Pinterest as a Marketing Tool: Part 1

Pinterest is by far my favorite social media platform out there. As a woman that just bought a house and got married, it was a lifesaver in the planning process and with every scroll, I found five more DIY projects I just had to do in my new home. And I’m not alone. With 100 million active users, people agree that Pinterest is a powerful tool to organize everything from things to do in your neighborhood, fashion trends you love, travel destinations and anything else you could dream up. So how can Pinterest work for you in a business sense?

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Pinterest 101

Pinterest is an absolutely amazing and addictive platform that has captured the attention of millions of people worldwide. That being said, brands that join Pinterest solely to push their products won’t be tolerated here. We want content that inspires, not a feed full of your latest and greatest products. By now, you’re probably thinking, “Okay, so what am I supposed to do on Pinterest then?” So glad you asked. Mastering Pinterest requires that you follow a few simple rules.

  • Create popular pins that are inspiring and interesting to your audience
  • Use high-quality photos, sized properly. Research what kind of photos resonate best with users to fully optimize your images
  • Don’t forget about the written descriptions
  • Build relationships with your audience and focus on community. This includes responding to comments and engaging with your audience on their pins

These are all good starting points to creating and maintaining a relevant, successful Pinterest page. Once you’ve created your account (or made sure your brand follows the above rules), employ a few strategies that will enable you to be successful.

Pin It!

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Like all other social media channels out there, Pinterest has a social icon that should be added to your homepage. It gives users easy access to your Pinterest page instead of having to search for you in the Pinterest platform. Pinterest also has a convenient “Pin it” button that allows users to pin blogs, images and products to their Pinterest boards. You want to make it easy for your audience to pin your products to their pages and this is the best way to do so.

Another benefit of the Pin it button is that it creates free advertising. Not all users will see your content (unless they follow you), but they will see pins their friends post. If their friend pins one of your products, she will see it in her feed and bam, free advertising! Your fans are a great way to not only boost brand awareness, but also to endorse your brand to the Pinterest community.

This can lead to serious wins for brands such as conversions. I was completely unaware of ASOS, an online fashion retailer, until I realized that many of the pins I was liking and pinning were from this brand. I spend so much time scrolling through the fashion feed and saw a lot of original pins from ASOS, but even more from other people. I was in love with their clothes, so the first thing I did was follow their branded account and head over to their website. A year later, I’ve spent nearly $1,000 with them and they are my go-to for anything fashion-related; all because people had pinned their items frequently.

Quality and Quantity

Pinterest is unique in that it requires much more pinning (posting) than other social media channels. If a brand posts ten times a day on Facebook, it’s overkill. On Pinterest? That’s not enough. Quantity is almost as important as quality on this platform. But that doesn’t mean that you can just post crap content, no, you have to have high-quality content that is searchable and relevant.

Kissmetrics suggests doing your research before pinning. What does your audience want to see? What categories are most popular? What do top pins have in common? What kind of content receives the most engagement? After you’ve done some initial research, start pinning. Here are a few tips:

  • Use professional quality photos that are appealing and representative of the content
  • Consider using infographics to explain how to do something—of course, this must be relevant to your industry
  • Create content that inspires

Your audience wants to look at awesome photos that are interesting to them. You may have released a new shoe that I would actually like, but how you present it determines whether or not I will share, like or pin your pin.

Lululemon does a great job of featuring their products in ways that are actually interesting. They have a “yoga poses explained” infographic with a woman wearing their apparel in the correct yoga pose. I learned something and saw their products. That’s a win-win for both parties. So, before you just start pinning products left and right, put some thought into how your pins can inspire and how you’d react if you saw the pin.

Stay tuned for part two of becoming a Pinterest marketing king next week! If you do have any questions, we’re happy to answer any questions about social media or Pinterest.

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