An effective social media strategy plays an important role in our digitally-driven world. As a small business owner, social media is extremely useful for you. From building brand value to gaining customer loyalty—there are various benefits of being on top in the social media game.
While Facebook and Twitter have already secured a spot for driving traffic and increasing sales, the use of Pinterest (73+ million users) and Instagram (300+ million users) for the same has also seen a phenomenal rise in recent times.
Let us take a look at how you, as a small business owner, can use these “visual” social platforms to increase sales:
1. Reaching Out And Engaging Customers
Use both platforms to spread awareness among targeted customers about the product or service your business offers. Pinterest and Instagram allow the users to scroll through the timeline and pin boards and find all images under one umbrella with a simple hashtag.
This means that they can upload a picture of your product on Instagram and/or create a separate pin board of engaging images on Pinterest. This improved customer engagement on a personal basis is a powerful medium to create conversions on your company website.
2. Helping In Creating A Brand
As a small business owner, you must implement a proper marketing strategy on social platforms to create an online brand image. And, what more can represent a clear brand image than a photograph? Therefore, pick those creatives for your Pinterest and Instagram accounts that actually connect with the product or service of your business.
On Pinterest, particularly, go for thematic boards or How-To guides. Stick to a format and experiment with the visual content. If you have the financial bandwidth, you can even post short clips on Instagram to increase recall value among customers. If you can create a wonderful impression among the social media savvy users, you get the sales!
3. Make ‘Buying & Selling’ Possible
Although a recent development, Pinterest and Instagram now have a revenue button on their platforms. This, by the way, is of great significance for small business owners. On Pinterest, this button is in the form of a ‘buyable pin’ and is seen right next to the regular pins that are used by users to create customized boards.
If you click this button, you are redirected to the checkout where you can make the purchase. On the other hand, if you want to sell your product or service on Instagram, you will have to actually contact the team to get a ‘Shop Now’ button on your profile.
4. Encourage The Customers To Visit Your Website
The best way to increase conversion rates is to direct the customer base to the website. Whether you do it through social posts, newsletters or consumer forums—it is extremely important for you to gain maximum traction on the website.
While you can have the website link on all your prominent social networking profiles, there’s adequate space for you to experiment with this on Pinterest and Instagram. Have you ever noticed the ‘Location’ tag whenever you upload an Instagram post? Well, you can use that to insert the URL of the website, rather than the location itself!
On Pinterest, you can actually insert the link (redirecting to your company website) in the pin itself. The only catch is that links are actually clickable on this social platform, as compared to Instagram where they would appear as text. If the original URL is too long, create a short link that can go up on Instagram.
5. Focus On The Needs And Behaviour Of Target Market
The content uploaded and shared on Pinterest and Instagram is controlled by the users. What they want to see on their timeline or what they want to pin is totally their prerogative. Hence, you have to understand the behaviour of the customer base.
That is possible once your brand gets a few buyable posts on Pinterest and Instagram. Then you will be able to narrow your focus even more on exactly who is interested in your product or service. For instance, Instagram will soon integrate its new feature with Facebook Ads.
This means that small business owners will be able to sell with heightened interest and waste less in their marketing and advertising budgets.
It’s safe to say that both Pinterest and Instagram have evolved as social platforms. Pinning photos mindlessly or uploading selfies—that’s not what everyone does on those platforms anymore.
In other words, they are not just restricted to casual networking but have grown to be of huge help to small businesses.