The dramatic increase in popularity that Pinterest has gained in such a short time demonstrates its power as a venue to attract a large and growing population. Pinterest is also very user-friendly, making it useful for a variety of demographics. Case in point: my mother, who was adamant about remaining outside of the social media realm, recently obtained a Facebook profile solely to get a Pinterest account. She did so after she was referred to the site and found herself spending countless hours a week looking for new recipes and wanting to become an official Pinterest member in order to organize and share her findings. Leverage Pinterest in your business to attract a different segment of customers.
One major benefit for businesses of Pinterest is that pins are linked back to their original source. Therefore, if you pin pictures from your website, other Pinterest users who view the pin will also be linked back to your website. Additionally, if those users decide to pin your images they expose their Pinterest and Facebook followers to both your Pinterest content and potentially back to your webpage, increasing traffic to your pinboards and other pages. Further, if you upload pins to your own pin boards, your Facebook followers will be automatically exposed to the content, even if they aren’t yet using Pinterest. In this way, the connection to other social networking sites presents increased access to your brand through a variety of channels and audiences.
Great, now how can your company manage your Pinterest account to best reach your target audience?
Custom Creative has come up with a number of suggestions that any company, no matter their product or service offerings, can utilize to promote their brand:
1. If you have great visual content on your website- like pictures of your customers, products, or work environment, add the “Pin It” button on your website that visitors of the site can use to pin the content or upload the images to your own pinboards.
2. Besides the “Pin It” button, promote your Pinterest content through your other social networking accounts. Link your Facebook, Twitter, Google+, and LinkedIn following to your boards, being sure to highlight boards that you think your different followings might be most interested in.
3. When pinning your content, make sure you organize your images in a manner that is meaningful and useful to your followers. For example, if you are a retail clothing company, you could create a pin board that features a popular color hue for the season and a variety of outfit combinations. A great example of brand that organizes their content into targeted boards is HGTV who has boards like “The Party Planner”and“Clever Solutions” and “HGTV Green Home”.
4. Even if you don’t have a product offering that doesn’t lend itself well to visual content, you can still use images to promote your brand. For example, you can upload images of your employees, your work environment, or images of your company interacting with your clients and customers or within your local community. This provides your followers with an “insiders look” at what goes in within your company.
5. Researching the content that your customers are pinning can provide you with insight into their needs, wants and interests. Similar to looking at what people are tweeting about your company and what is “trending” in Twitter, you can use Pinterest to see how users might be showcasing your brand and other similar or related brands. Not only will this can give you ideas for what pinboards your followers would be interested in, it may prompt ideas for product improvements or new product or service ideas.
Want more ideas? Feel free to contact us and we would welcome the opportunity to offer you additional consulting on how to establish an effective Pinterest presence.