The Franchise Marketer Podcast

The Franchise Marketer Podcast

By Joel KleberBusinessMarketing
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The Franchise Marketer Podcast episodes

  • I Cloned My Boss with AI (And You Can Too)

    What happens when you feed 6 years of content from your CEO into an AI system? I share how they created a digital clone of founder Jim Penman using Delphi AI.

    In this episode, discover how I transformed 1.4 million words of content into a 24/7 digital advisor that's handled 817 conversations and 94 hours of chat time. Learn about the practical applications, surprising use cases from franchisees, and why this technology might be the future of business knowledge preservation.

    Plus, hear the actual radio interview that put them in the news and get insights into the $16M-funded platform that's helping entrepreneurs digitise their expertise."

    • [00:00] - Introduction to AI cloning concept

    • [01:00] - How Delphi AI works and setup process

    • [03:00] - Usage statistics and business impact

    • [05:00] - Unexpected use cases by franchisees

    • [07:00] - Technical details and costs

    • [10:00] - Radio interview begins

      • Ready to grow your franchise like we did? Here's how I can help:

      📧 Get my FREE Franchise Growth Playbook - The exact strategies I used to grow Jim's Group by 2,000 franchisees: ⁠⁠https://franchisemarketer.beehiiv.com/⁠⁠

      Once you join my newsletter list, you can contact me via that.

      Don't forget to subscribe, leave a review, and share this with other franchise professionals who need to hear this!

      17 min
    • The Video Marketing Lie Franchise Brands Keep Believing - Interview with Tim Beanland

      Episode 3: The Only Expensive Video Is One That Doesn’t Convert (with Tim Beanland from Video Authority)

      Forget flashy drone shots and corporate polish—your best marketing asset might be sitting on a USB or lost in a podcast episode.

      In this episode, Joel chats with Tim Beanland, founder of Video Authority, about:

      • Why raw video builds more trust than slick production

      • The moment Tim got paid $200 for a podcast clip, and turned it into a business

      • How franchise brands can stop wasting money on “branding” and start creating content that actually sells

      • What makes a good hook in short form—and why most brands bury their best moments

      • How to convince reluctant CEOs to back a long-term video strategy Connect with Tim here - https://www.linkedin.com/in/tbeanland/ Timestamps

        • [00:01:00] – Tim shares the origin story: from podcast hobby to paid content

        • [00:04:30] – What makes video “expensive”—and why most brand content fails

        • [00:06:00] – AI’s impact on high-end production and why it makes authenticity more valuable

        • [00:09:00] – Long-form vs. short-form: why both matter in franchise recruitment

        • [00:11:30] – Real data: a franchisee who watched 1,500+ videos before joining

        • [00:13:00] – Using LinkedIn for discovery and trust-building

        • [00:15:00] – Why “only 200 views” is actually 200 opportunities

        • [00:17:00] – Convincing decision-makers to invest in long-term content

        • [00:20:00] – Personal brands vs. company accounts in franchise growth

        • [00:24:00] – The secret to finding great short-form hooks inside your conversations

        • [00:26:00] – Why the first frame matters more than the first second Ready to grow your franchise like we did? Here's how I can help: 📧 Get my FREE Franchise Growth Playbook - The exact strategies I used to grow Jim's Group by 2,000 franchisees: ⁠⁠⁠https://franchisemarketer.beehiiv.com/⁠⁠⁠ Once you join my newsletter list, you can contact me via that.  Don't forget to subscribe, leave a review, and share this with other franchise professionals who need to hear this! 

          • 46 min
        • How to Win With Short-Form Video and Social Search (ft. Melissa Laurie)

          Want to master short-form content and dominate social search? In this episode, I sit down with Melissa Laurie, founder of Oystery Media and Asia’s leading expert in short-form video strategy.

          Melissa has helped brands like Luxury Escapes, RMIT, Hilton, and 3M grow their presence on TikTok, Instagram Reels, and YouTube Shorts — and today, she’s here to help you do the same.

          • What social search is (and why Google is finally taking it seriously)

          • Why TikTok’s interest-based algorithm levels the playing field for small brands

          • The power of employee-generated content (EGC) and franchisee-generated content (FGC)

          • How to optimise short-form video for discoverability on TikTok, Google, and Instagram

          • What most marketers get wrong about ROI and content performance

          • How to recruit franchisees with content instead of cold ads

            • If you’re in franchising, marketing, or just trying to grow your brand online, this episode is packed with real tactics you can use right away.

            🌐 Website: oysterymedia.com📱 TikTok: @melissalaurie💼 LinkedIn: Melissa Laurie

            🎙 Hosted by Joel Kleber, CMO of Jim’s Group and Australia’s leading franchise content marketer.

            Ready to grow your franchise like we did? Here's how I can help:

            📧 Get my FREE Franchise Growth Playbook - The exact strategies I used to grow Jim's Group by 2,000 franchisees: ⁠⁠⁠https://franchisemarketer.beehiiv.com/⁠⁠⁠

            Once you join my newsletter list, you can contact me via that.

            Don't forget to subscribe, leave a review, and share this with other franchise professionals who need to hear this!

            56 min
          • How to get a Google Knowledge Panel and why it matters in 2025?

            I'm Joel Kleber, host of the Franchise Marketer Podcast.

            In this solo episode, I break down how franchisors, founders, and marketers can build authority online and trigger a Google Knowledge Panel.

            You’ll learn:

            • Why being “Googlable” builds trust

            • How I got my own Knowledge Panel

            • Simple steps: buy your domain, build a website, align your social profiles

            • Use podcasts, blogs, and even a 22-page book to boost visibility

            • Claim your panel when it appears

              • Franchise buyers will Google you—this episode shows you how to shape what they find.

              Ready to grow your franchise like we did? Here's how I can help:

              📧 Get my FREE Franchise Growth Playbook - The exact strategies I used to grow Jim's Group by 2,000 franchisees: ⁠⁠⁠https://franchisemarketer.beehiiv.com/⁠⁠⁠

              Once you join my newsletter list, you can contact me via that.

              Don't forget to subscribe, leave a review, and share this with other franchise professionals who need to hear this!

              14 min
            • Why Every Franchise Brand Needs a Podcast (And How to Make It Work)

              In this episode, I share how we’ve used podcasts at Jim’s to help recruit nearly 2,000 franchisees in under six years.

              You’ll hear:

              • Why real stories from franchisees build trust

              • How I run the podcast each week with tools like Zoom, Calendly, and AI

              • What questions I ask to get honest, useful content

              • How we turn one episode into blog posts, LinkedIn content, short videos, and more

              • What to do if your leadership team still doesn’t see the value

              • Tips for getting your founder or CEO involved—even if they hate being on camera

                • This is the same process I use every week. It works.If you’re in franchise marketing or recruitment, this will help you get started and keep it going.

                🎧 Want to see it in action?

                Search for the Jim’s Podcast or the Jim’s Mowing Podcast.

                Ready to grow your franchise like we did? Here's how I can help:

                📧 Get my FREE Franchise Growth Playbook - The exact strategies I used to grow Jim's Group by 2,000 franchisees: ⁠⁠⁠https://franchisemarketer.beehiiv.com/⁠⁠⁠

                Once you join my newsletter list, you can contact me via that.

                Don't forget to subscribe, leave a review, and share this with other franchise professionals who need to hear this!

                21 min
              • Glen Walford on Why Franchise Marketing Needs to Change—Fast

                In the debut episode of the Franchise Marketer Podcast, I interview Glenn Walford, a veteran in franchising in Australia.

                Glen shares his journey from the military to franchising, discusses founding FranchiseBuyer.com.au, and emphasises the importance of video content in modern franchise marketing.

                The conversation touches on the challenges of shifting from traditional to digital marketing, the rise of founder-led marketing, and the role of franchisee-generated content.

                Glenn also introduces the Franchise Business Hub, a space designed for franchise executives to collaborate and leverage content for growth.

                The episode concludes with practical advice on video content strategy and engaging franchisees in content creation.

                Timestamps 00:00 Introduction to the Franchise Marketer Podcast

                00:42 Glen's Journey in Franchising

                00:56 The Shift to Digital Marketing

                01:44 The Importance of Video Content

                04:09 Challenges in Franchise Marketing

                08:18 Actionable Advice for Franchise Brands

                08:42 The Power of Consistent Content Creation

                22:31 Integrating Video into Marketing Strategies

                28:49 Founder-Led Marketing and LinkedIn

                37:38 Content Distribution and Amplification

                40:09 Engaging Video Styles for Short-Form Content

                40:42 The Rise of Personal, In-Your-Face Content

                42:08 Consistency and Long-Term Content Strategies

                42:57 Founder-Led Marketing and Its Impact

                44:28 The Importance of Authenticity in Marketing

                48:27 American vs. Australian Franchise Content

                51:37 Challenges and Strategies in Franchise Content Creation

                01:02:51 Encouraging Franchisee-Generated Content

                01:13:33 Franchise Business Hub and Future Plans

                Ready to grow your franchise like we did? Here's how I can help:

                📧 Get my FREE Franchise Growth Playbook - The exact strategies I used to grow Jim's Group by 2,000 franchisees: ⁠⁠⁠https://franchisemarketer.beehiiv.com/⁠⁠⁠

                Once you join my newsletter list, you can contact me via that.

                Don't forget to subscribe, leave a review, and share this with other franchise professionals who need to hear this!

                1 hr 18 min
              • Welcome to the Franchise Marketer Podcast with Joel Kleber

                Welcome to the Franchise Marketer Podcast!

                I'm Joel Kleber, your host and the Chief Marketing Officer at the Jim's Group.

                This brief introduction episode sets the stage for the insightful interviews and discussions I have lined up with industry experts. If you're involved in franchising and want to learn about its unique marketing aspects, this podcast is for you.

                I'll share my background at the Jim's Group and how our digital content strategy has significantly boosted our franchise growth.

                Tune in for episodes covering SEO, short-form content, email marketing, and more.

                Join our community by signing up for the Franchise Marketer newsletter, and get in touch if you'd like to be on the show or have guest suggestions.

                Download my Free 60-Page Franchise Growth Playbook here - https://franchisemarketer.beehiiv.com/c/franchise-growth-playbook 

                4 min

              About The Franchise Marketer Podcast

              From the publisher's feed

              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…