Need to mix up your marketing? It seems that you could do worse than considering an image-based social network…
Images are processed 60,000 times faster by the brain than text and 65% of people are visual learners (Business 2 Community). These stats go to show that humans are biologically built to be more receptive to image-based marketing, and there are plenty more stats to make a persuasive case for using Instagram and Pinterest…
– For increased sales… 87% of Pinners have purchased a product because of Pinterest (Pinterest).
– For boosted average order value… Those who interact with a Promoted Pin spend 7x more than others (Pinterest).
– For business growth… Brands on Instagram with over 100K followers have grown by 163% in two years (Simply Measured Q3 2014 Instagram Study).
– For users that take action… 75% of Instagram users take action, such as visiting a website, after looking at an Instagram advertising post (Hootsuite).
Interest piqued? Then we should get to work on your fast-track Instagram and Pinterest mastery!
Instagram – From A to Z
Only 28% of marketers use Instagram. The question we’d like to ask is why? After all, this is a medium of impressive stats: with 200 million users who upload 60 million photos every single day. It’s also a platform where engagement rates are a staggering 15 times higher and a plain, unbelievable 20 times higher than Twitter.
With the case made for Instagram, let’s get to grips with adverts that capture interest, clicks and sales.
The anatomy of an effective Instagram campaign
Secret ingredient #1 – Dynamic imagery
Colourful subject matter, close up photos, tight product shots, untraditional angles and motion blurred backgrounds can add dynamism to your images.
Secret ingredient #2 – A story beautifully told
Instagram users are especially open to images that tell a story, and before you think only the likes of Kim Kardashian are suited to drama and intrigue, consider this: equine businesses, no matter the specific product or service, typically rely on custom from a close-knit collective of target markets. So why not tell the stories of your customers – those who others can relate to, and that they share similar problems with.
Secret ingredient #3 – Creating adverts in every format – image, carousel and video
Today Instagram has extended their advert options to also include video and carousel ads. So, which is most effective? In most instances campaigns benefit from using all three, as you can A/B test to see which is driving the most results (look out for our upcoming guide to A/B testing in the May issue if you plan on taking this approach). Using multiple formats can also reinforce a single campaign message.
Fast PressPoint Pro Tips for making the most of Instagram
1. Don’t forget to add your Call To Action to your bio
2. Consider using influencers rather than traditional PPC (use a tool such as SocialBlade to assess the potential reach of the influencer you may be considering)
3. Involve your audience, with user-generated content – create a shared hashtag and encourage them to share photos of your product
Instagram Ads: A how-to for the fastest way to promote your posts
If you’ve upgraded to an Instagram business account you can create app adverts on the go, for boosted profile visibility in 60 seconds flat. Here’s the step by step:
1. Select a post to promote and tap the arrow in the top right-hand corner.
2. Select an objective and action button:
Instagram has helpful in-built objectives, such as driving more profile and website visits or reaching people close to an address. This is coupled with actions and suggested text.
For example, if you want to drive people to your website, Instagram will suggest:
– Learn More
– Watch More
– Shop Now
– Book Now
– Sign Up
– Contact Us
3. Set your budget and duration:
Our top tip when it comes to budget and advert duration is to begin with a modest budget, for a trial period, over which time you’ll A/B test the life out of your ads.
4. Launch and watch your insights like a hawk:
With your budget and duration set, you’ll wait a short while for the approval of your promotion. To view these, you’ll need to select the post on your profile, and click on ‘View insights’. This will lead to the demographic breakdown, click-through data, impressions and reach, as well as insights into the number of views before the post was promoted.
Pinterest – Creating and optimising your profile
– Around 5% of all referral traffic to websites comes from Pinterest (Shareaholic)
– The half-life of a Pinterest pin is 1,600 times longer than a Facebook post (Webpage FX)
Pinterest offers one thing almost every other social network doesn’t – longevity. The fact that your pinned images can pop up in feeds even following 4 to 5 months means that your efforts and investments here could and should secure better ROI.
Five super easy tips for boosting business through Pinterest
1. First of all – Make sure you’re naming your images well:
Choosing keyword rich names for your images on your website and on Pinterest will help drive your images up the search engine results – a seriously underappreciated potential source of organic traffic. The worst possible alternative is to opt for device generated names, such as DSC_08364.jpg.
2. Add an eye-catching hover ‘Pin It’ button to your website and blog images:
Ensure that your blog images are being pinned by those reading your content by adding a ‘Pin It’ button that appears whenever their mouse hovers over the image.
3. Make sure you’re using a business page, rather than a personal page:
You may not be able to spot the difference between a business page and a personal page from the front end, but the back end of Pinterest is a different matter. Here you’ll find plenty of helpful analytics, metrics and data – including the number of unique users, number of re-pins, impressions, content that secures the most re-pins and site visits. All super helpful stuff when it comes to tracking whether you’re Pinterest strategy is working.
4. Be smart when separating your content into boards:
Boards should be used wisely to split your content into categories. That could mean a board for your infographics, another for your guides, a further one for ‘behind the scenes’ at your business, and so on.
5. Make the most of rich pins:
Rich pins step it up a gear in terms of the information a pin can include. Namely there are five topic-specific details –
– Place pins include an address, phone number and map
– Recipe pins include ingredients, cooking times and serving info
– Movie pins include ratings, cast members and reviews
– Article pins include the headline, author, story description and link
– Product pins include real-time pricing, availability and where to buy
6. Consider collaboration, with group boards:
Group boards allow you to invite other users to pin to your board, however you retain the ability to edit the title and description, as well as being able to remove pinners and pins should you wish to. This could be especially powerful post equine-event – say for creating a board of attendees whom you’ve connected with at BETA, for a highlights reel from the day.
7. Make your boards info-rich:
Pinterest may be an image-based social network, but people are still hungry for helpful information – no one more so than your fellow businesses. For this, you need to consider how you can deliver easy, bite-size chunks of information through your images. And for that, the infographic format is likely the most obvious choice. That said, not all businesses have the time and money to invest in creating infographics (which require both research and graphic design, although there are free infographic makers out there, such as Canva). If you’re too money and time-short, simply take the time to discover quality content from others that you can share.
8. Optimise your Pinterest presence for the search engines:
Here’s a short sharp summary of optimising for SEO, when it comes to Pinterest:
– Include links to your website
– Use your pin well – Strike the right balance between being concise and including the right keywords
– Speak in your audience’s language – Take a look at your competitors and analyse the language they use
– ‘Pinjack’ suitable search terms and images – Research your competitors and find terms and images that are securing results
– Use hashtags – This will help drive potential customers to your content
– Choose an optimised company username – This doesn’t have to match your real-world business name
– Optimize your “About” section – Ensure it’s keyword rich, engaging and 100% unique.
And with that, your visual marketing masterclass is complete. But if you’re feeling less pretty-as-a-picture and far more t-and-miss, it may be time to leave Instagram and Pinterest to the professionals. Call our team on 01953 851513, or send a message over and we’ll be right back in touch – firstname.lastname@example.org.