Whilst Pinterest may not yet be as popular as Facebook or Instagram, it is a rapidly growing platform that boasts nearly 200 million monthly users. Pinterest is a network where people go to be inspired, a huge part of this is looking for the perfect product that will help them achieve their desired lifestyle. By using aspirational pins to promote your products you expose your website links to a wide and eager audience. In this blog, we will be outlining 5 simple steps to building the perfect Pinterest page for your business.
Step One. Build Your Profile
One of the most important aspects of setting up Pinterest for your business is adding that all important Pinterest SAVE button to your website, this will allow your customers to Pin products they love and boost your Pinterest popularity. Once you have added a SAVE button and created your Pinterest business page you will need to customise your profile. This is like any other social network profile, it needs to stand out and represent your brand’s personality. Achieve this by using custom images, colour schemes and your company logo. It’s not only the visual branding, use your company bio to attract your target audience, not forgetting those all important SEO words.
Step Two. Get Pinning
Now your profile is ready to go it’s time for the fun stuff, pinning. Before you start we recommend you install a Pinterest browser button, this will enable you to pin images quickly from your website. When creating your boards, think carefully about the title, it will need to both explain what your board is about as well as grabbing your pinners attention and if you want to avoid being cut off it will need to do it in 20 characters or less! Pinterest is a visual platform so think carefully about you board cover picture, is it the most eye catching image you have? If not, it should be!
Step Three. Be Visual
Pinterest is designed to inspire people through pictures, so your images need to be flawless! They should be clear, well lit and in focus as well as the correct size, any taller than 1560 pixels and it will be cut off, spoiling the effect. In order to stand out from the crowd and get your pins circulating, you will need to showcase your products creatively, remembering that lifestyle shots outperform product images with 30 percent more click throughs. Don’t forget to make the most of the descriptive field, including important keywords so you are hitting all the right searches.
Step Four. Analysis is Key
Pinterest analytics are your best friend! They will tell you:
Step Five. Don’t Forget to Socialise
Pinterest is still a social network, you need to engage to get results! Follow other boards and profiles within your industry (non-competitive of course) as well as liking and engaging with related pins. By doing this you create an audience around your brand like you would any other social network, with other brands following you in reciprocity. You could also create a group board, inviting employees and brand evangelist to contribute.
By following these 5 simple steps you can create a successful Pinterest page that will grow your business and place your products on everybody’s wish list.
Augmented reality has been pegged as ‘the next big thing’ but the question is does it really hold enough weight to become the next level of marketing, or is it just a gimmick?
Augmented reality (AR) uses technology to superimpose a computer-generated alternative reality onto a user’s view of the real world, you are most likely to have experienced it when messing about with Snapchat filters or perhaps you were an enthusiastic participant of the 2016 Pokémon Go craze. It’s certainly great fun and a very cool tech gimmick but can it have any other, more practical applications? With the rate the tech world constantly spits out new programmes and innovation, it’s unsurprising to learn that AR technology is getting better by the minute. With these innovations, AR is leaving it’s gimmick status behind and holds real value in terms of marketing potential.
Just a Social Media Gimmick?
In terms of social media Snapchat has been leading the pack, in 2015 they launched lenses successfully bringing AR to it’s user base. Since then it’s really taken off with lenses being its most popular feature, bringing with it potential revenue streams. Brands, like Taco Bell, can sponsor lenses, targeting specific demographics such as age and gender. However, Facebook and Instagram are close behind, with the rise of Instagram’s stories feature, and it’s popular rainbow sun-through-the-glass filter and Facebook’s Camera effects platform where you use your camera to interact with digital items laid over the real world (adding steam to a cup of coffee for example). Whilst you can argue AR filters are mainly gimmick Facebook messenger’s AR has some real marketing applications. For example, Sephora uses AR in messenger to allow customers to virtually try on makeup, generating serious sales.
Allowing customers to virtually experience products through AR has huge potential that is slowly being exploited by leading brands. As previously mentioned Sephora is leading the way for the beauty industry allowing people to try out different makeup looks on their both through messenger and their App. Ikea has also joined the trend, with their app that allows customers to place Ikea furniture in their own homes using AR and share videos and photos with friends. However, for brands to avoid this simply becoming a gimmick they need to ensure they go past the wow factor and use AR to add value to customer experience. Companies like Sephora use AR to provide product and lifestyle advice which allow their campaigns to have a real impact, great campaigns can lead to dwell times of over 85 seconds, interaction rates of up to 20% and click-through rates to purchase of 33% – numbers unseen across other advertising platforms.
The Future of AR
The future of AR is looking bright with more and more companies finding ways to incorporate it into their products and marketing campaigns. Forward thinking brands will be using map APIs to make geo-located AR experiences that will be a huge asset in terms of overlaying entertaining or useful promotional information on to the real world. Meanwhile, Facebook’s developing it’s AR target tracker which will enable your phone camera to track an object then create an immersive experience, allowing brands to create content that’s contextually tied to images, logos, signs and pictures in the real world. These innovations have a huge marketing potential as they enable companies to promote their products in an engaging and all-consuming way.
AR has come a long way in recent years moving away from tech gimmick towards marketing must have! This doesn’t mean there aren’t still a few challenges to overcome, for example, lenses are not only costly to develop and promote but have limited analytics making it harder to measure success. However, Facebook and Snapchat are making strides in fixing these little problems and AR’s other applications are clearly very effective.
Ethical marketing essentially does what it says on the tin, it is when companies not only advertise the benefits their products have for the customer but also the positive social or environmental impact. Ethical marketing should be:
Customers are changing, these factors and social and environmental responsibility have become top of the list for the Tech Generations when it comes to choosing products. Studies show that 91% of Millennials are more likely to buy products from ethical companies and Gen Z is interested in racial, gender and income equality, as well as environmental issues. Companies now need to connect with their customers through shared values not only through the products themselves.
In this blog, we will be looking at some of the companies successfully leading the way in terms of ethical marketing.
This cosmetic retail giant has made its name through having social and environmental campaigns at it’s heart. Whilst the recent ‘Spy Cops’ campaign has caused controversy, Lush’s commitment to inciting change is what makes it such a well known brand (that, and it smells divine!). Products are 100% veggie and non-animal tested, facts that are advertised boldly over all their products and ad campaigns. They use their LUSH PLAYER (a forum of TV clips and podcasts) to educate their consumers on a variety of social issues, including the issue of the build-up of plastic waste in the world’s oceans. To raise awareness of this they opened their first naked store in Milan (products with no packaging) to coincide with World Oceans Day on the 8th of June. By raising awareness for these causes they are also very cleverly marketing themselves and their brand message.
This year LEGO will be launching it’s first range of sustainable bricks (‘botanical’ elements) made from plastic sourced from sugarcane. Partnering with WWF the range, made up of trees, leaves and bushes this is part of LEGO’s ambition to “make a positive impact on the world around us”. This runs alongside what they call their ‘Responsibility Ambitions’ which are highlighted on their website. As a toy manufacturer, they use fun interactive campaigns such as the LEGO Planet Crew to promote both their product and their values, using the slogan ‘help protect the planet with the power of play’.
TOMS was founded with corporate philanthropy as their core value and their powerful ‘one for one’ message is present in all marketing. The idea was born from witnessing extreme poverty in Argentina, where the children were living without shoes. TOMS have carried this social consciousness over to all newer aspects of the brand, with them now providing:
through their shoe, eyeglasses, coffee and bag sales. TOMS’ message is given equal emphasis to their products on all advertising, leaving customers in no doubt that in buying from TOMS they will be doing good.
Looking at these examples it’s clear that a customer’s desire to make a positive difference in the world cannot be underestimated when it comes to marketing, by promoting a brand’s values customers are able to connect and therefore tend to develop strong brand loyalty. Not only are these companies making the world just that little bit better, they are also cementing a customer base (Gen Z) that is expected to account for about 40% of all consumers by 2020.
The primary aim of EMS’s monthly event is provide a platform for entrepreneurs from different backgrounds to share business concepts and commercial experience with one another as well as an opportunity for like-minded people to network. At the same time, we invite speakers with expertise in different areas to give a talk/seminar on a wide ranging topics with the goal of providing the high quality and practical information to the delegates.