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Franchise Marketing Playbook

Brought to you by Google Partners

Contents

3

Introduction

The Google Franchise Team

4

Franchisor Strategy

MindStream Interactive

8

Franchisee Strategy

ReachLocal

12

Franchise Development

BidSmart

16

Brand Control

Yodle

20

Branding

Web.com

24

Search

Driven Local

28

Display

SearchKings

32

Mobile

Location3 Media

36

Video

Marquette Group

40

Google My Business

Qiigo

44

Social

G5

48

Author Index

Contents

Introduction

Introduction

Large franchise brands have already seen great success with search advertising. However, when it comes to local online marketing for their multi-location businesses, the questions to consider start to mount.

We’re here to help franchisors help their franchisees to optimize their digital presence. To that end, we’ve put together a step-by-step playbook on how to build a holistic online marketing strategy that increases their return on investment (ROI).

This playbook contains strategies that address specific challenges that franchises face when it comes to advertising their local businesses online. These strategies and best practices come from our trusted experts—our Google Partners, who have experience working with franchise brands or have built franchise-specific services and/or solutions.

You’ll also find Google resources, digital consumer trends, and information about the Google Partners that are experts in this space.

We hope you enjoy it!
The Google Franchise Team

Franchisor Strategy - MindStream Interactive

Franchisor Strategy

MindStream Interactive

Background

Crafting digital marketing strategies can yield confusion over what to deliver, where to deliver it, and how viewer engagement is measured. The confusion seems to grow as innovation does, with more and more online products to choose from: social media, video, review sites, search engines and more. To add to the confusion, new devices with ever-advanced capabilities are changing the way people live their lives and access their media.

Fact:

Every brand must have a digital strategy, and that strategy must be driven by insights. The insights will come from data that defines your approach—measurable tactics that are fine-tuned to your strategy and business goals.

Challenge

Data overload is real. It's the biggest new challenge for franchisors and franchisees in the digital age. Your content and business information is being acquired, shared and published in fragments across multiple online channels. Franchisors and franchisees alike need to be active participants in this online conversation, and they must know where, when and how to participate.

Websites present a challenge in themselves: how will you disseminate content, manage reviews, and provide critical business information that visitors will act on? Answer: by compiling data, and from the data extracting key insights that will inform your strategy and optimize your strategy's performance.

Solution

Franchisors should create and distribute best practices to franchisees. As part of, or in addition to these, we suggest that franchisors:

Create a manifest on how the brand should be promoted across digital channels, not only to consumers but internally, for franchise development.

Assume responsibility for interpreting the data from analytics tools and social media, and for providing actionable insights based on that data. This requires a disciplined leadership team that will develop and create buy-in and fulfillment from third-party partners and/or internal staff. Data can guide you in developing a holistic approach to investment and return.

Ensure compliance and accuracy with clear checkpoints.

Use Google Analytics to learn about your customers' online behaviors: what videos are getting the most clicks, how visitors navigate your website, whether those visitors are accessing the site from a smartphone, tablet or desktop, and more. Proper interpretation and use of data and behavioral insights can yield great dividends.

Metrics for Success

Set goals and use Google Analytics to measure success based on how viewers interact with your digital content. Monitoring online behaviors and habits can provide valuable insights and drive decisions about how to optimize the performance of your digital marketing. Metrics such as cost-per-click (CPC) or cost-per-thousand (CPM) are useful as ROI indicators, but they’re only one part of a holistic online strategy.

Franchisee Strategy - ReachLocal

Franchisee Strategy

ReachLocal

Background

Many franchisees face increased competition both online and offline in attracting customers. Most recognize that it pays to advertise. But there's still a lot of confusion around which strategy or strategies will prove most effective. With digital media adding complexity to your options, there are as many new challenges as there are opportunities.

Bottom line, no matter how many digital channels and types of media you use, you'll be throwing good money away without a solid marketing plan.

Consumer behavior underscores the need for well-planned and well-run marketing. In fact, businesses that nurture their leads (timely follow-up with a prospective customer, for example) see up to 45% more ROI than those that don't, according to MarketingSherpa.

Challenge

While franchisees know how important marketing is in reaching sales goals, it often falls by the wayside. Many claim that they lack the time to develop and implement a marketing plan, are confused about what's available, or don't trust that marketing will translate to real results. So they simply don't prioritize it.

Solution

It’s important to first develop a solid local marketing strategy. Begin by gaining an understanding of who your customers are and how they search for local businesses. With that information in hand, you can now target your marketing to be where your customers are searching, surfing, and socializing.

Start by asking yourself a few basic questions:

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Who are you selling to today? Who do you want to sell to tomorrow?

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What are your best-selling products and services?

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Why should customers buy from you instead of from a competitor?

As you define your strategy, consider these tactics:

Set goals by which you'll measure your online success

This can be done on your own or collaboratively with your franchisor. For example, you can measure the number of incoming phone calls through call-tracking numbers and the number of leads from each channel with custom URLs. These measurements will tell you your cost per lead, quality of the leads (number of conversions for each channel), and the number of followers you're attracting on social media.

And by regularly monitoring and adjusting (optimizing) your search campaign, you can attract more visitors to your site, especially if your competitors are not being as diligent in measuring and optimizing their online marketing activity.

Learn from your fellow franchise owners

Sharing best practices on what works and what doesn't is key to your business success. Do some research to learn what the top-performing franchise is and apply that franchisee's strategies to your own business.

Create co-op advertising groups, if allowable

These groups can be a great way to maximize your marketing investment and increase your coverage.

Implement telephone routing numbers

These numbers will insure that customers reach the right location(s), thus improving conversion rates and overall customer experience. As part of this process, you need to capture contact details such as email addresses and phone numbers, and store them in a centralized database. This is an essential step for nurturing leads in the initial acquisition stage, and later on, when you'll want to build loyalty with special offers and announcements. If you lack the time to handle this task on your own, consider an automated marketing system that will keep your sales team on top of active leads.

Connect with your current customers

The most compelling sales messages come from happy customers. Make sure you capture positive reviews and referrals from customers-and then publicize them.

Adjust seasonally

If your business is seasonal, create a seasonal calendar to plan for appropriate marketing budget changes. This will help you maximize your investment.

Metrics for Success

Use unique call-tracking numbers and URLs along with lead-management software to precisely measure your efforts and optimize your strategy as needed. These tools will enable you to respond to calls and emails immediately, thereby helping to increase your lead-to-customer conversions.

Monitor the entire process and calculate your marketing ROI for each of the channels you invest in. These solutions will give you the ability to track the effectiveness of each marketing channel and make adjustments for the greatest ROI.

Franchise Development - BidSmart

Franchise Development

BidSmart

Background

The Bodytech Company, one of the largest players in Brazil’s $2.5 billion fitness industry, has transformed the fitness market and the lives of 130,000 Brazilians in the past 20 years. The group is known for its two brands: Formula, a functional fitness solution for the general public, and Bodytech, a premium brand targeted to high-income consumers.

To sustain growth, the Bodytech marketing team developed a national communication strategy. This strategy involved working with brand initiatives in mass media, targeting segmented portals in the Google Display Network as well as formats of performance in Google Search and Mobile.

At the same time, the company undertook an aggressive expansion plan, launching more than 80 units throughout the country.

Challenge

With this expansion plan, the company faced a big challenge: how will they promote the brand while driving local performance results in one of the world’s biggest and most culturally diverse countries?

Each region needed a marketing strategy of its own. Some franchises were already creating their own landing pages and regional campaigns on Google AdWords. Nonetheless, the company wanted to retain control of its communication and brand identity.

Solution

To meet the challenge, Bodytech chose BidSmart, a Google Partner that specializes in digital solutions for franchises in Brazil. BidSmart’s plan was twofold:

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Create a lively, manageable database that could feed local data for future initiatives.

The database had to cover the inputs of business performance of each unit. Data included fixed-unit sales in the last quarter, as well as inputs related to market demand, such as the number of searches for gyms in specific regions.

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Create a system to generate information that could drive decisions.

The objective: to generate online enrollments for each unit. There were two steps in this system:

Step 1: Digital inclusion

This required the creation of a standard online presence of each unit on the Internet consisting of the following:

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Landing Pages

Unique pages were created and standardized for each unit, hosted within the brand website and with a focus on conversion. The ideal landing page model emerged as: Unit name + photos + contact phone + map + prices + call to action + contact field + online registration tool.

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Google My Business

Each unit profile was created in Google My Business to promote units organically at zero cost.

Step 2: Local promotion of each unit

The challenge was to find a solution that would address investment, regionalization, and delivery.

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Investment

The brand was willing to invest but wanted the ability to reallocate funds according to strategic needs.

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Regionalization

It was necessary to understand regional patterns of consumer behavior and each unit's life stage in order to effectively address individual challenges.

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Delivery

In order to fit regional demands, three different investment plans were created: 150-750 US dollars/month per unit.

With the strategies in place, each unit account was created with the following campaign structure:

Pre-launch

to communicate the existence of the unit.

Launch

to promote online consumer enrollment.

Maintenance

to communicate the differences of each unit against regional competitors.

Since many franchise units were regionally close to one another, geographic segmentation was not 100% accurate. To overcome this, BidSmart created a dual campaign structure: one segmented for the unit’s radius of actuation and combining local searches, another for a wider radius combining keywords that could reach searches with location intention.

Metrics for Success

Three units sold out for enrollments in the pre-launch phase. The company saw a 22% increase in online enrollment sales through Google AdWords, a 15% increase in online enrollment through other channels linked to Google AdWords, and a 1009% increase in traffic to the brand website. In addition, the company was able to pinpoint demand in low activity regions, and identify and monitor local competitors. This allowed for optimum positioning of the brand. Over time, new strategies such as Google Remarketing, call tracking, and coupons were implemented to further improve the franchisee network’s local performance.

Brand Control - Yodle

Brand Control

Yodle

Background

A franchisor agrees to provide its franchisees with three essential things: a brand, an operational playbook, and a support infrastructure. These are the three pillars of the franchise relationship. Compromising the value of any one of them weakens the very foundation of the franchise business model.

The brand is perhaps the most important of these assets. It’s the logo, the name on the truck, the outward face of your product or service. Your brand communicates the values, competitive differentiation, and purpose of a national franchise. In a word, your brand is your identity. Today, a robust online presence is a mandatory part of brand-building. In fact, 78% of consumers say that social media is a factor in their purchase decisions.

The franchisee expects the franchisor to protect, care for, and nurture the brand in order to maximize opportunity. The franchisee’s role in the relationship is to be a steward of that brand, taking responsibility for its reputation in market while serving local customers.

Challenge

All too often, one or both parties fail to meet their obligations to promote and defend the brand. Corporate budgets or a franchisee’s desire for independence can threaten to diminish the brand’s value. Nurturing the brand online, across websites, social media, and search and display campaigns, adds another level of responsibility for both franchisor and franchisee.

In the early stages, before the brand is proven or established, the franchisor is likely to impart a great deal of autonomy to the franchisee who, after all, has taken on a considerable risk. But as the brand matures and its equity gains in value, the franchisor is likely to want more control. A new brand is virtually worthless, while one with the strength of years and multiple franchises is suddenly quite valuable. But once the franchisor forfeits control, it can be difficult to get it back.

Solution

Define

Write down a clear definition of your brand, its values, the benefits it delivers, and how it differentiates itself among competitors, as well as the core message of why the franchise exists. Set guidelines for how the brand should be used in commerce.

Strategize

Define specific goals for your brand. Is your goal to generate visibility so that consumers are aware of it and remember it? If so, you should leverage channels that give you high exposure such as Display or YouTube ads. Or are you looking to drive purchase consideration and convert leads to customers? Then create a marketing plan centered around a call to action through search and mobile ads, or other forms of engagement like TrueView.

Evangelize

Every employee, including franchisee employees, should be a steward for the brand. That means not only educating employees on all aspects of the brand as outlined above, but inspiring them to be spokespeople for its message, mission, and values.

Explain

The average American will move 11.7 times during his or her life (2010 Census). This means that every current customer for a given franchise location is a prospective customer for as many as 11 other franchise locations, and vice versa. Make sure franchisees and their employees understand that customers' perceptions and impressions of the brand in one location can carry over to other locations.

Promote

Franchisors should focus on promoting the brand at a national level. Online, this might include maintaining the website, as well as a presence on social media sites. Digital marketing at the national level will lift customer acquisition at the local level, and make it easier for the company to attract new franchisees.

Police

Leverage technology tools to track how your brand is used by the franchisees. A distributed marketing platform, like Centermark from Yodle, can be the backbone of a consistent marketing message.

Centermark helps to serve the specific needs and challenges for marketers in a franchise network. It provides a unique way to collaborate with a vast number of locations, and to scale consistent, coordinated, and measurable brand and marketing programs for network.

Centermark allows for better collaboration between corporate and each franchise location. Using information from each location to create a "best practices" model for the entire franchise network, Centermark helps businesses reach customers with a consistent message and the most successful marketing strategies.

Metrics for Success

Success metrics for your brand control efforts are simple: poll your customers, and read reviews and comments posted online. If the values echoed in customer opinions match those you set for your brand, you've succeeded.

Branding - Web.com

Branding

Web.com

Background

Franchises have traditionally relied on media such as print, TV, and radio to create brand awareness. But in just over a decade, there’s been a startling shift in how marketing is allocated. According to a report by the Local Search Association, print, newspaper, and yellow pages advertising in 2000 totaled $79.5 billion and online advertising totaled only $8.2 billion. By 2013, advertising budgets had changed dramatically: print investment was down to only $19.8 billion while online advertising shot up 421% to $42.8 billion.

The reasons for this shift aren’t surprising. Traditional media channels can be expensive and typically cast a wide net, reaching consumers who may have little interest in what you’re offering. Online marketing is much more targeted, making it far more cost-efficient than traditional media. It allows you to attract customers who are most receptive to your content, and at lower costs.

Challenge

Marketing-wise, franchises need to be where consumers are: online, in the right channels, at the right time, with the right content. In today’s multi-screen world, franchises can also face difficulties tracking their customers across different devices.

The challenge for franchisors is to make sure that franchisees are taking a consistent approach to marketing across online channels including social, paid search, mobile, and directories. At the same time, franchisors should continue to build brand awareness at a national level to support local marketing.

Solution

Here are some specific avenues for an effective franchise online marketing strategy:

Paid Search

At both the national and local level, control messaging through keyword-driven search ads as well as display ads. Drive additional consumers to ads by bidding competitor terms. This will increase the brand's exposure at a very low cost.

At the local level, be sure to bid geo-targeted terms such as "Mexican restaurant Atlanta." Include location and call extensions. These tactics result in more phone calls and in-store visits. Finally, most mobile searches are for local businesses, so ensure that your website is "localized" and mobile-friendly.

Directories/Google My Business

Many online searches start with directories. Maintain consistent business information and brand messaging across all online venues while taking advantage of the ability to target customers locally.

Social Media

Social media has become a dominant influencer of purchase decisions. In fact, almost half of all social media users have purchased an item online or in-store after sharing it or marking it as a “Favorite” on Google+, Twitter, Facebook, or Pinterest.

Due to the speed at which information moves via social, franchisors must be prepared to create and actively manage social media channels for the franchise. They must also react quickly to postings or messages on social media pages. Unfavorable comments about your brand are opportunities to turn consumer impressions from negative to positive. Responding quickly to postings is an important way to control your brand.

YouTube

YouTube is a powerful medium that fosters real engagement with global reach. It's the world's largest display network and the #1 video destination with over one billion users. YouTube gives you the ability to:

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Ensure views through Viewable impressions.

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Target real people with 80 Affinity Segments, which mimic the depth and breadth of TV-style audiences.

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Provide a choice and ensure engagement through TrueView.

Metrics for Success

Leverage tools such as Google Trends to track your brand-specific search activity over time, and compare the results to those of your competitors. Brand Lift Surveys are another powerful tool that lets advertisers move beyond proxies (clicks, impressions, etc.) and measure the impact your campaign has on-brand metrics like ad recall and brand awareness. By looking at metrics like traffic uplift, or brand-assisted conversions recall, businesses are able to improve campaigns based on insight.

If your time and resources are limited, consider leveraging an expert like Web.com to build brand awareness, expand online presence, and efficiently target the ideal customer for your franchise.

Search - Driven Local

Search

Driven Local

Background

Search Engine Marketing (SEM) has emerged as a highly transparent form of digital marketing in the franchise space, and also one of the most effective in terms of ROI. SEM provides immediate gratification and allows franchisees to drive relevant, high-converting traffic to their website within the defined marketing area.

Challenge

Due to the cost-effectiveness of SEM, this space has become more and more competitive at the local level. So franchisors and franchisees need to find solutions that differentiate them from the dozens, if not hundreds, of local businesses advertising similar products and services.

Solution

Target your online ads to customers in certain countries, regions, or cities, or within a set distance from your business or store. The following tools will help people find your business precisely when they're searching for the product or service you offer:

Google AdWords

Use AdWords to highlight a variety of information about your a local business, and the products or services it provides, with tools such as:

Sitelink and Callout Extensions

These allow the advertiser to highlight special offers and turnaround times, zero in on specific services, and emphasize the value of each service.

Call and Location Extensions

These extensions draw attention to the local phone number and address in the SEM ads. These features can be customized at the adgroup level to allow the franchisee to highlight different local phone numbers and addresses for locations that are in close proximity to the occurring search.

Google Analytics

These tools allow you to segment your online traffic and see where your customers are coming from. Is 80% of your audience choosing the click-to-call feature from their mobile device? Amp up your mobile strategy. Google Analytics helps you determine the most efficient way to spend your digital marketing budget, and to reach the right people at the right time through the right channels for the best return on investment. Specifically, it gives you the ability to:

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Get real-time data that shows how many people notice your ads and what percentage call you or click through to your website.

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See the actual sales your website is generating as a direct result of your ads.

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Understand user behavior across multiple devices.

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Test and improve. You can run content experiments to test variations of your clients’ pages so you’ll know which information leads to the most conversions. Set up the tests in Google Analytics under “Experiments” in the Content section.

Metrics for Success

When some or all of these features are leveraged in a local franchise SEM campaign, they can lead to a higher click-through rate (CTR) due to greater ad relevancy. This higher CTR often leads to a higher quality score (QS). A higher CTR and QS decrease the overall cost-per-click, generating an increase in ROI.

Display - SearchKings

Display

SearchKings

Background

Display advertising continues to evolve at a fast pace. To keep the edge and stay ahead of the competition, franchises must utilize new display formats like remarketing, video, engagement, and Search Companion. Building an aggressive display campaign to complement your other advertising programs is a simple and affordable way to ensure online marketing success.

Challenge

With over 400 franchised territories in 15 countries, Tutor Doctor is the fastest-growing, one-to-one tutoring franchise in the world. Franchisees invest heavily in online marketing for lead generation. But results have been average at best. The head office was unhappy with website conversion rates and needed help in building a comprehensive digital marketing plan for its franchise network. Their previous digital marketing campaign focused exclusively on advertising in the search network. Without a targeted display campaign, franchisees were missing out on a huge opportunity.

Solution

SearchKings took a multi-tiered approach to introducing display advertising to the franchise network. It consisted of the following tactics:

Custom 30-second video

This video took advantage of the new Video Ad formats available within the display network. SearchKings utilized in-video static and interactive flash image ads. This allowed us to post video advertising across the Google Display Network.

Banner ads

These were part of an aggressive remarketing campaign that targeted visitors who had already visited franchise websites.

Engagement ads

A combination of images and videos were used to build out engagement ads for franchisees. These ads fit in standard display units but expand to a larger format after a two-second hover delay. Since they're fine-tuned to user engagement, not clicks, they allow advertisers to bid and pay for engagement only.

This three-tiered solution provided the client with the best combination of display advertising with regard to budget, exposure, and performance.

Metrics for Success

Website conversion rate was the key metric SearchKings focused on for the Tutor Doctor campaign. The conversions they targeted were email form submissions and phone calls. Previous marketing campaigns generated an average conversion rate of 6.5% in the search network. After running the campaign for 90 days, the conversion rate surged 115% to 14.3% within the search network.

Opting into the display network allowed them to focus their marketing on customers who had previously engaged with franchisee websites. Success was defined by their ability to bring repeat visitors back to the website and increase the conversion rate on those second, third, and fourth visits. Increasing the conversion rate brought down the overall cost-per-lead for franchisees. These results led many franchisees to increase their monthly advertising budgets while becoming more efficient with their marketing efforts.

Mobile - Location3 Media

Mobile

Location3
Media

Background

Mobile devices have become a key part of the consumer path to purchase for both brick-and-mortar and service-based franchises. Consumers are now spending more than 15 hours per week on their smartphones. What’s more, 50% of these mobile users visit a store within one day of their mobile search, while 68% use the “Call” or “Get directions” button on their mobile device.

Challenge

Businesses in general lack experience in mobile marketing. They're also falling short in providing a bridge between digital and foot traffic. In fact, sales via mobile devices can actually have a positive impact on in-store purchases.

But many business owners are reluctant to embrace mobile commerce. They believe, mistakenly, that online sales will cannibalize their in-store activity. Siloed marketing campaigns (as opposed to an integrated campaign across different channels) and not knowing the mobile audience can also hinder success.

Franchisors face an additional challenge: connecting local mobile searchers to the right results based on searcher intent. They also must determine, and clarify, responsibilities between franchisor and franchisee.

Solution

Create a digital marketing strategy that outlines every touch point in the consumer path to purchase. The strategy should also define specific responsibilities between the franchisor and franchisee. We offer these guidelines for implementation of a mobile strategy for both franchisor and franchisee:

Franchisor

The franchisor provides a centralized strategy utilizing the following:

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Website

Make sure to tailor the mobile elements of your website to your brand. You can shape location-specific consumer behavior using data gathered from analytics, heat maps, and usability studies, and optimize your site accordingly.

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Online product feed

This helps feed local product listings ads and creates a bridge between online and in-store purchase activity.

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Google My Business

Use this tool to ensure that consumers can discover, contact, and drive to a local business.

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Guidelines

Provide a set of guidelines for franchisee-level mobile strategies, and provide a preferred vendor. A cohesive brand and location strategy will ensure success.

Franchisee

The franchisee executes strategy with the trusted vendor. We suggest that franchisees:

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Make sure the trusted vendor follows the corporate strategy in order to ensure a successful campaign that benefits the business as well as the brand

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Manage the social aspects of the Google My Business page.

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Take advantage of Google AdWords by using click-to-call, mobile-specific ad copy, in-app advertising, and local product listings.

Metrics for Success

Success metrics for mobile should be defined at the franchisor level. These metrics will shift as your brand moves from the planning stage, to execution, to the revision stage of the plan.

Start with a baseline of all data from mobile solutions you currently have in market. As your mobile plan progresses, baseline reports should be updated to show the impact of your mobile strategies. For example, you can:

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Track mobile-only actions like "Get directions" and phone calls to assess the correlation between mobile and in-store traffic.

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Track app downloads and usage.

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Identify cross-device trends to fully understand the consumer path to purchase. Use these insights to make the mobile experience as seamless as possible.

Finally, consider leveraging the following tools for collecting, organizing, and utilizing mobile user data: Google Universal Analytics, Google Tag Manager, Google Local Call Forwarding Numbers.

Video - Marquette Group

Video

Marquette
Group

Background

In less than a decade, video has become an essential ingredient in the digital marketing mix. Nearly 70% of marketers are now using video in their marketing campaigns, and with good reason. According to Axonn Research, almost 90% of Internet users view online video in any given month, and most people have a more positive opinion of a brand after watching compelling brand-related videos.

Challenge

Nationwide Insurance, a well-known national agency with over 1,000 agents, needed a local lead-generation solution for its individual agents. Put another way, it needed to take its national branding to the local level. The agency was reluctant to embrace the value of social advertising and online video.

Solution

Marquette Group created a three-month pilot program on YouTube for a select group of 32 agents. YouTube was the natural choice, being the number one video destination with one billion users worldwide, and the ability to target over 80 affinity segments and interest categories.

The goal was to generate local brand response (brand awareness plus customer response) for a select group of agents, and to create a case study to assist in a full rollout. The campaign utilized the following tactics:

Localized TV spots

Through Marquette Group's program, each agent was given the opportunity to utilize a corporate-funded, national television commercial and localize the message to drive qualified leads to their agency. To make this possible, Marquette Group created personalized ads by first templatizing the insurance company's existing creative assets and then inserting localized content for each agent's version of the spot. The localized content included:

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Agent name and photo

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Agent address and phone number

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Map showing agent's location.

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Calls to action to either connect with agent or request a quote

Testing

Marquette Group produced two versions of the ad for each agent to split-test the different calls to action, as well as the custom landing pages that correlated with each video campaign. Viewers who clicked through to the landing page found the same contact and location information and call to action as in the TV spot.

Segmentation

Advanced audience segmentation was used to define and target consumer types within the 18 to 65+ auto insurance market. Marquette Group also tracked local audiences across different devices to learn which screens the video viewers preferred.

Each localized video ad was placed on YouTube and Google's ad network. Due to the precise targeting ability of these networks, the campaigns were highly effective even in the smaller local markets.

Metrics for Success

The three-month pilot video campaign significantly boosted Nationwide's local awareness and generated measurable customer engagement, resulting in:

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1,075,000+ qualified brand impressions

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130,000+ full qualified views

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7,000 agent landing-page views

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75 website visits per month per agent

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12.1% view/impression rate at an average cost-per-view (CPV) of $0.16

In addition to the 130,000+ full views, the company’s target audience logged an astonishing 942,000+ partial views of the video ads. Partial views are precisely measurable brand impressions that netted the company an additional $33,257 in value of free, qualified impressions. And, natural Google search queries for Nationwide increased 15% over the prior eight months in the targeted local markets that ran the video campaigns.

Among devices, desktop performed the best, driving 77% of the traffic to the landing pages. Mobile came in second at 19%, and tablet with 3%.

Overall, the campaign drove significant awareness, customer engagement, and attributable lift in organic search activity. Based on this success, Nationwide rolled out the YouTube offering to all agents with the option to run an annual video campaign.

Google My Business - Qiigo

Google My Business

Qiigo

Background

Managing directories for national brands is a challenge. Creating, editing, claiming, and maintaining listings on directories, social media, and review sites (Google My Business, Yelp, Kudzu, and hundreds of others) is a daunting job. At best, this task can be difficult to manage. At worst, it can seem impossible.

Challenge

Brands must find a solution that will centralize and simplify the process of managing online directory listings. Without a centralized local listings strategy, consumers will have trouble finding you online, and you’ll stand to lose business due to duplicate, incorrect, orphaned, and unclaimed listings.

Hundreds of locations with credentials for hundreds of directories create a perfect storm for incorrect information and lost passwords. The franchisor must find a solution that gives the franchisee flexibility while allowing the franchisor to retain the keys to essential information.

Solution

A comprehensive and centralized local listings platform to create, edit, claim, and maintain online listings is the best solution for franchisors. Ideally, a local listings platform should:

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Allow for brand messaging consistency

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Increase the brand's overall visibility in search engines

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Allow the franchisor to maintain control while allowing the franchisee the flexibility to manage information

A full-service directory solution should provide the following features:

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Brand level reporting

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Local level reporting with benchmarking capability

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Testimonial monitoring with real time alerts

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Ability to create and claim online directory listings

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Alignment with Google My Business/Google+ for maximum SEO value

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Management of duplicate and orphaned listings

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Management of phone and PIN verification process

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Single point of access for all directories (to eliminate password fatigue)

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Brand consistency management

Google My Business

If your business has physical store locations, Google My Business is a good way to connect directly with your customers. Google My Business puts your business information on Google Search, Maps, and Google+ so customers can find you, no matter what device they're using.

Metrics for Success

After working with your local listings solution and Google My Business, you will experience greater brand consistency and a more organized online presence.

You can continue to analyze your online presence and performance using Google Insights. Insights provides metrics that let you better understand your audience and how they're interacting with you on Google+. This data will help you optimize your online presence. Here are some of the tools you'll find in Insights:

Audience view

Lets you access critical information about your followers including age, gender, and location.

Engagement reports

These let you know how your Google+ posts are performing.

Visibility tab

This function shows you pageviews, photo views and post views over time.

Social - G5

Social

G5

Background

Social media platforms will continue to evolve into robust advertising vehicles as the ability to identify target prospects improves. As social engagement and reach metrics become available-comparable to offline metrics like Share of Voice-online social channels will start to inform offline strategies. Data on customer engagement will drive the development of content that most efficiently generates revenue.

The social media explosion has created opportunities for businesses to engage with customers using customers' preferred platforms, and on their schedule.

Google My Business, Google+, and other social media platforms have changed the way multi-location businesses are managed on the web. These platforms enable a business to represent each of its locations online by using the same channels of communication their prospective customers use to interact with friends and family.

Challenge

From a marketing standpoint, the social media opportunity is huge. But it also brings its own set of challenges for multi-location businesses. Among them: how do you allocate resources for content development and social media monitoring and management?

Conversations on platforms like Twitter and Facebook happen in real time. This transparency requires you to monitor and respond to interactions quickly, and to provide remarkable content before engaging with the customer in more traditional ways.

Establishing platform ownership with experts who understand social media is vital to collecting rich demographic, psychographic, and behavioral data from the target audience, and ultimately generating results.

Solution

Build a strong Google+ presence to create a consistent brand message across Google

Your Google+ presence is a home for your identity on Google. It's how people can learn more about your brand when they discover it on Google+ or across products like Google Search, Google Play, and YouTube. To grow your Google+ following, you should make sure it's easy to discover your page. Take the steps below to help your audience find your page.

Add a Google+ badge,

Follow button, or +1 button to your website, blog, and email marketing.

Try +Post Ads

to bring your social content to a much larger audience across the web.

Promote your presence

Marketers can amass valuable impressions on well-performing posts by driving their target audiences to content with Google Adwords and native advertising. In turn, organic content performance can help inform other marketing strategies by helping marketers identify the content they should promote —that which will ignite the most conversation and effectively increase customer interactions.

Target the right audience using Circles

Share the right content with the right people-just like you do in real-life social situations. With Circles, it's simple to organize people and pages into groups, such as friends, colleagues, favorite photographers, or your top 10 sports news outlets.

Post Strategically

Great posts spark conversations and encourage sharing. The best posts are different for each audience. Some tips for an effective posting strategy:

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Create original, relevant content that your audience wants.

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Post often, and post regularly. Keep things fresh.

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Think visually. Posts with images or videos see better engagement.

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Personalize your posts with your unique voice and be open and honest

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Target your posts. Share to specific people or groups.

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Mention specific people or pages using a + before their name to alert them to your post

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Use hashtags to make your content more discoverable.

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Experiment. What works for one may not for another.

Metrics for Success

It's clear that the expanded online reach of quality content will lead to incremental brand interactions. But success will only come when you aggregate data from these engagements and can draw a detailed picture of your target audience.

Careful analysis and understanding of online engagement data-for instance, the number of times that brand content has been clicked on, shared, or viewed-will allow companies to better define their target demographic, optimize their content and channel mix, identify new offline growth opportunities, and ultimately establish better brand consistency and consumer trust.

Author Index

Author
Index

About Google Partners

google.com/partners

Google believes that digital advertising can help your business succeed. However, you might not have the time or resources to devote to building and regularly maintaining a successful account. Or maybe you're looking to drive better performance and/or leads, and you need help optimizing from an expert.

That's where partners come in. There are many different types of third parties out there. To help you select a trusted partner, Google developed the Google Partner certification program. The program's goal is to connect small to medium businesses with advertising agencies and digital marketing professionals that have earned the Google Partners badge, which ensures that these partners represent the best interests of their advertisers.

The authors of this book are all Google Partners. All of them have experience working with franchise brands, or have built franchise-specific services and/or solutions.

We encourage you to read their profiles and follow up with them to help you make the most of your digital marketing dollars.

bidsmart.com.br

BidSmart is a Brazilian company that specializes in digital media solutions for small and medium businesses and franchises. Our monthly investment packs offer a one-stop shop experience for clients who have limited resources and seek an effective return on investment. The packs include landing pages, local and social organic tools such as Google Maps and Google My Business, and a smart digital media portfolio that includes Google Search, display, and remarketing campaigns. Our campaigns are developed automatically using scripts and managed through proprietary software, which we integrate via API with Google Adwords and Google Analytics, utilizing bid managers, a/b testing, call tracking, and more. The software also sends you customized reports and allows real-time results monitoring. Everything is done according to our clients’ business needs in order to generate the best results for your investment. All clients have access to a team of professionals certified by Google, who think strategically about each account, monitor performance, and offer all necessary customer support.

BidSmart has helped more than 800 companies grow using the Internet, increasing their sales, optimizing resources, and improving the overall management of their businesses.

drivenlocal.com

At Driven Local, we offer solutions for both franchisors and franchisees. Our customized digital marketing programs are proven to boost franchise sales within your brand, increase leads, and promote brand awareness. We partner with your brand and act as an extension of your marketing department to make sure your system is up-to-date on the latest offerings. Our goal is to educate and consult with both the Zor and the Zee.

We offer a full suite of digital products, including search engine marketing, display and remarketing campaigns, web design and hosting, search engine optimization, animated videos, social media, Facebook advertising, local listing optimization, YouTube pre-roll advertising campaigns, and more. No matter the size of your franchise, our National Brands Division will guide you step by step through the process, and find the products that will help you generate quality leads and conversions.

For franchisors and franchisees, we offer short-term SEM contracts, flexible payment options, educational webinars, and a team of experts dedicated to executing a powerful digital marketing plan for your brand.

getg5.com

G5 is the leading provider of Digital Experience Management® (DXM®) software and services in the property management sector. Our G5 DXM® Marketing Cloud allows owners and operators to drive the customer experience across key digital touchpoints—from awareness to advocacy —to increase demand, revenue, and net operating income.

Founded in 2005, G5 was recently named one of the fastest growing private US companies by Inc. magazine (fourth year), one of North America’s fastest growing technology companies by Deloitte (fifth consecutive year), and one of Oregon’s fastest growing private companies by Portland Business Journal (fourth year). We’re based in Bend, Oregon, and backed by private equity investor Volition Capital.

location3.com

Location3 Media is a digital marketing agency that delivers enterprise-level strategy with local market activation. Location3 Media was founded in 1999 as a digital marketing company providing direct response results to clients on a global scale through search engine marketing, display, mobile, social, and creative design and development solutions.

Over the years, we have continually evolved, adding services and solutions, not for the purpose of driving agency growth, but for the purpose of delivering growth for our clients. Our full-service digital offering was birthed as a result of an evolving digital media landscape; not only were the lines between service offerings blurring, but SEM, SEO, display, social, and content strategies had all become reliant on each other for success. As our clients recognized this convergence, they turned to us to help them maximize their campaign performance across their paid, owned, and earned digital media channels.

The service platform that emerged was one that leveraged our analytics prowess to combine the performance-based mindset of search and display advertising with the brand-storytelling power of design, content, and social media. In short, we’re a full-service digital agency that partners with global brands to build awareness, drive action, and fuel advocacy.

marquettegroup.com

We’re a marketing agency. We connect qualified local customers to national brands through integrated digital media, including paid search advertising, mobile, social media, local organic listings, and traditional media.

Marquette Group helps advertisers put the right message in front of the right people at the right time. We combine insight with technology to create best-in-class lead-generation and brand engagement solutions in local, social, mobile, and search marketing.

For more than 50 years, we’ve been studying and working at the local level to drive qualified leads for our clients. We draw on this wisdom to create digital advertising that generates highly qualified leads and meets cost-per-lead and ROI metrics. We constantly monitor and test our clients’ campaigns to validate advertising strategies and continuously optimize performance. Our online program management system gives our clients easy access to their accounts, performance reports, and response measurement data. We’ve learned a lot over the years about leveraging the unique attributes of each market; helping our clients maximize their media investment, while keeping up with the rapid advances in technology.

mindstreaminteractive.com

Allow us to introduce ourselves. We’re a full service digital agency, and we create powerful experiences with a purpose. We’re an agency of problem solvers. We’re making an impression and leaving an impact by connecting customers to meaningful experiences—developed from both insight and inspiration. With 90 employees across two offices in Columbus, Ohio, and San Diego, California, we have 16 years of experience making digital connections.

We specialize in the following services: insights and brand centric strategy; analytics and optimization; information architecture; user experience and visual design; creative and technical copywriting; content strategy and marketing; end-to-end development; creative production and quality assurance; digital media planning and buying; search marketing (SEO/SEM); social media; client relationship and project management.

qiigo.com

National brands partner with Qiigo for a greater online presence, improved brand visibility and consistency, and qualified local leads. We make the work of acquiring qualified leads easier. National brands choose Qiigo for:

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Local Listings Management

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Lead Generation/Pay-Per-Click Marketing

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Reputation Management

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Mobile Marketing

Our comprehensive Internet marketing strategies drive business to thousands of locations across the country. We deliver results that include increased local search value on Google+, improved consistency in brand messaging, qualified sales leads for local offices, and improved brand visibility. Our team of dedicated professionals has years of experience in the online marketplace, and we’ll leverage that experience on your behalf.

At Qiigo, all our tools and technologies are designed to assist you in developing a strong and prosperous brand.

reachlocal.com

ReachLocal simplifies marketing and makes it work for local and franchise business owners. We have worked with business owners worldwide for more than a decade to help them reach customers online, and keep them, using all forms of digital marketing: search engine advertising, web marketing, display advertising, website design, and other services. In fact, ReachLocal has tools proven to help businesses get their message to 98% of the places where customers are likely to search, surf, and socialize on the web and on mobile devices. Our expertise, combined with our comprehensive digital marketing system, converts more leads and helps our clients get more customers.

ReachLocal works with owners to understand their goals, such as how many new customers they need. From there, we work together with owners to create a marketing plan designed to meet their needs and their budget. With franchises, we run localized campaigns for franchisees and the national brand. In these instances, ReachLocal works with both marketing executives at the corporate level and individuals at franchise locations. We provide owners with reports, updates on the number of leads, and the cost per lead. Not every marketing service does this, but we believe it’s essential in helping owners understand their marketing dollar return on investment.

searchkings.ca

The SearchKings team is proud to work with some of the top franchise brands in North America. A few of our franchise clients include Tutor Doctor™, SprayNet™, Mr. Rooter™, Mr. Electric™, AirServe™ Restoration1™ and Qualicare™.

We are experts in maintaining brand standards across the franchise network, while also allowing for customization at the franchisee level. Our unique tools for managing scalable franchise campaigns allow us to retain a competitive edge against your competitors, while also providing highly targeted and aggressive lead generation. Every day our microsites and AdWords campaigns generate hundreds of leads for our franchise clients located around the world.

SearchKings operates your franchise’s web properties in real-time, adjusting websites and adding content to hundreds of locations simultaneously. Whether you need help selling your franchise idea, or you require a Google marketing plan for multiple locations, SearchKings has the experience and knowledge to tackle all your franchise marketing needs.

web.com

Web.com Group, Inc. (Nasdaq: WWWW) provides a full range of Internet services to franchise clients to help them compete and succeed online. We meet client needs through their lifecycle with affordable, subscription-based solutions including domains, hosting, website design and management, search engine optimization, online marketing campaigns, local sales lead generation, social media, mobile products, and e-commerce solutions.

Headquartered in Jacksonville, Florida, we serve over three million customers worldwide and understand that smart franchisors seek efficient and cost effective solutions for favorable online positioning.

yodle.com

Yodle is the proud provider of Centermark, a distributed marketing automation platform built to help franchise businesses unify, scale, and optimize their local and national marketing strategies. Centermark eliminates issues that prevent most franchise businesses from scaling their best activities, allowing collaboration to achieve the best results, and helping them understand real performance. Each application on the Centermark platform has been constructed to support the shared decision-making, financing, and implementation needs unique to franchise networks. Every application allows each franchise location to easily and automatically conduct marketing activities, while allowing the franchisor to manage, support, and measure those activities.

The Centermark Collaboration Engine is a technology-driven approach to outreach and communication that includes a collaboration and partnership portal, automated email, webinars, one-to-one consultancy, and more. We work with both the corporate team and franchise locations to determine the plan, timing, and outreach details. While the network locations feed data back into the Centermark dashboard, they improve the visibility of marketing performance for the franchisor. That visibility comes courtesy of Centermark’s Interactive Business Intelligence. The Business Intelligence Engine lets you see what’s happening with every node in the network.

See you online.