The holiday season is rapidly approaching. Marketers are looking for ways to capitalize off of new technology to capture a large share of the market during the busiest time of the year. Keep in mind that 46% of holiday browsing begins online, often on social media.
Pinterest has unveiled a few new features that social media marketers should be aware of.
Using the new Pinterest Taste Graph during the holiday season
Over the past year, Pinterest has really stepped up its game. They have introduced a slew of new features to help advertisers improve their targeting.
Two of the biggest changes were rolled out in September. Pinterest offered a new search targeting feature. Advertisers that have run campaigns on the Google or Bing search networks understand how choosing the right keywords can make a tremendous difference in ROI.
The image sharing giant also made another change advertisers were not expecting. They introduced a taste graph, which provides a visual representation of the most popular interests on the site. Over 5,000 interests are listed on the site and depict them with circles. The size of the circles represents the number of users that share a given interest.
Most marketers are still trying to understand the benefits of the Taste Graph. Since it captures users’ interests, it may be a great tool for evergreen marketing campaigns. The tool is still only a month old, so it is still too early to tell how frequently the interest graphs will change.
The taste graph can be used any time of the year. However, you may get the most benefit from using it during the holiday season for a few different reasons:
- You will have more data to test your campaigns with.
- Tailor your ads to holiday marketing angles.
- Earn a higher ROI because people make more impulsive buying decisions.
Here are some ideas that you may want to try to get started with.
Create holiday novelty products around popular Pinterest interests
Offering the right products is one of the most important aspects of a successful marketing campaign. Sometimes your products simply aren’t a great fit for the network you are promoting on.
The good news is that you don’t need to change your entire brand to penetrate these marketers. The holidays are a perfect excuse to create temporary products that fall outside your traditional brand offerings. You can use the Pinterest taste graph to see what people are most interested in and build products around them. For example, if you sell gourmet food products, you may notice that the most popular interest on the Pinterest Taste Graph is “French food.”
You may not normally sell French food, but you can sell some special variations during the holiday season. Let your customers know that these are a limited time offering that people have requested during the holiday season.
Target holiday related keywords for more traffic and higher conversions
Since Pinterest search marketing is a fairly new feature, the competition should be pretty limited so far. Most marketers are probably going to target fairly broad keywords well they are trying to get the hang of the new targeting option.
You may be able to get a larger share of traffic by focusing on holiday keywords instead. These keywords may also convert better if your campaigns center around holiday deals.
Use search trends to identify keywords
WordStream explains that doing keyword research for Pinterest is more difficult than other social media platforms because the vast majority of the content is curated by the users. However, you can still use the search trends tool to identify high-volume and good converting keywords. Use these tools to your fullest advantage.
Use social listening tools to monitor activity of popular search terms
Keyword research tools have their limitation because user behavior on search engines doesn’t always mirror their activity on social media sites. Sometimes it is better to use a social listening tool to gauge customer behavior. The differences can be more noticeable during the holiday season when users focus on using search engines looking for deals and have different approaches to social media.
Here are some good social listening tools to check out:
- Sentione. One of the primary benefits of Sentione is that data is provided in real-time. View historical data to identify evergreen products customers may be interested in purchasing during the holidays. You can use this tool to search long-tail search terms for exact matches. You can also use it to measure the reach of your social network. Finally, you can use it to see which influencers have the best impact on your brand reach, so you can better position yourself with them and leverage their networks to their fullest potential.
- Sprout Social. Sprout Social is a social listening tool founded by Justyn Howard and three of his colleagues. This tool has a number of great features and is trusted by 19,000 customers all over the world. Like many other social listening tools, it can pick up on hashtags and brand mentions. It can also make sure social mentions are appropriately assigned to relevant team members to take action.
- Social Mention. Social Mention is one of the most robust, free social listening tools available. You can use it to monitor over 100 different social media sites. It also tracks four different social engagement metrics.
When you identify popular terms through Sentione or another social listening device, you can bid on them for your keyword marketing campaigns.
Creating a holiday sales funnel with the Pinterest Taste Graph
Understanding recent holiday trends is the first piece of the puzzle. You also need to know how to monetize your Pinterest traffic after determining your audience preferences and needs.
Here are some thoughts to use the new Pinterest Taste Graph to create a holiday sales funnel.
Build a List for Great Holiday Deals
Many Pinterest advertisers sell their products by driving traffic directly to their sales page. This can work very well, but it isn’t usually the best approach if you are selling a broad range of offers during the holidays. Building an email list is usually a better option for the following reasons:
- You can link to multiple category pages on your email list. This makes it easier for people to find the right landing page.
- You can generate several times more sales from the same customers by sending multiple email lists. Since people are buying for a lot of family members and friends, you can promote offers for different demographics to your list.
- You can send follow-up messages throughout the holiday season. You can use more urgent messages just before Christmas to reach those last-minute shoppers.
The ROI of email marketing is over 4,400%. You will see massive dividends during the holidays.
Create Different Offers for Various Customer Groups
Brands promote all kinds of different offers during the holidays. These offers are often geared towards different customer groups. Try to think of the different customer groups and the offers that will appeal to them. Do they want to get more products with the same budget? Are they operating on a limited budget and need a steep discount? Are they higher end customers that want exclusive products that aren’t available at other times of the year?
Consider Shifting Your Marketing Campaigns Online
Most brands use both an in-store and e-commerce marketing strategy near the holidays. While reaching customers in your store can be a great way to generate sales, generating customers online can be more efficient.
HubSpot’s Lindsay Kolowich talks about how REI had a very successful campaign by closing for Black Friday and encouraging customers to buy online instead.
“Last year, REI made waves with its announcement that it would close the doors to its retail locations, headquarters, and distribution centers on Black Friday, the day after Thanksgiving in the U.S. Instead, REI invited its community to join employees in taking Black Friday off from work — and from shopping — to do what they love most: being outside.
This year, REI is back with the #OptOutside campaign in full force. It’s getting attention from some pretty big names, including the National Parks Foundation, which is putting its own spin on the #OptOutside movement.”
You don’t need to shut down your entire brick-and-mortar business. However, moving more of your resources into e-commerce can be a great way to realize higher profits during the holidays. Just make sure that you have the resources and bandwidth to handle the logistics. You may be surprised how much traffic you will get if most of your customers are trying to reach you online.
Use the Pinterest Taste Graph to refine your marketing near the holidays
The holiday season is one of the best times to generate sales. However, it is important to understand the evolving preferences of your customers. The new Pinterest Taste Graph makes this easier than ever. Use it to your fullest advantage.
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