There are many facets to franchise digital marketing, including SEO, paid search, social media, and much more, and it can get confusing trying to prioritize your efforts. After all, your budget isn’t infinite; you want to put your marketing dollar where it’ll work the hardest.
So, where is that? More often than not, it’s in a content marketing strategy — with the key word being strategy, because generating content just for the sake of it is almost pointless.
You need your blogs, downloads, pillar pages, and more to work as part of a well-developed content marketing plan that drives all other aspects of your marketing efforts. That takes forethought, expertise, and some patience.
High-quality content is a marketing must, with experienced franchise digital marketers placing a premium on it and well-informed clients understanding its worth. Let’s look a little more closely at the role it plays in digital marketing and why it’s perhaps the most important aspect of it.
At its heart, franchise content marketing is about forging relationships between your brand or business and your best customers, and that’s accomplished through storytelling, as you share your brand’s history and purpose and motivate the reader to want to find out more.
Meaningful content is the language you use to humanize your brand and remind consumers there are people behind it, allowing a better connection between your customers and what it is you have to offer.
The most successful businesses and brands understand the value of communicating their vision, values, and purpose because it builds consumer trust, something that’s critical to growth.
Trust takes time to establish, which is why content marketing is never a one-off proposition but a long-term strategy, one that builds on itself and responds to feedback.
Appreciating the importance of meaningful content to your overall marketing plan is one thing; it’s another to know what goes into it. What is good content, anyway? It isn’t simply a matter of wordsmithing, although that’s certainly part of it.
Effective brand content is written by professionals who have not just a solid grasp of grammar and punctuation but a knack for understanding your brand and its voice, which means they’ve spent a lot of time learning about it and what separates you from your competitors.
Content marketers know that every word they generate is an extension of your brand or business and will make sure to offer readers something of value, in the way of solutions or opportunities, such that your brand becomes more than what it sells; it becomes a reliable and sought-after resource.
Skilled content marketers also have a solid understanding of the role their writing plays in moving the reader down the sales funnel. They make sure to include calls to action, links to reliable outside sources, internal links to your brand or business’ website, and more — all key SEO best practices that get your brand noticed.
Because a lot is being asked of a comprehensive content marketing strategy, it’s best to leave the writing to the professionals. They’ll stay on top of marketing trends, make sure to ask you relevant questions and look for new and interesting ways to tell your brand’s story.
Skilled content writers know how to reach your best customer where they live online, leaving you free to focus on other areas of business.
Relying on well-produced content isn’t just a smart way to make connections and build brand trust; it’s also extremely cost-effective. Content marketing costs 62% less than traditional marketing efforts and generates approximately three times as many leads. In fact:
In short, rich, robust content allows your marketing dollar to go a whole lot further and delivers an ROI that few other marketing efforts can duplicate!
Whether your brand is emerging or established, whether you’re a franchisor or a franchisee, relying on content as part of your overall franchise digital marketing strategy is a decision that can pay off handsomely and for years down the road. It can help you reach more and better-qualified leads that can translate into sales.
Content that’s search engine optimized can boost your brand’s visibility, and well-planned content strategies, such as the pillar/cluster model, can help you rank higher in online searches.
Strategic content marketing can also deliver extremely valuable data your team can use to refine all your marketing efforts so that they work in unison, saving you time and money.
In short, content marketing is a whole lot more than words. It’s a flexible and responsive tool that will likely always play a critical role in robust marketing campaigns.
Perhaps most importantly, good content marketing services will make people glad they found you — and that can go a very long way toward establishing your brand’s longevity and worth.
Reach out to IDS to find out more about content marketing metrics and the value they provide to a well-planned content marketing plan.
Creating the best possible content marketing strategy for potential franchisees is key for any franchise owner looking to get ahead. At Integrated Digital Strategies, helping businesses reach just the right audience is our specialty. In this entry, we'll cover a few ways we create the right content for potential franchises.
One of the ways we help franchise owners to reach out to the right audience is by helping them develop "personas" of their target potential franchise investors. Based on factors including demographic research and business owners' own experience, we'll develop profiles of the potential franchisees you're looking to reach out to. For example, some franchisors may observe that they attract a large number of investors who fit the profile of "First-Time Investor Fiona," a successful businesswoman who is looking to branch out by investing in her own franchise; or "Conversion Calvin" who already works in a given industry but is looking to own his own business rather than working for someone else. By carefully researching the characteristics of these investor types, we're able to write content that is targeted towards these specific potential franchisees.
Another key way Integrated Digital Strategies utilizes these personas is by pairing them with search engine optimization (SEO) keyword research. We constantly conduct research on which terms are most commonly searched on Google, allowing us to include these terms in content, thus garnering more traffic for our clients from Google searches. Having insight into who is searching for what as they seek out investment opportunities helps the franchisors we serve to reach the right potential franchisees.
Finally, Integrated Digital Strategies helps the franchisors who work with us to reach out to their potential franchisees by providing them with content marketing in a variety of mediums. Our website design specialists can help ensure that your "home base" always looks and operates great, while blog entries give even further opportunities for SEO hits. Social media campaigns allow even methods to contact and interact with potential franchisees. At Integrated Digital Strategies, our expertise on all of these platforms (and more!) helps us to build business for our clients.
These are just a few ways that content marketing can be used to your advantage to reach out to potential franchisees for your franchise. Contact us today to learn more about how Integrated Digital Strategies can help!
Does creating quality content for your website really matter? It sure does! From the main page content to the downloadables, quality content not only attracts people to your business, but it can turn those people into leads who then turn into customers. Creating quality content can do a lot of good in terms of getting your business seen.
Lead generating is the process of attracting and converting people into leads that will hopefully become customers of your business. You can go about attracting people to your business in a number of ways, but the one we’ll touch on here is through creating quality content.
One reason why you need lead generation for your business is because it makes it so potential customers find your business rather than you finding them. Does this really make a difference? You bet! Instead of wasting money on marketing tactics that might not even reach the right audience, you can instead focus your efforts on making those who are already interested able to find your business.
Interesting fact: B2B companies that blog end up generating 67% more leads per month than those who don’t.
Here are three steps to take to generate more leads through quality content.
One of the most important steps to take when generating leads is making sure you’re targeting the right audience. If you don’t target the right audience, then all your efforts to generate leads might just fall through your fingers. Is your audience those in need of dental work? Or perhaps businesses that need specific products or services?
Keep your audience in mind when putting forth money and effort into generating leads for your business. Targeting the right type of people is important for any business looking to get seen.
Another important aspect of generating quality leads is to thoroughly research the market in which you want to target. Do people have need of the services you offer? If so, where? And what other companies will you be competing with?
Knowing your competition and whether or not your products or services have high demand will be a great boon to your business as you get started and as you grow.
From landing pages to blog posts to e-books and infographics, content matters. Not only will you be able to attract potential customers to a specific landing page or blog post with SEO keywords, but you will have the chance to engage them with relatable content.
Despite what many people may think, you can’t cut corners by posting content that contains the right keywords but the content isn’t up to par. By creating quality content with the right keywords, you get the best of both worlds.
If you’re interested in learning more about how you can create quality content for your website and generate more leads while you’re at it, contact us at Integrated Digital Strategies today!
Answering your prospective franchisee’s questions is one of the most important goals of your content marketing strategy. Embarking on a new franchise business journey is a massive step for anyone, and your franchise prospects are likely to have many questions. To gain their trust - and hopefully their investment - it’s your job to answer these questions.
“As consumers, we expect to be fed great information. As businesses, we like to talk about ourselves and therefore don’t focus on what our prospects and customers are thinking about, worrying about, and asking about.” - Marcus Sheridan, author of They Ask You Answer.
In his revolutionary book about inbound marketing, Sheridan points out that in order to attract customers and gain their trust in your business, you need to ensure that you are addressing their questions and concerns. The same goes for franchise marketing.
As experts in franchise development marketing, IDS knows precisely what your franchise prospects want to know. Here’s a breakdown.
Your prospective franchise partners are likely to have many questions about your opportunity and are probably also researching other franchising business opportunities. To stand out from the competition, you must address your franchise prospects’ questions and concerns from the get-go.
Using your website and social media platforms is an excellent way to do this. Here are some crucial questions and concerns you need to address.
Many franchise prospects simply want to get in on the franchising business model and don’t always know off the bat what services you offer. By providing a breakdown of your service or product offering on your website and social media channels, you’ll be giving franchise prospects a glimpse of what being a business owner for your franchise will look like.
Your franchise prospects want to know if their investment will be worth it. One of the best ways to do this is to share your franchise businesses' average annual net earnings. We know this might be daunting, but trust us; this is how you earn the trust of prospective franchisees.
It might also be worth researching your industry’s market size and compound annual growth rate to give prospective franchise partners an idea of the industry’s success as a whole.
This is where you get to talk about yourself a little bit. Share with your franchise prospect any awards you have won and any competitive advantages that make your franchise business opportunity more attractive than others.
Ah, the big-money question. This is not one to shy away from. Again, sharing this information is how you will build trust with your franchise prospects. The best way to do this is to share a breakdown of your franchise investment fees on your franchise development website.
Most franchises in the country offer discounts on franchise investment fees for military veterans and first responders. They also sometimes offer reductions in initial fees for female business owners, minorities, and multi-unit investors. Your franchise prospects are aware of this, and they’ll be on the lookout for this information on your website and social media channels.
Your franchise prospects want and need to know if any prior experience in your industry is required to invest in your franchise. They’ll also be looking for information on the qualities that you look for in your prospective franchise partners. Including this information on your website is a great way to answer any questions your prospect may have. You should also include financial requirements here, such as liquid assets and capital required to invest in your franchise.
Your franchise prospects want to know that you have their back and that they will be fully equipped to open and operate a franchise with you. You should aim to be exceptionally transparent about the training you provide candidates prior to opening and the ongoing support they will receive as they join your franchise network.
Franchise prospects rarely want to open a new business that is far away from home. They will most often look for franchise opportunities within their cities and states, so it’s vital that you indicate where your franchise is targeted to expand. Including an interactive territories map on your website is a great way to do this.
Some prospective franchisees might already be business owners. In this case, they are looking for opportunities to increase their bottom line by partnering with an established brand with a proven business model. You should indicate on your website that you offer opportunities for conversions, as existing business owners will look out for this information.
Multi-unit ownership is one of the most attractive forms of franchise ownership in franchising. Your prospective franchisees know this and are likely to be interested to know if you offer multi-unit franchising opportunities. On the other hand, some prospective franchise owners may not even know that multi-unit ownership is an option, so you’ll want to make this clear to them.
After you’ve spent time and resources educating your franchise prospects about your opportunity, you would be remiss not to show them exactly how they can join your franchise family. A great way to do this is to include a step-by-step flowchart on your website that indicates the different stages of the ownership process. Don’t forget to include the relevant calls- to-action so that your prospect knows how to start the process.
The entire IDS staff stays updated on changes in digital marketing by taking part in regular, targeted professional development, and every member of our team is charged with keeping up with the latest in their areas of expertise. This is an essential benefit to our clients, who can rest easy knowing that every facet of their campaign has been carefully strategized by experts in many areas of digital marketing.
At Integrated Digital Strategies, we know that your success is our success. Here is a breakdown of our franchise development marketing services:
We integrate the latest technology at the best value possible by working with best-in-class partners in each discipline. The advantage of our strategy is that we offer constant upgrades and advancements in the emerging digital marketing arena.
Are you interested in working with IDS? Contact us today to get started.
As the owner of a healthcare practice, you might be new to a different type of practice: creating or managing content for a blog on your website.
Blogging lies at the center of an inbound marketing strategy and is the most important step you can take to attract new patients to your practice and invigorate your bottom line—while positioning yourself as an industry expert.
If you know the type of content your prospective patients want and need from your blog, you’re already one step ahead of your competitors. But before you begin creating content for your blog, be certain that you’re optimizing the content you create.
While inbound marketing holds the promise of bringing new patients in your door—unlike direct mail pieces that go out your door—optimizing your content could mean the difference between landing on the first page of an organic search and the sixteenth page. And you know that people rarely dig that far.
As proud as you might be of your website, if it’s not optimized, it’s ineffective. Follow these content optimization guidelines and to boost your blog’s ability to bring new patients in your door:
Just as you probably do when searching for something on the Web, your prospective patients look for information by inputting keywords. But when you’re creating or optimizing content rather than searching for it, you want to make the best possible predictions of the keywords those prospective patients will choose.
This is where Google Adwords can direct your efforts so that you can make the best choices. Type in a keyword, and this content optimization tool will tell you how many people are using it—and similar keywords—as they conduct a search.
At this juncture, it’s vital to remember that content optimization is about marketing to the masses. It’s not about invoking your healthcare education to come up with the keyword “extension of the incisal ridges.” You’ll find that most people search for “overbite” instead. Likewise, it’s not about assigning your aspirations. This mistake could lead you to come up with a lengthy keyword, such as “the best dentist in the DuPage County area of Illinois.” Most people prefer to stay close to home, so they will likely include their community of residence in a short keyword, such as “Naperville dentist.”
Assumptions about keywords can backfire, so you cannot afford to skip this crucial exploratory step.
With your choice keywords in hand, build each page of content on your website around one keyword. This may feel restrictive, but a well-optimized page is centered on one keyword only. The page can include some words closely related to your chosen keyword. If you’re brimming with keywords, the solution should be obvious: create more pages.
The search engines will reward your restraint and sense of purpose. Each time you create a new page of keyword-centric content, they react by elevating your ranking. And the higher your ranking, the easier you’ll be for prospective patients to find.
While the search engines reward focus, they favor high quality equally. Google is well known for closely guarding its algorithms, but it clearly articulates its definition of quality.
Before you write or approve content for your dental practice blog, be sure you understand where Google sets the bar on the issue of quality content. Reading its standards, expressed in the form of questions, is worth every minute of your time.
A WordPress tool called SEO Yoast can assess how “SEO friendly” your content is. But you don’t need to create your content in WordPress to heed three other small but important details to fully optimize your content.
These details include ensuring that each page of content:
Following these “content cues” gets easier with practice, but if you want to bring dynamism to your practice’s content, reach out to the experts at Integrated Digital Strategies. As our name implies, we integrate all the content optimization objectives for your practice, and we can catapult your blog’s ability to bring new patients in your door.