Driving Traffic & Brand Awareness for Franchises with Content Marketing
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Driving Traffic & Brand Awareness for Franchises with Content Marketing Case Study
Transcript of Driving Traffic & Brand Awareness for Franchises with Content Marketing
Driving Traffic & Brand Awareness for Franchises with Content Marketing
Case Study
Driving Traffic & Brand Awareness for Franchises
Website traffic plays a crucial role in a franchise brand’s online presence.
Strong Website Traffic Can:
Increase brand exposure and awareness
Improve websites rankings in search engines (higher SEO value)
Act as a lead generation tool for potential franchisees and customers
Customer retention tool used to help support franchisees by providing content they could use to increase communication and keep brand top of mind
Background
Real Property Management initially came to Fishman PR asking us to produce a printed newsletter to promote customer retention by regularly communicating with their clients – property owners.
The Fishman PR content marketing team saw much greater potential and an opportunity to increase the ROI of the initiative.
The Idea
By creating a Branded Hub and distributing the high-quality articles created for the print newsletter online, Real Property Management would be able to drive traffic to its website, generate more leads and retain customers.
The Process
Through the development of exceptional content that’s worth sharing and optimized to rank in search results, the right distribution tactics and a Branded Hub, Fishman PR could promote Real Property Management as a thought leader, create a strong brand identity online and drive traffic to their website.
Campaign Components:
Branded Hub
Print Newsletter
High-quality, SEO content
Branded Hub
The Fishman PR team developed an optimized Branded Hub that features the latest in SEO tools.
The right background technical setup allows for Google’s “crawlers” to scan content so that it may rank higher in searches.
The Branded Hub directs valuable traffic toward Real Property Management’s website.
Print Newsletter
The print newsletter acted as a strategic piece of direct mail marketing collateral that Real Property Management franchisees could provide to their clients. It highlighted and provide snippets of the articles that were featured on the Branded Hub.
The printed newsletter gave clients a physical reminder about why they are working with RPM – because RPM is the expert.
High-quality, SEO Content
Blogging is one of the most powerful tools for search engine optimization. By publishing high quality, optimized content on a regular basis, we develop an online reputation for the brand as a thought leader within its industry and achieve a higher search ranking.
Content Included:
Interviews with industry experts
Tips and tricks from the pros
Industry segment news articles and reports
Interviews with clients
Results
Brand awareness and driving traffic to a franchise website is an ongoing process.
Fishman PR worked with Real Property Management to ensure every piece of content created would achieve higher search results and attract the interest of the target audience – current clients.
Over the course of our engagement our Branded Hub was able to show:
The Branded Hub was the 4th largest generator of organic search engine traffic for the entire system.
Out of 575 pages on the national website, the Branded Hub ranked in the top 5.
Of the top 5 pages on the RPM website, visitors spent the most time on the Branded Hub - over 6 minutes per session.
Online content on the Branded Hub were the most shared pieces of content on social networks.
The high-quality content distributed to the Branded Hub was also delivered in a bi-monthly eNewsletter and print brochure.
Contact Rachael Wachstein,
Vice President of Content Marketing for a free consultation:
(847) 945-1300
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