Madison Marketing Group Blog

How To Use Franchise Storytelling To Build Trust Among Serious Buyers

Storytelling is a fundamental part of how we communicate with one another. It has a huge effect on our thought process, and when it comes to selling, it can have a profound effect on our decision making process. 

Stories, and more broadly, originally written, thoughtful content has been a main focus point in Google’s journey to bring better content to those who use search engines to get answers.

This means today, you’re much more likely to see original content pushing past the kinds of highly branded, brochure-esque pages that don’t provide the same level of quality information when searching for franchise opportunities online. 

For franchises in particular, this push towards original stories and other types of content is actually a benefit to franchise lead conversion in more ways than one. Let’s explore why.

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4 Mistakes That Can Hurt Your Franchise PPC Strategy

Pay per click advertising has been a go-to marketing strategy for franchisors looking to sell their opportunity for years. While it works better for some than others, one of the best things about PPC is that unlike other components of content marketing, which involve lengthy periods of planning and discovery, pay per click only requires you to know what serious buyers are searching for on search engines. 

Eye-catching headlines, concise one-sentence summaries, and wisely chosen keywords can be very effective when combined with an equally attractive and compelling landing page on your company website.

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How To Improve Sales With Franchise Portals

Whether you’re a salesperson tired of wasting time with tire kickers, or a company director looking for a solution to your sales team’s frustrations, franchise web portals can be a mixed bag of emotions for companies struggling to attract quality leads.

Although some have dealt with it by completely abandoning web portals, 2012’s Franchise Update report on lead generation found that of the 100 franchise systems that participated, 43% of internet sales were attributed to the portals throughout the year. 

If that has you thoroughly confused about what to do next, let’s explore how you can build a strategy to get the most from portals.

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3 Things Your Franchise “About Us” Page Needs To Do

If I were to ask what the most important page on your franchise’s company website is, I’d be willing to bet most companies would respond with either:

  1. “Our homepage, of course,” or
  2. “Our franchise landing page—that’s where visitors are converting on the site.”

While no one page is far and away more important than others on your website, one that seems to fall by the wayside all too often is the “About Us” page.

If you’re like me, you probably don’t revisit this page to make improvements very often. After all, it’s static and used primarily to give visitors a brief rundown of the company and the opportunity—things you already know.

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SEO, PPC or Both: Which Is Right For Your Franchise Website?

Want to reach out and present your franchise opportunity to a wider audience of prospective business owners?

Whether you’re a marketer or not, choosing what kind of strategy to invest your resources in can be a difficult decision if you’re not sure which path will give your company the best results. 

When it comes to pay-per-click (PPC) advertising versus search engine optimization (SEO), internet marketers have divided opinions as far as what they believe a particular kind of business will benefit from most.

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5 Free Resources Franchises Can Use To Incorporate Visual and Audio Elements into their Website

This post covers five free tools you can use to incorporate visual and audio elements into your website and blog posts.

Creating web content to impress, inform, and convert visitors into quality franchise leads and customers takes more than just a skilled writer.

Just like a photographer looking to capture the feeling of an impressive scene, without the tools to make it look great, it’s difficult to end up with something that will stand out. 

When it comes to your franchise blog, pictures, sounds, and video are just a few of the elements that can complement a great post and spruce it up into an attractive piece of content that holds the interest of readers and compels them to explore your opportunity further.

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