Is Pinterest Right For Your Business?

Pinterest Is A Visual Network

People (mostly women) come to Pinterest for eye-candy. The most popular topics being:

  • food
  • home decor
  • beauty (new hairstyles)
  • fitness
  • fashion
  • weddings
  • children’s clothing
  • home cleaning tips
  • photography
  • celebrities
  • animals
  • parenting tips

With that in mind, you can probably tell if your business can benefit from Pinterest. If you don’t have a visual business, you’ll probably have a lot of trouble gaining traction here.

Pinning Photos That Gain Traffic

If your business does sound right for it though, then you’ll want to make sure you post creative, shareable photos. You’ll want to post images that are original, hopefully, pictures that someone in your business took (or your photographer).

This is an example of an image that would be good for Pinterest:

home-ideas-12

It’s great to have a professional photo, but it’s better to have one that’s interesting. This particular photo catches your attention because a power outlet in a drawer is such a convenient (and unconventional) idea. It works even though it wasn’t taken by a professional photographer.

If you can capture an idea like this, you’re sure to gain a ton of repins, which increases traffic to your site.

Bland corporate photos can still work if the content is substantial (ie. you’re showcasing a really beautiful kitchen), but professional creative shots gain more attention.

If your business remodels kitchens, you’ll want to showcase a more abnormal feature (such as the above image) that housewives will drool over, and then pin!

Because Pinterest is all about value, you’ll find that giving some special attention to your photos will bring huge rewards of traffic.

The question isn’t so much “Is Pinterest Right For Your Business?” as it is “Is your business right for Pinterest?” 

So which is it?

Gain Full Accountability With Call Tracking

More Accountability

We’ve talked in the past about tracking conversions on your website, but that doesn’t really cover tracking a customer who calls you from a phone. This is super important; it’s very possible that a majority of your customers will call instead of filling out a form. That’s a huge area of missing accountability. 

But if you have call tracking in place, then you have the full meal deal for accountability. You have:

  • conversion tracking (the online form component)
  • call tracking (the offline phone component)

But how do you track the calls?

How It Works

Using a piece of code on your website, you can swap the phone number displayed on your website with a fake tracking number. The customer then calls that number, which goes directly to your regular phone number.

At this point the customer is none the wiser, but you can now find whether your call came from:

  • Google organic search
  • Google Adwords
  • Facebook
  • Bing
  • …and other sources

This is pretty fancy stuff, and it’s relatively cheap too. If you’re going to set it up yourself, you’ll want to find a provider that gives you toll-free numbers, keyword-level tracking, and call recording.

Call recording?

Record Calls

You automatically get data into how long each call was, and who it came from – this we know.  But you can also activate a feature to record the audio from calls.

We’ve all heard that little call whisper “Your call may be recorded for quality purposes”. What are they doing with all these calls?

 They’re doing exactly what you should be doing – listening in. Most call tracking software will give you the option to record the calls that come in, so you have an actual audio of every person that calls your business from your website.

As a business owner, this helps you in a few ways:

  • you can audit your processes to find out if your receptionist is doing her job well, and is friendly enough. Is her manner turning away customers?
  • you can measure exactly what customers are calling in for and buying. At that point you can see exactly how much money your advertising is making you.

Call recording isn’t for every business though. If you’re a medical practice for example, you might not be allowed to record your customer’s calls due to the confidentiality of your industry. 

For everyone else, there’s call recording.

Summary:

  • with both conversion tracking and call tracking in place, you know exactly what results your website and online ads produce.
  • call tracking is dynamically inserted onto your website based on how the visitor found your website
  • you can record calls for more valuable data.
  • if you don’t want to record calls, then don’t.
  • you can even use call tracking on your offline ads to see if they’re producing results.

Don’t Make This Huge Online Advertising Mistake

Advertising without tracking: big mistake

With every type of advertising you spend money on, you want to track your results. Just like any other part of your business, you gotta know if your investments are ponying up.

Here’s where we mix things get a bit different though.

When you buy a TV ad, you measure last year’s profits and compare them to this year’s profits. If you start to see a lift (and you aren’t running any other promotions), you become aware of how that ad affected your bottom line.

Things aren’t so vague when it comes to online advertising though. When you spend money on an ad (such as Google Ads), you can see exactly which keywords brought you a new customer, using the magic of conversion tracking.

How It Works

When someone clicks on your ad, they go to a page on your website. If they like what they see, they might purchase something from you or fill out a lead form.

Conversion tracking allows you to measure every time this “conversion” happens, and pinpoints how it happened. This is what separates online advertising from regular ads in a magazine or newspaper.

If you don’t have accountability in your marketing, then you have no idea how much ROI your ads are producing. If you’re running online ads, this is something you MUST do.

Where To Put Conversion Tracking

Typically conversion tracking goes on the “thank you” page after someone takes a desirable action.

For example, say you want to track people using the contact form on your website. They fill out their name, email, and leave a comment. Then they press “submit”, and are taken to a page that says:

“Thanks for contacting us! We’ll get back to you soon!”.

That is the page you want to track, because the only time someone views your “thank you” page is when they’ve filled out your form. That is where you put the conversion tracking code.

If you have multiple forms or purchases you want to track, it’s easiest to just create a single thank-you page and have every form link to it.

A more complicated, but more granular approach is to create multiple thank-you pages based on different products that you have. Or you might have a single thank-you page for your forms, and a different thank-you page when someone purchases a product (which is a different type of conversion than just filling out a lead form).

This lets you assign different values to different types of conversions.

If you have someone running your ads for you, they should be knowledgeable on how to implement this tracking code for you. They’ll need access to your website though.

Name It

It’s easiest to name your thank you page:

www.yoursite.com/thank-you

There are multiple reasons for this. For one thing, it’s simply easier to tell what’s going on while you implement your conversion tracking if the page has a simple name.

Beyond that, you can use custom URL rules if you implement remarketing into your site. This is a more advanced topic that goes beyond the scope of this article, but it’s important to know that there are some really tangible reasons for you to name your thank-you page in a simple manner.

I encourage you to set up conversion tracking today though. If you do nothing else, just make sure that your site is starting to deliver this data so you can start to track the effectiveness of your advertising. If you are running Google Adwords, refer to this help page for setting up your conversion tracking.

Using Infographics To Enhance The Content On Your Website

Infographics display the content of your website in an interesting way that grabs a reader’s attention. If you haven’t seen one before, take a look at a few examples here, here, and here.

As a local business, how would infographics benefit your business?

A Higher Class Of Content

Infographics are popular for a reason: you’re able to convey information in a succinct way. If you were trying to explain when to service a vehicle with a “Car Maintenance Schedule”, wouldn’t you get the picture across much quicker with a graphic instead of just plain text?

There’s no replacement for good writing, but the way you use graphics can bring your website to the next level, and give oodles of other benefits, such as…

Better Search Engine Rankings

Google, Bing, Yahoo – they all care about multimedia on your site. When you have original, high-quality videos or images on your website, your pages gain a bonus on their rankings – and yes that means infographics too.

If you properly mark up your infographic with alt text, Google will even know that it’s an infographic (rather than just a typical image) and give extra brownie points on your rankings.

Visitors Love It

The more you enhance your content to help visitors understand your industry, the longer they’re going to stay on your site and look around. And the more you can educate them, the more they’re going to trust you.

Beyond that, even if a customer already likes you and trusts you, they’ll be that much more excited to see what you have to share, building even more affinity with your business.

If they show up to find that you’ve completely blown them away with an incredible infographic, they’ll be real happy with you, that’s for certain. Which leads to…

…Social Sharing

First off – the more your website is shared socially (Facebook, Twitter, Pinterest, etc.) the higher your website will rank on Google; search engines are paying attention to how you do on social networks. And that’s only an indirect benefit of having people share your infographics.

Beyond that, you have the direct benefit of more people seeing your website on social networks, and clicking through to your site.

If you’re a local business, the biggest benefit is that most of your competitors are likely not taking advantage of this exciting content format. Isn’t it great to be the first to do something? What a great way to set your business apart from your competitors!

It’s true that infographics aren’t cheap to create, but if you’re at a point where next-level content will make a dent in your business (you have a lot of exposure, or your product is worth a lot), you should consider it.