FranNet Case Study

FranNet teamed with Units to unify national and regional marketing, revamping the website, cleaning up lead routing, and activating campaigns that connect qualified candidates with the right advisors.

About

FranNet Case Study

FranNet is a franchise consulting firm that helps individuals find the right franchise opportunities based on their interests, skills, and financial resources. The shift in consumer purchasing habits has impacted the process of researching and purchasing franchises for individuals and FranNet was looking to stay ahead of the curve. Units worked with FranNet to improve their foundational assets, analytics and attribution, national ad fund, and support local offices with local lead generation campaigns.

Our Approach

Goals

We focused our efforts on lead generation, consulting, and strategy development. Our main goal was to quickly implement recommendations that would support corporate marketing efforts and increase lead generation. We then slowly implemented infrastructure changes that helped FranNet continue to be the leading franchise consulting firm.

🎯

Sell More Franchises

Attract qualified candidates with targeted search/social, advisor-specific landing pages, and a streamlined path to discovery calls, measured in one dashboard.

📊

Improve Marketing Strategy

A simple, shared plan: prioritize quick wins, test messaging and offers, and scale what performs across regions while keeping local nuance.

🔍

Have Marketing Oversight

Clean attribution and standardized reporting give leadership clear visibility from first click to advisor meeting, across every market.

Our Approach

Approach

Website Strategy & Planning

Throughout the relationship, we slowly implemented marketing tactics to achieve their goals. We started with a corporate-funded local search campaign to establish a presence for key terms related to franchise consultancy. For all corporate leads, we implemented a lead nurturing email sequence to help push the lead through the buying process.

Website Design & Development

We ran several local opt-in campaigns that franchise consultants could take advantage of if they decided. These campaigns included: Direct Outreach, Search Engine Marketing, Paid Social Ads, and Lead Nurturing/Automation.

HubSpot Implementation

We implemented several website recommendations to help FranNet catch up to the competition. This included creating a franchise directory to appear in more franchise intent searches and using advanced attribution tools like HubSpot and HotJar to capture lead source and user interactions on the site.

Advanced Attribution

As the website became outdated, we redesigned and developed the website to increase conversions and create a better user experience.

Lead Nurturing

Build short, helpful sequences (confirmations, reminders, education) that move candidates from inquiry to scheduled calls; surface advisor availability in emails.

Search Engine Marketing

Launch tightly themed campaigns around franchise exploration keywords. Pair ads with advisor-specific landing pages; iterate weekly based on intent and cost-per-qualified call.

Outcome

154% Return On Ad Spend (ROAS)

Units's digital marketing efforts had a ROAS of over 154% for FranNet, showcasing the effectiveness and profitability of the advertising campaigns.

23% Increase in Conversions

By leveraging the marketing tactics above, FranNet successfully expanded its reach and increased its generated deal volume by 23%.

“Units was integral in helping our company redefine our brand strategy and mentored us through the process of lead nurturing. They worked hand in hand with our internal marketing team to maximize ad dollars and secure the best ROI. Their team really challenged us to be forward, big-picture thinkers and helped us keep our strategy relevant and meaningful. There were definitely some times when I thought that they knew our niche industry and targets even better than we did! Units truly goes above and beyond for their clients. They're responsive, innovative, professional – yet fun – and always exceed expectations!”

Cat Moutoux, FranNet

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