insightfulmarketing

Simple, effective and insightful small business marketing

How Pinteresting February 22, 2012

How many of you are pinning?  Pinterest, the newest social media site, just hit more than 10 million unique visitors, making it one of the fastest growing websites ever. In the past six months, visits to Pinterest grew by 4,000%, receiving 11 million hits in just one week! I have been seeing or hearing about the site everywhere…from the delicious recipes I was perusing on Lynn’s Kitchen Adventures that had a link to her Pinterest page to the friend at my son’s basketball game last weekend that shared she recently got an amazing recipe and her kid’s Valentine idea from the visual pinboard.

English: Red Pinterest logo

Pinterest was named the best new start up of 2011 by TechCrunch and is doing a great job of driving traffic, leads, and sales. In fact, early research indicates that Pinterest is more effective at driving traffic back to a website compared to other social media sites, even Facebook. Josh Davis includes some interesting stats on his blog:

  • Pinterest is now driving more traffic to the Real Simple website than Facebook is.
  • Warbly Parker, the hip but inexpensive eyeglass retailer, reports that 11% of its social traffic is coming from Pinterest. 18% is coming from Twitter.
  • Like many early bloggers, Kate Bryan managed a blog that was based around her interests, but it never generated many readers. She blogged about her professions of hairstyling and jewelry making, and also her craft projects. Hairstyles are extremely popular pins on Pinterest. Kate started pinning her own work and rapidly started generating traffic. In five months, she achieved over 14,000 new subscribers to her site as well as generating over one million page views from Pinterest.

What’s unique about Pinterest compared to most social media websites, is that it reduces the number of steps from discovery to the coveted conversion. This means that visitors from Pinterest convert into leads or sales faster than from other social media sources. Pinterest is also a great tool for increasing links back to your website, thus driving more traffic.

Image representing Twitter as depicted in Crun...

Let’s look at Twitter, as one example. If a person reads a tweet regarding a product, it’s less likely that a user will buy that product from just seeing one tweet – well, we’re all a little shallow so maybe unless it’s celebrity-endorsed. Are you in the market to pay big bucks for Snoop Dog, Tori Spelling or the Kardashian’s to endorse your tweets? Ummm, probably not!

The site now connects with Facebook, according to a recent Open Graph announcement, which enables users to automatically post new pins to their Facebook news feed for others to see. This translates into more people from other channels getting access to the images you post to Pinterest. However, for business marketers, right now Pinterest only connects with personal Facebook profiles, not business pages, so there is no way for businesses to automatically share their pins to their Facebook pages. In order to do so, marketers must manually share the link to the pin on their business page.

Yet, if marketers sign up for Pinterest using the same email address used for their corporate Twitter account, they can automatically share the pins they post to their Twitter account.

So ask for your invitation and start helping your customers plan their wedding, select their next pair of shoes or just let them get to know your business brand better through the visuals you pin.

Happy pinning!

 

5 Branding Tips for Small Business February 16, 2012

Filed under: Marketing,Social Media,Uncategorized — insightfulmarketing @ 9:51 pm
Tags: , , , ,

Even though you may not be the size of a corporate giant like Coke or Microsoft, engaging in branding is important for your small business.  Here are 5 branding tips that could make a difference for the long-term success of your small business.

English: English and Hebrew Coke labels in an ...

1.  Create a logo and put it on everything.  You don’t need to spend a lot of time or money creating your logo, but you do need something that stands for your business that customers can recognize.  You then need to put it on everything from letterhead and invoices to your website and newsletter…and every communication in between.

2.  Start a blog. A blog can be a great tool for a small business. With it your site will rank better in search engines, you can communicate to customers and grow brand involvement. Blogs help you share valuable information and help you become the expert customers will trust when the time comes to make a purchase decision.

3.  Prepare a one-page business overview. This one pager will be critical as a leave behind when you meet prospects. Be brief – Use short sentences in short paragraphs – people like to read quickly. Also make it very conversational; it’s not a white paper. Your one page overview should include your value proposition, target audience benefits, customer testimonials and a mini-case study – and don’t forget to put how to contact you!

4.  Participate in local business events and network.  Participate.  Get involved.  Going to events is wonderful, but you’re just a face in the crowded room. Ask to be on one of the committees or chair or sponsor a meeting. Interestingly enough, it’s as easy as just asking most of time. Groups are looking for volunteer to help and it’s a great way to elevate your status and visibility among the entire organization and your local community.

Proper branding is critical to your long-term success. A lot of people think of branding as just logo development. But in reality, branding is managing the thoughts and feelings of your customers through the whole sales process to ensure that you can bring the benefits they desire. If your desired brand image isn’t what’s in the minds of your target audience, you’ve got to figure out where the gaps are and how to address them. And fixing those issues is hard work because the old adage still rings true – the customer is always right.

 

 

 

Are you marketing and selling your small business? February 2, 2012

Do you believe you have a great product or service, but you’re having trouble getting your small business to the next level? Whether it’s dog grooming, window washing, resume creation or coffee shop, marketing makes a difference….and even if you have a great service or product…I don’t think your business if going to sell itself.  So let’s take a look at your sales and marketing planand see where there’s opportunity for improvement.

Customers are Ignoring You

Web Strategy

Ask yourself these questions:

  • If you have a website, how great is your landing page? How well does it represent who you are and what you can do? And if you don’t…WHY NOT?
  • If you have customers that make appointments, do you offer on-line appointment setting?
  • How strong is your call to action
  • Do you have customer testimonials…they are an excellent way for someone else to sell your business and give it credibility.
  • Are you using social media to connect and have conversations or do you provide valuable information to customers or potential customers via the Internet?

Product or Service Strategy

Ask yourself these questions:

  • How well do you know your target market? Who exactly is your customer?
  • Are you putting yourself in your customer’s shoes? Are you looking at your business offerings and service from their prospective?
  • How well do you know your competition?  How do they do things? Are they outselling you or offering something your customer’s might benefit from?
  • Would it be appropriate to cross-sell?
  • What are your business objectives for the year?

In short, marketing and selling your business has many components with both web based and traditional tactics to think about, but they can provide you with the tools to bring your business to the next level and meet or exceed your goals.  Start thinking about them today and see where you go….