Tag : small business

Pinterest for Business

Social Media Marketing: Pinterest for Business

 

On Pinterest, the social platform built on beautiful, shareable imagery, opportunities for shopping come cleverly disguised as outfit inspiration, smoothie recipes and DIY centrepieces.

For consumers, it’s a place to hunt and gather. For brands, it’s a goldmine. Consider this: we analyzed data from over 529, 000 Shopify store orders to find that Pinterest was the second largest social source for traffic, and resulting visits had the third highest average order value. Also, according to research done by Piqora, sales and traffic from Pins can occur long after the item is pinned.

In fact, 50 percent of visits happen after 3 and a half months, which respectively, is more bang for your buck than twitter or Facebook. The reasons for using Pinterest for your business are impossible to ignore. In this video, we’ll show you seven concrete methods, that you can use to drive sales and traffic with Pinterest. One, Use Rich Pins – Rich Pins are enhanced Pins that make your images even more shoppable because they contain additional information right inside the Pin.

There are five types of Rich Pins – Movie, Place, Recipe, Article and Product. And Online retailers can benefit from Product Pins because they include real-time pricing and stock availability. Rich Pins can also improve click through rate and discoverability of Pins, by making them eligible for Pinterest’s own curated feeds. Another advantage of Rich Pins is price notifications. If you reduce the price of your product, customers who repinned that product image will receive an email from Pinterest notifying them of the price drop and prompting them to buy. Also, if you’re using Shopify, we have partnered with Pinterest to automatically enable Rich Pins for our merchants.

That means any images Pinned from your product pages will now be published as Rich Pins. To enjoy the benefits of Rich Pins, be sure that you sign up for a Pinterest business account. Two, Pin Smarter – Knowing what types of images work best on Pinterest is extremely important. I’m sure you’ve all heard of the importance and impact of great product photography and Pinterest is yet another place where it can really pay off. Shopify store Sycamore Street Press, for example does product photo shoots and creates blog posts specifically to create highly pinnable images that will draw people to their sites from Pinterest.

Most months, Sycamore Street Press gets most of its referral traffic from Pinterest over any other source. Another great example is Designer Moorea Seal, who has built an audience of over 900,000 on her beautifully-curated Pinterest account, which is responsible for 50% of her store’s sales. Her approach is to provide “Clear, clean product images on a white or light grey background plus an editorial view of products either in a natural environment or on a person to give customers two styles of photography options for pinning to their boards.” When shooting and choosing photos for your product pages, strive to make them highly repinnable. So, What makes an image Pinterest-worthy? Well, let’s dig into the data: Keep it Anonymous – Images without faces receive 23% more repins than those with faces. Use Color Wisely – Pins with multiple dominant colors are repinned times more than those dominated by a single color, and red images fare better than blue. Image Size – Images on your product pages should ideally be at least 600 px wide with the optimal Pin width being 736 pixels wide, which is the maximum display size.

Taller images are more likely to be repinned. Listen – Pay attention to your analytics, either through your Pinterest business tools or via other apps like Piqora, Tailwind, or Curalate. While summer salad recipes and DIY treehouses may have high virality potential overall, be relevant – find out what resonates with your audience specifically. Timing is Everything – Pin and engage when your customers are doing the same. The time periods 2-4pm and 8-11pm are roughly the best times to Pin, but it can depend on where and who your customers are. We’ve also linked to some Pinterest research which suggests that certain categories perform better on specific days of the week. You Need a Blog – A blog is the perfect place to create beautiful content for your Pinterest boards.

We’ve linked to a great article in the description of this video that will help get you started creating a blog that Pinterest users will love. Three – Sell the Lifestyle. Create boards around lifestyle themes that include your products, rather than just product boards. Great brands understand their customers and the kind of content that they crave. Inspire your audience, don’t just sell to them. “A Great Outdoors” board for example will be much more compelling than a board that simply highlights the outerwear your brand carries. Holly Castro for example, of Charm & Gumption fills her “For the Home” Board with curated pins that complement her own products, which are peppered throughout.

Nordstrom takes a similar approach with their “Pick Pink” Board, which is entirely dedicated to the rosy hue. It’s filled with hyper-feminine picks from around the web – with subtle inclusions from Nordstrom’s own offerings. After all, 92% of all pins are made by women. Four – Piggyback on Popular Content. While you should use caution when pinning content simply based on viral potential, you shouldn’t ignore opportunities to tap into the most popular pin types and search terms if they’re actually relevant to your audience. Here’s a great example. Sony Electronics, has a product category that doesn’t rank high on the list of popular categories. So, they’ve cleverly jumped on the virality of cute animals and humor to create their board “I Can Haz Gadgets”.

Consider your audience. Are your customers predominantly men? Well, your slice of the Pinterest pie is smaller, so maximize your efforts. Create boards and pin content in the categories of photography, art, design, and home decor. Do you sell food or beverages? Develop easy recipes containing your products. Are your products related to fitness, health, or beauty? Pin aspirational and inspirational content with quotes.

Is your eCommerce store a source for tools, craft supplies, or fabric? Use them to create DIYs and tutorials. Remember, a pin can contain your products and a link to a step-by-step tutorial on your blog. Five – Run Pinterest Contests. Contests are a great way to increase engagement on Pinterest. When done well, and within the platform’s parameters, Pinterest contests can drive sales and traffic for your eCommerce site. Travel website, Jetsetter for example, used contests to effectively increase site traffic by 150%. We’ve linked to that case study in the description of this video. Brands, however, should pay attention to Pinterest’s contest guidelines.

Certain types of contests are not permitted, nor is spammy behavior. Contest these tips: Make it Worth it – Forever 21 asks followers to create an entire board, but puts a $1000 gift card on the table as incentive. Get Inspired – Look to other brands for contest ideas that might work for you. Use an App – Apps like Gleam.io, Wishpond or Woobox can help organize your contest and host it on your site or Facebook.

We’ve linked to a few of these in the description of this video. Six – Leverage the Power of Influencers. Partner up with Pinterest influencers and bloggers to give your product some clout on the social network. Many brands get access to new audiences by inviting Guest Pinners to create boards on their accounts. Often, influencers will charge a fee for this service, but social media love in exchange for your product may be possible, too.

Choose to work with Pinterest users whose audiences resemble your desired customers. Martha Stewart Living for example strategically partnered with the mommy bloggers behind Cool Mom Picks. Seven – Engage Your Community. Involve your community to help increase engagement. Group Boards can be comprised of many contributors – customers, staff, a select group of influencers – or can even be open to anyone to join. The contributors to your group boards become brand ambassadors, creating content on your behalf. You can also encourage your customers to share images of themselves with your product. This is an especially useful tactic for fashion brands to gather alternate, accessible images of products worn by real people. Fashion brand – The Whitepepper collects customer photos via email and features them on their “Who’s Wearing The Whitepepper” board. All pins link back to the brand’s eCommerce store where Pinners can shop the looks. There you have it – 7 methods that you can put into practice with your business. Be sure to keep us posted on your progress and if we missed any tips or techniques that you’re using to reach your customers on Pinterest, please share them with us in the comment section.

If you’re looking for more tips and tutorials on starting or running your business, be sure to subscribe to our youtube channel. Thanks for reading…

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GoDaddy For Small Business During Super Bowl 50

CBS Super bowl 50 imageSince last week’s Super Bowl campaign announcements from Wix and Butterfinger, both Honda and PayPal have announced that they, too, will be joining Super Bowl 50’s advertiser lineup– while GoDaddy, a longtime Super Bowl brand, has decided to take the bench.

PayPal’s Debut Super Bowl Appearance
PayPal announced last week it would be airing its first-ever 45-second ad during the first quarter of Super Bowl 50. The brand did not release any details on the creative direction but did say the goal of the campaign would be to start a larger conversation around money.

“At the core of this campaign, our purpose is to introduce the world to PayPal’s vision for the future of money– to empower people and businesses to manage and move money securely, efficiently and affordably,” writes PayPal’s VP of global brand marketing, Greg Fisher.

Along with its Super Bowl ad campaign announcement, PayPal said it is launching its first major brand campaign as an independent company.PayPal Image Honda’s Super Bowl Campaign to Feature New Ridgeline Pickup Truck

After sitting out during this year’s game, Honda will re-up its status as a Super Bowl advertiser with a 60-second spot to air during the third quarter of next year’s game.2017-Honda-Ridgeline-Release-Date

Honda intends for its upcoming Super Bowl campaign to act as a launching pad for its all-new 2017 Honda Ridgeline pickup truck, with extended promotions across several platforms, screens and internet properties.

“Super Bowl 50 is the right time and the right venue to communicate Honda’s continued leadership in light trucks,” said Jeff Conrad, senior vice president and general manger for Honda’s automobile division. “The multi-platform approach will enable Ridgeline to come out of the gate strong in 2016.”.

Like PayPal, Honda released no details on the brand’s creative strategy, but AdWeek reports the spot will be created by ad agency RPA.

GoDaddy Takes the Bench.
GoDaddy, a regular Super Bowl advertiser since 2005, said it would not be buying a spot in next year’s Super Bowl as part of its new branding initiative to focus on more personalized, data-driven marketing.

A GoDaddy spokesperson told Ad Age the time had come for the brand to move beyond the generic megaphone of a Super Bowl campaign to a more targeted strategy.

“We can ‘talk’ to the segment of the SB audience we want (very small business owners) and do it in a more personal and timely way,” said the GoDaddy spokesperson in an email to Ad Age.

After releasing its Super Bowl spot in advance of this year’s game, GoDaddy pulled its original campaign when it caused a backlash. The ad, which featured a puppy being sold to new owners, had many viewers criticizing the brand for making light of inhumane treatment toward animals.

Happy Holidays!

Alex, MPeMG

Special Thanks to CBS, GoDaddy, Wix, Butterfinger, Honda, and PayPal

Why Small Business Saturday Is Important To You

Founded six years ago in response to small business owners’ most pressing need– getting more customers during the busy holiday shopping season– Small Business Saturday has quickly earned its’ stripes among holiday traditions. Additionally, consumers spent $14.3 billion at local and independent businesses on Small Business Saturday in 2014, and this year the hype and buzz surrounding the day seems to have only increased.Small Business Saturday

From Shops to Spas to Salons and More

Year round, shopping small is widely encouraged among communities and businesses alike thanks to the ‘Shop Small’ message that is branded with Small Business Saturday. This message is supported by all types of small businesses– including restaurants, cafes, spas, fitness studios, community art foundations and more– making it a day for small businesses, communities and consumers alike to look forward to. As a small business owner myself– and admittedly, a huge fan of shopping small– I know first hand the strength that a nationally recognized message can offer a small business owner, and it’s for this reason among others that Small Business Saturday has continued to see extraordinary success and growth since it first came to be in 2010.

The Shop Small message is recognized year round, with Small Business Saturday– the Saturday following Thanksgiving each year– becoming an increasingly popular holiday tradition.

With free marketing resources, event guides, online ads and more available at ShopSmall.com, businesses can utilize these resources as part of their Small Business Saturday planning– making it a nearly turn-key experience. This easy to implement strategy combined with the national attention that Small Business Saturday generates is something any small business can appreciate, helping to make their job of having a successful Small Business Saturday that much easier. Interestingly, however, some businesses and communities have yet to be a part of Small Business Saturday due to the confusion as to whether or not it’s necessary to accept American Express. As the founding partner of Small Business Saturday, American Express created Small Business Saturday to celebrate and support small businesses, while welcoming any business to be a part of the day. Their goal was simple yet their dreams were big. They wanted to help drive more attention to small businesses during one of the busiest shopping seasons of the year, and fortunately for small businesses across the country, their idea has, in fact, become a big, big deal.

History Tells Us It Works

Among the small business owners who has had success with Small Business Saturday include store owners Bill Jette and Dixie Carroll of Rhode Island based J Marcel. Last year, Jette and Carroll saw more sales on Small Business Saturday than any day of the six and half years that the store has been in business. In 2014, there were 174k Small Business Saturday tweets on November 29, 2014– last year’s official Small Business Saturday – and 356k total tweets in the month of November in 2014, as identified by Union Metrics.

Expanding on this, the fourth-annual Small Business Saturday Consumer Insights Survey recently released by the National Federation of Independent Businesses (NFIB) and American Express identified that supporting local small businesses continues to be a priority for shoppers nationwide. This is good news for those planning to support Small Business Saturday– now entering its sixth year– with 55 percent of U.S. consumers reported that they are aware of the day, making this the highest figure yet recorded. Possibly even more exciting, however, is that 83 percent say Small Business Saturday inspires them to Shop Small all year long.

Small Business Saturday puts these businesses in a position to not only survive but more importantly to thrive year round.”.

Expanding on this, NFIB CEO and President Dan Danner explains that “Small Business Saturday has grown every year and it’s been a big boost to Main Street America.”.

Additional key findings from the Small Business Saturday Consumer Insights Survey include the following:.

45 % of customers plan to spend more on Small businesses Saturday this year than they spent last year, which is up 38 % who intended to spend more last year.
Almost two-thirds (65 %) plan to spend at least $100 at small, independently-owned retailers or restaurants on Small Business Saturday this year.
77 % of customers aware of Small Business Saturday plan to go to one or more small businesses as part of their holiday shopping.

Shopping Small on Small Business Saturday.

With the U.S Small Business Association reporting that 28 million small businesses in America account for 54 % of U.S. sales, it’s no secret that small businesses are big business. Year round, small businesses shape our communities and neighborhoods thanks to their unique charm, characteristics and one-of-a-kind personas, and it’s these attributions that help make Small Business Saturday even more important to support and celebrate. Putting small businesses center stage on Small Business Saturday is the least we can do as customers for businesses and the people who work within them who do so much for us year round.

As a small business owner myself — and admittedly, a huge fan of shopping small– I know first hand the strength that a nationally recognized message can offer a small business owner, and it’s for this reason among others that Small Business Saturday has continued to see extraordinary success and growth since it first came to be in 2010.

As the founding partner of Small Business Saturday, American Express created Small Business Saturday to celebrate and support small businesses, while welcoming any business to be a part of the day. Expanding on this, the fourth-annual Small Business Saturday Consumer Insights Survey recently released by the National Federation of Independent Businesses (NFIB) and American Express identified that supporting local small businesses continues to be a priority for shoppers nationwide. With the U.S Small Business Association reporting that 28 million small businesses in America account for 54 % of U.S. sales, it’s no secret that small businesses are big business. Putting small businesses center stage on Small Business Saturday is the least we can do as customers for businesses and the people who work within them who do so much for us year round.

To Higher Profits,

Alex, MPeMG

A special thanks to Dan Danner, NFIB & American Express OPEN