Social media marketing is a must for every business. If you’re not posting, liking, commenting and sharing, you’re behind. You’ve most likely heard of the social media dynamic duo—Facebook and Twitter. They comprise the basic business social media tool kit, but did you know your business can use Pinterest as a marketing tool to benefit your marketing as well?
While Pinterest was initially known for its home-improvement projects, crafts and recipes, the social media site is gaining huge recognition for its ability to help businesses increase their reach to consumers. It makes you wonder why you haven’t been using Pinterest as a marketing tool earlier, right?
According to Digital Marketing Ramblings, Pinterest has 100 million active users, and 80% of Pinners have purchased an item after seeing it on Pinterest. Another study from Shopify found that Pinterest-driven orders are substantially larger than that of Facebook or Twitter. Additionally, at $80.00 an order, Pinterest even tops Google and Amazon.
So, how can you reap the benefits of implementing Pinterest as a marketing tool?
1) BE A VISIBLE BRAND
Let’s start with your business’s Pinterest profile. Connecting multiple social media accounts is key to gaining more visibility online. Pinterest allows users to link their Twitter, Facebook, Google+, Gmail, Yahoo and Microsoft accounts. In addition, adding a direct link to your business’ website will allow other Pinners to access all of your online accounts in one place. Bottom line, the more social media accounts you link to your Pinterest, the better.
Pinterest, like most social media, is an interactive platform. You can repin content that is already posted to the site by other users, similar to a retweet on Twitter or share on Facebook. You can also post original pins to the site for others to repin. Pinterest allows users to organize their pins into groups called Boards, which allow you to organize your profile. Cleverly grouped pins will allow other Pinners to find additional content on your profile more easily.
2) POST ATTRACTIVE PINS AND BE ACTIVE
Part of extending your reach on Pinterest is being actively involved on the website. This means posting original pins as well as interacting with other Pinners’ content. You create a content calendar for Facebook, Twitter and LinkedIn, right? Pinterest as a marketing tool should be treated with the same mentality as any other marketing tool or social media platform. Start by getting familiar with Pinterest’s categories. Find which categories contain content that relate to your business and consumers and use that knowledge to browse and post your pins to the best categories. By liking and repinning you let other Pinterest users know you’re looking and posting similar content, which can lead them to follow or even share some of your content.
When posting original pins, focus on the visual first. The first thing Pinners notice about a pin is the picture attached to it, so using engaging visuals is a must. Like any other consumer, you must grab Pinners’ attention before they dive into your business. In addition, because Pinterest is accessed mostly through mobile devices, make sure your Pins are mobile-friendly. According to Hootsuite, pins with vertical photos (with an aspect ratio of 2:3 to 1:2.8 and at least 600 pixels in size) are most effective and perform best on mobile screens.
After choosing a photo, think about the caption for your pin. Your caption should compel viewers to move from the pin to your website for further information. It should include:
- Your brand name and website URL
- Why the pin is relevant and useful for consumers
- Relevant links and hashtags that tie into your business
You may even want to include a call-to-action (CTA) within your pin caption along with additional relevant links. These can relate to an ongoing campaign or general CTA to drive traffic to your website. You can also pay for Promoted Pins, which are shared by Pinterest so they are seen by more people. Consider creating different boards within your account to separate and organize your pins and photos—it will make it easier for your customers to view your profile.
3) MAKE YOUR WEBSITE PINTEREST-FRIENDLY
Consider the content on your website and other social media platforms. Photos, blog posts and numerous other types of content can be posted to Pinterest as a pin. While you want consumers to find your website and brand through Pinterest, they also need to be able to take your content and share it on Pinterest as well.
Let’s use an online retail store as an example. Imagine someone is shopping online and comes across an item they want to purchase for themselves or as a gift, but they’re not yet ready to buy it. You most likely have options for viewers to share the blog post on social media (i.e., Facebook, Twitter and LinkedIn). By adding a “Pin it” button to your content, users can then save the item(s) to their Christmas Gifts Pinterest board, for example, so they can return to your webpage when they’re ready to make the purchase. This can ultimately help remind them they want to buy a particular item from your online store.
4) KNOW YOUR CONSUMERS’ PINNING HABITS
Like any other marketing technique, you need to know your target market, what they look for and how they tend to find information. Luckily, Pinterest makes this extremely easy through trending pins and Pinterest Analytics. Trending pins are the “most pinned” posts of the day. They indicate what content is popular among all Pinterest users over the entire site.
Pinterest Analytics, on the other hand, is personalized information specific to your posted pins. Analytics allows you to view your most popular posts, including those with the most likes and repins. With this information you can start to understand what visuals, content, and CTAs are most effective with your Pinterest network and tailor pins to your target consumers.
Just as Facebook and Twitter are vital to your social media campaign, Pinterest as a marketing tool should be on the top of your list along with them. It’s an excellent way to share your passion—your business, with potential consumers and grow your brand.