Episodes
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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
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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.
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Missing episodes?
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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.
📚 DOWNLOAD MY FREE FRANCHISE GROWTH PLAYBOOK: https://franchisemarketer.beehiiv.com/
🌐 VISIT MY WEBSITE: https://joelkleber.com/
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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.
📚 DOWNLOAD MY FREE FRANCHISE GROWTH PLAYBOOK: https://franchisemarketer.beehiiv.com/
🌐 VISIT MY WEBSITE: https://joelkleber.com/
CONNECT WITH ME ON SOCIAL MEDIA:
Facebook: https://www.facebook.com/joelklebermedia Instagram: https://www.instagram.com/joelmkleber/
Twitter: https://twitter.com/joelkleber_LinkedIn: https://www.linkedin.com/in/joelkleber/
Learn more about my story from foster care to CMO of Australia's largest franchise here: https://joelkleber.com/about
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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📚 DOWNLOAD MY FREE FRANCHISE GROWTH PLAYBOOK: https://franchisemarketer.beehiiv.com/
🌐 VISIT MY WEBSITE: https://joelkleber.com/
CONNECT WITH ME ON SOCIAL MEDIA:
Facebook: https://www.facebook.com/joelklebermedia Instagram: https://www.instagram.com/joelmkleber/
Twitter: https://twitter.com/joelkleber_LinkedIn: https://www.linkedin.com/in/joelkleber/
Learn more about my story from foster care to CMO of Australia's largest franchise here: https://joelkleber.com/about
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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
