Tectonic size shifts are in motion in digital marketing, forcing brands to be more nimble. Your marketing mix will be called into question in the next year and you will need to be ready to change. Highlights of the presentation: - Which channels are you using most effectively? - How do you allocate your marketing budget across search, paid, directories, social, voice? - Have you analyzed whether each of these channels is carrying its weight? - Where do you get the most ROI?

1. Presented by

2. We welcome your questions…
As the presentation is being given, we
welcome your inquiries.
Just open the questions pane and ask
what you want to know!
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3. 1 lucky attendee is going to win a
Google Home voice-activated speaker!
Ok! Google who is
Surefire Local?
Must stay until end of webinar!
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4. Jon Carlston, CFE
VP, Brand
Development
Jeremy LaDuque,
CFE
VP, National Brands
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5. Marketing Mix: Your marketing
mix (SEO, PPC, Directories,
Reviews) is what drives ROI
Reporting & Analytics: ROI
reporting for leads and sales with
relative benchmarking against
peers (and groups) for better
decision making
Voice Search: The third wave of
the internet is here: natural voice
queries
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7. <10% of Franchisors
are able to execute local
campaigns within 3 days

8. Capacity for Marketing is Limited
of national marketers
lack resources and
bandwidth for local
struggle with
logistics of localized
marketing
are able to execute
local campaigns
within 3 days
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9. Capacity for Marketing is Limited
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13. Relevance
Brand + Organic
Prominence
Reviews + Social
Distance
Locations + Attributes
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14. Recency
Relevancy
Proximity
Blog Posts
Social Posts
Directory Updates
Website
Keywords
Rankings
GWT
Landing Pages
Schema
Google My Business
NAP
Reputation
Link Building
Social Sharing
Site Quality
Check-ins
Prominence
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15. Capacity for Marketing is Limited
● Channels – What channels are most effective for you?
● Allocation – How do you allocate marketing budget
across channels?
● Analysis – Do all of your channels carry their own
weight?
● Change – What are the biggest roadblocks to change?
● What’s Next – Are there changes coming that you’re not
prepared for?
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17. 55% of CMOs expect AI to
have a “greater impact on
marketing and communications
than social media ever had”.*

18. Search
Search ranking
Speech
recognition
Gmail
Smart Reply
Spam
classification
Photos
Photos search
Translate
Text, graphic,
and speech
translations
Android
Keyboard &
speech input
Drive
Intelligence in
Apps
YouTube
Video
recommendations
Better thumbnails
Cardboard
Smart stitching
Play
App
recommendations
Game developer
experience
Ads
Richer Text Ads
Automated
Bidding
Chrome
Search by Image
Maps
Street View image
Parsing Local
Search
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19. Feature: Natural Language
(Voice) Queries
67% of US Population will use Voice
Assistants by 2019
35.6 million Americans
will use a
voice-activated
assistant device at
least once a month in
2017
Google- Almost 70
percent of requests to
the Assistant are
expressed in natural
language, not the
typical keywords
people type in a web
search
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20. Google AssistantGoogle Home
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21. ● Discover – discover needs quicker
● Experience – design the customer experience
● Recommend - customize materials/projects, data
driven insights
● Influence - lead management, communication
● Content for Voice search – establish stronger voice
SEO
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22. Would you like to know more about
how your brand would work on
Google Home or Amazon Echo?
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24. 40% of marketers
struggle to prove
the ROI of activities

25. Do you have a marketing plan in place for your franchisees?
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26. Do you track what your franchisees are actually spending
locally?
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27. In your estimation, is the amount franchisees are spending
in LSM enough?
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28. WWW
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29. Post
PurchasePurchaseEvaluation
Fact
Finding
Idea
Exploration
Source: Mapping customer journeys in multichannel decision-making
Wolny, Julia; Charoensuksai, Nipawan. Journal of Direct, Data and Digital Marketing Practice
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30. Business Profile
Type (Vertical)
Name, Phone, Address
Years in Business
Revenue Size
Customer Profile (ex. 60%
Commercial, 40%
Residential)
Data
Web Traffic
Phone Calls
Review Scores
Social Engagement
Content Views
Google AdWords
Facebook Ads
Competition
Results
Leads
Conversions
Costs Per Lead
Customer Acq Cost
Revenue by Channel
Sales Closed
ROI
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31. All your local
marketing systems
in one place
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32. Leads and customers are
captured in the backend
CRM / Franchise Mgmt.
System
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33. Maximize
conversion
rates and
revenue
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34. Marketing activity and transaction history
are matched to provide definitive insight into
unit economics.
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35. Attribution
• Activity, conversion by channel
• Revenue generated by channel
• Life time value of a customer by channel
True ROI Reporting
• Time to break even
• Cost to acquire a customer
• Performance metrics
• Marketing activity by location
Benchmarking
• How does your business compare to its
peers across multiple dimensions and
measurements
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36. Jon Carlston, CFE
VP, Brand Development
Jon.Carlston@franconnect.com
Jeremy LaDuque, CFE
VP, National Brands
jeremyl@surefirelocal.com
805-471-5454
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37. Let’s set a time
to discuss our
Marketing Cloud?
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