Chem-Dry’s Quick Start Program Helps Franchisees Dominate Digital Marketing
Being online isn’t enough to guarantee visibility, so this comprehensive program teaches owners how to maximize their internet presence
When an entrepreneur steps into ownership of a Chem-Dry carpet cleaning franchise, there is a lot to learn, and fast. That’s why Chem-Dry’s comprehensive onboarding efforts are known as the Quick Start program.
From the literal nuts and bolts of operating and maintaining equipment, to the many different cleaning services, solutions and techniques available, an owner gets down to business right away. He or she also quickly learn the business side of things, and that includes getting the word out about the business in every way possible.
Utilizing online advertising to maximum effect
“One method we train owners in is PPC, or Pay Per Click, advertising,” says Joe Nay, a Chem-Dry Quick Start coach. “It’s a powerful tool to get their web presence noticed, and to get consumers to their site.”
A PPC advertising campaign begins when a business places an ad for its site atop the Google search listings and funds it with a set amount of money. When a user clicks on the link, the business pays the current PPC rate, and that continues until the funds are gone, at which time the process can be renewed. Many factors go into building the ad, such as language that will maximize the number of searches in which it appears, all of which is reviewed by owners, Nay says.
Consistency is vital for online advertising success
“We were seeing a lot of new owners dip their toe into PPC, and when they didn’t see the results they wanted they gave up on it,” he says. “So, we show people how the most successful Chem-Dry cleaning franchise owners use it. It takes more than spending $100 and hoping for the best. Some larger operators are spending $2,000 or $3,000 a month, but they report a 5-1 return on that investment. It takes time, and it takes attention, but PPC can be very successful if done properly.”
Nay reports that many new franchise owners he’s recently worked with took those examples to heart and adopted recommended PPC practices early on — to great results.
“When someone buys a Chem-Dry cleaning franchise, they buy more than just equipment and business solutions to be successful,” he says. “They also are buying marketing best practices, and that means they can learn the most current ways to maximize their marketing dollars. We are always evolving those best practices so we can help our owners continue to be successful.”
Chem-Dry is the world’s largest carpet and upholstery cleaning franchise with nearly 3,500 franchises in 53 countries, serving 10,000 homes and businesses a day. Chem-Dry has been Entrepreneur magazine’s top-rated carpet cleaning franchise for 30 straight years. The Chem-Dry Hot Carbonating Extraction process delivers a faster-drying, deeper and more environmentally friendly clean that appeals to home and business owners. In addition to carpet and area rugs, Chem-Dry provides tile and stone, granite countertops, leather and upholstery cleaning.