REUNION RECAP
Marketing is also working along with Operations to help owners find great employees to delivery the Molly Maid service. Conway acknowledged this is a new arena for the MAP fund, driven by the unprecedented shortage. She explained the MAP will contribute where applicable to asset creation. “We have worked to help enhance the jobs.mollymaid.com site, created new Craigslist ads in English and Spanish and even built old-school tear-off flyers for owners to post in stores, salons and around town to get the word that you’re hiring out,” Conway said. Additionally, a fall recruiting campaign has been underway on Facebook using CraigsList-like artwork. Clicks on the ad will take users to jobs.mollymaid.com , and Conway echoed John Cohen’s reminder for owners to post jobs and keep them refreshed as national efforts are driving more interest in local opportunities. Ultimately, direct hiring is the franchisees’ responsibility and Harry Young shared a local tactic his offices use. He suggested having home service professionals share posts on their personal Facebook pages. Social media continues to be a national priority as it drives brand awareness and website traffic from social channels is up 72 percent.
MARKETING UPDATE FROM PAGE 27
Leah Stewart outlined the team’s national strategies and initiatives at Convention: 1. Compete Online 2. Connect with Consumers 3. Compete & Connect with Employees “Molly Maid had lofty goals this year, and I’m so pleased to say we’ve accomplished almost all of them!” Conway said. “We continue to hold very high positions in organic search for our top keywords, which is largely due to our search engine optimization partnership with OneUpWeb.” Strong web presence has generated a 25 percent increase traffic to the website through July. An unexpected change has been the downward trend of organic website leads, which are down 12 percent. “This trend is concerning and can be attributed to a change in consumer behavior as more users access our site through mobile devices and localize to call their closest office. We also have to make sure our site delivers the best experience when they get to our site,” she said. Conway said the team has several ideas to improve the website’s conversion performance. Reducing clutter on the page, promoting the value statements and reducing required clicks to capture data are part of the test, currently underway.
Other online strategies continue to remain strong performers, including national PPC, which represents the largest portion of the MAP fund. “A few years ago, we began working with the Skylark Agency, and it’s been a great way to make our dollars work harder for us,” Conway said. “At only $14 per contact and a conversion rate of 25 percent, the choice to transition to Skylark was a great decision.” Just as the team advises owners, the national strategy is diversified. “In addition to PPC for search, we also invest in display ads which retarget warm leads and cast our net on Facebook by using their advertising tools. A combination of search and display has created a lift in conversion rates,” she said.
“We attribute our social media increase to great content, shareable images (see photos, next page), awesome videos, sweepstakes and boosted posts,” she said. Video content is the new enhancement to the social media editorial calendar and so far, it is generating a ton of interaction! The first two videos generated more than 40,000 views. If you haven’t checked out the “Messes” series or toilet paper changing
See MARKETING UPDATE , Page 30
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