It’s no secret that the holidays are a busy time for any business, especially right after Thanksgiving. Marketing during that time is not an easy thing to do, though, at least when it comes to implementing a successful campaign that is supposed to draw a decent amount of potential customers and leads. It’s because nearly every retailer and business in existence is scrambling to market their goods and services for the holiday season. That means there’s going to be a lot of noise, and you need to find a way to cut a swath through it all.
One great way to do that is to use social media networks to interact directly with your customers through B2C. It avoids all that middle ground and is generally more effective because you’re going right to the source, which is the customer. Not just any social network will do, because a lot of those are crowded these days.
Believe it or not, Pinterest will be one of the best places to launch a B2C marketing campaign this holiday season.
According to Experian, consumers spend approximately 27% of their online time during fourth quarter on social networking apps and platforms. This is mostly due to the spirit of the holiday season, as many are preparing their wish lists, showing off decorations or even sharing holiday recipes. Pinterest and Instagram are two of the most popular platforms to do such sharing, because a picture is worth a thousand words.
Naturally, since consumers are so active on Pinterest during the holiday it’s a great time to launch a contest or boost your follower base. Promotions are always an effective way to gain followers, so combining that tactic with the busiest time of year is pretty much a no-brainer.
Taking those points even further, Useablenet found that 30% of U.S. shoppers and 40% of U.K. shoppers use their smartphones actively while they’re visiting brick-and-mortar retail shops. Those numbers increase to 64% in the U.S. and 45% in the U.K. when looking at how engaged the same smartphone users are on social networks during their shopping trip. To translate, consumers love to share their shopping experiences through social feeds while they’re in the moment.
How to Plan Your Campaign
The web design behind Pinterest is strictly visual in nature. Unlike Twitter or Facebook, users are not interested in lengthy text-based posts. That’s not to say they are happy to see it on the other networks either but it’s definitely more viable on those. That is because Pinterest is about sharing attractive images and pinning visual content to lists. A retailer or business should use the network in the same way.
For example, a clothing retailer could create a holiday or winter style board and then begin pinning seasonal outfits for sale. It’s akin to running a themed image promotion anywhere else. Customers will eventually engage with the images and the list by pinning their favorite seasonal styles for their own followers to see. It’s this kind of exponential exposure that makes social networks so effective.
Use Pinterest to not only show off your products and goods, but to encourage interaction and engagement from your customers. It also creates a sense of personal attachment to your business, at least where the customer is concerned. That is the main point of launching a B2C campaign, right?
You can reinforce your standing with customers by interacting with them, as well. If they pin your content or make a comment, respond! Make a separate list and pin content from loyal followers too. Reciprocate and give something back. That is one of the best ways to build up a loyal base of followers on any social media platform.