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Data & Trends, Marketing, Sales, Social Media

Facebook Versus Pinterest: Who Drives More Sales?

When was the last time you left your home without your phone in your hand, especially to go shopping? There’s no doubt that local marketing has a remarkable impact on small businesses, with four out five users using their smartphones to shop. Another indisputable fact is that there are a plethora of social media networks for small businesses to use, but never enough time to get around to all of them. With the holidays coming up, here’s where you should direct your time and advertising budget if you want customers to make the leap from online browser to online or in-store buyer.

From the Newsfeed to Your Store

A new study from G/O Digital found Facebook to be a more effective marketing tool than Pinterest and Twitter. This shouldn’t be surprising, considering that, according to a study by Zephoria, one in five page views in the United States occurs on Facebook. Although Facebook has faced a lot of scrutiny the past few years over their privacy policies, according to the study, “local relevance and personalization are more important than privacy concerns in weighing the value and legitimacy of Facebook advertising.”

It’s all about relevancy and ads that are applicable to the customers you want to drive to your store;  in this case, local, targeted ads on Facebook are the way to go for small businesses. Facebook knows that your time is valuable, which is why they make it easy for you to create these ads. On their Facebook for Business page, they outline the different ways you can target your ads – from demographics to location and interests – and provide tons of support documents and success stories.

But why should you target users’ interests? According to the study, 36 percent of those surveyed by G/O Digital regard “ads that are targeted based on your personal interests and past purchases” as the most likely to influence them to interact with Facebook ads from small businesses, while more than 25 percent of respondents consider “ads that are targeted based on current location” to be most influential.

What About Twitter & Pinterest?

While they’re great tools for you to explore for your business, at the moment Pinterest & Twitter don’t translate well when it comes to in-store sales. Factor in the fact that 189 million Facebook users only login via mobile devices, and there’s no question about the influence local deals have on in-store sales for small businesses.As a small business, it’s safe to say that local marketing is crucial to your success.

Have you used targeted ads on Facebook to drive in-store sales? Was it easy to navigate and did you see positive results? Tweet us at @KabbageInc or submit your answers in the comment section below.

 

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Kabbage Team

The Kabbage Team is here to not only fund the small business loans you need, but to help you grow your business through free marketing tips, webinars, tools and more. Is there something you'd like us to cover or want to get your small business featured on our blog? Send us a note at content@kabbage.com.

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