FMOS by SeoSamba
Executive Q&A: FMOS by SeoSamba Founder and CEO Michel Leconte
By creating a plug-and-play Franchise Marketing Operating System, SeoSamba is making what is typically a complicated process simple for franchise brands.
In 2008, SEO and IT industry veteran Michel Leconte recognized that search engines were becoming more important than ever, but no one offered a scalable and automated SEO service platform. To create a solution, Michel launched SeoSamba, a company that helps franchises, web store owners and enterprises build, manage, market and optimize websites for top search engine performance.
FMOS by SeoSamba lets franchisors manage SEO, social networking and online marketing for their franchisees across any number of websites through a single cloud-based interface, while the open source front-end SeoToaster allows them to build, manage and market corporate, directories and e-commerce websites, as well as automate sales through its built-in CRM.
1851 Franchise spoke with Leconte to learn more about the brand and how it positions emerging franchise brands for success.
1851: What is the primary goal of FMOS by SeoSamba?
Leconte: Our main goal is to help franchise brands execute flawless SEO and marketing campaigns to drive growth. We are the franchise industry’s most complete digital solution for franchise marketing and franchise sales.
On the brand marketing platform side of things, everybody understands how to operate in the physical world when a brand expands: Gather more visibility so prospective franchisees and customers can find the brand. The challenge is how to replicate this in the digital world. Right now, emerging brands are not prioritizing a robust digital strategy — they are just adding an additional page on their websites when a new owner comes on board. That means franchisors are not getting the full benefit out of their increased footprint. That is where we come in. We have the framework that will let brands take advantage of that growing footprint, maximize their SEO potential and reap the benefits of being a franchise in the digital world the same way they do in the physical world.
We offer a single post, multiple distribution control center so that franchisors can manage their franchisees’ online presence in one single space. Brands receive a comprehensive view and instant access to all managed websites, projects and customers. With FMOS by SeoSamba, franchisors can get the full benefits of an expanding footprint, implement large-scale best practices and best execute their digital marketing strategy.
1851: What makes FMOS by SeoSamba unique and different from the competition?
Leconte: FMOS SeoSamba allows clients to generate online sales and leads at a lower cost than any other digital marketing tactic. We provide cost-effective hosting, website-build and redesign services as part of our dedication to making the digital strategy as successful as possible. We have the framework that allows franchisors to deploy marketing close to the market they serve, yet centralize all activities from a single hub.
The concept behind FMOS is as simple as 2 + 2.
Google will rank a maximum of 2 pages from any given domain on its result page. For multi-location franchisors, this becomes a challenge, as they have to drive traffic to multiple franchisee locations.
There were limitations from a local query looking for services. The corporate index page and the index page of a location will be the pages coming up in 99.95% of search, as verified in analytics. You can deduct two things from this simple query:
- It makes no sense to add mini-sites to corporate domains. A single location page suffices.
- If a brand wants to dominate at search, it will need to approach it differently than the mini-site dogma the industry has fallen for. It needs more assets, separate domains, and a platform to manage it.
If a brand’s local domain can rank two pages and the corporate can rank two pages, this means a brand can now compete for the best-case scenario of ranking 4 pages instead of 2.And the more locations a brand has, the closer they are to each other, the more listings it can get.
“FMOS has clients who rank 8 listings out of 10 on the first page of Google between corporate and multiple offices,” said Leconte
Without the right digital framework, brands are simply not going to be able to execute on that strategy and dominate the space. Built on our own hub and open source technology, we use a certified website build quality process combined with our integrated strategic SEO and marketing services to deliver smarter turnkey websites that yield results.
In addition, FMOS by SeoSamba stands out from a convenience standpoint. Since our platform is distributed, it lets franchisors easily adapt solutions to the franchisee cohorts they are addressing. Our solution allows franchisors to customize their features, re-deploy their websites and edit their content quickly and smoothly on a user-friendly and cost-effective online marketing framework. Managing separate domains on the franchise network doesn't bring optimal benefits, and there is no platform that exists out there to solve this problem.
It’s difficult to make things simple. That’s why we created this plug-and-play solution with our franchise marketing operating system. We’ve created a new definition of SEO: See Everything Online. FMOS by SeoSamba offers one login and a total solution for emerging franchise brands.
1851: What do you want franchise brands to know about you before working with you?
Leconte: We’re always a good starting point for any digital service. If we don’t do it or it is not part of our toolset already, we can guide brands in their efforts. That is why we also work with brands that may already have other service providers, such as PR agencies. By working with these partners, we can drive a higher level of understanding and advocate for the franchisor.
Here’s a typical issue we see in the industry: By not distinguishing the platform and marketing system from the services that are being provided, franchisors find themselves dissatisfied with the performance of their provider. This means they scrap the project and start all over again, losing all KPIs. The franchisors don’t learn anything besides the fact that this supplier didn’t work out. FMOS by SeoSamba can be the system that collects those valuable KPIs — franchisors invite providers, they provide a service, we benchmark them on our system, and our clients can use that information to make educated decisions moving forward. Franchisors can fire the driver, but they need to keep the limo.
1851: What is the primary goal of your clients?
Leconte: When we work with emerging brands, we help them create a franchise sales CRM. When we deal with emerging brands, many of them are looking for more units or franchisees. We say, well, we want to give you your own channel for driving leads in the digital world. We deliver an extremely affordable solution that results in highly-qualified leads coming to a brand's website. The main goal is to essentially build the foundation of an acquisition strategy for sales development through a comprehensive website and CRM platform. Then, as more franchisees come on board, our system is already in place, allowing us to grow seamlessly alongside our clients.
Then, on top of that, if franchisors want help with their growth strategy, we can develop content around the opportunity out of our proven playbook. As emerging brands are bringing new franchisees on, it is important to utilize their success stories to create franchise development marketing on the platform. FMOS by SeoSamba helps the business attract more qualified leads to the website and web shop with highly optimized campaigns by the best marketing experts using cost-efficient software. That is usually the game plan when it comes to emerging brand clients