How to use Pinterest Trends to power up your marketing

Using Pinterest in your digital marketing strategy? Well, then you know that keywords = king. 

Pinterest just released Pinterest Trends: a search tool that will be insanely valuable to marketers and brands everywhere. 

This new tool allows users to search for the most popular keywords within specific industries and see how well those keywords have performed over the course of 12 months. Only available for trial in the US right now, hopefully, Canadians can get our hands on this impressive tool very soon! 

How does the new Pinterest Trends tool work?

Here’s what you need to know:

  • Looks up the most popular search terms within the last 12 months. 
  • Supercharges all brand campaigns: campaign curators will now be able to attach those keywords to pins and campaigns and drive content into the streams, making the possibility of it blowing up closer than ever
  • When uploading a pin the option to search for keywords and add them to your pins is on a search bar on the right side of the uploader screen

A brand dominating the keyword game and using it for ad leverage is Tastemade. They used Pinterest analytics and noticed that the word WATERMELON was being used loads of times over the summer, created a dedicated watermelon pinboard and BAM ended up with a viral watermelon campaign board. 

Trending graphs that Pinterest has released alongside the trend reports and keyword search that make for a visually stimulating and insightful research project: 

Using this new tool is going to drive market research on Pinterest and allow for more targeted, more curated campaigning also giving marketers and brands the opportunity to stay on top of trends in their industries. Although the tool is only available in the US (for now) you can check out Pinterest’s comments on everything trending for 2020 here

Want to know if you should be marketing on Pinterest? Read our go-to guide.

Should you be marketing on Pinterest?

Like every type of social media, Pinterest isn’t right for every business. 

But it’s an f-ing game changer for some businesses. 

So, how do you know if Pinterest is right for your company? 

The types of businesses that can use Pinterest’s social media platform 

Pinterest is great if you sell a product. That’s because, in addition to being a social media platform, it’s basically a visual search engine. If you have products, users can easily discover them. For example, if you’re a clothing manufacturer, you can list all your pieces. Then, if a user searches for “mini dresses” and you have one, it will come up in the search as a Pin. The user could find the dress – and discover your brand. Best of all, you can make your Pins shoppable, meaning people can buy your products without leaving Pinterest! 

If you don’t have a product to sell or you only work in a brick-and-mortar location, then Pinterest doesn’t have a lot to offer. Few people are going to find, say, a restaurant on Pinterest then go check it out in real life. Got a business like that? Spend your social media marketing efforts on Instagram. 

What Pinterest’s social media platform can and can’t do 

1. Can: Allow product purchases 

We know we already said it, but it’s worth mentioning again: If you have an eCommerce business, you can make your Pins shoppable. So get great photos of your products and get them up on Pinterest ASAP! You also may want to consider partnerships with other brands. Shoot photos with all your products and tag them in the Pin. This way, users can shop whatever they want from the image. 

2. Can’t: Increase product awareness 

If you have nothing to sell and you just want people to discover your brand, Pinterest isn’t the best choice for you. That’s because people don’t spend enough time searching through individual accounts to discover brands unless they are already interested in those brands products. Need someone to discover you, then come visit a brick-and-mortar location for a service, food, or to make a purchase? Instagram and Facebook are going to be better for you to focus on. 

3. Can: Capture women 25-54

Pinterest offers easy access an important demographic: women aged 25-54. In fact, Pinterest captures 83% of all these women. This demographic is still responsible for 80% of the household purchasing decisions. Given this, if you’re selling a product, especially one targeting women or for households, you need to be on Pinterest. 

4. Can: Create a long-term social media space 

Most social media is of the moment. Posts come and go in a matter of days or even minutes. But the only way most social media posts come back months or years later is if you said something you REALLY shouldn’t have. Pinterest isn’t like that. Once you put a post up, it can always come up in searches. So while you might not get a flood of likes and comments at the start, potential customers can find your products for the days, months, and years to come. 


How to know which social media platforms you need for your business

So you want to use social media for your business. But which platforms should you use?

Not every business should be on every social media platform. You need to use the one(s) that are right for you.

Rule of thumb: Choose the platform where you’re most likely to find your ideal customer type. If you’re selling T-shirts, LinkedIn probably isn’t right for you.

Here’s the run-down of how to choose the right social media platforms for your biz.  

Which social media platforms are right for your Vancouver business?

Let’s go through each, shall we?.

1. Facebook

Looking for women aged 38 and up? Facebook is the place for you! This is the most active group on Facebook now, but you’ll find a surprising number of men here too. Facebook is also still the best advertising platforms for many types of businesses, so having a presence here is important for almost any type of business. You should know, though, that Millennials are closing, or not using, their Facebook accounts these days, so if your target customer is under the age of 25, you might want to focus your efforts elsewhere (read: Instagram).  

2. LinkedIn

LinkedIn is known as the social media tool for connecting with professionals. If that’s your target audience, LinkedIn is THE spot for you. Lawyers, accountants, and most B2B services should have active LinkedIn accounts. It’s also a great place to hire, if you’re looking for professionals to join your team.

3. Snapchat

When we’re talking marketing, Snapchat isn’t the place to do it, except in limited circumstances. Snapchat has also been accused of racism on several occasions, including after releasing filters declared digital blackface and yellowface. Who wants to work in a space like that? Not us – and we hope not you either!

4. Instagram

As we all know, Instagram is the social media shit right now. Want to connect with 20-45 year olds? This is the number one spot to do it! It can take time to build a following; but, with dedication and hard work, you can make it happen.  

5. Pinterest

A lot of companies don’t know how to use Pinterest, but it can be useful for certain types of businesses. In fact, Pinterest is a favourite amongst interior designers, artists, and anyone in fashion. Why? Because it’s the top spot for inspiration boards! Most importantly, it’s perfect for online store who are selling products globally. But if your business serves a local audience only, Pinterest isn’t ideal.

6. Twitter

Twitter is the best social media platform… if you’re a current president looking to address your base. Yeah, D-Trump, we’re talking about you! Twitter is also a hotspot for authors, the science/medical community and journalists. Other than that, though, it probably isn’t your best bet.

Remember that, when it comes to social media in Vancouver, the platform is only the beginning

When looking at social media in Vancouver, a lot of companies think that all they have to do is find the right platform and they’re good. But the platform is just the beginning! You still have to put the work in to build a following.

Don’t have time to take care of this work? Let us look after the social media for your Vancouver business for you!


10 reasons a la carte social media packages aren’t worth it

You’ve probably shopped around for social media managers for your business and come across quite a few with ridiculously appealing prices. Something in the realm of $200/month for Facebook, Twitter and Instagram management. For an extra $50, they’ll set up each of those platforms for you. And for another $20 a month, you can add Pinterest and LinkedIn.

It sounds too good to be true. And it is.

Every couple of months, someone brings me a proposal from a social media management company in Vancouver that offers seemingly great deals just like this and asks what’s the deal.

Our team has had tons of discussions about how companies manage this and even made some covert calls to find out more details.

Here are 10 reasons why cheap, a la cartel social media packages aren’t worth the money they’re charging.

  1. Copy-and-paste messaging is ineffective.

    You don’t use the same words or tell the same stories to your best friends as you do to your boss. The subtle and less subtle ways we communicate with the different types of people in our lives are amplified and become even more important with the public nature of social media. Posting the same content with the same content on casual Facebook and professional LinkedIn can make your business look amateur. Plus, studies show that hashtags and @ handles in your Facebook posts, ellipses and truncated content in Twitter feeds and Instagram photos posted directly to Facebook lower your chances of grabbing the attention of your audience. Why pay for posts that are essentially useless to you?

  2. They ignore the social part of social media.

    By their nature, social platforms are meant for having conversations and building trust and relationships. In real life, would you ever walk up to someone you wanted to be friends with, spout off a stat or a joke, and walk away? Why would you let a company do that for you on social media? Instead, your brand should be starting conversations, asking questions and posting content that entices people to engage with you and get to know your brand.

  3. They don’t encourage people to engage with your business.

    Because of the way that they “post it and leave it”, these companies aren’t giving your customers reasons to talk with you. Why have a one-sided conversation? On the other hand, two-way conversations build trust between your brand and your customers, and trust leads to sales.

  4. You run the risk of looking unprofessional.

    Spelling errors, poor grammar and tasteless jokes are suicide for businesses on social media. Working with an untrained, unprofessional social media manager is risky behaviour. We recommend hiring a social media marketing firm with a strong background in writing, business and social media best practices.

  5. Beware the hidden costs.

    Your business doesn’t stay the same every day. You’ll want to tell people about special events, sales, promotions and news. Don’t get stuck with social media packages that charge you extra for anything outside what they think is the norm. Instead, work with a firm that is as flexible as you are and wants to see your business succeed.

  6. You get what you pay for.

    Need we elaborate? Too many times, I’ve met people who have taken the cheap route with their social marketing and regretted the dollars they wasted. Your business deserves better!

  7. You pay for work you don’t need and miss out on work you do need.

    The nature of a la carte social media packages is that you don’t get to pick and choose the services you need most, and skip the ones you don’t. Don’t pay for Pinterest marketing if your customers aren’t on Pinterest. Working with a social media marketing firm that understands what your business needs and helps focus your efforts and dollars on those areas is always working in your best interest.

  8. They’re not there when you need them.

    On a pair of occasions, I’ve phoned one of these cheap social media package shops to inquire about their services. Both took 3 days to return my call. What if you were paying them and they posted content that embarrassed your company or didn’t align with your values? Would it be OK for that content to stay out there for 3 days? Not likely.

  9. You’ll be in bed with the Walmart of social media.

    These low cost shops are all about quantity over quality. They post quickly without much thought to long term strategy and how each post represents your brand. They often use scheduling software, meaning they spend just a few minutes posting your business’ content for the week, then they forget about you. For them, it’s all about what’s fast and easy, rather than what’s going to get you the best results.

  10. Personalized service? Not a chance.

    It’s always more fun ad more rewarding to work with someone you respect, who’s intelligent, connected and personable. That’s why your customers choose your business over others – they can relate to you! The same goes for the agency that represents your brand online – they should understand you and be able to tailor their service specifically to what you need. They should call to see how you’re doing and check in on your business.

Have questions? Comments? Post them below or email us!

Pinterest for Realtors: Is it worth it?

Whether Realtors should use Pinterest for marketing and getting their listings noticed is a question we deal with often. Many Realtors use this social network to display their listings and interesting properties in their market, but what’s the return on investment?
Although we love Pinterest, it has its drawbacks. Getting traction on Pinterest for Realtors has gotten harder with time, as activity on the platform has increased. Pinners are less likely to follow you now than they were a few years back.
But is Pinterest a lost cause for real estate agents? Maybe not – there are plenty who have had great success with the network. The question is, is it right for you?

Here are 4 questions to ask yourself before tackling Pinterest as a marketing venue if you’re a Realtor:

  1. How much time can I commit? Building a following on Pinterest is a long-haul game. Realtors can expect building even a small Pinterest following could take six months, to a year or even more. Getting to this point could require about an hour of your time, three to four days a week. Is that a commitment you can handle?
  2. Can I keep it up to date? Since listings don’t stay on the market forever, you’ll want to keep your listings board up to date in order to avoid getting calls from leads, but ultimately having to disappoint them if the house they like is no longer available. Keeping your listings current is a must.
  3. Do my listings generate interest on their own? Realtors in the luxury or unique homes market are likely to have better success on Pinterest, because the photos they pin from their listings will generate visual interest on their own. Photos of “average”-looking houses may not generate the same appeal.
  4. Will Pinterest result in buyer leads? As a Realtor on Pinterest, you should expect that the vast majority of repins you get on any photos of listings you post will not translate into leads – most of these repins will be from people who are interested in real estate and/or decor, and share your images for their visual appeal, rather than because they want to buy the property. That said, over time, efforts on Pinterest can pay off by becoming leads. Having your name recognized on social media (whether that’s Pinterest, Instagram, Facebook or Twitter) can result in leads calling you to buy or sell a home.

Like any social network, Pinterest is a long-haul game that can take more than a year to develop. Even then, there are no guarantees that your activity on Pinterest will become leads and eventually sales. However, done right, Pinterest can indeed result in huge success for Realtors – especially those with listings in the luxury and niche/unique markets.
Got questions about how to make Pinterest work for you? Or do you need someone to help make a customized social marketing plan to help you get more leads? Send us an email today!

Online Marketing for Realtors: Where to focus your efforts

In an industry as competitive as real estate, getting noticed is getting harder than ever. Despite so many marketing venues being available to you, Realtors like you know the value of marketing and advertising and are quick to jump on nearly every opportunity.
To stay ahead of your competitors, where should Realtors concentrate their advertising/marketing budgets to get maximum impact – the most leads, the most connections and the best return on investment?
The obvious answer is your website, but as you know, the SEO game is a long-haul match, and an expensive one at that. In this blog post, we won’t touch on Realtors’ websites (that’s a whole can of worms for another day) and instead, we’ll focus on external venues that bring business to you.
According to our in-house findings, here’s what the Legendary Social Media team recommends as the top online marketing platforms for max ROI:

1. Google Adwords / Google PPC

The beauty of Google’s Adwords is that your target clients find you. By setting up your Adwords campaign properly, with highly effective ads (including Call Ads – they’re unreal for Realtors and definitely worth a try!) displayed in the right locations at the right time, you’re bound to attract dozens of leads a week, all for a modest budget.

What you need to know

Budget: Market dependent. For a medium-sized city (about 1 million), start with an Adwords budget of $2,000 per month.
Pro tip: Use call ads for mobile users to make it easy for people to get in touch.
Pro tip: Review your ads frequently (several times a week) and compare the performance of one ad versus another to see which words work with your audience and which fall flat.

2. Facebook

As social media management experts, we see a lot of Realtors really miss the boat when it comes to social marketing. The fact is, the way we “sell” to people has changed, and the pushy tactics of last decade don’t fly anymore.
Thankfully, Facebook is the perfect platform for Realtors to engage in a different kind of interaction with potential leads. The key to success for Realtors on Facebook is providing value:
Don’t post only listings and real estate news.
Do post funny content, videos, events, helpful articles and other valuable content.
Also, be aware that the number of page likes you have on Facebook is virtually meaningless these days unless your page’s audience is insanely engaged with the content you do post. Focus your Facebook advertising not on page likes, but on boosting posts that provide major value to your target audience.

What you need to know

Budget: We recommend $800-$1400 per month for boosting posts
Pro tip: Having people stay “active” with your Facebook page is critical to having your content, including listings and open houses, seen. When you’re not posting listings, post articles and photos with questions that are easy to respond to like, “Who would you bring as a date to this new restaurant opening this weekend?”

3. Instagram

By following the same principles as Facebook, Realtors can be massively successful at turning audiences into leads with Instagram. Once again, the key is providing value. Therefore, your posts shouldn’t 100% featured listings. Post photos of home decor ideas, stuff going on in your city and, of course, cute animals (we’re half-joking about that last one).
What you need to know
Budget: $0 although Instagram now allows advertising
Pro tip: Make sure your contact information is in your bio, including your full name, phone number, email address and website. Also include this information in most, if not all, posts.

Do you use Twitter and/or Pinterest to market your real estate listings? That’s great! Many Realtors have seen great success with these two platforms as well. We’d love to have you share your success stories with other Realtors and professionals on how to maximize your marketing ROI.
Want to get into online marketing, but don’t have the time? That’s where we come in, to help professionals create a loyal community of fans by doing social and online marketing the way it was meant to be done. We’re a boutique agency that puts time and love into everything we do online. Contact us to tell us about your business and goals today.

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