Welcome to ClickWrite

Not a member yet?
Sign Up! Here

Registeration is invitation based only.

Sign In

Follow ClickWrite on Twitter

ClickWrite Website Platform Logo

Subcribe to ClickWrite's RSS Feed

Get a demo of ClickWrite

ClickWrite Website Platform

Successful Franchises Use Microsites - Part 3 of 4

Launching The Site and Creating Its Content

Franchising.jpg


In Part 1 and Part 2 of Successful Franchises Use Microsites we looked at how franchisors, and franchisees, are having a difficult time determining what marketing strategy works best for them, how a microsite can combine different pieces of media within that strategy, and how a franchisor can benefit from creating a microsite specifically for franchise sales.  This week we will take a look at the microsite and how content marketing strategy plays a vital role in its success. 

Content Is King


Once the goal of the microsite is determined and ideas begin to flow, the next important step is to develop a complete messaging strategy.  There has to be different types of messaging on a franchise sales microsite in relationship to the company’s main Web site and it has to be very different from any product or promotion microsite that has already been created. According to the International Franchise Association (IFA) “the content on the franchise sale site needs to clearly explain the brand value, touching on both franchisor support and the commitment to assisting individual-unit growth, which will help identify the reasons someone would choose this franchise opportunity over others.”

Once a messaging strategy in place, it is time to identify the best way to communicate the messages while engaging and creating a unique experience for visitors. What better way to do that then with different types of entertaining and engaging media including: videos, online flash presentations, blogs and podcasts.  These are all great ways to share the experience of franchise ownership with potential franchisees. The IFA states that “There are many franchise sites that feature videos of happy franchisees talking about their profitability and their great relationship with the franchisor.”  This is an opportunity to get creative with video and blogs and have unique content on your site.  Here are some content suggestions you can use to stand out from the franchisor crowd:

  • Show clips from fun training sessions or corporate retreats.

  • Include videos and news releases about store openings.

  • Provide online tours of the corporate headquarters and introduce key staff.

  • All of the videos that you created should show potential franchisees the culture of the franchise.  This helps prospective franchisees to begin experiencing what the franchise has to offer.

  • Have an area for user generated content, where current franchisees can be more than a talking head.  They can post videos from their franchise or blog about their experience.  You as the franchisor can filter this content as you see fit.

 

YES WE ARE OPEN.jpgLaunching the Microsite

 

Engaging and informative multimedia will help keep visitors on the microsite.  The question is age old: If a tree falls in the woods does it make a sound?  If people don’t see the content does it exist?  Launching your microsite should be seen similarly to the way you would approach the opening of a new franchise.  There has to be a short-term strategic launch plan that is integrated into other parts of your marketing strategy.  This strategy will help to build interest, increase traffic, and bump up leads early in the life of the site. Try incorporating standard marketing with new media and social networking tools that are already in place in the organization.  Some suggestions for tactics and strategy to launch the microsite include:

  • Communications:  Create a blog post about the new microsite and include current and basic information about current business opportunities.

  • E-mail marketing:  Send out an email blast to current franchisees or those on an opt in email list. Create short-term incentives for referrals.

  • Public relations:  Distribute a press release to bloggers and reporters that cover the industry

  • Social media: Generate interest in the microsite by including LinkedIn groups, Facebook and Twitter in the promotion

  • Advertising: Use online advertising.  If you are currently running an online ad campaign use a piece of it to direct visitors to the site.  Create a small short-term ad campaign.

  • Mobile marketing:  It is very important that the microsite is able to be viewed on mobile devices.  This means easy on the flash and heavy on the text or image based content.  Video is fine too as long as it isn’t flash.  The use of smartphones is growing quickly and will make up more than half of the cellphone market in 2011. Your target audience for video will likely fit into this group.  

     

We finish up next week with SEO and why it is so important to your microsite.

ClickWrite and LoudClick can take care of many aspects of the launch of your new microsite.  We can guide you through the process from creation to launch and can help you with your marketing and content creation.  Your strategy for launch and content marketing is very important and ClickWrite and LoudClick can make sure it will be successful.  For more information and a demo of what ClickWrite can do for your microsite please visit us @ www.clickwrite.com or LoudClick our sister site @ www.loudclick.net.  

RELATED PAGES

ClickWrite User Update - July 2012
More new features have come on line. Here’s what's new.
ClickWrite User Update - May 2012

We've made improvements to ClickWrite - learn about them here.

ClickWrite at IFA Convention

In support of our partner, Stark Logic, our franchise team will be attending the International Franchise Association (IFA) convention.

Demo Fall 2011

ClickWrite is going to Demo Conference Fall 2011! Boom!

 Read More
The Reality of Managing Multiple Websites

A real look at managing and marketing multiple websites and the time and energy it takes to make them successful.

Crowdsourcing Pt 3 Managing Your Crowdsource

Sure your management team might have MBAs from Harvard or have been successful at a Fortune 100 company, but studies still show that smaller groups of highly intelligent people are consistently outperformed by crowds.

 Read More
Crowdsourcing Pt 2 Finding Success in a Crowd

“On the Internet no one knows you are a dog,” which is what makes crowdsourcing possible. Nobody knows whether you are a professional photographer or award winning screenwriter. The only qualification is the work itself.

 Read More
Crowdsourcing Where Do You Get Your Ideas?

Pt. 1 - An Introduction to Crowdsourcing

Increasing your leads and conversions with ClickWrite

So you have tried everything; Twitter, Facebook, YouTube, LinkedIN, and yelling at people from your 3rd floor office, but the leads generated and amount of conversions haven’t been what you expected.  You ask yourself, "What am I doing wrong?"

 Read More
Create a Positive Customer Experience with a Microsite

Microsites can be as complex or simple as you want and can deliver a targeted message no matter how many pieces of additional information is on the page or pages.  The size of the microsite and the content used will depend on what your goal is and who you want to target.

 Read More
Successful Franchises Use Microsites - Pt 4

Even if your content is stuff of legend it won’t matter to your target market, in this case potential franchisees, if they can’t find the site! 

 Read More
Successful Franchises Use Microsites - Pt 3

Launching The Site and Creating Its Content

In the first two parts of Successful Franchises Use Microsites we looked at how franchisors, and franchisees, are having a difficult time determining what marketing strategy works best for them, how a microsite can combine different pieces of media within that strategy, and how a franchisor can benefit from creating a microsite specifically for franchise sales.  This week we will take a look at the microsite and how content marketing strategy plays a vital role in its success.  

 Read More
Successful Franchises Use Microsites - Pt 2

Microsites Dedicated to Franchise Sales

Last week we took a look at the crowded media landscape and how franchisors are having a difficult time determining which options are best for them and their franchisees.  This week we will look at whether a microsite dedicated to franchise sales is a good move for franchisors.  According to the International Franchise Association (IFA)  “creating a “microsite” dedicated to franchise sales is a wise move for franchisors.”  

 Read More
Successful Franchises Use Microsites - Pt 1

Today’s marketing landscape is vastly different than 5 years ago and franchisors need to recognize the importance of multi-channel marketing.

Why Should You Build a Microsite? Here Are 10 Reasons

Engaging, interactive brand microsites have many benefits to your brand and company.  Who wouldn't want increased brand awareness, improved SEO, and increased engagement with clients and consumers?

 Read More
Microsites - Effective Brand Awareness and Messaging Tools

The substantial increase in purchase intent, brand favorability, ad awareness and aided brand awareness shows that a microsite experience offers a company or brand an unusual level of engagement with specific targeted users. 

 Read More
Microsites as a Marketing Service Product - the missing link?

We've been offering the ClickWrite Microsite Platform for a good many months now and have seen many light bulbs go off for people once it's explained. Seems the need for such a product is vast and as unique as great marketing minds can make of it.

 Read More
Google Place Search and Microsites - A Winning Combination

Microsite networks have terrific potential in obtaining high ranking local search results. A recent change to Google's Place Search provides an even better way to highlight this potential and produce amazing results.

 Read More
Microsite Network Launch Offers Glimpse of Local Marketing Success

A recent ClickWrite implementation went live about 2 weeks ago. So far the results are amazing - in user response as well as client education.

 Read More
ClickWrite Featured On 2 Podcasts
Alex Huff, LoudClick Founder and CEO, has been interviewed on 2 podcasts providing a great overview of what the ClickWrite Microsite Platform is, the ideas that led to its creation and who would benefit from it most Read More
Microsites Plus Social Media Equals Successful Reach Strategy

Integrating social media into a microsite network strategy helps build a sharing rich environment which leads to successful reach.

 Read More
ClickWrite Website Platform Formally Launched

LoudClick is delighted to announce the ground-breaking ClickWrite Website Platform is now available! 

Finding Search Engine Success with Microsites

Finding good search results is certainly not impossible or even that difficult particularly if you use good solid content marketing techniques - and microsite strategies 

 Read More

Why do I need it?


In this AND/OR world, it's not about OR anymore. ClickWrite allows you to make AND happen.

You get Control AND Freedom
You get Style AND Substance
You get Targeted AND Mass Marketing
You get Global AND Local Reach

All with one system.

Who uses it?


Franchises can use the platform to give each franchisee their own website.


Agencies can allow each agent to have their own website to target their sales efforts to their market.

 

- User Websites provides a jumpstart to app developers so they can focus on the app not how to distribute the results.


ClickWrite User Update - July 2012
More new features have come on line. Here’s what's new.
ClickWrite User Update - May 2012

We've made improvements to ClickWrite - learn about them here.

©ClickWriteTM is a web application built by LoudClick, Inc.TM

contact | demo | sitemap | support