Franchise Update Magazine Issue III, 2016 | Page 81

franchise network. For example,
the Scorpion Management System (SMS), is a tool that enables a
franchisor to scale up Internet marketing campaigns across multiple
franchisee locations and track the
success of their franchise network—
including organic search growth,
lead generation, and advertising
campaigns like Google AdWords
and Facebook Ads—from a single
platform.
“Tools that provide this kind of
overview allow franchisors and
franchisees to measure their efforts
online and invest into areas that
deliver the highest ROI for their
ad dollars,” says Adams.
The time is now
Four out of 5 consumers are now
searching for local businesses online, and more than 90 percent of
consumers say they are influenced
by online reviews. There’s an unprecedented need for franchises
to solidify their online presence as
the go-to resource for their brand/
product, but there are many choices when it comes to executing the
strategy.
Internet marketing companies
like Scorpion can tailor campaigns
that increase franchisor visibility on the Internet and help
them attract new customers and franchisees. These
companies can handle all the
tedious tasks involved with
managing an online presence
so brands can focus on managing their franchise network.
Some of them, like Scorpion,
can provide one-stop shopping. Look for established
companies with a track record
of building, improving, and
managing websites, advertising, and leads. Look for a partner
that can monitor the online footprint to ensure strong visibility both
online and within local territories.
The ultimate goal is to provide the
resources and support a franchise
needs to grow and generate more
revenue. ■

Supplier Spotlight:
CASE STUDY: How The Cleaning
Authority Increased Appointments
and Online Sales
The Challenge
In 2015, The Cleaning Authority, a Columbia, Md.-based house cleaning service franchise with more than 200 locations across North America, decided it was time to bump up its online marketing strategy so
it could begin getting the customer volume it deserved. It all started
when Heather McLeod, Director of Marketing, joined the franchise and
realized that its digital marketing campaigns were not performing as
needed. A lot of the franchise’s national ad fund was being used on
pay-per-click (PPC) advertising, yet these campaigns were not yielding
the results that were expected for the level of investment being made.
The Solution
The Cleaning Authority partnered with Scorpion for its Internet marketing. Scorpion stepped in and:
• Launched a brand-new website with a fresh, conversion-driven
design.
• Integrated the franchise’s customer relationship management
(CRM) system with Scorpion’s online marketing platform.
• Launched targeted PPC ad campaigns to drive more traffic to the
website.
The Results
The Cleaning Authority has come a long way since Scorpion launched
its new website. To get the real impact, take a look at the four months
right before Scorpion launched The Cleaning Authority’s new website
to the same four months a year later.
Pre-Launch vs. PostLaunch
(year-over-year, 4-month
comparison)
• 338% increase in average number of unique
visitors
• 278% increase in average number of page views
• 182% increase in website sales
• 199% increase in total
set appointments
According to McLeod,
The Cleaning Authority has also benefited from a lower cost per customer
acquisition in its overall marketing budget. The franchise additionally
enjoys excellent support from its Scorpion franchise marketing team.
“They are right on it to answer me quickly and to get resolution
quickly, and it really feels like they’re in the office next door,” she said.
“So for me at the end of the day, that’s really what working with Scorpion means. It means that I’m bigger than just me, and I have a team of
people who support me and who act like they work here with me.” ■

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