Small businesses not only across the country but around the world now have a large number of different options to choose from when it comes to promoting themselves on social media. And while many have likely already staked their claim on some of the best-known names in the industry – like Facebook, Twitter, and LinkedIn – it might be time to start thinking about getting involved with one that's emerging very quickly as a major player in the field.
Most small business owners are not yet taking advantage of their prospective avenues for connecting with potential and current customers through the popular social platform Pinterest, according to a report from Digital Trends. This site's user base is growing quickly, and while there are certain demographic considerations that must be made (given that Pinterest is used largely by young and tech-savvy women, and therefore might not be a good idea for, say, an independent life insurance issuer to get involved with), it seems that the site could be fertile ground for fostering good relationships with consumers in their areas and beyond.
However, the trick with doing so is using Pinterest in ways that companies do not – or simply cannot – use Facebook, Twitter, and so on, the report said. People on this site may have different expectations than other social media users, and making sure to capitalize on them could be the difference between success in attracting more customers and wasting your time on the site.
So how can it be done?
Because Pinterest is by far the newest of the major social networks, many small business owners might not even know where to begin in marketing to its users, the report said. While most small businesses might be content in posting pictures of their products on their Pinterest boards and calling it a day, others that get a bit more creative might likewise find themselves being a little more successful in reaching new people. For example, posting images that detail events a company is putting on or creative ways in which people can use their products might highlight that the enterprise is not only creative, but also fun.
Of course, there is one tactic that is almost always effective in reaching consumers no matter what the social network, the report said. Companies that run contests that are exclusive to their Pinterest pages – but are promoted on Facebook, Twitter, and other sites – may find that doing so helps to draw more eyes to their offerings and get people engaged and talking about the contest and business in general. Along similar lines, it's often a good idea to post deals or coupons that are exclusive to Pinterest. Another important way to promote the existence of a small business' Pinterest board, of course, is to add the "Pin" sharing icon to its site so that people are aware that the profile page even exists.
Finally, as with all other social media platforms now employed by small businesses, the most important thing that will keep consumers coming back to a company's board is if it's updated regularly, the report said. Too often, small business Twitter or Facebook pages will go months at a time without being updated, and that can serve to turn off customers, or at the very least prevent them from becoming engaged. Regularly updating Pinterest and all other social platforms is therefore vital for being successful with them.
Owners worried about their ability to offer deals or devote more time to these sites may want to shore up their bottom lines in other ways, such as by finding more affordable small business insurance – like liability insurance – to save thousands of dollars per year.