Building a successful marketing strategy for your business depends on choosing the right marketing mix and implementing plans that drive results. According to a recent study, marketers are expected to further increase their marketing spends this year, of which digital might consume up to 35% of their overall budgets. With digital marketing gaining more importance, it becomes inevitable for brands to think beyond Facebook & Twitter and explore new opportunities.
Pinterest is one of the fastest growing digital platforms with more than hundred million monthly active users, currently. This popular social bookmarking or photo sharing website allows users to create, discover and save media content related to their favorite topics, interests or hobbies. Thus giving brands, the perfect platform to curate relevant content and amplify it to reach the desired audience. Pinterest along with platforms like Instagram, Snapchat & Periscope are going to be growth drivers in 2016 so try them out to stay ahead of the curve.
How Pinterest works
Have you ever enjoyed window shopping at a mall or maintained a scrapbook with clippings and articles you love or find useful? Pinterest works on a similar model where users can find, share and pin (read as ‘save’) visual content pertaining to a wide range of topics and interests. It allows users to create 'pinboards', organized based on themes / topics where the pinned items get saved.
Launched in 2010, Pinterest was summarized to be a 'catalogue of ideas' for people looking for inspiration. Be it a DIY project, a chocolate cake recipe or a wedding gown inspiration - wide range of visually appealing content is sourced or uploaded by users all over the web. They have also recently launched their advertising platform, which can enable promoted pins & boards.
How to use Pinterest for your brand
Big or small, businesses can use this highly visual medium to showcase expertise and disseminate content to reach a wider audience. In order to build a strong customer base and eventually some loyalty, brands can market their products and drive traffic to their website.
Pinterest is not only the second biggest online network to drive referral traffic, but also the one with a higher shelf life. Even pins that are two months old can drive significant amount of traffic, with visually appealing images and keyword rich descriptions. In order to effectively use Pinterest to build your brand and achieve marketing goals, please find below some tips:
1. Set up your account
With the growing user base and average time spent on this platform, Pinterest seems to have become the new favorite for marketers around the world. In order to get started on this platform, sign-up for the business account that provides exclusive features to help you grow and monitor results.
Business name, category, website and bio are all you need to create your presence on Pinterest. It provides analytics, rich pins and advertising in terms of promoted pins which are not available otherwise. In case you already have a personal account for your business with good fan-following and referral traffic, Pinterest allows you to convert it into a business account without losing any data.
2. Plan your approach
Visuals are the most powerful medium for brands to capture the attention of its target audience and communicate better. Good and compelling visual elements tend to perform better for brands and result in higher engagement.
Retail brands should showcase relevant, high quality and vertical images of their products for users to like, repin or follow your account for more. Even brands with intangible products or services can benefit from Pinterest with the right content and strategy in place. Businesses that belong to healthcare, finance, education and other sectors can creatively modify their existing content into visual elements or share new content that is relevant to their business and target audience.
3. Create boards and pins
It is ideal to start with 8-10 boards with content categories that are relevant to your audience and business. Instead of just promoting your own products and speaking the brand language, look for relevant keywords or topics that are most searched by your target audience. Curate content based on user interests and create boards for broad themes & categories.
With Pinterest being the second largest social network to drive referral traffic, make sure you pin images, videos or infographics with links to your website. These backlinks can be included in the descriptive copy or photo caption for higher click through rates. You can see the profile of one our clients, Gehna over here.
4. Engage with your audience
In order to be easily discoverable as a brand and engage with your audience, repin relevant content across Pinterest and create group boards. This enables brands to invite bloggers or influencers to contribute to different themes and ideas. It also helps in building a community and interacting through contests, theme boards or by liking / commenting on their repins & personal collections. As Jeff Bullas mentions in his article, Shopify users referred by Pinterest, spend an average of $80 compared to Facebook referral of $40.
5. Boost your SEO efforts
Use the right keywords & hashtags in your descriptions & image titles to get noticed and gain more traction. In order to create quality backlinks and visits to your social media handles, add these links to your profile and individual pins that will drive traffic. Much like other platforms, local businesses can tag their location to pins and profiles to reach relevant audience on Pinterest. You can also see some of our other link building techniques tips here.
6. Make your website or blog Pinterest-ready
Pinterest is a great platform to discover new products, as it caters to a wide range of categories such as fashion, home décor, art, food, gadgets, travel, etc. Marketers can add a 'Pin' button to their products on the site to make it easier for visitors to share it across. For e-commerce players or businesses that sell online – these pin buttons can help in generating more sales and traffic.
Is Pinterest soon to be a part of your digital marketing mix?
Or stepping up your existing Pinterest marketing game?
Let us know about your experience so far in the ‘Comments’ section.