partners, influential writers, PR professionals and journalists as well as people who are interested in your company. Establishing these relationships, will gain you a community that are willing to distribute links to your site and often link back to your site from their web addresses.

Within those web tools mentioned above there is a second way to improve your product, service and company message. Participate in discussions, and join forums within those web sites and their tools. Linking to others’ content can highlight your company, your brand, your service and your content.

The extended value of this last methodology provides you a professional platform and process within a more ubiquitous arena of interest. Your inks will be displayed from credible, influential Web sites that will add valuable traffic to your site.

Learn more about SEO on your own. Don't just leave it to the so-called professionals. Most of them are less than 24 and know nothing about your business, what you are attempting to accomplish through your web presence or know how to ensure you attract the right viewers to your websites. What they do know is the general information I just shared with you here. It's up to you to add the particulars.

John is a 26-year professional in the franchise industry. He has been a franchisee, a franchise executive and an advocate/consultant to the public and to dozens of franchise companies. He is the founder and managing partner of Wilson Associates and can be reached at docfranchise@gmail.com. or direct office 480.838.1641