Matthew Jonas (MJ) from Topfire Media joins us in this episode of The Advisory Board podcast to share some of his 25 years of experience in digital marketing, specifically around franchise leadgen and digital marketing.

We discuss some some of the top strategies to reduce customer acquisition cost in franchise sales and best practices in:
- Improving your domain strength and why that matters
- Building a mobile first experience
- Writing conversion based marketing content (which seems to have gone out of style)
- Content gating - how to find a balance between free insights and lead acquisition events
- How to reverse engineer FranDev ad budgets based on growth goals
- Lead follow-up best practices that increase lead conversion rates in FranDev
- Building the right media mix that includes SEO, Paid Ads, and PR
- Which metrics are the most important to monitor to ensure your digital strategy is on the right track

MJ's top 6 takeaways for Franchisors and their leadership teams are:
1. Learn Google Analytics
2. Create downloadable content above the fold of your website/landing pages
3. Create engaging founder video content
4. Create a Franchise Sales website that converts
5. Make sure you have a quality CRM and sales automation tool, so you can handle your increased lead flow
6. Have a dedicated Franchise Sales team - because FranDev is a contact sport :)

Learn more about franchise marketing and TopFire Media at https://topfiremedia.com/

Learn more about franchise sales lead follow-up and sales and ClientTether at www.clienttether.com