Franchise Marketer
Franchise Marketer
Podcast Description
Great franchises aren’t just built—they’re marketed.
I’m Joel Kleber, Chief Marketing Officer of Jim’s Group—Australia’s largest franchise and ranked #1 in the annual Top 30 Franchise Executives report. In this podcast, I talk with franchisors, marketers, and industry experts to uncover what actually works when it comes to franchise growth.
We’ll cover:
✔️ How to attract quality franchise leads
✔️ What makes franchise marketing different from other industries
✔️ Content, social media, and AI tools that actually help
Plus, a lot more!
Podcast Insights
Content Themes
The podcast covers a wide range of topics in franchise marketing, including how to attract quality leads, the unique aspects of franchise marketing compared to other industries, and the use of AI tools and social media for marketing growth. Specific episodes tackle subjects such as the efficacy of raw video content, strategies for leveraging short-form video on various platforms, and how to build a Google Knowledge Panel, providing actionable insights for franchisees and marketers.
The Franchise Marketer Podcast breaks down how to grow, market, and scale franchise brands. Hosted by Joel Kleber, CMO of Jim’s Group, the largest franchise system in the Southern Hemisphere with 5,700 franchisees, Joel shares insights from building one of the most recognised franchise brands. With experience across content, recruitment, and marketing strategy, plus interviews with industry experts, this podcast is your playbook for attracting franchisees, building stronger brands, and using content the right way.
Jim’s Group sells around 1,200 franchises a year, and almost every new franchisee in training has watched a video or listened to a podcast before they arrive.
Joel Kleber, CMO of Jim’s Group, sits down with Tim Beanland to explain the content system behind those numbers.
Joel calls this the Franchise Trust Engine: enough video and podcast content online to answer any question a prospect has, at their own pace.
You’ll hear why most franchise testimonials look like hostage videos, why nobody at training credits the info pack for their decision, and where prospects research a brand before they ever enquire.
Joel explains why franchise leads ghost after the first call, why content made the sales cycle longer but produced better candidates, and why franchisors chasing direct ROI on every dollar end up with low-quality leads.
He also covers zero-click marketing, 460+ Jim’s podcasts doing the pre-selling, and what content has done for Jim’s franchise sales since 2019.
If your franchise leads keep going cold, start here.
0:00 Why franchise testimonials fail
2:09 What 100 trainees watched first
5:19 The research loop before enquiry
8:26 Content and the sales cycle
12:34 Why franchise leads ghost you
15:30 The bottom line numbers
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