𝐓𝐑𝐔𝐄 𝐎𝐑 𝐅𝐀𝐋𝐒𝐄? 𝐏𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭 𝐭𝐫𝐚𝐟𝐟𝐢𝐜 𝐝𝐨𝐞𝐬𝐧’𝐭 𝐜𝐨𝐧𝐯𝐞𝐫𝐭 𝐢𝐧𝐭𝐨 𝐬𝐚𝐥𝐞𝐬…
I hear this frequently, “My CPG costs to acquire new customers have gone up significantly over the past two months, due to extensive changes in the algorithms by the social media technology platforms. How can I effectively acquire customers beyond Facebook, Instagram and Google?”
One solution I like to recommend considering is Pinterest. Often overlooked, Pinterest has become a terrific platform for CPG brands to gain expanded brand awareness AND to market test new offerings. “As seen on…” is quickly becoming “Pinned on”.
According to an Oracle data study, Pinners are 40% more likely to try a new product in the first 10 months of launch than non-Pinners. Pinterest users tend to be very engaged and are proving to be buyers!
Want a stress-free product launch on Pinterest?
Here are three areas to consider:
☑︎ 𝟏. 𝐏𝐫𝐞-𝐥𝐚𝐮𝐧𝐜𝐡: 𝐅𝐨𝐜𝐮𝐬 𝐨𝐧 𝐬𝐞𝐫𝐯𝐢𝐧𝐠 𝐚𝐧𝐝 𝐞𝐝𝐮𝐜𝐚𝐭𝐢𝐧𝐠
One of the biggest mistakes is marketers tend to focus so much on the details of the actual launch that they miss opportunity to build up excitement in front of the launch. This is the phase where you build the runway.
This space gives you an opportunity to stimulate, educate your target audience, and create pre-launch demand and buzz.
What content, including hashtags and boards, can you create before the launch to boost awareness and engagement with followers?
☑︎ 𝟐. 𝐋𝐚𝐮𝐧𝐜𝐡
This phase is all about sharing “how” your solutions or products deliver value addressing customer pain points. Delivering value is key!
Planning how to drive the customer towards the purchase decision is critical, we need to make the register ring! Will you have a dedicated marketing landing page on your site? How and where will your customers check out? Make getting to “buy now” as seamless as possible in your posts by providing links directly to purchase. “Add to Cart” or “Discount Coupons” links can be leveraged to create additional calls to action.
☑︎ 𝟑. 𝐏𝐨𝐬𝐭-𝐥𝐚𝐮𝐧𝐜𝐡 𝐨𝐫 𝐫𝐞𝐩𝐞𝐚𝐭 𝐬𝐚𝐥𝐞𝐬
Nearly 3,000 new CPG product launched last year and only 15% are still on retailer’s shelves.
The fastest path to scaling growth and margin improvement is through repeat sales.
Have you created a community to support your new and existing customers? Are there experts who could engage with your customer in a community forum and add value to your brand experience? Do you offer and update relevant supporting information and FAQs to your customers proactively? How are you encouraging repeat purchases?
Pinterest may be an overlooked element of your marketing strategy that could help you drive top-of-mind awareness all the way through conversion.
Want to learn more about launching your CPG brand with Pinterest? My DM and email box are open!