“Brace Yourselves…” SUMMER is Coming

2016-05-23 09.19.33With the weather warming up (at least in most parts of the country – sorry east coasters!), it’s time to look toward the busy season.
Yes, that means we can probably look for your schedules to be filling up a bit more easily now, but that’s never a guarantee. We all know that marketing is no longer as simple as having a listing in the Yellow Pages. You have to be more proactive.
What’s in the National Ad Campaign?
By now, most of you should be at least somewhat familiar with our National Marketing Campaign that we’ll be conducting this year. If this is the first you’re hearing about it… SURPRISE! HRI is doing Chem-Dry advertising on a national level – all focused on building impressions to help your franchises get more customers and expand our market share.
So what’s in it? Let’s sum it up quickly.
 – 4 quarterly flights (advertising timeframes) on SiriusXM radio inviting people to go to findmychemdry.com to find their local Chem-Dry franchise.
 – Targeted display and video advertising on websites like CNN.com, HGTV.com and USA Today. This includes “pre-roll” which shows a short ad before video content.
 – “Re-marketing” (sometimes called “retargeting”)
 – Social media campaigns.
These campaigns will be spread out through hot times of the year and focused on seasonal topics such as spring cleaning, summer & pets, back to school, and holidays.National Ad Campaign
How Does This Affect You?
Well, I suppose first we ought to address the elephant in the room. All this advertising is to raise brand awareness and encourage people to go to ChemDry.com to search for a local franchise. You should make sure that you’re showing up there.
The next thing to address is what if the customer doesn’t remember to search for Chem-Dry? Let’s face it, that’s bound to happen (even if we have a catchy jingle). You want to make sure that you’re showing up for the things people are searching for.
For instance, this summer’s campaign is going to be focused on summer allergies and PURT. Maybe you should adjust AdWords campaigns to show up for “carpet cleaning allergies”, “allergies in carpet”,  “carpet pet urine removal”, or “carpet smells like dog urine.”
Make sure your website is talking about the services you offer and work with your SEO vendor to focus on hot topics for upcoming campaigns. (Start strategizing for Back to School!)
What Now?
So, what do you need to do to take advantage of our National Advertising?
  1. Get a Local Search Premium subscription. Call Web Marketing Services for more information.
  2. Talk to your PPC and SEO vendors about using it.
  3. TRACK your efforts by using services like Call Tracking Metrics and Service Hook.
  4. Click HERE to register to receive invitations for upcoming digital marketing webinars!
If you ever have any questions about how your marketing is performing, or need some ideas for advertising, reach out to me and we’ll talk about it – whether you’re using a vendor or doing it yourself. That’s why I’m here.

Streamlining Your Digital Marketing

With the busy season approaching (for many of you it’s already started), it’s more important now than ever to make sure that you have things lined up for your marketing. It seems a bit unfair that the time when marketing is most important also tends to fall during the time when you have the least bandwidth.
But don’t despair! I have a few tips for you!
Keep Your Message the Same
One of the biggest struggles that I hear from franchise owners is that they struggle to create meaningful content for their marketing outlets. Whether it’s finding or creating pictures, writing copy, or planning where to send the message, it can take quite a lot of time – especially if you don’t have a large library of past content at your disposal.
Here’s what I recommend: Share the same message everywhere for each wave of communication. It doesn’t matter if it’s Facebook, email, or in a newsletter. Don’t worry about coming up with new stuff for every outlet. Keep it simple, short, and use the same message across the board. It cuts down on the time, and actually comes off very professionally and unified.
Use the National Advertising Campaign & Marketing Toolbox
Did you know that we’ve published the ads from our recent SiriusXM radio campaign on the Chem-Dry Gateway? It’s true!
If you go to the Marketing Toolbox and click on the “Allergen/Health Studies” tab, you’ll find the scripts under “Radio Advertising.” That’s not to mention infographics, images, videos, and press releases full of text for you to use in your own marketing efforts!
See how easy we’ve made this for you?
Leverage Vendors Like WMS
HRI’s Web Marketing services does a fantastic job of staying abreast ofthe latest and greatest practices for digital marketing success. I meet with their manager several times every week to discuss the newest and best techniques to bring you the best possible results.
They also spend a lot of time getting to know the national ad messaging so they can represent the brand. If you’re looking for input for your own marketing, PLEASE use them as a resource – even if you’re not currently a subscriber to one of their services. Call them at 435-890-3050.
Final Thoughts:
 – You should plan on keeping your marketing messages short, simple, and to the point – especially on Facebook and in email.
 – Pair up your messaging with the focuses of our national advertising campaigns (calendar also available in the gateway). Specifically do this at least for potential customers.
 – If you’re going to broadcast an advertisement in multiple places, make sure you have someone proofread it. Feel free to send me anything you’d like to have a second pair of eyes on.

Leveraging PPC and the National Ad Campaign

I, for one, am very excited by the recent announcement at Convention in Miami that Harris Research will now be offering nationwide marketing and advertising to help franchises grow their businesses. Not only are we advertising for you, we’re doing it across multiple channels!
For instance, we’re using
marketing platforms such as SiriusXM radio,
 (otherwise known as “retargeting”) with display ads on the Google display network, and advertisements on websites like Forbes, CNN.com, and HGTV – just to name a few.   “re-marketing”
But how does this effect you, the individual franchise owner? Well, for one thing, it means you darn well better take advantage of Local Search Directory listings on ChemDry.com. All of these ads will encourage potential customers to go there and enter a ZIP code to find their local Chem-Dry franchise (you!). It would be a pity for you to miss the boat on something so easy.
But what if the person who hears the radio ad doesn’t actually go to ChemDry.com? What if, instead, they decide to just go to Google and search for “carpet cleaning”? Well, you’d want to show up there as well. In addition to ChemDry.com showing up in the organic rankings, wouldn’t it be helpful to have an ad there as well? The correct answer is, of course, “YES!”
Here’s what I recommend – talk to your Pay-Per-Click vendor and give them the dates of the seasonal two-week “flights” on SiriusXM and for our other ad campaigns online. Use Healthy Home messaging in your ads to capitalize on the advertising that HRI is doing for YOU!

Local Search Directory Listings – How to Leverage ChemDry.com

Would you believe that, thanks to our SEO company (97th Floor), ChemDry.com has gone from many pages down to ranking in the top 5 for some of the most popular searches in the industry?! It’s true!

We’re consistently on the first page, if not Top 5 for:

“rug cleaning”

“carpet cleaning” (with an average monthly search volume of over 90K!)

“upholstery cleaning”

“tile and grout cleaning”

It makes you wonder, are YOU getting found on the Local Search Directory Program through ChemDry.com? Take a look at this picture.

LDSP Listings

See the different types of listings? In the purple field above, you have what’s called a “Premium” listing. It’s currently $105 per month (or $65 per month, depending on your contract date), and places you in a limelight for getting new customers. It gives you a landing page on ChemDry.com (can be linked to your PPC ads), and even gives customers the option to book an appointment online!

The second type of listing is just below there, called a “core” listing. It costs $40 per month (or included in your contract, again, depending on your contract renewal date). It still highlights the services you offer (see the little badges below the phone number?), links directly to your website, and (on the mobile site) allows customers to call you by just touching your phone number.

The last type of listing is at the bottom of the picture, showing just your franchise name, which links to your company website.

Looking at the picture above, which listings do you think get clicked on the most? If you answered “The premium listings”, you’re right. 9 times out of ten (that’s an actual statistic, not just a saying), visitors choose a premium listing.

Now, ask yourself. How many more jobs per month would you have to do to pay for a premium listing? One? Two? Whatever the real number is, it’s not much. Even if you just upgraded to the core listing and got one more job per month, that’s WELL worth it.

If you’d like to upgrade your Local Search Directory listing (and I strongly recommend you do), check out this video showing you how to do it.

As always, if you have any questions, please feel free to reach out. Let’s go out and rock the carpet cleaning world!