Pinterest is the self-dubbed ‘world catalogue of ideas’ and a bookmarking tool which allows users to discover, create, ‘pin’, REPEAT. The orientation of the site is ultimately based on visuals that boast explanations in the picture or as a caption below it. But how can Pinterest be applied to advertising? Well, pretty much everything that’s not on the Black Market can be sold or promoted on Pinterest. It’s more than just a place to share your grandma’s cookie recipe and your fave hairstyles. Pinterest has over 150 million users (pinners) around the world, 67% of which have purchased a product online because of the site and 72% of which have used Pinterest to decide what to purchase offline. With a whopping 50 million plus businesses registered on Pinterest, you’d be silly not to jump on the bandwagon. If that isn’t enough to convince you to use Pinterest for your business, then read on:
As it’s loved by search engines, Pinterest has a longer lifecycle on content than other social networking sites, usually driving traffic to posts months after they’ve been published. Using Pinterest for your business will lead to increased brand awareness and increased sales if utilized properly. Pinterest mingles with your other social media accounts (Facebook, Twitter, Instagram) which enables users to post pins to their feeds and share on their other accounts, further introducing a whole new audience. Pinterest users are interested in what’s trending in the world when they post which is the kind of influencer behaviour marketers want to attract. Given the popularity of shopping online from the comfort of your own home, anything involving minimal mental engagement will attract the attention of consumers these days, which is why Pinterest and its visual nature is a winner.
Pinning and Consumer Engagement
You can position yourself as a pro by pinning videos, ad campaigns, statistics or just any of your work in general that will add to your level of expertise. Don’t be afraid to re-pin other users pins if, God forbid, you are low on content. This is a great way of engaging the audience and will make your brand more discoverable and noticeable to others. Consumer engagement is key! Comment on things; interact. As well as liking, commenting and tagging, Pinterest allows you to send pins to other users which is another way of engaging with the community and promoting your brand. Businesses can also create user-designated boards so users can pin their own ideas onto them, letting them market on your behalf. Pinterest also allows users to share audio and video pinboards. An added bonus of using boards on Pinterest is that they can make planning trips (business only, of course), redesigning your office space or running competitions and giveaways a whole lot easier. From a social media management perspective, agencies can create boards featuring their clients as a way to boast about their products and services and market their business. Try to create a caption with search terms in mind as users primarily use search to find what they’re looking for, and then relate this caption back to what your business has to offer. Pinterest allows users to use Place Pins, which share the actual location of a place on an interactive map. This would be perfect if, for example, you were promoting a restaurant or cafe. Users can also create Article Pins, Product Pins, Recipe Pins and Movie Pins; all of which aim to share information specific to that article, product, recipe or movie.
Get Yourself a Business Account and Reap the Rewards
Business accounts on Pinterest are free and provide you with analytics tools which could lead to some serious cash money for your business if used properly. Pinterest Analytics will allow you to see strategies which work well for the business and which don’t so you can improve upon these. From a business perspective, you’ll need to have an understanding of what’s popular on the platform and what’s trending in the world around you. Another feature a Pinterest business account will get you is access to a service called Marketing Partners which allows you to connect with like-minded businesses. Marketing Partners work to optimize your content by maximising campaign efficiency, scale and performance. The Partners specialise in four areas: Audiences; Content Marketing; Advertising and Measurement (...drool), all of which you can choose from depending on your business objectives. Some examples of Marketing Partners include Buffer (a social media sharing site), Amobee (a marketing technology company) and Bidalgo (also a technology company); all of which share the common goal of helping businesses grow through the power of social media. Sound familiar?
Pinterest Pro’s to Look up to
One business that owes some partial success to Pinterest is digital news and entertainment company, Buzzfeed. Buzzfeed uses Pinterest to find trending topics and use them as a grounds for stories and as a result, has seen exponential growth in traffic on their site. Kitchenaid uses Pinterest well in the way they post aesthetic pics of food made with kitchen appliances that they sell. Clicking on Kitchenaid photos will link you to their site that boasts not only the featured appliance but also the ingredients used to make the featured food! Another Pinterest pro is MAC Cosmetics who post vibrant and compelling pictures showcasing MAC collections and styles that are just begging to be clicked on. Not only that, but they host an ‘ARTISTRY’ board that shows step-by-step instructions on how to master different makeup looks; probably one of the reasons that they’ve got over 72000 followers… #GOALS.
It’d be rude not to jump on Pinterest and give it a go. If not a source of traffic and revenue for your business, then at least Pinterest might leave you a little inspired. As the saying goes… A photo is worth a thousand sales!