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One Step to Overcoming Customer Laziness

One Step to Overcoming Customer Laziness


People are lazy. It’s true. It is inherent in human nature - we want to exert the least effort required to achieve the desired result. And if the result requires too much effort, we just might give up on it.


In some ways, this laziness (let’s call it desire for efficiency) is good. It has given us—over the course of time—the wheel, the combustion engine, and more recently the microwave and the remote control. All good things. But this desire for efficiency, and the willingness to give up on things that require extra effort, can make life difficult for marketers.


As society’s expectation for faster, easier results snowballs, potential customers see no reason to take extra steps to learn about your business and your offerings. If you don’t make it quick and simple, they’ll find someone else who does.




Social media and making it easy

What does that laziness have to do with your social media accounts? A lot. Especially if you are using one of the fastest growing social media platforms—Pinterest— in your content strategy.


While platforms like Facebook and Twitter are focused more on following individuals and businesses to get news or entertainment, Pinterest is used by many as a search/research platform.


Want to find ideas for a kids’ birthday party? Search Pinterest with your theme ideas.  Want to find a step-by-step guide on installing a new thermostat? Search Pinterest.  Searching for a job in healthcare management? There are even pins related to that.


Surveys show that Pinterest users spend more money, more often and on more items than any of the other top five social media sites. (Click to Tweet!)  They are an audience you don’t want to ignore.


But for them to purchase from you, just visiting your Pinterest page or seeing your items pinned by their friends, isn’t enough. They need to come to your website.


That’s where the laziness comes in. I know you have already set up your Pinterest business account with your website link right there at the top of your page. Easy, right? Only if your prospective customer is already on your Pinterest page visiting one of your pinboards. If, instead, they are simply seeing your pin on a friend or colleague’s pinboard, your website is nowhere in sight unless you’ve done one simple thing.  There is one step to overcoming cusomer laziness.


Include a link to your website in every pin. Don’t make a potential customer go hunting for it.


Link it the right way

Including a link in the pin description that will take potential customers directly back to your website can shorten the distance between the pin and your content or product. It makes it easy, with a single click and no searching involved.


One note of caution, however: While the link shortens the distance between pin and product, it should not be a shortened link. Pinterest is known to mark pins containing shortened links as spam, so don’t use Bitly or another URL shortener for the links in your Pinterest descriptions. Other platforms, such as Facebook and Twitter don’t penalize shortened links, so feel free to use them there to conserve precious character counts. But still include them.


While we typically think of inbound links as being a key for search engine optimization, that unfortunately isn’t the case with links from social media. They are classified as “nofollow” links, so they don’t add any SEO authority. But you still need to include them as a straight path from post to product. Because, remember? Lazy.


Need more tricks for making the most of your business Pinterest account? Find them in our ebook Using Pinterest’s Business Accounts here


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