Pinterest your way to more clicks, email subscribers & sales

Businesses use social media platforms like Facebook and Twitter to connect with their audiences and promote services, but over the years Pinterest has grown to become a powerful search platform to further target audiences before they make a purchase.

According to Pew Research Center, only 29% of U.S. adults use Pinterest but learning how to maximize and best use this platform can be key to an increase in clicks, email subscribers and sales.

Pinterest is commonly used to browse around for something to use in the future, narrow down ideas or find something specific. Today, businesses are taking advantage of what pinners are using Pinterest for to better promote their services.

Be prepared

Before you dive into using Pinterest, it’s important to have a marketing plan in place to ensure this is the best direction to go. The plan should focus on how the business is going to use Pinterest to increase traffic, email subscribers and clicks. Take into consideration what topics to focus on and turn them into boards, featuring related pins.

Pinterest uses boards to gather pins and businesses can use this to showcase their products and help consumers find exactly what they are looking for.

Do your research to maximize reach

When you have an idea of what topics you want to feature, think about your target market and research what keywords for search perform best.  Step into the shoes of the audience and determine what terms they use when searching for your product.

For example, if your business is all about social media, your pins should feature social media tips, email marketing, tips to improve branding and more.  Keywords should also relate to social media, marketing, strategy and more.

Pinterest is for more than ideas

Wpromote, a full service digital marketing agency in California, uses Pinterest to create campaigns to expand their reach. According to Pinterest, this agency wanted to expand their clients’ reach with a lower cost per action.  People use Pinterest to not only scroll through content, but to plan purchases.

“We’ve found that people on Pinterest are more actively trying to plan or make a purchase than on other platforms. Being able to reach them when they’re in that mindset is a primary driver for the strong performance we’re seeing.” – Ashley Talley, Wpromote Account Director

 

With the use of Promoted Pins, their campaigns included 40% lower costs per action and 26% lower costs per thousand than other paid channels. They were able to reach new customers via Pinterest at a much lower cost than other paid channels.

Use eye-catching imagery

Along with using keywords and taking advantage of Promoted Pins, design plays a part in getting more people interested in your Pinterest.

Taking the time to design beautiful and striking graphics, focusing on the layout and creating useful pin descriptions are a few design ways to help increase traffic to your website. Using design tools like Canva, Crello and Adobe Photoshop can help to create impactful images.

As Pinterest expert Peg Fitzpatrick said, you want to maximize your efforts and create content that inspires, teaches and visually appearing to gain the attention of the audience.

Eye-catching images within your pins can make or break your business. The better the image used, the more clicks, traffic to website and email subscribers you can potentially have.  Preparing a style guide with brand colors, fonts and logos can help plan out your Pinterest layout easily.

We can help you plan how to use Pinterest to increase traffic, gain more email subscribers and improve sales. Contact us!

 

Ramp up Your Facebook Ad Knowledge and see Results Today

So you want to use Facebook to give your business a boost? You’re not alone!

According to Sprout Social, there are currently over 60 million businesses on Facebook. Those 60 million businesses are all competing for the attention of 2 billion monthly active users, over a billion of whom are active daily. Are you feeling like the odds are stacked against you? Don’t. With the right Facebook Ad knowledge, you too can enjoy a share of those billions of users!

Make your Facebook Ads Profitable Every Time

We know, churning out profitable ads time and time again seems far-fetched, but if you ask Nicholas Kusmich, who sees some of the highest ROI on ads in the industry, it’s 100% possible.

Kusmich draws attention to the shift marketing has made. Gone are the days of mass marketing being king – it’s all about micro-marketing now and through Facebook, you’re able to pinpoint and target only those who need to be seeing your message.

Kusmich has come up with a predictable profit process, which begins with the ad, then the lead magnet, the thank you offer and retargeting. He also encourages keeping these three principles in mind

1. Content – how does your message stand out from the competition?
2. Distribution – what good is having a great message if no one or the wrong people see and hear it?
3. Conversion – what good is great content and distribution if nobody turns into clients?

Per Kusmich, you can’t just jump into the marketplace and ask people to buy your product and expect them to do it. No, you must give before asking. You have to earn the right to ask anything of your fans by providing value to them first. 

Keep in mind, every step of your marketing process should be valuable in and of itself. The name of the game is value, and your content and ads must have it! Keep to SAGE (short, actionable, goal-oriented, easy) principles, and you’ll begin to see a return on those ads.

Small Business Tips

As Andrea Vahl, co-author of “Facebook Marketing All-in-One for Dummies” points out, organic reach may be decreasing, but users are increasing and Facebook is still the cheapest form of advertising out there. When done right, Facebook Ads will be quite a boon for your small business. Emphasis on the ‘done right’ part!

According to Vahl, you want to take the customer journey into consideration:

1. Use Facebook to build an audience
2. Target your ideal customer
3. Enhance the relationship with good content
4. Retarget to convert.

Ultimately, Vahl stresses that your goal is to move them off Facebook as soon as possible, whether that is on to an email list or your website. Since Facebook ad costs are rising, you have to get smarter and have a system in place for testing those ads.

Why Ads don’t work and how to fix them

Per Jon Loomer, an advanced Facebook marketing strategist, the ultimate reason why your Facebook ads are not working is because the wrong people are being targeted. So how do you fix this? It’s simple – adjust how you’re targeting the audience. 

Loomer suggests breaking your audience into different groups, those who engage with your content generally (aka not based off of specific posts, videos or events) and those who engage with specific content.

Making Facebook Ads Work For You

Azriel Ratz, CEO of Ratz Pack Media, shared some valuable knowledge on how to do just this at Social Media World 2018, and it involves four simple steps to optimize your Facebook Ads.

1. Set business goals
2. Find your best potential audience
3. Engage with the most effective ads
4. Optimize your ad performance

Are you only running 1 to 3 ads in every ad set? That is probably not your best-laid plan. As Ratz pointed out, the chances of making anything really good when only doing 1 to 3 is very rare. You should be mixing things up, testing copy, testing images, testing everything possible with the ads. He also points out that to optimize your ads you need to be monitoring cost per 1,000 impressions (CPM), cost per click (CPC), time on site and the conversion rate. Our digital experts at MILO are skilled at all things testing, in fact, they live for it! If you’re unsure of how to correctly test the effectiveness of those ads, we’re here to help!

If all ad sets have high CPM, you’re targeting the right audience, but with the wrong messaging. On the flip side, some high CPM and some low CPM may mean you have the right messaging, but wrong audience. Do you see high CPC? Try switching out the copy for more compelling language. The time on site numbers can be impacted by low-quality placements, a disconnect between your ads and the landing page, or a landing page optimization issue. Finally, if you’re conversion rate is low consider this: They just might not be interested in the offer or your form needs fixing.

You don’t have to dive into the world of Facebook Ad Manager alone, MILO’s team of digital experts are here to come up with a strategy that is just right for your business. Contact us today!

Surviving Facebook’s Algorithm Change

The Facebook algorithm: It happened to me and yes, it happened to you too!

The conversation surrounding Facebook in 2018 has been centered on the new algorithm changes. Designed to encourage more meaningful interactions between people, you’ve likely noticed how these changes apply to your newsfeed.

Gone are the days of engagement baiting, as brands now have to modify their methods to embrace Mark Zuckerberg’s vision of Facebook. Brands will need to listen to the druthers of their audience to curate content that resonates with the audience and garners their engagement. Social Media has created a paradigm shift where brands are encouraged to be more participatory with their clientele, and these algorithm changes further exacerbate the need to LISTEN.

Recent User Engagement Trends

The algorithm change was not totally unexpected, as recent user engagement trends demonstrate. TheStreet reports that the percentage of U.S. adults using Facebook remained flat relative to an April 2016 report showing 68% participation. The percentage of users who stated that they visited Facebook “several times a day” fell from 55% to 51%. Based on the dip in usage, and waning sentiments towards Facebook advertising, the new algorithm was developed.

These changes don’t spell out doom and gloom for brands. With a bit of creative thinking and adaptability, you can ride this latest wave without wiping out!

Ideas For Business Page Content 

Here are some areas to focus on when publishing content to Facebook:

  • Inspire fans with meaningful content. You’d be hard-pressed to find meaningful interactions on Facebook without meaningful content. Discover ways to convey your brand’s message in unexpected ways to avoid falling into the clickbait trap, as Facebook will be demoting those posts to the bottom of the newsfeed. Your focus now, more than ever, is to inspire, educate and inform those followers. Look back to older posts that earned high engagement, find the pattern and implement a strategy around it moving forward.
  • Jump on the video bandwagon. If you weren’t already utilizing videos and Facebook Live, there’s no time like NOW to begin doing so! The stats all confirm that video content drives higher engagement, why wouldn’t you be cashing in it? Plan out your video content, make it something that resonates with your followers and gets the conversation started.
  • Paid ads are still effective. Ads are Facebook’s primary source of revenue, so trust they aren’t going away anytime soon. By utilizing ads, you can customize your reach to areas such as location, interest and demographics. Do this right and you’ll be able to hone in on those Facebook users who are more likely to consider your brand and interact with it.

There’s nothing to be scared of regarding Facebook’s new algorithm – It’s not the first time they’ve switched things up, and most certainly won’t be the last. If you are still struggling to make your way through the Facebook algorithm changes or aren’t sure where to get started on the whole idea of meaningful content, MILO’s team of digital experts are here to help. Let’s talk!

Pinterest Promoted Posts for Business

What comes to mind when you think about Pinterest?  Brides pinning wedding dresses.  Parents- to- be pinning organic baby food recipes. Moms pinning how to have the most organized dream home while maintaining a full-time job.  And then feeling like a failure because that is unattainable.

Pinterest has come a long way, baby.

Did you know that Pinterest for business is on the rise, and can bring more referral traffic than Twitter, and more leads than Google+ and LinkedIn combined?

Pinterest is a creative way to promote your business and reach a market that is already interested in what your business offers.

Pinterest Promoted Posts

Pinterest recently announced that they would be experimenting with “Pinterest promoted pins”.  These pins are tastefully placed in areas that users explore, and have special “promoted” labels that indicate which business is being spotlighted, and how the users can find out more.

Pinterest has committed to making these promoted pins transparent, relevant, and tasteful, with no flashy banners or pop-up ads.  Pinterest has always been open to feedback from its users, and these promoted pins are no exception;  they are constantly changing to meet the needs of their users.

So, now what?

  • Use the tools.  Pinterest’s analytics help you track what’s happening and who you are reaching.
  • Add the “Pin It” button to your products so people can share your stuff.
  • “Rich Pins” are ways to add extra information about your products to give consumers more information about what you have to offer.
  • Understand the brand guidelines of Pinterest, and use the logo and badges to let people know that you are active on Pinterest.
  • Research what your clients are pinning, and be sure to follow other relevant businesses.  Be social!

See what Pinterest can do for your business, and as they say, things could get Pinteresting!