Home' The Franchise Review : June 2016 Contents THE FRANCHISE REVIEW
First Class Accounts is one franchise that has benefited greatly
from investing in SEM and SEO. Understanding that SEO and
SEM were important to its visibility, but also knowing that the
franchise's experience in this area was lacking, the company
sought the assistance of our search agency, Full Measure
Digital, to aid with its efforts.
First Class Accounts' Franchise Recruitment SEM campaigns
have been running for more than four years, and in that time
the First Class Accounts recruitment team has seen thousands
of potential franchisee leads generated as a result. More
recently, successful SEO campaigns have also boosted the
organic visibility of First Class Accounts, creating a strong and
cohesive digital marketing platform for the franchise.
The success of First Class Accounts' franchise recruitment
SEM campaigns is largely a result of two facets of SEM. These
are keyword targeting, and the design and construction of
specific goal oriented landing pages.
Through comprehensive keyword research, it is possible to find
the search terms that are most commonly used by potential
franchisees. These keywords are then targeted in the SEM
campaigns, so that when that keyword is searched for in
Google, the paid advertisement will be shown.
When these paid search listings are clicked, the user is
directed to the landing pages, which are designed with a very
specific goal in mind. In the case of First Class Accounts, the
goal has been to capture potential franchisees' contact details
(leads) in exchange for downloading an information pack.
These leads are then delivered to the franchise recruitment
manager to convert to franchise sales.
SEM has many attractive qualities for a franchisor seeking
to grow their business. There is a visible, measurable return
on investment, and results of successful SEM campaigns
can be seen within a very short time frame. SEM is also very
flexible, as it is based on financial investment. For example,
First Class Accounts has been able to increase spending on its
SEM campaigns when a higher number of leads are required,
or to reduce spending at busy times, or at times that are not
traditionally viable sales periods.
Where SEM is a payment based model of search marketing,
SEO is based on merit. Google has a set of complex algorithms
that dictate the placement of websites in its search engine,
but essentially, these algorithms are designed to reward
organisations that can demonstrate their expertise in a
particular field. This is shown through the relevance of the
information that is available on the organisation's website to
particular keyword searches.
First Class Accounts, for example, is focused on bookkeeping,
and bookkeeping franchises in Australia. By focusing on
a range of topics within these fields (dictated by in depth
keyword research), and by offering comprehensive information
throughout its website and blog, First Class Accounts has been
able to establish itself as an expert bookkeeping business. As a
result, its pages are seen on the first page of Google for a range
of bookkeeping related keywords.
Where SEM offers an almost immediate return on investment,
in terms of visibility, SEO should be seen as a long term
investment. Its successes are not confined to the duration
of the campaign, but will continue as long as the optimised
content on the website is relevant.
Through a combination of SEO and SEM campaigns, First
Class Accounts has been able to garner a source of franchise
leads that provides more than any other lead source within its
organisation. By embracing technology and digital marketing,
First Class Accounts has substantially increased its visibility for
Pete Cane is Managing Director of Full Measure Digital, a Melbourne-
based boutique search agency. Full Measure Digital has established itself
as an expert in lead generation, with extensive experience in the field
and a comprehensive, data-driven approach to digital marketing across
Google AdWords, Bing, Facebook, LinkedIn and more.
For more information, visit www.fullmeasuredigital.com.
SEM has many attractive qualities for a franchisor seeking to grow their business.
There is a visible, measurable return on investment, and results of successful SEM
campaigns can be seen within a very short time frame.
Links Archive March 2016 September 2016 Navigation Previous Page Next Page