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Listen "Ep122 How Jim’s Group Grew 3,000+ Franchises Using Video Marketing with Joel Kleber"
Episode Synopsis
Joel Kleber is the Chief Marketing Officer of Jim’s Group, Australia’s largest franchise network. Since 2019, Joel has led the brand’s content-driven growth strategy, transforming dormant social accounts into a powerful media engine.
With a background in content and marketing, Joel built a team that consistently produces authentic video across YouTube, Facebook, LinkedIn, and TikTok — from franchisee stories to founder-led Q&As. This approach has doubled network growth in just five years, positioning Jim’s Group as a standout in franchise marketing.
Passionate about the power of storytelling, Joel champions founder branding and long-form content as the new trust engine for franchisors. His work demonstrates how consistency, transparency, and a willingness to embrace new media can fuel both recruitment and brand equity.
0:00 Introduction
1:13 Starting point in 2019 — the content base Jim’s Group began with
2:33 Creating a content plan across multiple divisions
4:15 When the content strategy began showing measurable impact
7:01 Leveraging the founder’s story to drive franchise growth
9:24 Breaking the stigma around self-promotion with authentic content
11:12 Posting frequency and consistency in content strategy
12:35 Why personal profiles outperform company pages on LinkedIn
14:12 Overcoming content struggles – finding topics for consistent posting
17:25 Turning negative comments into trust-building opportunities
20:50 Advice for franchisors on content production and launching a strategy
23:03 Wrap up
Podcast Produced by: www.franchisebusinesshub.com.au
Listen or Watch on;
Spotify: https://tinyurl.com/ymxsfjw9
Apple Podcasts: https://tinyurl.com/fff4bukc
Amazon Music: https://tinyurl.com/cxt6dk9j
YouTube: https://youtu.be/1oKNZromSQo
With a background in content and marketing, Joel built a team that consistently produces authentic video across YouTube, Facebook, LinkedIn, and TikTok — from franchisee stories to founder-led Q&As. This approach has doubled network growth in just five years, positioning Jim’s Group as a standout in franchise marketing.
Passionate about the power of storytelling, Joel champions founder branding and long-form content as the new trust engine for franchisors. His work demonstrates how consistency, transparency, and a willingness to embrace new media can fuel both recruitment and brand equity.
0:00 Introduction
1:13 Starting point in 2019 — the content base Jim’s Group began with
2:33 Creating a content plan across multiple divisions
4:15 When the content strategy began showing measurable impact
7:01 Leveraging the founder’s story to drive franchise growth
9:24 Breaking the stigma around self-promotion with authentic content
11:12 Posting frequency and consistency in content strategy
12:35 Why personal profiles outperform company pages on LinkedIn
14:12 Overcoming content struggles – finding topics for consistent posting
17:25 Turning negative comments into trust-building opportunities
20:50 Advice for franchisors on content production and launching a strategy
23:03 Wrap up
Podcast Produced by: www.franchisebusinesshub.com.au
Listen or Watch on;
Spotify: https://tinyurl.com/ymxsfjw9
Apple Podcasts: https://tinyurl.com/fff4bukc
Amazon Music: https://tinyurl.com/cxt6dk9j
YouTube: https://youtu.be/1oKNZromSQo
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