Understanding Social Media Marketing is a tricky business. I know I've been there. It wasn't until I trained to be a Social Media Manager that I understood it. So it's my mission to explain it to as many business owners, as I can, especially us non millennials.
So when you have the added complexities of each social media platform to understand, no wonder people run a mile.
Across my blog, I will explain a little bit of each platform and why I believe as a food and drink entrepreneur, you need to use them, or not.
This week let's look at Pinterest.
Deciding which platform you should be on really depends on your business objectives. Think about where your audience hang out and don't be tempted to be on every one, because you'll never manage it all. I often advise my clients to drop the one where they have the lowest following and where few of their audience hangs out. More than 3 platforms really is unmanageable, unless you employ a team to manage them.
What Platforms Do I Use?
I use, Facebook, Instagram and Pinterest. I'm also just starting with Youtube. I know that's 4 but I can manage it with the knowledge and systems I have in place. Plus, it's my job to have a high level of understanding about each one.
Where I'm not an expert, i.e. Twitter, I'll direct clients to the expert.
So why Pinterest? Well, its great for building brand awareness, authority and traffic.
Hello, my name's Sally Jay and I'm a social media and digital marketing strategist. My goal is to help food and drink business owners understand the digital landscape and create combined digital marketing strategies to increase brand awareness and grow sales.
The Digital Landscape
You probably recognise Google, Bing and Yahoo as search engines however, it might come as a surprise that Pinterest and Youtube are also search engines.
You may have used both to search for answers, ideas and inspiration.
On Pinterest, your audience are actively seeking content.
If you think you don't need to be on Pinterest I'd like to share some interesting facts about the platform that may leave you reconsidering your decision.
- 81% of Pinterest users are female.
- 87% of Pinners have purchased a product because of Pinterest.
- Over 5% of all referral traffic comes from Pinterest, a fact that is likely to grow as more users get on board and more businesses use Pinterest within their marketing strategy.
People go to Pinterest to search for product ideas then go and purchase them - in other words, they search for you and your product rather than you doing the search!
Once your content is loaded its permanently sits there on the database, so people will eventually find you.
The average order value on Facebook is $80, Pinterest is twice that much. Average order value (AOV) is the average dollar / pound spent when a customer places an order on a website or in-store. You can calculate it by dividing total revenue by the number of orders during a given period.
As a brand on Pinterest you are an influencer because when someone Pins one of your Pins all their followers see your Pin and then get inspired!
It's a personal platform. A person will signal they're interested, by pinning the product or service.
- This is good news for small business owners like you and especially for food and drink brands.
All you need to do is tell users how you can solve their problems and they'll find you.
This effectively means that unlike any other Social Media platform, Pinterest offers a one of the quickest ways of getting in front of potential customers.
- Pinterest receives more than 2 billion searches every month.
- 80% of Pinterests traffic is mobile. People can access it almost anytime and anywhere there is an internet connection.
- Over 70% of people go on Pinterest to be inspired to buy - they are buyers - compared to Facebook 17%.
- 81% of Pinterest users are female.
2. Females on Pinterest can BOOST your Sales
Amongst the facts listed above, did you notice that 81% of users who make a purchase are female?
Consider that when you're defining your sales strategy and even if your end product is more suited towards men, is it the female in the relationship that makes the purchase?
In recent years some stay at home "creative" mums have experienced huge passive income successes through using Pinterest to advertise their digital products to women. These include ebooks, attractive printable's and now online courses from baking to sewing. It's a becoming an effective advertising channel for all you lovely female creatives!
3. Pinterest can Increase Your Visibility
As we know, the internet is an extremely busy network, with social, business, economic and political activities all battling for our attention, so to really stand out, we have to take responsibility for getting noticed.
Compared to Facebook, when someone Pins your Pin, it get's seen by the Pinner's followers! This is good news. It means you don't have to invest too much time to get noticed and you can go viral by people pinning for themselves, which is a pretty powerful thought!
4. You Don't Need Millions of Followers
Contrary to belief you really don't need zillions of followers to be a Pinterest success. This is because as I've already mentioned, the Pinner shares your Pins to their followers. The second reason for this, is because, Pinterest is a search engine, potential clients can click though to your website via your Pin and may not always Pin it, particularly if they're in hurry to get to the answer (sound familiar?!).
5. Traffic from Pinterest is Continuous
My final reason for being on Pinterest is because you don't have to continually update your Pins to be seen at a later date. The algorithms are different to the Facebook one's so your Pins will be around for ever. The only thing I would add is that if you have a time sensitive Pin, then update it.
6. Scheduling will Boost your Visibility
Tailwind is a scheduler which deliver's real results.
The to getting noticed on Pinterest is to PIN, Pin, Pin. I know this from studying what successful Pinners' do and say.
Pins = traffic = potential sales
(actual sales depends on your product offer)
However, as you're aware, we all lead busy lives, where we simply don't have the time to Pin all day long.
Even with our mobile devices, so thank goodness there are some automated tools like Tailwind do this job for us!
Since I started with them (you get a trial period with both), each month my engagement level increases by 35%.