How Pinterest Can Help Grow Your Horse Business

Pinterest is a bit of a newcomer in today’s social media craze, but since its launch in 2010, Pinterest has garnered an impressive following and has already proven itself a valuable business asset.  With well over 70 million users worldwide, Pinterest is definitely worth investigating if you are a business owner interested in expanding.  While much of what I am going to be writing about in this article can be applied to any small business, the focus here will be on equine businesses in particular.

What is Pinterest?

Wikipedia defines Pinterest as a photo-sharing website that allows users to organize theme-based galleries, or “boards.”  Therefore one of the first things to note about this website is that it is primarily, if not completely, focused on attractive visual displays.  Users can like or “pin” images posted by other users or businesses to certain boards, and follow boards that reflect their interests.

How Can Pinterest Help?

Rubix at Liberty
© 2014 Cinderhawk Creative
Thoroughbred gelding Rubix enjoying the snow.

When it comes to advertising, the horse industry is predominantly sight-based, meaning that a farm cannot advertise using text alone.  Images, particularly photographs, are a must, and as Pinterest focuses entirely on photos and graphics, this makes it an ideal match for equine businesses.  Below are a few specific industry areas that might benefit from a Pinterest account.

Breeding Farms

Have a photographer capture some truly outstanding images of your farm’s newest stallion.  In addition to the basic conformation shots, include some liberty shots as  well.  Once you have your photos, upload a few and pin them to an appropriately labeled board on your Pinterest account, i.e., “Stallions of ABC Farm.”  Attach some info to the photo including the stallion’s name, location, stud fee, and of course, your farm’s own contact information.  This will help search engines find your page and help bring in new clients.

Lesson Farms

If students in your lesson program are attending a high-rated show, ensure you have someone with you that can photograph them in the show ring when they look their best.  At the end of the day, collect all the ribbons, trophies, and any other winnings and capture a nice, well-lit photograph of them all together.  Pin these to your account and make sure everyone knows where your students were and how they did.  Include a link to your stable’s website to make sure potential customers know who trained those winners!

Non-Profits or Rescues

A cute or beautiful photo of a horse that needs a new home can go a long way on Pinterest, provided you let users know the horse is available and how to contact you in the image description.  Pinterest also makes it easy for non-profits to bring attention to fundraisers due to the ease with which they can pin photos of the products they are selling to raise money.  Users browsing Pinterest also spend an average of $100 more than Facebook users and $140 more than Twitter users.

Boarding Facilities

In keeping with the high-quality photo ideal that dominates Pinterest today, boarding facilities can also benefit from this website.  Farm owners can photograph their property and pin these images, along with location information, prices, contact info, and a link to their website in order to direct potential clients to their stables.

Additional Benefits for Horse Businesses

Not convinced?  Check out these last few bits of information to understand how having an account at Pinterest can truly prove beneficial to your equine business.

  • Almost 80% of horse owners in the United States are women, and roughly 70% of Pinterest users are also women (although as it grows, it is finally gaining popularity with men as well).  This means that Pinterest makes it relatively easy for horse-related businesses to reach their target market.
  • Pinterest is extremely friendly to mobile devices.  This means that you can upload and pin from anywhere–even at that A-circuit show between classes.
  • Since its creation in 2010, Pinterest’s web traffic has grown more than 66%.  It also drives more traffic to websites than Twitter, Google+, Youtube, and Linkedin combined.  Because the horse industry thrives in areas that may lack high-speed internet, choosing the network that drives the most internet traffic in the least amount of time is a wise decision.
  • You can pin videos as well as photos.
  • Businesses can set up boards to allow “guest pinners,” meaning that family who bought the star show horse you trained can keep you updated and spread the word about your horse training services!

Have you used Pinterest to promote your business?  How did it work out?  Tell us about it!  Leave a comment or follow this blog, like us on Facebook, or tweet @Cinderhawk.  Happy Pinning!

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