It is easy to make big claims. Especially on social media where we get to see only the highlights reel. Not the hard work, anxiety and time that goes behind most achievements. As a creative entrepreneur you know how daunting it can be. Why is everyone else crushing it in their business and you struggle to get noticed? If you can relate with me on this roller coaster ride then read on, because I am going to reveal actual figures that do not lie.
There is Hype and Then Some
Without fail my inbox fills up each day with some social media wonder product. Or the latest fad that has entrepreneurs running after the next shiny object. At the moment it is Facebook stories and Instagram videos. Phuleeze. Last month Facebook's shares prices tanked 20% because businesses cannot figure out what is happening to their adspend. It comes down to one thing. Return on investment. Right now the big blue social media channel is not a sure thing.
How about this for a scary statistic? According to a new Buzzsumo and Bufer study artists have experienced a massive drop in engagement on Facebook pages. Over 70% decline from 2017 to 2018. That should put things very much into perspective.
Visual Media Needs More
Oh sure visual media is great. We all love images and videos. This media works best on all social channels. But what exactly is being consumed and what is the return on all the hard work? On Instagram right now it is Instagram TV. Long form videos in extreme vertical format for mobile. Interesting and I will test it out. But when we talk video we really mean YouTube right? Nowhere does video play as easily and effectively as YouTube.
Then images. Instagram is big for this, but the timeline experience is so fleeting. You lose the images so fast. Out of sight out of mind. Which makes me think that the dominant force behind visual content has to be Pinterest. Huh!
Visual Plus People is the Winning Combination
Like I was saying I think visuals are great, but they need the right people looking at them to make your marketing click. The winning combination. Are you getting this on Instagram TV? Probably not. Right now the winning combination is firmly in Pinterest's seat and I will tell you why.
All the best images and videos are curated on Pinterest by real people who care. If you spend time on Pinterest you already have noticed the high quality content. Then the content is saved on boards that are categorised, searchable and available for years to come. Not a few seconds on a timeline. This is a huge difference. Why? Because your pin today that is repinned tomorrow, will continue to show up on other boards for weeks, months and even years later. Traffic keeps coming back to your blog, website and products over and over. No other platform gives you this potential.
The Figures Do Not Lie
Talk is cheap. When I started my blog in 2012 I relied on Google organic search for like minded artists and collectors to find my work. I also started an email list. Thankfully! But progress was slow. Then with time Facebook seemed like a good idea. Pinterest was just starting and nobody gave it much attention. Facebook worked well as an amplifier until 2016. The big social media channel began to throttle back marketing reach as they tried to extract more paid reach. Now it is a pay-to-play scenario. It does not matter how many followers you have. You cannot reach them without spending on ads.
Blog and website traffic dropped. A lot. What was to be done? Spend more and more? Then I started to look at analytics more carefully. Traffic from Pinterest kept climbing. Over the past year I have made Pinterest my main focus and the results are staggering. Take a look at my Pinterest for Marketing page and see the graphs. With only a fraction of the followers my blog was getting 800% more visitors from Pinterest than Facebook. All for free!
A Little Focus Goes a Long Way
The fact is that each media channel does require fine tuning. Pinterest is no exception. You need to optimize your business account, pins, keywords and overall strategy. But it is not very difficult to master. More importantly you do not feel like you are fighting against an algorithm. Pinterest is actually helping you by showing your pins to other people. Even if they are not your followers.
Why the Course?
I spent a lot of time reading books and finding out as much as I could online. What I discovered was a lot of fluff. The books are mostly misleading. The course I put together instead is intended to be practical. It shows you exactly how I go about setting up boards, creating pins and researching keywords. If you want results straight away you will get them by following this course.
But keep in mind that action over time multiplies results. Persist and you will compound results. Take a long term view for maximum potential. Nevertheless you will get results within weeks. Real progress you can build on.
Preview the course and check out the special offer I have for you. Then take action and start your Pinterest marketing. You will not regret it. Please feel free to join me on Pinterest too.
Pin to your Pinterest Boards
Malcolm Dewey: Artist. Country: South Africa