Billions of people worldwide use social media every day, so if you are in the equine industry, using it as part of your marketing strategy is an absolute must.
But which one to use? Facebook is tops for the number of users, but you might be surprised to learn that Pinterest is number one for people actually making a purchase.
Pinterest’s visual platform makes it much easier for consumers to picture themselves using a product or service and over 85% of pinners have made a purchase because of a pin they saw on Pinterest.
I know what you are thinking… that’s great for businesses involved with cooking and crafting, but no way will it work for a equine industry. Wrong! There are a TON of horse lovers on Pinterest, many of whom use the platform to get inspiration.
- 150 Million people actively use Pinterest every month
- 72% of those people use Pinterest to decide what to buy offline
- 81% of users are female (kind of like the equestrian industry) and the wealthiest of consumers prefer Pinterest over other social media platforms.
- 87% of Pinterest users have purchased a product or service because they saw it on Pinterest
This is where your audience is, demographically speaking it more closely mirrors the equine industry (female with disposable income) and people love to make purchases because of it. Pinterest is tailor-made for any horse-related business.
Still Don’t Believe Me?
I sat down with equine blogger and social media strategist Raquel Lynn of Horses and Heels to chat a little bit about how Pinterest has benefitted her business and how it can benefit yours. Raquel was excited to share her success and to encourage other equestrian professionals to use Pinterest to expand their own businesses.
According to Raquel, Pinterest is her number one driver of traffic to her site, and is one of the big factors in allowing her to quit her 9-5 and concentrate solely on her website and social media clients. When I asked her if she thought any equine business could benefit from Pinterest, she answered a resounding, “YES!”
“You can find everything from barn builders to tack shops to trainers on Pinterest. I am always encouraging equine businesses to tap into the power of Pinterest”
Raquel went on to say, “Pinterest is great because it can easily benefit a small business just as much as a large business. One pin can go viral and boost your business dramatically”
A Few Examples
Here are a few more examples of companies that use Pinterest as part of their marketing plan. Click on each one to see their Pinterest page.
- Ramm Fencing
- Gypsy Gold Horse Farm
- Horses and Heels
- Aspire Riding Academy
- American Quarter Horse Association
- Toll Both Saddle Shop
- Horse and Hound Magazine
- Manna Pro Horse Supplements
- Dubarry of Ireland
- Stable Mates
This is just a small sample of the equestrian businesses that use Pinterest as part of their marketing. In 2017, it’s time to stop thinking of yourself as a local business – with the power of the internet, everyone has global reach.
In order to promote your equine business, there are a few things you will need to get your account started.
Pinterest business profiles are free and easy to get set up. A business profile will allow you to see your analytics, who is pinning what where, and tell you how many people you are reaching.
Quick Tip – Keep your profile description friendly, relatable, and full of keywords to help people find you.
Once you have your profile set up you will need to set up your boards. Create one board for things just from your site, and 15-25 other boards that relate to your business in some way.
For example, if you own a training facility you might want to have boards labeled “Training Tips, Horsemanship Basics, and Riding Exercises.” If you own a tack shop, your boards might be labeled “Sweet Saddles, Horse Show Fashion and Beautiful Blankets.”
Quick Tip – Don’t forget to give each board a keyword heavy description so people will easily be able to find your boards.
Pinning to Your Boards
Pinterest makes pinning any image very easy. You can download the Chrome extension and pin any image you find on the internet straight to your Pinterest boards. You can also search Pinterest for ideas and images related to your business that you think your customers will love.
When you are considering what to pin, just ask yourself, “Would my customer love this?”
If the answer is “yes,” then pin away!
Quick Tip – Don’t just pin your pins, pin about 70% other people’s pins and 30% your pins.
How much you should pin is always another big question. It is important to interact with the platform so Pinterest knows you are a serious influencer. To get you started, pin around 30 pins a day, then once you are more established, bump it up to 50 – 100 per day.
Quick Tip – If pinning that much sounds like way too much time and work, use a scheduling software like Tailwind to schedule your pins out a week at a time.
How to Create the Perfect Pin
Pinterest has its own set of rules when it comes to the imagery. The platform is designed to showcase pins that are long and tall. As a general rule, the image width should be 2/3 the height of the image.
If you need a little help, check out the website Canva. It has a template just for Pinterest images. You can create wording, change backgrounds or just crop a picture to the right size using this FREE tool.
Quick Tip – Always put your website or logo on the image as part of your branding strategy, to prevent image theft, and to let people know where to go to find cool stuff!
Gaining Followers on Pinterest
Gaining a following on Pinterest will help your pins gain traction and get your products and ideas out to more people. The more people who see your pins, the more people who can pin it, and then their followers can pin it, and so on. That’s how you end up with a viral pin.
The first step in gaining followers on Pinterest is to let your current contacts know you have a Pinterest page.
If you have a mailing list, send an email inviting people to follow your page, if you are on Facebook, put up a post and ask people to follow your Pinterest page.
From there it will be all about what you are pinning and how often. This is another area Tailwind is very helpful with. By keeping a consistent pin schedule, you will get your things in front of more people and Pinterest will start suggesting people who like your pins follow you.
Quick Tip – Follow other people in your niche to create interest in your Pinterest profile.
Check Out Our Pinterest Page
If you want to see an example of all of these great tips in action, check out the Stable Mates Pinterest page!
Article by Michele Cook, a former hunter/jumper trainer and author of the book “Finding Your Equine Soul Mate: A Guide to Buying Your First Horse.” She enjoys camping and trail riding with her three horses in the Alleghany Mountains of Virginia.