In today’s world, almost everything can be done using social media, including the marketing of horses. Using social media platforms, such as Facebook, has made this easier than ever. However, just because something is easy, does not mean that it is okay to skim over important details that can make or break a sale.
To help you put your best foot forward, AHT spoke to two women who are well-versed in using social platforms to successfully market horses. Sarah Stone manages Palmetto Arabians and Jackie Pakula handles the marketing for Colby Powell Performance Horses.
Creating the Post
When asking them to describe the most important features of marketing a horse successfully on social media, both Jackie and Sarah agreed that having an eye-catching photo of the horse is extremely important. Making sure the photos are clear and highlight the best features of the horse is what matters. The photos do not need to be done by a professional—using a phone camera works just as well—as long as the photos are good quality. Another important part of utilizing social media is making sure to have photos of the horses’ legs, head, neck, and back; all things a potential buyer wants to see.
After a nice photo, including details about the horse is absolutely necessary. These details include the registered name, age, sire and dam, and show history. If the horse has not been shown, be sure to include which division it was bred for. Also helpful: if it is up-to-date on vaccines and shoeing, as well as a few words about its disposition, which helps draw in potential buyers. A photo of the horses’ papers can be included in the post or comments.
Finally, include relevant contact information and be available to communicate with prospective buyers. Responding in a timely manner shows respect to interested parties. Being accessible to answer questions, take phone calls, and potentially take more photos of the horse makes customers feel important and can help move a transaction along faster.
Example of a sale horse posting from Palmetto Arabians
How to Make a Post Successful
When preparing a post, it is important to consider engagement with followers. There are certain days and times where more people will be on their phones and interacting with posts on social media. Google has made it easy to find which times are best to post in order to get the most engagement, and both Jackie and Sarah use Facebook, because it is the most user friendly and has multiple markets to post sale horses. Both use their business pages as well, focusing on certain Facebook groups such as “Arabian/Half Arabian Marketing Connections”. Using groups that are breed or discipline specific reach people who may not follow the business page.
Missteps to Avoid
Common mistakes that often hinder the success of posts include:
- Poor quality photos
- Only one line of information about the horse
- An inaccurate description
- Video clips are too short (less than 10 seconds) or too long (over 30 seconds per gait)
But these are mistakes are easy to correct, in order to make a social media sale more successful.
Social media is a wonderful tool for marketing horses to a large audience, but it is easy to skim over the details that prevent a potential sale. By utilizing social platforms in the right way, you can make marketing horses a breeze.
Example of a sale horse posting from Colby Powell Performance Horses