Franchise Online Marketing: A Guest Post by ElementsLocal CEO Jeremy LaDuque

As previously mentioned on this site, ElementsLocal CEO, Jeremy LaDuque and franchisEssentials CEO and President, Paul Segreto, have been working together on a strategic partnership, FranSummit. Building upon the success of last year’s Franchise Social Media Summit, Jeremy and Paul continue to present webinars and workshops together on local search, online marketing and social media, all specific to franchising. Look for details about upcoming events in the very near future.

Beginning their business relationship almost two years ago, Jeremy and Paul share similar sentiment about franchise success at all levels and strive to share information for the benefit of all within the franchise community. To that end, they have shared information on each others’ websites and blogs and have continued to do so in 2012 with another guest post by Jeremy as follows…

The Business Value of Adapting Web Content for Mobile Devices 

According to the Aberdeen Group, companies optimizing their mobile web content outperform those that don’t by 80% in year-over-year increase in web traffic. Despite this success, many companies struggle to adapt their web content for mobile devices.

What does it mean to adapt web content for mobile devices? This means building the tools, systems and processes to format data, from content to videos, to work properly on the major mobile devices such as iPhone, Andriod, iPad, etc. To do this a company is going to have to have to look at all of the content they’re publishing today and think about how that content can be published for mobile use as well.

The study suggests that companies need to overcome formatting issues related to publishing on mobile devices because they run the risk of customers visiting their mobile websites and not being able to browse appropriately. This sub-par user experience could drive visitors away from the mobile website and discourage repeat visits.

The bottom line: although many franchises are rolling out mobile friendly websites, what they really need to look at is deepening engagement. And the best way to deepen engagement is to provide valuable content on your mobile website by leveraging all content that’s being produced across your organization, from content, to videos to social media content.

Information about ElementsLocal

They will be at booth #724 at IFA2012. Stop by and see them – http://www.ifaconference.com

They had a great webinar last month.  Preview recorded session here – http://cot.ag/yylC2j

They just released their 2012 webinar schedule – http://cot.ag/zkL1dp

Be sure to LIKE their Facebook page. You may do so by clicking on the photo within this post!