Google Exec Helps Chem-Dry Franchise Owners Maximize Online Efforts
More consumers are finding cleaning franchise services online now, and Chem-Dry is leading the way in creating smart, effective ways to engage them
When Chem-Dry cleaning franchise owners descended on Nashville recently for their annual convention, they spent plenty of time talking about marketing and how that affects business growth. As a part of that, there was plenty of focus around online efforts as well as more traditional avenues, including insights from Google’s Sheldon Bernstein.
“We wanted to talk with franchise owners about the importance and value of online marketing, and having a solid and positive online presence in general,” says Doug Smith, Senior Vice President of Franchise Development. “When you think of online searches, you think of Google. They don’t appear at a lot of conferences, and so we were really pleased to have someone of Sheldon’s caliber agree to share his thoughts with us.”
Online reputation management is vital
During his general session presentation, as well as a breakout session, Bernstein spoke about how Google views online search today, and how the company sees it evolving going forward. He offered specific, actionable advice around improving a franchise’s online performance, which included the importance of ensuring customer satisfaction.
“Sheldon told us that we have to be active and engaged when we are online,” Doug says. “A franchise can’t just put up a website, or throw out a few Facebook posts, and then sit back and wait for the business. Being online means responding quickly to requests for information, and handling both compliments and complaints quickly and transparently. When someone’s looking for a cleaning franchise, and they see a local Chem-Dry franchise that’s really plugged into the community and having great online interactions with people, that’s who they’re going to call or email for a quote.”
Chem-Dry steps up national marketing efforts
For its part, Chem-Dry has ramped up its national marketing efforts, which are designed to increase the brands’ visibility, and then get consumers who want more information connected to local Chem-Dry cleaning franchise owners.
“Sheldon spoke to packed rooms, so we know that Chem-Dry cleaning franchise owners are eager and willing to do the work to maximize their Google relationship so they appear high up in searches,” Doug says. “We are just as committed at Chem-Dry to making sure our brand name does well at the national level, so that we can then help every franchise by sending them inquiries and leads that they can turn into repeat customers and revenue sources.”
Chem-Dry is the world’s largest carpet and upholstery cleaning franchise with nearly 3,500 franchises in 51 countries, serving 10,000 homes and businesses a day. Chem-Dry has been Entrepreneur magazine’s top-rated carpet cleaning franchise for 29 straight years. The Chem-Dry Hot Carbonating Extraction process delivers a faster-drying, deeper and more environmentally friendly clean that appeals to both home and business owners. In addition to carpet and area rugs, Chem-Dry provides tile and stone, granite countertop, leather and upholstery cleaning.