Pinterest Brings You Good News With New Re-Targeting Options And More!

Pinterest Updates

Pinterest is working hard to evolve their business model and develop the platform into a key hub for eCommerce. Over the past twelve months, the platform has released a range of new, business-focused tools, including native video, improved discovery tools and advanced ad tracking capabilities to better link on-platform activity to off-line purchases.

One of the most significant advances on this front was the introduction of remarketing and lookalike audience tools, which Pinterest unveiled back in June.

Pinterest Announces New Re-Targeting Options, Boosting Advertiser Potential | Social Media Today

For all those of you who are ardent pinners and have your business thriving on fellow pinners, we bring you some very good news, courtesy of Social Media Today.

Adding the capacity to re-target interested audiences is important – as has been demonstrated by the success ofsimilar tools on other platforms, reaching out to consumers who’ve already signaled some level of interest in your products, even by simply visiting your site, can be an extremely effective option.

And Pinterest has already found the same – according to Frank Fumarola from Pinterest’s product team:

“…advertisers using [Pinterest’s new targeting tools] have seen an 80% increase in clickthrough rates to their websites.”

The new targeting options have been so successful in fact that Pinterest is adding three new ways to help brands better target and focus their ad efforts.

Here’s what they’ve announced.

1. Engagement Targeting

The first new option will give advertisers the ability to target people who’ve interacted with their Pins, with the capacity to pinpoint specific engagement options – e.g. people who’ve saved a Pin, people who’ve re-Pinned a certain product.

For example, if someone saved your after school snack ideas, you could retarget them in the future with birthday party treats.”

The option will help advertisers reach users who are more likely to be responsive to their messaging, and ultimately more likely to spend. According to Pinterest’s data, people who engage with Pins are 2.2x more likely to make a purchase with that brand in the proceeding 30 days, while 87% have made a purchase after finding a product they liked on the platform.

2. Updated Website Tag

Pinterest is also updating their website tag to enable businesses to track more actions by their website visitors with which to target them on the platform.

“The Pinterest tag identifies 9 events – including signups, add to carts and purchases – allowing you to target people in more creative and effective ways. For example, you can find people who purchased running shoes from your site and offer them new exercise gear, or you can give someone that extra nudge to buy the sweater they added to their cart before the weather turns chilly.”

Given that 93% of active Pinners use the platform to plan purchases (according to research for Millward Brown), adding additional qualifiers to this type of ad targeting could prove very effective, enabling brands to better personalize and focus their outreach efforts.

The full list of events you can track with Pinterest’s new tag (as noted by Search Engine Jornal) are:

  • Page Visits: People who’ve visited one of your primary pages (e.g., a product page or article).
  • View Category: People who’ve visited your category pages.
  • Search: People who’ve searched on your website for products or store locations.
  • Add to Cart: People who’ve added items to their shopping cart on your page.
  • Checkout: People who’ve completed a purchase.
  • Watch Video: People who’ve watched your videos.
  • Signup: People who’ve signed up for your product or service.
  • Lead: People who’ve shown interest in your product or service.
  • Custom: A special event you want to include in your conversion reporting.

3. “Actalike” Audiences

Pinterest has also announced that their “lookalike” audiences will now be called “actalike” audiences.

“We’ve renamed lookalikes to actalikes because the audiences you target on Pinterest don’t just looksimilar, theyactsimilar too.”

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Small Businesses Should Budget For Social Media Marketing

budget for social media marketing

If you are a small business don’t get carried away with the fact that you wont need set some moolah aside for your social media campaigns.

Irrespective of your size you will need to put in some funding to promote your business, whether you have to use it bring up your SEO ranking or make your mark on the various social media platforms.

Here are some ways in which you can budget for your marketing, put together by Hostgator.

What are some effective ways to spend on social media?

Spending money on social media marketing boils down to a few different strategies, all or one of which may work best for your small business:

  • Use your budget to boost and purchase advertisements.
  • Hire an additional employee(s) to be your official social media marketer.
  • Pay someone to create photo/written/video content for your brand.

Here are six reasons why creating a budget for social media is an excellent decision.

1. High ROI Potential

Over the last two decades the world of advertisements and marketing strategies have rapidly shifted towards focusing on the Internet.

And where do people spend most of their time online? Social Media.

Platforms like Facebook, Twitter, and Instagram know this better than anyone and have provided incentives for businesses to purchase advertisements for less than you would pay for most other advertisements based on potential reach. Due to social media’s targeted approach, you’re much more likely to have the right potential customers viewing your ads.

2. It Gives Your Business Direction

The best businesses take the needs of people, however large, and fulfill them on a regular basis. The best advertisements figure out who these people are, and send them directly to your business. As previously mentioned, social media excels in targeting by seeking out audiences based on data patterns, or as we call it in the tech world, analytics.

As your business ages, you can use analytics to determine which products, services, and advertising strategies are (and aren’t) working for you. Paying for ads or hiring a social media analyst will be key in being able to use the data beneficially.

3. Unlimited Reach

The thing about social media ads is they don’t have a specified limit for how many people can view them. Since ads are integrated right into the social platform there’s an unlimited potential for people to share, tag, and re-post your content all over the Internet.

This is why companies create advertisements that often have nothing to do with their product until the last few seconds. If you can engage people for 15-30 seconds with something memorable, no matter how ridiculous, the amount of people who will see it can be endless, and for years after the time it’s released. If your business doesn’t have any team members capable of creating dynamic content, this might be an area where you should focus spending your budget: hiring creative content creators.

4. One Click Away

Printed advertisements have been on the decline for a number of reasons:

  • Tracking ROI is difficult and usually comes down to word of mouth.
  • The expected reach for print ads is more finite, and can be capped at how many copies are printed.
  • Print ads lack in-depth analytics about who is seeing them, and where viewers are coming from.

Internet ads, however, don’t have to deal with any of those pitfalls. Best of all, if someone feels the need to take action on your advertisement they’re only a single click away.

5. Developing A Customer Relationship

Have you ever left a comment on an advertisement you saw in a magazine? Me neither, an artfully-drawn mustache perhaps, but never a comment I would expect someone might reply to.

With social media you have the unique opportunity of creating advertisements that also develop a personal relationship with your customers. If anyone has a question, or something to compliment you on, you can answer it on the spot and thank them personally for using your service.

6. Looking Towards Permission

Even though this whole article has been discussing the benefits of ads, I have to talk about advertising as a whole. People are sick of ads.

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Sugar, Spice And Everything Nice

Sugar spice and everything nice - ingredients for a strong visual brand

The only way you can grab your audience’s attention is by having a captivating visual for your content which may or may not be dry and boring.

Now you must be wondering why you need to have a good visual presence, along with how, when and what. Well all those questions are going to be answered, courtesy of Rebekah Radice.

Here’s how you can develop your unique visual calling card.

6 Ingredients to a Strong Visual Brand on Social Media

  1. Unique, Memorable, Undeniably YOU

Imagine sitting down in front of your computer, watching a sequence of images at a rapid pace.

You might think it would be impossible to identify, capture or retain any of that information. Amazingly though – a lot can happen in the blink of an eye.

In fact, our brains are such a powerful processing tool that they can process images in as little as 13 milliseconds.

Think about that as it relates to your brand, your website, your entire online presence.

Capture

In a matter of moments, your audience is making a decision. Will they stop and read or will they move on?

Do they decide to engage with your business or interact with your competition?

Given the speed that people scan content, having a knock ‘em dead online presence is critical. Without it, you may lose an opportunity forever.

That’s where visual marketing comes in.

 Capture

The right graphic can share your vision, expand the life of a product, sell a service or boost a campaign.

And the beauty in this…

Every company has this unique opportunity.

It’s that split second moment where you can inspire and delight your audience.

But to do it, you need to start with a powerful brand image.

What does a strong visual brand on social media look like?

When you think of a strong visual brand identity, what comes to mind?

In most cases, the logo is the first thing you think of. From the website to offline marketing, a logo is an extension of that brand.

But it’s more than that…

According to a recent study, 45% of a brand’s image comes from what they say and how they say it.

Your words tie together the mission, vision and values.

How you say it gives voice to the company message. It’s that message that creates the brand experience.

It influences how people feel; their emotion, attitude and opinions around that brand.

It’s also the vibrant, eye-catching and appealing way they leverage visual marketing.

Just take a look at many of the most iconic brands out there.

Each one has an instantly recognizable logo. They’ve also succeeded in creating massive appeal through strong visual content.

Coca-Cola, one of the most well-established brands around, has an undeniable look and feel.

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In fact, it’s said that “Coca-Cola” is one of the most recognizable terms worldwide.

What’s more:

From Instagram to Facebook, they’ve leveraged that brand.

Proving that a strong visual presence is key to continued domination.

So what makes them stand out? They’re…

  • Unique
  • Versatile
  • Predictive
  • Responsible
  • Memorable
  • Adaptable
  • Confident

How can you create a strong visual brand?

  • Streamlined look and feel – Just look at Target as a prime example of a brand that’s consistent from online to offline marketing.
  • Tone of voice – Whether your tone is bold, vibrant, playful, clever, cool, fun, genuine, empathetic, or authentic, it needs to humanize your brand, create a bond between you and your audience, and define your personality.
  • Clear aligned message – Know your brand and have a clear image of your company’s personality, mood, and history.
  • Tell a story – 92% of consumers say they want brands to create content that tell a story. However, every brand has its own story, so it’s up to you to create yours.
  • Be a trust magnet – 60% of consumers say they’ll only buy from a familiar brand. At the same time, 54% of people DON’T trust brands. Yikes…

  2. Design an Experience, Don’t Just Sell a Product or Service

Are you posting visual content just for the sake of it?

Or worse yet…

Does your visual marketing only promote your business?

If you want to create a community eager to eat up your visual content, stop making it all about YOU.

Instead:

Let your visual marketing sell more than your business, product or service.

Design an experience around your business and brand.

Remember, a good brand is built over time and that requires thought, strategy and consistent implementation.

What does this look like in action?

Nobody knows how to create an experience better than the Ritz Carlton.

They’ve turned customer care into an art form. And they’ve extended that across all of their online properties.

Capture

 

How are you using visual marketing to create a valuable experience for your audience?

With 63% of all social media content including an image, it’s time to increase your odds of winning that moment.

After all, your customers crave visual content, so why not give it to them?

What type of visual content works best across social media?

  • Quotes
  • Data (Infographics, statistics)
  • Ebooks
  • Video (hot, hot, hot!)
  • Gifs/Memes
  • Behind the Scenes (a look into your business)
  • Tips and How-To’s
  • Questions

No matter how you’re using visual marketing, make sure it’s hitting the mark.

If quotes aren’t working with your audience, adjust your strategy.

There is no one-size fits all solution. Find your visual groove and work it.

 Capture

  3. Give Your Visuals a Plan, Purpose and Promise

Before you can use visual marketing, you need to know what you want to get out of it.

How will you communicate your brand image to the world?

Once you know that, it’s time to determine how you will visually and creatively express your brand promise.

For example, Apple’s promise to… “think different” is two-sided.

It’s their guarantee to create products based on seeing the world a little differently.

It’s also their promise to inspire their customers to do the same.

Find your identity:

Think about how people perceive your business.

Now consider Red Bull.

They have a well established voice and share engaging and contagious content.

But they do more than that…

Red Bull knows how to create an experience with visual content.

They’re using it to build trust long before they ask for the sale.

Capture

To develop your visual marketing plan, take these two steps.

A. Planning Ahead: Where do you want to be?

Examples:

  • Global industry leader through a clear, measurable and achievable company marketing strategy
  • Dominant player in market through word of mouth marketing, influencer marketing, integrated marketing plan and defined customer acquisition campaigns
  • WOW factor established – plays significant role in customer retention and satisfaction
  • Inbound marketing model is 100% in alignment with company goals and strategies
  • Team trained to nurture leads through established customer journey – speak to a clearly defined customer persona

Now determine how you translate that through your visual designs. How can the right graphic position your business in the best possible light?

B. Identify how you will create a brand connection through your visuals. 

Examples:

  • Produce visual marketing that surprises, delights and educates the audience
  • Use visuals to tap into the head and heart of the audience. Understand their physical, emotional, and rational needs.
  • Know why your customers buy. Is it to:
    • Satisfy a basic need?
    • Solve a problem?
    • Better themselves?

Once you know those answers, you can cater to your customers’ exact needs.

Don’t throw visuals out, hoping they make a connection. Use them to provide real value.

Make your social media audience feel safe, confident and comfortable.

 Capture

  4. Inspire Action: Be Consistently Consistent

What’s the difference between a memorable brand and one that’s forgotten?

Consistency.

After all…

A consistent brand builds trust.

But consistency doesn’t mean cookie cutter.

It also doesn’t mean doing the same thing across every social channel.

Facebook, Instagram, Twitter – all unique audiences.

So why are you treating them as if they’re the same?

Each one needs to visually stand out on its own.

Don’t be afraid to tailor your content per channel.

Be careful to only change characteristics based on the channel.

Your brand elements should remain consistent.

How can you create consistency across social media? With your…

  • Name
  • Communication
  • Style
  • Logo
  • Color scheme
  • Tagline
  • Watermark
  • Graphic elements

5. Choose Your Best Color Palette

Did you know…

Color impression accounts for 60% of the acceptance or rejection of your product or service?

That’s HUGE!

Choose a dominant color that mixes your message, voice, and identity.

Think about what it represents: energy, vitality, creativity?

Remember that color can send a powerful message about your brand, so make sure it’s only strengthening your brand’s image.

The Psychology Behind Brand Colors

  • Black conveys a message of power and authority. It speaks to a stylish and timeless message, imparting a sleek, formal, luxurious or classic experience.
  • Yellow is seen as fun, joyous and optimistic. Brands like Nikon, Subway and Best Buy bear the brand of a bold, deep yellow.
  • Orange is my brand color and one that embraces every aspect of my business. It’s cheerful, inviting, encouraging, friendly and confident. Orange makes me happy!
  • Red is a color that is emotionally intense. When we see red we think of “strength, adventure, energy and love.” It is extreme, exciting and vivacious with Coca Cola, Virgin and Pinterest embracing this vibrant hue.
  • Blue makes us think of tranquility. It promotes a feeling of calm, and can symbolize loyalty. When we think about blue, we think of the words “unique, trust, reliable or clear.” Brands prominently displaying blue within their logo are Facebook, Dell, HP and Oreo.
  • Green causes people to think about nature. It’s calming and refreshing. Green symbolizes balance, growth, and freshness and can also speak to financial stability as green is the color of money.

6. Tell Your Story

92% of consumers say they want brands to create content that tells a story.

What’s yours?

Just keep in mind…

As you craft your story and prepare your visuals for each social network:

Writing and creating content for the ear isn’t the same as creating it for the eye.

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Some Of The Best Google Chrome Extensions Are Here To Help You Social Media Marketers

Chrome Extensions for Social Media Marketers

We’re pretty sure you are aware of the existing list of extensions that Chrome has to offer and that it is the only one that exists. Like everything else this list also keeps getting updated. Here is the brand new list of extensions compiled by Hootsuite.

Useful Google Chrome extensions

Momentum

Sitting down at work and firing up your computer only to be faced with an overflowing inbox isn’t the best way to start your day. This extension offers a beautiful way to get in the right headspace before getting bogged down with scheduling posts, replying to followers, monitoring hashtags, creating new content, and everything else a busy social media manager is responsible for on a daily basis.

18 of the Best Google Chrome Extensions for Social Media Marketers | Hootsuite Blog

The Momentum extension replaces your “new tab” homepage with a gorgeous new photo every day along with a personalized greeting. Momentum also allows you to set one main goal for the day and keep track of a longer to-do list, helping you stay focused throughout the day. You’ll see the local weather in the top right corner, a list of links you frequently visit to the left, and a motivational quote at the bottom of the page.

StayFocusd

Just because social media managers get paid to be on the sites that other people use to waste time doesn’t mean they don’t suffer from bouts of intense procrastination elsewhere on the web. Thankfully, technology can be a source of discipline as much as it is a source of distraction.

18 of the Best Google Chrome Extensions for Social Media Marketers | Hootsuite Blog

StayFocusd is an extension that limits the amount of time you can spend on certain websites (a.k.a. the ones that you visit instead of doing work). Once you’ve used up your allotted time, you can’t visit the site again for the rest of the day. You can get pretty granular with what you choose to block as well, whether it’s an entire site, a specific page, or even certain types of content like videos, games, or images.

Evernote Web Clipper

Social media managers typically have to switch between their creative and strategic hats throughout the day, often needing to wear them at the same time. Jumping back and forth between these two dynamics during a busy day can cause even the most organized person to feel a little frayed. Enter: Evernote.

18 of the Best Google Chrome Extensions for Social Media Marketers | Hootsuite Blog

The Evernote Web Clipper extension allows you to clip any article or web page and save it in one place. Alongside the notes and to-do lists that you can create in Evernote itself, this extension allows you to pull in key text from any website or article you find while doing research online. This is also a great way for you to collect content to share on social without having to keep 20 tabs open all day.

Grammarly

Publishing a post with a spelling mistake is a nightmare for social media managers—and rightly so. While the occasional error happens to everyone from time to time, consistent mistakes can damage your brand’s credibility. Grammarly can help catch them all, including the mistakes that manage to evade the usual red squiggly line: an incorrect verb tense, a missing article before a plural noun, or the misuse of a comma.

18 of the Best Google Chrome Extensions for Social Media Marketers | Hootsuite Blog

The Grammarly extension can catch over 250 types of errors, many of which aren’t typically caught by spellcheckers. Along with catching your mistakes, Grammarly can actually help you write better overall, by offering synonym suggestions in line with the context of what you’re writing.

Figure it Out

The biggest challenge when working globally often has nothing to do with language barriers or cultural nuances—it’s figuring out what time it is in a different region without doing the math on your fingers under your desk.

18 of the Best Google Chrome Extensions for Social Media Marketers | Hootsuite Blog

The Figure it Out extension allows you to add up to 10 time zones to your “new tab” screen, which should help make scheduling posts or setting up meetings with different regions super easy. Figure it Out also displays regional national holidays, so you can avoid posting your best social content on a day when no one will be paying attention.

LastPass

Update 6/15: Lastpass just got hacked. Change your master passwords!

Social media marketers often run into the problem of wanting to share access to an account, be it a social network, SEO tool, Google analytics, WordPress or any other piece of software, without actually telling team members their passwords. Rather than change the password (and have to memorize a new one or insecurely write it down),LastPass allows you to share access with your team without actually giving them your password.

That’s only the beginning for this free password manager. LastPass operates on a ‘master password’ system, where as long as you remember one key password, the extension will store all of your other login information and autofill it for you when you arrive on a login page. It can also generate secure passwords, to help you avoid reusing the same ones over and over again, or resorting to the terrible “123ABC” level of password amateurism. And, should a team member quit or change positions, you can also remove access to a password you’ve shared with them. In these ways, LastPass offers a massive boost to your online security.

OneTab

Many social media professionals and marketers spend a lot of time scouring the web for great content, and even more time slowly reading through it. On an average work day, I used to have anywhere between five and ten tabs open to blog posts, news articles, videos and other pieces of content. That’s on top of the seven or eight other tabs I had open. I would lose things in the mess of tabs and end up just closing a majority of the articles without ever reading them. It was slow and unsustainable, which is why finding the OneTab extension was such a godsend.

Best Google Chrome Extensions - OneTab Screenshot

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GIFs Are The New Kids On The Block

Gifs - new kids on the block

GIFs seem to have become the most in thing right now when it comes to sharing content on various social media platforms. It is a good break from the same old stills and long videos.

Now you must be wondering how you can about using these cool new GIFs like a pro. Don’t worry about being a noob. We have for you a few tips and tricks that will help you out, all thanks to Bufferapp.

9 Simple Apps and Tools for Creating Your Own GIFs in Minutes

How to create GIFs from video

1. Gifs.com

gifs-com

If you’re looking to create a GIF from a YouTube video, Instagram post or Vine, Gifs.com is the perfect tool.

With Gifs.com, all you need to do is paste the URL of the video you’d like to convert to a GIF, and you’re all set. The app features a range of great editing tools as well, including the ability to add captions and crop the image.

2. Giphy GIF Maker

giphy

Giphy is home to one of the internet’s biggest GIF collections (more on that a little further below), but it also has some brilliant GIF making tools. The first of which, GIF Maker, enables you to create GIFs directly from video files or YouTube links.

To use GIF Maker, simply paste a video URL or upload a video file, and you’ll then be able to create a GIF and edit it within Giphy’s simple-to-use interface. With GIF Maker, you can choose the point in the video from which you’d like the GIF to start, choose the duration, and add a caption.

Once you’re happy with the way your GIF feels, click ‘Create GIF’ and it’ll be added to Giphy ready to share across any social network.

How to stitch together photos

3. Giphy Slideshow

giphy-slideshow

Slideshow, another tool made by Giphy, enables you to combine your pictures and GIFs to create animated GIF slideshows.

To get started with Slideshow, you first need to choose the still images or GIFs you’d like to use(you can combine both stills and GIFs). Then, once your images are uploaded you can choose the order in which they should appear in your GIF and the length of time the still images will appear in your slideshow before going to the next image.

4. Gifmaker.me

Gifmaker.me is a great free tool that allows you to create animated gifs and slideshows from images. Gifmaker features a useful ‘Control Panel’ allowing you to customize your GIF by changing the canvas size, speed of transitions and the number of times the GIF should repeat.

5. Imgflip

Imgflip is similar to Gifmaker.me and enables you to create a GIF from multiple images and also turn video into a GIF. Imgflip allows you to edit your GIF, too, by adding text, changing the delay and toggling with the image size. To export your final GIF without a watermark, you’ll need to be a Pro member, though.

How to edit a GIF

6. GIF Editor

giphy-editor

Giphy’s GIF Editor is a brilliant tool to edit and enhance pre-existing GIFs. The free-to-use product provides you with the opportunity to add animated stickers, fun filters, and captions to your GIFs.

To start editing a GIF, simply choose a GIF to edit by entering a GIF URL or any Giphy link or by uploading an image file from your computer. Once your GIF is ready for editing you can choose to add any stickers from Giphy’s library and choose from a wide range of filters (such as inverting your GIF or making it black and white), before adding a caption and exporting the finished item.

How to create a screencast GIF

7. CloudApp

CloudApp

Sometimes it can be super-useful to create GIFs directly from your computer screen. This technique is great to give tutorials or walk-throughs on how to use a product and also extremely handy for customer service.

CloudApp is incredibly useful and amazingly simple. It allows you to take screen recordings, annotate images, record webcam videos and much more – it’s my go-to app for GIFs.

Once you have CloudApp installed, you can record screencasts, download them as GIFS and even share them with a unique URL generated for each recording you make.

8. Recordit

recordit

Similar to CloudApp, Recordit allows you to select a section of your screen and create a GIF in seconds. Also like Cloud App, it’s a bit of software that you install to your computer (available for Windows and Mac). You can see from the GIF above how quick and easy it is to use.

9. Sir Gifs A Lot – A fun Slack GIF app we use at Buffer

Sir Gifs A Lot is a Slack-based app that lets you create GIFs from your webcam. Once you’ve connected the app to your Slack, you can create a recording by simply typing /gifalot. This is one of our favorite Slack integrations and provides us we a great way to have a bit of fun together.

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