Pinterest is a new(er) social media site that could very well help you get the desired “local” exposure as well as engagement for your franchise.  Read on to see how companies like Lands’ End to Facebook are using Pinterest to their advantage.

Pinterest is a new, innovative and exciting site that allows its users to ‘Pin’ images from anywhere online. It has quickly become a large social community of people who like to view the world through imagery.  Pinterest is built upon SHARING.  Sharing personally built life categories with personally built content.

The best thing about Pinterest is the ability to get personal with others. For a business that could be showing and demonstrating their products and services to customers in a whole new way. This is a great platform to establish franchisees local presence through the personal ‘boards’ in Pinterest.

One of the biggest advantages to Pinterest is the demographic that has made the site so popular. The site caters to a female audience (reportedly nearing 70 percent), most of whom are under the age of 45. This much sought after demographic can play a key part in the purchasing decisions of the average American household and your bottom line.

How can your franchise brand use an image sharing website?

Whether you sell something that’s exciting, seemingly uninteresting or especially offer a unique service that’s hard to understand Pinterest will make it exciting and simple to understand through imagery. W a bit of creativity and research you’re bound to find a way to use the new platform.  Especially if you use Pinterest to invite your customers into your personal franchise business or local franchise life.

Here are some creative ways to establish your brand locally with Pinterest

Hold a Contest

One creative way to utilize Pinterest is to hold a contest. Lands’ End recently held a contest they coined: “Pin It to Win It”. Participants were encouraged to browse the Lands’ End site, create pins of items they liked and the most creative and stylish entries won prizes. This kind of contest can engage your audience and also gets them to your site, browsing your products and linking to them!

A hair and beauty franchise could give a demonstration on quick hair styles or hold a contest as such while a food and beverage franchise could hold a local photo at the location contest. Again, creativity and making the contest unique with a local twist would be advantageous.

Conduct Market Research

Have plans to revamp services or products in 2012?  Why not test out new products or even your upcoming ad campaign on Pinterest?

Other brands have started using Pinterest as a platform to conduct market research or test product launches. In a recent Mashable post, one creative suggestion was to use Pinterest as sort of a social online focus group to see first-hand reactions, on a platform not as inundated as Facebook.

Feature Customers

One way to appeal to this demographic is to play to their vanity. Feature customers on your Pins, especially if you have a clothing boutique or store. “Customer A paired these shoes, belt and top to create this stylish winter cocktail party look!”. Showcase customer purchases that exemplify their style or pin photos of products that go well together and that customer X recommends.

Present Concepts in a New Way

Pinterest allows you to add contributors to your boards. Have a few team members put together a storyboard on Pinterest to present to a customer. Or co-Pin with a customer to create a board full of ideas for their next event or shopping spree.

If the product or idea is presented in a clean, simple and creative way using Pinterest it can stand a chance of being better received. Not only that, it allows you to creatively engage with customers and prospects can see too!

Put a Face to Your Franchise Brand

Personalizing and localizing your brand can be a hard thing to do with plain ol’ web copy. Use Pinterest to showcase your brand uniquely, what makes you different, what your brand stands for and use it as an opportunity to highlight your employees too. Putting a face to your brand is key to localizing your brand and easily done with Pinterest.

Promote Your Franchise Image Content

A franchise brand could start a board on  infographics.  Feature all of your image content in one place for easy access.

Infographics, product photos and your own photography can be featured. Do your research and see how other brands are using Pinterest to share their image content.

Pinterest can help a customer see the full picture of their needs before they even know they need it. Pin photos of activities in the area and how they relate to your franchise, landscape photos, photos of the local business and of course the staff. The possibilities really can be endless.

These are just a few of the creative ways your franchise brand can use Pinterest to spark interest and engage with customers. And to wet your palate for Pinterest even more, check out the announcement from Facebook – 60 new and exciting apps were unveiled including a Pinterest app.

A picture is worth a thousand words, in Pinterest’s case, an image could be the local exposure your franchise brand is needing to establish that local location to generate more leads.

Here is a great article on Pinterest’s popularity and it’s ability to drive traffic:  http://mashable.com/2012/02/01/pinterest-traffic-study/

Brought to you by ElementsLocal – the leader in branding your franchise locally.

Google+ Badges for brand pages, is a widget that lets Franchise brands promote their presence on Google’s social network.  Google+ Badges are similar in form and function to Facebook‘s Like Box social plugin.

The easily embeddable widget lets users either +1 a webpage or add that page to their Google+ circles. The widget also displays the faces of other users who have +1ed the webpage. It doesn’t have Facebook’s ability to display your friends’ faces first  though.

The launch of Google+ Badges coincides with Monday’s launch of Google+ Brand Pages, finally giving businesses the ability to create a presence on Google’s growing social network.

The Google+ Badge has a few other tricks. The Google+ badge also contains a snippet of code that connects your website to your Google+ page. And In addition to helping Google better index your Google+ page, this snippet will help you show more personal recommendations around the web by linking your +1’s on sites, your Google+ page, search and display ads.

Google also revealed that the badge is a requirement for inclusion in Google Direct Connect, a feature that makes it possible for users to find a Google+ Page from Google Search. Users type in the “+” operator, followed by the name of a brand participating in Direct Connect. The search result will lead users directly to the company’s Google+ brand page.

The widget was a necessary component for Google+, given the success of its Facebook counterpart. While it doesn’t have the same benefits  Facebook enjoys with Open Graph, the Google+ Badge gets the job done. Google still has a long, uphill battle to convince both brands and users that its social network is an ideal place to do business.

Stay tuned as ElementsLocal keeps track of the impact Google+ has on your Franchise Online Marketing.

Outside forces and new technologies dramatically affect what happens to your Franchise. You don’t have to respond on a whim, but keep your eyes wide open when major changes occur.

Here are some marketing and business trends that are important to Franchises:

The Cloud – Although social media and mobile get more buzz, the great change-maker for franchises comes from the cloud. Using Internet-based applications to run your business rather than locating those applications on your servers or hard drives sounds pretty liberating, doesn’t it?

Going to the cloud is transformative. You gain powerful functionality, you can spend more of your time on your business and less on your infrastructure.  Now that YOU are mobile, you can access your applications and data from virtually anywhere.  Having your customer contact management, email marketing and document storage is essential.

Social media – Social media is hot.  With good reason, Franchises are entranced with the idea of it. Social media offers the possibility of inexpensive ways to reach and interact with customers, but it seems like it takes up a lot of time with a very uncertain return on that investment.

Keep watching because this year will see the emergence of more easy-to-use tools that help you reach highly targeted customers. More franchises will embrace a wide variety of social media platforms, and Google+ will become a significant player.

Mobile -The mobile juggernaut continues in 2012, both for running your business and reaching customers. Look for greater embrace of mobile marketing, such as offering deals when people check in via Mobile.

Smart Franchises increasingly will use mobile solutions for a raft of business functions. One technology that will explode: accepting payments on smartphones, with tools such as Square (squareup.com).
More companies will embrace the power of being untethered from an office, being mobile and able to run operations on the go, especially when using cloud-based applications and tools.

Hiring – The past couple of years, workers have been “on sale” because of high unemployment, making it possible for franchisees to land great employees at lower costs.  As the workforce recovers, consider college graduates from the past three years who have been underemployed.  They can make great entry-level employees, and big corporations focus mostly on current graduates. Anticipate your needs for expanding your work force.

Credit – Credit for franchisees has been tough for years now. But it will get slightly better this year, making it a bit easier for healthy companies with strong customer demand to expand. Work with community banks that are receptive to local businesses.

Analytics – Knowledge, as they say, is power. One of the great things about cloud applications is they not only give you data, they give you reports.  You can see response in real time to actions you take. For example at ElementsLocal,  we send  monthly newsletters. From our E-Marketing Manager analytics, I am able see exactly how many people opened it, which articles they read, which products interested them and more.

Global – You may not be a global franchise yet, but I’m guessing you may be soon. I’ve been pleasantly surprised to meet many American franchises  who have grown their businesses by going international. I’ve even heard of someone who exports miniature golf courses.  ElementsLocal represents CurvesME,  the middle eastern franchise of the mega company Curves.  Think outside the box by thinking outside your borders.

ElementsLocal is your answer to adaptive Franchise Online Marketing software: Comprehensive and easy to use.

Reflecting back is more than just remembering where you wanted to be. It’s an eye opener about how dramatically the sands shifted under your feet in 2011 and a clear sign 2012 will be no different.

For Franchise Marketers Google introduced significant changes to the way it displays and delivers search results. Many franchise marketers had to quickly react to the importance of social media, blogging and directories. Our own vision of being a complete solution for franchise online marketing was expanded to include new best of breed partners in directory submission and social media. Our dashboard reflects the integrated nature of how pay-per-click, organic search and directories (such as Google Places) inter-relate and converge.

This being said, what does 2012 hold in store for Franchise online marketing? Seeing future trends is exactly what we need to do in order to anticipate change and be at the top of our game.

It’s not just about how to show up, attract and sell to consumers today, but next month, next year and years to come.  Lets transcend ideas like “social network” and “search engine” and focus  on consumers and technologies. Will we be using a search engine like Google in 5 years? Will we be using desktop computers in 5 years? What will future social networks look like? Answers to those questions are answers to the future of marketing and customer engagement.

Google, Facebook, Apple, Amazon and plenty of other large companies are innovating at amazing speed to gain control of our attention. Some are doing it through devices, some through content, others through infrastructure.

So, what is message we got from 2011? Change… we must take a critical look at what it will take to adapt to change.  Rather than jumping from one place to the next in your franchise online marketing plan, consider developing an adaptive model that allows for rapid assimilation of new technologies and trends.

Creating an adaptive model assumes that you will have to adopt new technologies or new methodologies. Is your company an early adopter? Have you taken on the risk of adopting a technology platform before everyone else? Or have you given up first mover advantage because you felt it was going to be too expensive or time consuming.

Here are some things to consider when looking at creating an adaptive marketing platform:

1. Don’t wait. There is no question that the ramp up time to evaluate and adopt new technologies and trends is expensive. You do not have to play the waiting game by buying expensive technologies. Look for industry specific solutions that are agile, quick to adapt and focused on your exact needs.
2. Buy best of breed. Look for companies who have forged partnerships with other ‘Best of Breed’ providers to bring you a comprehensive solution. This shows a focus and determination to deliver quality solutions.
3. Look for partners who share knowledge. Ensure partners are in tune to trends and data and that they will share that with you so you can more efficiently evolve and innovate at greater speed.
4. Don’t stop.  A key philosophical insight is to not stop when you think you’re at the top or you’ll go the way of the Sony Walkman as the IPod become the norm.
5. Data is the new creative outlet. As search transforms the amount of data needing analysis will multiply tremendously. Find solutions to transform mounds of data into creative content, solutions and insight tomorrow.  Data will move from advantage to basic necessity. Data is something the smartest marketers will leverage again, as a necessity, not a luxury.
6. Never underestimate the power of trying something. What data can you point to that says social media will help you boost your sales or increase your online exposure?  Better yet, what data can you point to that states it will not be an undue risk for your company?  Do not let the rush to data powered marketing trends handcuff you.
7. Personalized = Profitable. The more search results become personal the more the potential for leads.
8. Mobile search will greatly outpace PC Searches. Do not ignore the growth in the popularity of mobile applications and prevalence of local search results.  We ask you, are you optimized for mobile?
9. Lets Franchisees market too. One website will not dominate in search.  In an effort to create competition, variety and a better user experience, search engines will do what they can to ensure your site does not dominate. You can use this to your advantage by delivering truly unique and locally driven websites by giving Franchisees the power to update their own websites.
10. Searchers will continue to gravitate towards content they find useful. What marks the difference between insight and obviousness is the amount of people actually following through.  You have to dedicate marketing efforts to sharing value through search or social channels, rather than simply promotional materials.
11. Search will be about how many times you show up, not whether you’re first. The key to an adaptive approach to online marketing is that you’ll have a multi-pronged approach to showing up in organic search, pay-per-click advertising, directories, mobile, social and more. Are you mobile friendly, local readily optimized, social savvy?

Imagine how many more changes there will be in technology as well as with consumer behaviors in the coming year.

Take a look into 2012 by attending our ElementsLocal Franchise Online Marketing Bootcamp 2012, January 18th, 2012 12:00 p.m. CST.  Sign up by clicking: Franchise Online Marketing Webinar