IDS

Want to Shift Your Franchise Development Marketing Focus? We Can Help!

June 15, 2017

By: Integrated Digital Strategies

Franchise Development Marketing

Franchise development has evolved rapidly, but not much of the process has changed over the years. Franchising still offers opportunities to vast audiences that have the desire to follow the American Dream. So the question now is where does this audience live today vs. five years ago? Are you still investing your marketing dollars to brokers, lead portals, or trade shows? Does your website tell your story in the best possible light and more importantly, does your website appeal to your ideal franchise buyer?


More and more potential franchise buyers are doing the majority of their research through web searches and pouring over the content on your website. They are reading reviews, checking out your social media profile, and trying to figure out why you are the obvious choice. This is all done before they submit a lead through your form or pick up the phone. So again, does your website tell your story and does it resonate with your ideal franchise buyer? The shift has happened and now it’s time to take a hard look at how your franchise development marketing is working for you today and more importantly in the future.


So how do you shift your focus? Do you take a 180-degree change and stop the traditional methods? Do you take a balanced approach to your marketing mix with these new franchise buyers in mind? The easy answer is to balance out your marketing and test the channels of each. You will be able to determine pretty quickly what works and/or compliments each other to maximize your lead generation and improve the quality of candidates you interact with and hopefully leads to franchise awards!

Persona Franchise Development Marketing – Shifting from outbound to inbound marketing

A persona is essentially a mockup, imaginary person created to establish who your potential buyers may be. It answers the questions who are your best prospects and what do they care about? The buyer persona includes different information and traits that may be seen in a potential franchisee including pain points, common questions, background, etc. These help establish a firm footing on who you should be targeting and an idea on how to target a specific demographic.

Content that resonates – Educate and inform vs. sell

Fuel your website with topics and questions that will separate you from the pack. What does a potential franchise buyer “ask Google” via a search? Get an idea what questions are most common and then validate if these questions or keywords are searched often. If so, you need to create content around those topics in the form of blogs and downloadable e-books, white papers, guides, and more.

Get your content found – Search engines, social media, paid ads, email

You don’t exactly know where your prospect is with their journey and so you need to make sure your website and your best content find those prospects. Using search engines and social media are the two best ways to target those prospects when they are in their research phase.

Give them a reason to take action – Give away your knowledge and thought leadership, but get their info in exchange

Does your highest traffic pages on your website provide visitors to take advantage of getting something tangible out of your website before they leave? Remember Bounce rates average about 50-60%. Six out ten people don’t stay on your site very long so you need to have a high-value content offer as bait to get their information.

Nurture leads – Not all prospects are ready to talk, but they are ready to continue to learn and be educated

Does your CRM know when prospects open your email, interact with your content and/or website? Wouldn’t it be great to know which prospects are more engaged than others before you spend your precious time reaching out to them? Marketing automation and drip campaigns that have a purpose is the way to really hone in on the right prospects. Also, not having to communicate with them when you want to sell but more building your credibility and their trust in your brand.

Track and adapt – The beauty of digital is that everything is measurable

You can test, optimize, and improve with data. Each channel has a metric that can attribute to the success of your marketing—Google Analytics, SEMRush.com, Google AdWords and Facebook Ad Tracking, Call Tracking, and more.


It may be time to adapt to the evolving processes of franchise development. There has been a shift from brokers and trade shows to websites and leads, and more and more franchises have caught on to the shift.


In order to see more success, franchises need to go digital. If you would like to learn more about franchising development or what may be right for your franchise, contact us!

IDS

GREATER BOSTON
6 Chestnut Street Unit 210
Amesbury, MA 01913

ORLANDO
100 E Pine Street Suite #110
Orlando, FL 32801

Senior Account Manager

This person will have an exciting opportunity to be the lead voice on well-known brands across the nation in a booming industry of franchising.

The desired candidate for the AM position will have experience planning and managing digital marketing projects for a portfolio of clients. This person will be the main point of contact both internally and externally for our clients while serving with a level of knowledge of key digital marketing strategies. 

Strong experience with client on-boarding, planning, fulfillment, and reporting of routine digital marketing deliverables are critical to the success of the selected candidate. Strong communication skills and the ability to meet the needs of internal and external stakeholders are required for this position in conjunction with the candidate’s knowledge of digital marketing, and the changes in the industry around SEO, SEM, social media, analytics, email marketing, content marketing, and UX website best practices. This candidate must also possess the skills needed to be helping account managers and other colleagues within IDS of the latest technology and industry enhancements are part of the job expectation.

Requirements:

  • Experience working amongst a team of Digital Account Managers
  • Responsible for the full understanding of IDS’ suite of digital marketing vendors and services
  • Ensure timely delivery and fulfillment of digital marketing products and services
  • Experience in managing the development of new websites and maintenance of existing sites
  • Strong interpersonal skills and the ability to foster an environment of teamwork and collaboration across our different digital marketing departments
  • Experience working in Project Management systems such as Bitrix, Jira, or Basecamp (Bitrix a bonus)
  • Strong understanding and tactical experience working within digital marketing channels such as Paid Search, SEO, Display, Social, Content Marketing, UX, and Analytics (Certifications a bonus)
  • Ability to curate presentations and reports that align with client marketing goals and objectives with strong data-driven storytelling
  • Experience working in reporting tools such as Ninjacat, Domo, or Tableau.
  • Involvement in client growth opportunities
  • Work closely with Senior Account Managers, Operations, and the Executive Team to deliver routine updates surrounding the delivery and execution of IDS’ onboarding, leveraged platforms, client growth opportunities and company growth opportunities.
  • Experience in Franchising or B2B Marketing Strategy

Job Type: Full-time

Required education: Bachelor's

Required Digital Marketing Experience:

3+ years minimum

Job Location:

Amesbury, MA

COVID-19 considerations

  • To ensure the safety and well-being of our employees, IDS is currently working on a hybrid basis with some team members in the offices and others working remotely. IDS is completely committed to providing a safe work environment by following protocol that is recommended by the State of Massachusetts and the Federal Center for Disease Control.

Account Manager

The desired candidate for the AM position will have experience planning and managing digital marketing projects for a portfolio of clients. This person will be the main point of contact both internally and externally for our clients while serving with a level of knowledge of key digital marketing strategies. 

Strong experience with client on-boarding, planning, fulfillment, and reporting of routine digital marketing deliverables are critical to the success of the selected candidate. Strong communication skills and the ability to meet the needs of internal and external stakeholders are required for this position in conjunction with the candidate’s knowledge of digital marketing, and the changes in the industry around SEO, SEM, social media, analytics, email marketing, content marketing, and UX website best practices. This candidate must also possess the skills needed to be helping account managers and other colleagues within IDS of the latest technology and industry enhancements are part of the job expectation.

Requirements:

  • Experience working amongst a team of Digital Account Managers
  • Responsible for the full understanding of IDS’ suite of digital marketing vendors and services
  • Ensure timely delivery and fulfillment of digital marketing products and services
  • Experience in managing the development of new websites and maintenance of existing sites
  • Strong interpersonal skills and the ability to foster an environment of teamwork and collaboration across our different digital marketing departments
  • Experience working in Project Management systems such as Bitrix, Jira, or Basecamp (Bitrix a bonus)
  • Strong understanding and tactical experience working within digital marketing channels such as Paid Search, SEO, Display, Social, Content Marketing, UX, and Analytics (Certifications a bonus)
  • Ability to curate presentations and reports that align with client marketing goals and objectives with strong data-driven storytelling
  • Experience working in reporting tools such as Ninjacat, Domo, or Tableau.
  • Involvement in client growth opportunities
  • Work closely with Senior Account Managers, Operations, and the Executive Team to deliver routine updates surrounding the delivery and execution of IDS’ onboarding, leveraged platforms, client growth opportunities and company growth opportunities.
  • Experience in Franchising or B2B Marketing Strategy

Job Type: Full-time

Required education:

  • Bachelor's

Required Digital Marketing Experience:

  • 1-2 years minimum

Job Location:

  • Amesbury, MA

Job Type: Full-time

COVID-19 considerations

To ensure the safety and well-being of our employees, IDS is currently working on a hybrid basis with some team members in the offices and others working remotely. IDS is completely committed to providing a safe work environment by following protocol that is recommended by the State of Massachusetts and the Federal Center for Disease Control.

Digital Marketing Analyst

The desired candidate for this position will manage paid search and display campaigns on Google and Bing. This candidate will report to the Director of Search. A successful SEM Specialist will effectively manage account setup and implementation, strategy, and budget while working cross-collaboratively with the SEO, Content, Social, and Account Management teams in order to maximize a client's ROI. (Paid Social is a bonus)

Responsibilities

  • Execute tests, collect and analyze data, identify trends and insights in order to achieve maximum ROI in paid search and display campaigns
  • Track, report, and analyze website analytics and PPC initiatives and campaigns
  • Manage campaign expenses, staying on budget, estimating monthly costs, and reconciling discrepancies
  • Consult Account Managers on landing page best practices and copy adjustments needed to improve post-click engagement and conversion.
  • Perform ongoing paid keyword discovery, expansion, and optimization
  • Research and analyze competitor advertising
  • Keep the team informed on industry news and trends

Requirements

  • Google Ads Certified
  • Proven SEM experience and success managing PPC campaigns across Google and Bing (Social a Bonus)
  • Well-versed in performance marketing, conversion, and online customer acquisition
  • Up-to-date with the latest trends and best practices in search engine marketing
  • In-depth experience with bid management tools
  • Experience with website analytics tools (ex. Google Analytics)
  • Strong analytical skills and experience generating SEM reports
  • Familiarity with A/B and multivariate experiments
  • Required education: Bachelor's

Required Digital Marketing Experience: 1-2 years minimum

Job Location: Amesbury, MA

Job Type: Full-time

COVID-19 considerations:

To ensure the safety and well-being of our employees, IDS is currently working on a hybrid basis with some team members in the offices and others working remotely. IDS is completely committed to providing a safe work environment by following protocol that is recommended by the State of Massachusetts and the Federal Center for Disease Control.

Apply Now

  • Accepted file types: jpg, png, pdf, docx.

Senior Content Writer

Integrated Digital Strategies is seeking a senior digital marketing content writer to add to its talented content team. The preferred candidate will have a college degree in Communications, English, Writing, or a related field. The successful candidate should be prepared to provide writing samples as well as professional and personal references.

This candidate will primarily be responsible for the writing of digital content deliverables for a variety of clients across several industries. This candidate will also be responsible for managing our content team to ensure excellent fulfillment and quality of our content. Writing and editing projects include but are not limited to the following:

This is an exciting opportunity to be a lead voice on well-known brands across the nation in a booming industry of franchising. Writing and editing projects include but are not limited to the following:

  • Blogs
  • eBooks
  • Infographics
  • Web page copy
  • Email campaigns
  • Ad copy
  • Social media postings

Writing will need to account for spelling, grammar, context, and clarity, and also for the style and voice of each individual client. All writing is performed through a combination of Microsoft Word, Google Docs, and the WordPress CMS.

Additional tasks might include but are not limited to:

  • Uploading content to the WordPress CMS
  • Assisting in the creation of content editorial calendars
  • Occasional client interaction, both via phone/video conference or in-person
  • The writer will need to navigate IDS’ project management platform (Bitrix24) to create tasks, edit content, upload content, communicate with coworkers, and more.

Required Skills:

  • Proficiency in the Microsoft suite of products
  • Strong writing and editorial skills, including a mastery of the English language, spelling, and grammar
  • Eagerness to develop their skills and learn about the franchise industry
  • Experience working collaboratively across digital marketing teams, including account managers, SEO professionals, and operations
  • Knowledge of SEO as it pertains to content production and optimization
  • Sound content research and fact-checking capabilities
  • Motivated, self-starter who can work independently and take ownership of their work and their accounts in a deadline-driven environment
  • Excellent communication skills, both verbally and in written form
  • Knowledge and proficiency of the WordPress CMS is preferred, but not required
  • An appreciation for brand voice and maintaining consistency across all marketing channels

Job Type: Full-time

Benefits:

  • 401(k)
  • 401(k) matching
  • Dental insurance
  • Disability insurance
  • Employee assistance program
  • Flexible schedule
  • Health insurance
  • Health savings account
  • Life insurance
  • Paid time off
  • Parental leave
  • Professional development assistance
  • Vision insurance

Schedule:

  • 8 hour shift

Education:

  • Bachelor's (Preferred)

Experience:

  • Digital Marketing: 3 years (Preferred)
  • Writing: 3 years (Preferred)

Work Location:

  • One location

Company's website:

  • www.idigitalstrategies.com

Work Remotely:

  • Temporarily due to COVID-19

COVID-19 Precaution(s):

  • Remote interview process
  • Social distancing guidelines in place
  • Virtual meetings
  • Sanitizing, disinfecting, or cleaning procedures in place