Pinterest is an invitation-only social bookmarking site, where users can share photos, as well as create themed image collections. It allows users to browse other collections, called “boards” for inspiration, “re-pin” images, and “like” images. With the highest average amount of time spent compared to other social media sites and 12 million unique visitors per month, it is a powerful tool to be used by businesses. Pinterest accounts for 3.6 percent of referral traffic and has 10.4 million registered users, a majority of which are 25-34 year old women.
Pinterest is an effective marketing tool for businesses of every size. It can build strong relationships and loyalty among consumers, as well as bring new business. The nature of the “pins” allow for cross promotion and engagement between business and consumer. Now with all of these big words and amazing statistics, how would a business successfully implement a Pinterest strategy?
Let’s take it from the top:
In order to create an account, request an invitation from the main page or through a current member. Once given access to register, you may either use an email, Twitter, or Facebook to create an account. Now you’re ready to rock and roll!
From here, you will start pinning by either uploading your own photos or browsing other profiles for pictures to “re-pin”. The “boards” can be themed by activity, hobby, fashion, food, and a plethora of other categories. A way that The North Face themes their “boards” is by sport and gender, such as men’s running or women’s yoga. These “pins” create a brand image for your company. I have listed a few guidelines to follow to create a successful Pinterest presence.
Create Visual Pinnable Content
-Post attractive, usable photos, text and videos. Varying the type of content will maintain engagement among followers and encourage loyalty.
-Use high quality images that are at least 800 pixels by 1000 pixels to bring attention to your other pinned content.
-Making content share-able, without the corporate marketing fluff attached is more attractive to consumers and builds trust.
Create Interesting “Boards”
“Boards” allow for companies to create feelings through the collection of pins. You can showcase the lifestyle behind your brand through names of boards, such as Whole Foods’ “Who wants dinner?!” board. This board has recipes with links to food blogs all over the Internet. Featuring original content will keep followers coming back to your board.
Integrate, Integrate, Integrate
Cross promoting is one of the secrets to creating a successful online integrated marketing campaign. Placing links on your website and blog will drive traffic to your Pinterest page.
There are many ways that you can encourage participation on your Pinterest page, but the one of the most popular is creating a competition “board”, where guest pinners can post content they believe is relevant to the chosen topic. In turn, you can reward pinners with most “likes” or most “re-pins”; the possibilities are endless. The most important part of this step is just to communicate with other pinners by “re-pinning”, commenting on other “pins” and staying active on the site.
-Adding captions, categories, keywords, and hash tags will make your Pinterest page easy to find and navigate.
-Review your landing pages from your “pins” to ensure user will stay on your site.
Finally, keep track of the traffic to your site from Pinterest using analytics and track recent activity to your “boards”. Analyzing the activity on your site will allow you to tailor your content to the user and maintain engagement.
Pinterest is a powerful, engaging tool for a business’s online tool belt. It is user-friendly and will allow you to remain in direct contact with your target market. Pinterest is essential to bringing more traffic to your site and building a positive brand image.
Do you think Pinterest is just a fad or the next big thing? How do you use Pinterest in your business? Leave a comment or email me at firstname.lastname@example.org