Today’s presenters:

Jeremy LaDuquePresidentELEMENTS, Inc.

10 Things Franchises Can Do to

Market More Effectively Using Google

Paul SegretoPresidentfranchisEssentials

10 Things Franchises Can Do to

Market More Effectively Using Google

• Reputation and crisis management– National and local reach– News, social media and pr channels

• Real-time results• Good for repurposing

– Not only for brands• Just launched “Me on the Web” for personal reputation

management

Google Alerts

Google +1

• Positively affects traffic– Increases site visibility– Makes content more compelling

• Positively affects search results– Helps discover relevant content from known and trusted

searches• Positively affects Google ads

– Appears next to headline showing # of +1’s

Google Places

• Reach millions of Google users, quickly and for free• Edit your listing and speak for your brand• Practical and easy to manage• Premium options, all for free• Incorporate with Google Places Reviews

• Connect with Your Customers Anytime, Anywhere • Enhance brand awareness, preference and

engagement • Drive customer acquisition, conversions and leads • Promote mobile applications

Google Mobile Ads

Google has added location extensions to their AdWords:• Similar to how you can leverage

‘negative keywords’ • Allows franchises to display their

PPC campaigns to specific locations• Helps consumers be aware that

a product or service they are looking for is local

Google Location Extensions

Google Keyword Tool & Trends

• Google Keyword Tool: http://google.com/adwords – determine what keywords people are searching for

» Shows the searches and competition around keywords – determine which keywords are not worth it

• Google Trends: http://google.com/trends – determine search traffic trends – compare yourself to competitors

Google Social Signals

• Postings Effect Rank– Recently Bing and Google have admitted that ‘mentions’ of

and links to webpages found in public social media postings can effect a website’s rankings

• Some Postings Worth More– Search engines look at the “social authority” of users that

share links and give more value to links shared by users with more credibility

• Google has various other search types• One of these variant searches is Google’s

‘Realtime’ search• Realtime searches are up to the second and

come from social media outlets• Leverage current trends in marketing efforts• React quickly to protect your brand

Google Realtime

In the Eyes of Google, Brands Are:• More likely to make searchers happy

• More likely to have the answers searchers want

• Less likely to contain spam

• Less likely to link out to manipulative sites

• Less likely to contain malware/spyware

• The way to “sort out the cesspool”

Google & Brands

Shoes.com, Puma.com and Amazon.com may

earn preferential treatment in the

results

Establish Your Locations

Contribute Content to Prestigious Publishers

Suggest your site on Wikipedia discussion pages for a citation/link

Write a book w/ an ISDN number

Provide content for Google Scholar

– Encourage employees to create personal Linked In profiles and link them back to your brand

– Use brand name in Blog, Facebook and Twitter posts– Encourage partners & customers to refer to your Brand– Claim your brand at:

» http://www.crunchbase.com» http://www.business.com/directory/» http://www.crunchbase.com/companies» http://learn.linkedin.com/company-pages/» http://www.hoovers.com/business-inform» http://www.manta.com/

More Things You Can Do

– Encourage employees to create personal Linked In profiles and link them back to your brand

– Use brand name in Blog, Facebook and Twitter posts– Encourage partners & customers to refer to your Brand– Claim your brand at:

» http://www.crunchbase.com» http://www.business.com/directory/» http://www.crunchbase.com/companies» http://learn.linkedin.com/company-pages/» http://www.hoovers.com/business-inform» http://www.manta.com/

More Things You Can Do

– Encourage employees to create personal Linked In profiles and link them back to your brand

– Use brand name in Blog, Facebook and Twitter posts– Encourage partners & customers to refer to your Brand– Claim your brand at:

» http://www.crunchbase.com» http://www.business.com/directory/» http://www.crunchbase.com/companies» http://learn.linkedin.com/company-pages/» http://www.hoovers.com/business-inform» http://www.manta.com/

More Things You Can Do

• A Google Group is a user-owned group created using the Google Groups service.

• Google Groups allows you to manage and archive your mailing list

• Google Groups provides a method for true communication and collaboration with group members.

• Unlike other free mailing list services, Google Groups offers generous storage limits, customizable pages, and unique management options.

• Google Groups displays only relevant text ads (never banners or pop-up ads).

Google Groups

• Used by many franchises to share marketing brochures and documents

• Not franchise disclosure documents which require specific e-delivery in accordance with franchise laws

• Google Docs is great for collaborative effort when working with multiple partners and when collateral documents like confidentiality agreements, leases, etc need to be shared and reviewed.

Google Docs

Next WebinarFranchise Social Media SummitComing in September

Jeremy LaDuquePresidentElementsLocal

Web: www.elementslocal.comBlog: www.franchisemarketingdaily.com

Email: jladuque@elementslocal.comPhone: 805-471-5454

Paul SegretoPresidentfranchisEssentials

Web: www.FMDpro.com Blog: www.franchisEssentials.com

Email: paulsegreto@FMDpro.comPhone: 832-838-4822