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LinkedIn can have a huge impact on your ability to generate franchise leads. Whether or not that impact is positive or negative however, is completely up to how you’re using it. This presentation goes over strategies that franchisors can apply on LinkedIn to help increase the number of franchise leads they receive each year. Some key takeaways: 1. Make sure that you and your company have profiles on LinkedIn. 2. Review your competitors’ company profiles to better understand of how they’re positioning themselves toward your target audience. 3. Develop a showcase page that focuses on your franchise opportunity. 4. Post educational, informative content (good press) about your franchise system on your company’s LinkedIn profile page and your franchise opportunity showcase page. 5. Use sponsored updates to maximize post visibility. 6. Engage with LinkedIn Groups related to your target audience in order to keep top of mind with people that may be good franchise lead opportunities in time. 7. Purchase one of LinkedIn’s premium packages. 8. Get your employees to share the updates that are posted on your company’s LinkedIn profile or your company’s franchise opportunity showcase page to maximize exposure. 9. Posting your good press on LinkedIn allows you to increase the longevity of the content, as well as get it in front of more quality eye-balls. 10. Use conversion goals in Google Analytics to help track the amount of web leads you receive that originated from LinkedIn. 11. Make your blog posts shareable via LinkedIn as well in case someone checks out one of your blog posts and decides to share it on their own newsfeed; you want to make it as easy as possible for people to find, read and share your content.
Citation preview
Using LinkedIn to Support Franchise Lead Generation Efforts
Speakers: Matthew Job
Today’s Host
Matthew Job
Vice President – Sales & Marketing
Local Search MastersPicture
2013: Internet and Referrals Made Up 73% of Franchise Sales
- 2014 Franchise Development Report
LinkedIn is a Direct Source of Franchise Leads
2012-13: 300% increase in franchise sales through social
2013: 40% of social leads attributed to LinkedIn
- 2014 Franchise Development Report
Why LinkedIn? 1/3 of professionals have profiles
Users come in with professional mindset
Able to directly message anyone with profile with premium service
Excellent platform for:
Sharing content
Researching businesses
Keeping top of mind with connections
- Lana Khavinson, Group Product Manager at LinkedIn IFA
Potential franchisees research franchise
businesses very thoroughly before
reaching out to you directly
First Takeaway
LinkedIn can have a big impact on your ability to generate franchise leads. Whether or not
that impact is positive or negative is up to you
Review Your Competitors
Example: Snap Fitness
Review Competitors’ Company Profiles
Review Competitors’ Employee Profiles
Review Competitors’ Employee Profiles
Tips for Competitor Research
Review 5-10 competitors via LinkedIn
Take notes about the words they use in their profile, their specialties and the types of updates they post
Follow and/or connect with your competitors
Optimize Your Company Profile
Tips for Company Profile
Unique URL www.linkedin.com/company/local-search-masters
Fill in all the blanks!
Follow your competitors
Get employees connected
Post regular updates to newsfeed
Optimize Personal Profiles
LinkedIn is Highly Regarded by Search Engines
- Search Engine Land
LinkedIn is Highly Regarded by Search Engines
Children’s education franchise opportunities
Set up a Franchise Opportunity Showcase Page
Franchise Showcase Page Examples
Franchise Showcase Page Examples
Tips for Franchise Showcase Pages
Include variation of “Franchise Opportunity” in title of the page
Use as close to 200 characters as possible
Link to franchise recruitment site
Request employees to follow
Post semi-regularly
Sponsor certain updates
Post Updates
Why Post Updates?
Get your content in front of a larger audience
Increase longevity of good press you receive
Keep top of mind with followers and connections
Easy way to showcase achievements and insights of your franchise system
Mentions in the Media
Market Expansion
Awards & Recognitions
Growth and Celebration
Franchisee Testimonials
Targeted to Ideal Franchisee Profile
Educational Videos
Charitable Activities
Conference / Exposition Attendance
Sponsored Updates
Get in Front of Larger Audience
It’s Native Advertising
- Sharethrough
Granular Ad Targeting
Sponsored Update Best Practices
Include compelling and relevant images
Incorporate a variety of content types in your updates
Educational and informative content perform the best
Easy way to showcase achievements and insights of your franchise system
LinkedIn Sponsored Update Guide
What to Sponsor?
Exposition Attendance
Prospecting
Prospecting Techniques
Visit your prospects’ profiles
Review your current follower base
Research people that engage with your updates (company updates and your updates)
Research people that view your profile
Join Targeted Groups
Join Targeted Groups
Go Premium
LinkedIn Premium
Get access to more profile information
See more info about people viewing your personal profile
Get access to InMails
Lead Builder
Employee Participation
How Employees Can Participate
Optimize their profiles
Actively connect with more people (i.e. friends, customers, co-workers)
Share updates from company’s LinkedIn newsfeed
Increase Employee Participation
Develop a set of instructions (or video tutorial) on what they need to do / how to do it
Work to make it their idea instead of the franchisor’s idea
Develop a case study on benefits of LinkedIn
Incentivize $$
Tracking Results
LinkedIn Analytics
Sponsored Updates
Google Analytics
Final Tips
Add a LinkedIn social media icon to your franchise recruitment website
Respond to all comments in some form or fashion
Set up email notifications to keep up to date with what’s happening in your network or in the groups you’re a member of
Set up social sharing buttons on your blog
Questions and Answers Questions and Answers
SAVE THE DATE!!
March 5th 2:00 p.m., EST
Topic
Thank You For Attending!
Speaker’s Name: Matthew Job
Title: Vice President – Sales & Marketing
Company Name: Local Search Masters
Address: 631 2nd Ave S. #LL-D
City, State, Zip: Nashville, TN 37210
Phone: 615-346-5551
Email: matt@localsearchmasters.com
Google+ Profile
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