Social Media and Online Marketing Made Simple Series: An introduction to Online Marketing success for Small Business Owners and Entrepreneurs.
In this series you will learn the essentials of social media marketing and online marketing for small businesses and entrepreneurs. With billions of social media users, learning how to design and use the right social media channels for your business is crucial. But you need to approach your social media and online marketing activities strategically to get real results. So, in this series we’ll share proven social media tips and strategies you can use to reach your business’s goals.
By the end of the series you will choose a platform to go “all-in”. Have a plan of action and tools you need for success.
Who Should Attend:
• Small Business Owners
• Start Ups
• Those just getting started with Social Media
• Those interested in understanding how social media works
Class Three: How to Grow Your Business with Pinterest & Instagram
In this class discover how Pinterest and Instagram work, success stories from other businesses who are winning it, and tools to save you time and money. Connecting the dots from social media to sales
Get your worksheets here: http://bloggerithm.com/blog/grow-business-with-pinterest-and-instragram/
1. HOW TO GROWYOUR BUSINESS WITH INSTAGRAM & PINTEREST
Taught By Molly O’Kane
bloggerithm.com/blog
2. What is the hardest part
about being a small
business owner?
We will use the answers later
3. This workshop will be perfect for you….
• If you currently have a small
business
• If you’re new to social media
• If you’re looking to grow your
business
4. My Promise to You
1. All about Pinterest & Instagram
2. Loads of ideas to try out
3. There are tools to make your life easier!
In about 3 hours you’re going to learn:
7. Meet Molly
Social Media & Marketing Consultant
for San Francisco Small Business
Development Center
With over a decade of starting new programs
from scratch, speaking, and most
importantly, real-life, in-the-trenches
business experience.
I started helping small business owners over
three years ago deal with the sometimes
overwhelming marketing, advertising & social
media aspects of starting a new business.
11. Review TOOLS: HASHTAG
RESEARCH
• Hashtagify is a hashtag search
engine with data about
hashtags. $9.99/mo.
• RiteTag notifies you when new
hashtags emerge for your
topic. $49/yr.
• Google Trends
• Google Plus Classic View
23. Profile
• Pick a profile image that
will help people recognize
you (logos work great).
• Profile images look their
best at 160 x 165 pixels.
• Write a profile description
to introduce your brand &
what inspires you.
Pinterest- Step 2 Eye Catching Profile
24. Insert your rotating showcase
• Rotating showcase-it’s the
first thing people see.
• Choose up to five of your
boards to feature.
• If you have any Buyable
Pins to share, highlight
them in the first “Shop”
slot.
• Update your showcase to
highlight what’s new this
season, what’s on sale or
whatever else makes
sense for your business.
Pinterest- Step 3 Create Your Rotating Showcase
(new)
28. Create Boards
• Start with about 5-
10 boards. Name
one with your
business name, or
even something like
“My Designs.” The
rest will be more
general — food,
places, fashion,
etc., or you can
keep with a theme.
Goal is 20+ Boards
Pinterest- What To Do
31. Boards
• Give your boards clear
names so people can tell
what’s on them
• keep name to 20
characters or less.
• Add a board description,
include keywords
• For each board, choose a
compelling cover Pin that
quickly gives people a
sense for what’s on that
board
Pinterest- Naming Boards
32. Boards
• Use secret boards as a
staging tool to make
sure new boards are
ready for prime time
before you launch them
to the public.
Pinterest- Boards
33. Boards
Put your most relevant
boards at the top.
• seasonal boards
• boards with the most
repins.
Pinterest- Boards
https://www.pinterest.com/lowes/
34. Boards
• Try Pinning a handful of
Pins at once that together
tell a story and capture
the imagination.
• For example, a Pin of a
patterned dress next to
the place that inspired it
is more compelling than
just a product photo.
Pinterest- Boards
Container Store https://www.pinterest.com/containerstore
41. The ideal aspect ratio for a Pin is 2:3 (600px
wide x 900px high).
High Quality
High Resolution
Consider text overlays for clarity
Focus on a single product or multiple
products to appeal to different tastes
Write detailed descriptions
Pinterest- A Pin
42. Be picky with color your
choices
Data also shows that images with
dominant colors (such as red, dark
green, pink) are shared 3X more
than images that don’t contain
them.
In addition, red or orange images
are repinned twice as often.
Pinterest- Color
43. • Pin at least once a day so
your followers get fresh
content in their home feeds.
• Don’t just Pin your own
stuff.
Idea: Partner with bloggers
and lifestyle websites to Pin
their content.
• Make sure your Pins link
back to somewhere helpful.
Get more referral traffic to
the right places.
Pinterest- Pinning How to
45. USE HASHTAGS
more search-friendly.
Promoting a new campaign of
some sort?
1. Create a pinboard around it
2. tag it with a hashtag you’re also
using on Twitter and Facebook
Pinterest- Use Hashtags
46. Engage with Other’s Pins Start
following users you think would
want to follow you back.
Follow other peoples boards
Like and comment on others pins.
Helps get you noticed
Pinterest- What to Do
https://business.pinterest.com/sites/business/files/best-practice-guide-en.pdf
47. Create a user generated board:
customers using product board
or
Group Board
1. Enabling other users to
contribute their own pins to
your pin boards, (group
Board)
2. Pick out a few of your top
evangelists or customers
3. create a board dedicated to
their pins.
Pinterest- User Generated Content
https://www.pinterest.com/stitchfix/ladies-in-stitch-fix/
48. Contest tips:
• Be Creative. Modcloth wins at contests by keeping
them fun and original.
• 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.
Pinterest- What to Pin
Run a Pinterest Contest
49. Participate in Group Boards
• Allows you to have another way to
be discovered.
• “Going where you customers are
already hanging out”
Pinterest- What to Pin
50. AVOID HUMAN FACES IN
VISUALS
Data shows that Images with no
human faces are shared 23%
more than those with them.
When selecting photos for your
Pinterest boards, be sure to use a
variety of photos and illustrations
Pinterest-Images
https://cdn2.hubspot.net/hubfs/53/offers/An-Introduction-to-Pinterest-for-Business.pdf?t=1485574486329
51. Buyable Pins let people
buy your products
without ever leaving
Pinterest.
Only can do with these
platforms
• BigCommerce:
• Demandware:
• Shopify:
Pinterest- Make Pins Buyable
52. Rich Pins
What is a Rich Pins are Pins that
include extra information right on
the Pin itself.
• app,
• movie,
• recipe,
• article,
• product
• place.
• To get started, you'll need to prep your
website with meta tags, test out your Rich
Pins and apply to get them on Pinterest.
Pinterest- What to Pin
https://business.pinterest.com/en/rich-pins
53. • Click-Through Rate – improvement in
CTR for many merchants. Target reported
a 70% increase in traffic from
Pinterest when Rich Pins were enabled.
• Discoverability – images become eligible
for Pinterest’s own curated categories. The
“Gifts” feed, for example, only considers
Rich Pins for inclusion.
• Price Notifications – if you reduce the
price of your product or run a sale,
customers who repinned your products will
receive an email from Pinterest notifying
them of the price drop and prompting them
to buy.
Pinterest- Rich Pins
https://business.pinterest.com/en/rich-pins
62. Pinterest- Ads
Targeting
• Interest targeting
• Keyword targeting-
Try to have a
focused and targeted
approach with
Pinterest
keywords. Don’t add
too many
• Customer database
targeting
63. Pinterest- Ads
Some differences with Pinterest ads
Link to a web page that shares more information
about your value proposition and gives the user the
"choice" to convert.
Not lead generation landing page
Subtle or soft CTAs such as
"Sign up today for a free trial,"
"Download this free guide,"
"Here's how to write a compelling blog post") when
promoting a checklist you'll be redirecting them to.
65. BuzzFeed (online Magazine) 5 Lessons Using
Pinterest
1. Pinterest is a huge driver of traffic.
“Pinterest is BuzzFeed’s second largest social
network referrer. It also has a much longer
lifecycle than other social networks, often
driving traffic to posts months after publication.
In fact, more than half of BuzzFeed's traffic from
Pinterest goes to posts published more than 2
months ago,” said Dao Nguyen, VP of Growth
and Data at Buzzfeed.
https://business.pinterest.com/en/success-stories/buzzfeed
66. BuzzFeed 5 Lessons Using Pinterest
2. You might be surprised by how Pins drive
traffic.
Pins that get the most saves aren’t always the
ones that drive the most traffic.
Some Pins (like funny ones) are so compelling
that readers click immediately to see the rest of
the post. They may save later, or they may not.
Other Pins, like beautiful images of food or
travel, get saved a lot but readers don’t click
through until later.
https://business.pinterest.com/en/success-stories/buzzfeed
67. BuzzFeed 5 Lessons Using Pinterest
3. It’s smart to experiment.
BuzzFeed posts from classic categories like
Beauty, Home, Crafts, Fitness and Food do well
on Pinterest, but they’ve learned that other
topics like tattoos, books, Disney-inspired posts
and humor do well, too. In fact, of the top 100
BuzzFeed posts on Pinterest, over 30% of the
traffic are to funny posts.
https://business.pinterest.com/en/success-stories/buzzfeed
68. BuzzFeed 5 Lessons Using Pinterest
4. Make content easy to Pin, especially from
mobile.
• makes it easy for readers to Pin by integrating
Save buttons and “Follow us on Pinterest”
widgets on their site. They also increased the
size of the Save button on their share bars
and on individual images for readers coming
from Pinterest.
• 77% of visits from Pinterest to BuzzFeed are
on mobile
https://business.pinterest.com/en/success-stories/buzzfeed
69. BuzzFeed 5 Lessons Using Pinterest
5. Learn what makes a great Pin for you.
The BuzzFeed team has found that designing
one Pinterest-ready image—like this one of
fruit-infused waters— that lives at the top of a
post encourages more clickthroughs, especially
when the image is tall and inspiring.
writing good Pin descriptions is important,
especially if the image isn’t beautiful but is
really interesting or useful.
Positive descriptions are generally more saved
and clicked because they’re easier to discover.
https://business.pinterest.com/en/success-stories/buzzfeed
70. Sephora (Make Up)
• Use email to encourage Pinterest
engagement
• Encourage customers to pin their shopping
lists
• Make it easy to save from your website with
the Save button
• 60% growth in traffic from Pinterest
• 15x more average spend from Pinners,
compared to the average Facebook user
https://business.pinterest.com/en/success-stories/sephora
“We realize that clients are busy and
don’t always have time to immediately
purchase products from our emails. We
wanted to make it easy for them to save
for later if they saw something they
liked, but weren’t quite ready to buy.”
71. Forevermark (Engagement Rings)
• Get there first: Pinterest lets you connect
with your target customers before they even
know they need you. Use Promoted Pins to
reach them when they’re most receptive.
• Use search targeting: Search is one of the
most common behaviors on Pinterest. Place
your brand in front of your customers as they
are just starting to think about their
engagement or plan their wedding.
• Be helpful: People are more likely to save
Pins they find useful, so focus on educating
your audience before you start selling to
them.
https://business.pinterest.com/en/success-stories/forevermark
Because they were targeting their
audience early in the consideration cycle,
Forevermark used general keywords like
“engagement rings,” “diamond
jewelry,” and “wedding ideas.”
72. Forevermark
• Engagement rates were 4x higher than the
vertical average, which means
Forevermark’s audience is getting closer to
action
• 50% higher than average save rate,
generating valuable earned media (free
impressions) for the brand
• 18% of impressions were earned, thanks to
Forevermark’s save rate.
https://business.pinterest.com/en/success-stories/forevermark
73. Caribou Coffee (Coffee
Roaster)
• share memorable quotes,
• inspiring photos,
• their favorite flavor
combinations and coffee
drinks and
• great Pins they curated from
other people.
Launch: Real Inspiration
Blend
Pinners added inspiring
images with the hashtag
#InspireCaribou
https://business.pinterest.com/en/success-stories/caribou-coffee
The campaign was a huge success, garnering more
than 11 million media impressions, and achieving a
Facebook clickthrough rate that was 73% higher than
the industry average and a Twitter engagement rate
that was double the industry average.
74. • Tailwind App A new standard in Visual Marketing, Analytics and Management.
Discover Content, Schedule Posts, Monitor Conversations, Launch Promotions,
and Analyze Results. All in One Platform. Discover Content, Schedule Posts,
Monitor Conversations, Launch Promotions, and Analyze Results. Cost:
$10/month
• Viraltag Social Media Marketing Tool for Sharing Visuals. Manage multiple social
networks, schedule unlimited posts, recycle evergreen content, collaborate with
your team, and analyze performance - all from a single dashboard. $24/mo.
• BoardBooster is a pin scheduling tool for bloggers. It helps manage Pinterest
accounts by automatically spreading new pins over ideal pinning hours. Free to
$5/mo.
• Follow Liker is an optimized and automated versions of Twitter, Instagram,
Pinterest and Tumblr that you can run 24 hours a day. $97/one time payment for
each media
Tools to Use with Pinterest
75. • Board sections
• Soon you’ll be able to add sections to your boards, making it
easy to organize Pins the way you want to. This means you
can save all your ideas to a single board, organize into
sections, and easily find them later.
Coming Soon Pinterest
76. Learn More Pinterest
• How to Make Great Pins
https://business.pinterest.com/sites/business/files/how-to-
make-great-pins-guide-en.pdf
• Best Practice Guide for Business
https://business.pinterest.com/sites/business/files/best-
practice-guide-en.pdf
78. Instagram is a fun and quirky
way to share your life with
friends through a series of
pictures. Snap a photo with
your mobile phone, then
choose a filter to transform
the image into a memory to
keep around forever.
80. • The average Instagram user spends 21
minutes per day on the network, according to
Econsultancy.
• Top brands get 58 times higher engagement
than Facebook and 120 times higher than
Twitter, says Forrester.
• The visual format offers a natural fit for
promoting branded campaigns, lifestyle and
retail content, and increasing employee and
customer loyalty.
Instagram- Why Use
Econsultancy, “20+ Instagram Stats Marketers Need to Know.” 2015. https://econsultancy.com/ blog/65939-20-instagram-
stats-marketers-need-toknow/
2. Econsultancy, “20+ Instagram Stats Marketers Need to Know.” 2015. https://econsultancy.com/ blog/65939-20-instagram-
stats-marketers-need-toknow/
3. Forrester, “Instagram Is The King Of Social Engagement.” 2014. http://blogs.forrester.com/ nate_elliott/14-04-29-
instagram_is_the_king_of_ social_engagement
82. Instagram- Create Account
Profile Picture
Simple is best.
brand's logo or a
graphic symbol.
Keep in mind it will be
cropped into a circle
and appear as a 150
x 150 pixel image
85. Instagram- Posting Tips
• Post Consistently
• High Quality Photos (1080 pixel width for
best quality)
• Think Square
• Have a recognizable face
• Take time to write great descriptions-People
like worldy descriptions
such as “A beautiful day no matter rain or
shine because yoga replenishes your soul.”
86. #Hashtags
• To join in what’s trending –
Trending hashtags are those
which are viral at a given
moment.
• To connect with a niche –
Finding related hashtags takes
some digging.
• All of the 30 that you’re allowed
to
Instagram- What to Post
87. Show Your Product Catalogue
in Motion
• This gives your followers an
opportunity to see your
products in a context they can
relate to in their day to day
lives.
Instagram- What to Post
89. Products, Paint A Mood
• Keep it casual and give
consumers an emotional
context to identify with.
• Focus on answering
questions such as “What
will I feel if I own this
thing? What will it say
about me?”
Instagram- What to Post
https://www.instagram.com/benandjerrys/
91. Run Giveaways and Contests
Like or Follow to win
email gated
User Generated Content
How: Offer a prize people are
interested in winning and ask
them to like your profile, like the
post, and @ mention one friend
per entry.
Partner on contests
Instagram- What to Post
92. Behind the Scenes
Nothing says engagement like giving
your followers the ability to see
what happens behind the scenes
and giving them a chance to like
and comment.
Show how your product is made
Instagram- What to Post
94. Regram user generated
content
User generated content is
content (photos and
captions) that the users of
your product create
themselves.
If you setup a branded
hashtag (check nobody else
is using it first and then just
start using it)
Instagram- What to Post
https://www.instagram.com/p/BGK6Lc0su9j/
95. Regram How To:
• Ask for permission
• Avoid edits if possible
• Alway, always, always
give proper credit
The best way to provide
appropriate attribution is
to simply state it outright,
i.e. “Photo Credit:
@username,” “Credit:
@username,” or
“Captured by
@username.”
Instagram- What to Post
https://www.instagram.com/p/BC_UEddLd35/
96. Delight with Flash Sales
Pump up your followers’ feeds with
bonuses, special offers, and insider
announcements.
41% of Instagrammers state that they
follow, or would follow, a brand to take
advantage of perks and giveaways, give
followers that incentive
Instagram- What to Post
97. Share Event
Promote events and
shows on Instagram.
posts with a geotag get
79% percent more
engagement!
Instagram- What to Post
98. Inspire People
• share new
perspectives that
a customer
wouldn’t see in
their everyday
life.
Instagram- What to Post
99. Instagram Stories
• a new feature that lets you share all the moments of
your day, not just the ones you want to keep on your
profile.
• As you share multiple photos and videos, they appear
together in a slideshow format: your story.
• The photos and videos will disappear after 24 hours
and won’t appear on your profile grid or in feed.
• Unlike regular posts, there are no likes or public
comments.
• Ideas: Deliver Special Offers, Show Off Your
Creative Process, Share a Raw, Informal Glimpse
Into Your Business
Instagram- What to Post
100. Engagement is a virtuous circle
• more engagement will also lead
to new followers & more
engagement.
• You want the engagement in the
first hour or so of posting for it to
keep boosting.
• Engage with your followers in
the comments
Instagram- What to Post
Engagement
comment
converse
engagement
follow
101. • Call out your
Instagram
shopping
experience on
your website
Instagram- & Your Website
https://gardensofthesun.net/pages/shop-insta
102. • Feature other
influencers in your
space and reach
through to their
audiences
• One thing that works
well on any social
network is getting other
influencers involved in
the creation of your
content.
Instagram- Influencers
Birchbox teamed with Emily Schuman to curate and promote their May box. The
dual effort resulted in a lot of likes and extensive reach. Birchbox and Emily (who
has more than 260,000 Instagram followers) both promoted this partnership
with five Instagram photos, which received over 18,000 likes and reached more
than 550,000 consumers.http://www.socialmediaexaminer.com/5-brands-on-instagram-that-succeed-with-influencer-marketing/
103. • From April 19 to April 23 (the days that the
Unicorn Frappuccino was available for
purchase), 90,000 pictures were posted on
Instagram using the hashtag
#unicornfrappuccino. Only two of these
photos were organically posted by
Starbucks.
• creating a product that is social media–
friendly, making it available for a short
period of time, and using a hashtag so
users can feel like part of a community
makes for a great marketing campaign.
Unicorn Frappuccino’s Social Media Impact
http://simplymeasured.com/blog/what-your-brand-can-learn-from-the-unicorn-frappuccinos-social-media-impact
104. • Social Media started June
• Party with Bloggers &
Media July 28
• Opened to Public August 1
• $32-$35 tickets 20 tickets
Every ½ Hour
• Releasing a month at a
time
• She already had a large
following Oh Happy day
Color Factory
105. Instagram Ads
According to a Facebook-
commissioned survey conducted
this year by Kantar, only 21 percent
of all purchases are made within a
day of discovery.
107. PURA VIDA BRACELETS
Ads featured influencers wearing the ring
in different settings: on a beach, in the city,
while enjoying a coffee.
Campaign Results:
• 2X higher return on ad spend compared to
conversion-optimized ads, as well as a 14%
increase in return on ad spend for website
purchases.
• 10% increase in order values for purchases
(from value-optimized ads)
• 6% lower cost per action (compared to
conversion-optimized ads) https://business.instagram.com/success/pura-vida-bracelets-2/
108. DOBRA (wallets)
Dynamic Carousel
Event: Remarketing
Campaign Results:
• 30X return on its Instagram investment
and a 32% decrease in its shopping cart
recovery cost. In all, Instagram accounted
for 25% of the total sales of the
company’s remarketing campaign.
https://business.instagram.com/success/dobra/
109. SAX IN THE BEAT (band)
Video ads-showed the group in action, playing
at parties and other types of events. Four short
clips, showing a version of one of Sax In The
Beat’s hit songs, plus images of highlights from
several shows.
Copy: provided contact numbers with a short
presentation of the band.
CTA: Book Now or Find Out More.
Campaign Results:
• price quote requests have gone up 15% and 25%
of all customers now come from
Instagram. campaign. https://business.instagram.com/success/sax-in-the-beat//
110. BEATS BY DRE (Headphones)
Instagram Stories
Tested different stories
Campaign Results:
• 15% higher click-through rate, compared to other
channels
• 29% increase in purchase lift
• 11X lift in traffic to website
• 16X lift in unique user engagement
https://business.instagram.com/success/beats-by-dre/
111. Instagram- Your Turn Create Post
• Image
• Description
• Hashtags (include location
tags)
• Tag People
• List 5-10 Posts You would
create?
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
113. Insights for Posts and stories
• Impressions: Total number of times
your post or story was seen
• Reach: Number of unique accounts
who saw your post or story
• Website Clicks: Number of accounts
that have tapped the website link on
your Business Profile
• Follower Activity: Average times your
followers are on Instagram on a typical
day
• Video Views: Number of times your
video was viewed for 3 or more
seconds
• Saves: The number of unique
accounts that saved your post
114. Top Posts
• Can filter for:
• Type
• Days
• Reach, Engagement
• Or see data for an individual post
115. • Follower Activity: Average times
your followers are on Instagram on
a typical day
• Gender
• Age
• Location
• Most likely to log in to Instagram
116. New
Choose who can comment on
their posts
set comments from just their
followers, or
people they also follow
117. Tools for Instagram
• Boomerang Boomerang is an app for creating fun, 1-second long videos with no
audio. Free
• VSCO has emerged as the reigning champ of creating beautiful photos on-the-
go. Free
• Tailwind App A new standard in Visual Marketing, Analytics and Management.
Discover Content, Schedule Posts, Monitor Conversations, Launch Promotions,
and Analyze Results. All in One Platform. Discover Content, Schedule Posts,
Monitor Conversations, Launch Promotions, and Analyze Results. Cost:
$10/month
• Like2Have.it is a great tool for creating embeddable Instagram feeds outfitted
with links that drive customers directly to product pages. Cost: $20/month
• Iconosquare Instagram analytics made easy. Measure your performance and
optimize your strategy. Track hashtags. Benchmark against your competitors.
$9/mo.
• WEBSTA Get easy-to-understand data and statistics about your Instagram
account and make smart marketing decisions with WEBSTA!
118. Instagram- ROI Tracking
• FYI- Because
you can’t click
direct on links
except in
profile
description, it’s
difficult for
small
businesses to
track.
• Make sure to
ask customers
how they hear
about you.
119. Instagram Tool- Inselly Free
Uses the profile–link–to–storefront method of selling. It
comes with the added bonus of the Inselly hashtag.
121. Instagram Tool- Soldsie + Shopify
Ask your buyers to make purchases by
commenting “sold” directly on the post and
including any necessary size/color/selection
information.
122. Learn More Instagram
• Marketers Guide to Instagram
https://blog.kissmetrics.com/marketers-guide-to-instagram/
• The Beginner's Guide To Influencer Marketing on Instagram
https://www.shopify.com/blog/115935109-the-beginners-
guide-to-influencer-marketing-on-instagram
126. • Google Analytics: Google Analytics makes it easy to
track your traffic from social media, create campaigns
and figure out your ROI. It’s also helpful for tracking
metrics for social media sites that don’t give you a great
amount of data like Snapchat or Instagram.
• Individual social media platforms: Certain platforms
like Facebook, Twitter and Pinterest will give you further
insight and metrics that will be helpful depending on
your goals.
Tracking Social Media Success (ROI)
127. What Did We Learn Today
• Learned more about Pinterest
& Instagram
• Reviewed assets we need for
social media
• Tools To Save Time
128. If you loved the class, I would love to hear about how
you will use what you learned
Before you leave write a review
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