Welcome to another insightful episode of The Advisory Board Podcast, where we delve into the world of franchising, bringing you expert insights and actionable strategies to elevate your franchise operations. This episode features a special guest, Marci Kleinsasser, Vice President of Marketing at Home Franchise Concepts (HFC), a leading home and consumer franchise platform. With over 30 years in the industry, Marci brings a wealth of experience and knowledge to the table.

Episode Sponsor: ClientTether

Before we dive in, we want to extend our gratitude to our sponsor, ClientTether. Their support makes this podcast possible, and we encourage our listeners to check out ClientTether’s innovative solutions for franchise and business growth.

Key Takeaways from the Episode

Industry Trends and Challenges

Fluctuating Lead Volumes: Marci highlights that lead volumes have been inconsistent, varying significantly by source. This fluctuation has posed challenges in maintaining a steady pipeline of quality leads.

Election Year Impact: The political climate and consumer confidence play a significant role in franchise development marketing. Election years, in particular, can lead to uncertainties and fluctuations in consumer behavior and lead volumes.

Setting and Achieving Growth Goals

Marci emphasizes the importance of data-driven strategies in franchise development marketing. Here are some steps she outlines for setting and achieving growth goals:

Understand Your Numbers: Marketers must use historical data to determine lead conversion and close rates. If historical data is unavailable, benchmarking data from sources like the Franchise Update Media (AFDR) Report can be invaluable.

Back into Lead Targets: Once you have your growth goal, work backwards to determine the number of leads needed to achieve that goal. This involves understanding your cost per lead and cost per territory sold.

Budget Constraints: If the budget does not align with the growth targets, it’s crucial to set clear expectations with leadership, using data to justify the required budget or adjusting the growth goals accordingly.

Marketing Channels and Strategies

Marci provides insights into choosing and optimizing marketing channels for franchise development:
PPC and Cost Per Lead: Pay-per-click (PPC) advertising remains a staple, but costs per lead have significantly increased. However, the quality of leads has also improved, making it a worthwhile investment.

Portals: While portals have historically provided a volume of leads, their quality and conversion rates have been underwhelming. Marci advocates for a balanced approach, integrating portals with other high-yield channels.

SEO and Content: Organic search and content marketing are foundational. Ensuring your website is optimized and regularly updated with relevant content is crucial for long-term success.
Email Marketing: Effective email marketing campaigns are essential for nurturing leads. Marci discusses the importance of understanding industry benchmarks for open rates and click-through rates to optimize these campaigns.

Brokers and Consultants: Working with brokers and consultants can be expensive but can yield high-quality leads. Marci emphasizes the importance of supporting these networks with up-to-date information about the brands and maintaining strong communication channels.
Organic Channels: SEO and Content Strategy
Marci stresses the importance of organic channels and a robust 

SEO strategy:

Website Optimization: Your website is your storefront. Ensure it is optimized, engaging, and regularly updated with fresh content. This not only improves your search rankings but also enhances the user experience.

Content Quality: High-quality content is crucial. With the increasing scrutiny from search engines, ensuring your content is relevant, valuable, and well-written can significantly impact your organic traffic and lead generation.

Analytics and Continuous Improvement: Use analytics tools like Domo to monitor and measure the performance of your organic channels. Regularly review and adjust your strategies based on data insights to maintain and improve your rankings.

Consultant Networks from a Marketer’s Perspective

Balancing organic lead generation with consultant networks is key to a comprehensive marketing strategy: Support and Communication: Marketers should support consultant networks with the latest information and unique selling points of each brand. This helps consultants effectively pitch the brands to potential franchisees.

Partnerships: Building strong partnerships with consultant networks ensures that they are well-informed and can provide quality leads. Regular communication and updates are essential.
Data-Driven Decision Making

Marci underscores the importance of data in marketing decision-making:
KPIs and Benchmarks: Establish clear KPIs that align with industry benchmarks. These should be understandable and relatable to all stakeholders, including the executive team.

Testing and Optimization: Continuously test and optimize your marketing campaigns. Use data to make informed decisions and adjust your strategies accordingly.

Non-Emotional Decisions: Ground decisions in data to avoid subjective biases. This is especially important when dealing with feedback from various stakeholders.

Final Thoughts

Marci’s insights provide a comprehensive roadmap for franchise development marketers. Her emphasis on data-driven strategies, balanced channel selection, and continuous optimization offers valuable lessons for both seasoned and aspiring marketers.

Connect with Marci Kleinsasser

If you’d like to connect with Marci Kleinsasser, you can email her at marci.kleinsasser@gohfc.com. She’s always open to sharing her expertise and connecting with fellow industry professionals.

Wrap Up

This episode of The Advisory Board Podcast was packed with actionable insights and practical strategies for franchise development marketing. We hope you found it as enlightening as we did. A big thank you to our sponsor, ClientTether, for their support. Be sure to check out their solutions to enhance your business growth.

Stay tuned for more episodes where we continue to bring you expert advice and innovative ideas to help you succeed in the franchising world. Don't forget to subscribe, rate, and review us on your favorite podcast platform.

Thank you for listening, and until next time, keep striving for excellence in all your franchise endeavors!