OK, so now we have yet another form of social media we have to factor into the marketing mix! But at least this one is image based and basically a glorified digital scrapbook which can be rather fun. Firstly, you need to know whether Pinterest users are within your client base. If they are, then the question is, how can you best utilise Pinterest for the benefit of your company and brand? We aim to help with our top tips:
This is your chance to really promote and display images of your products/services in an eye-catching array of pictures. ‘Pinboards’ are great to follow themes which users can identify with, such as new product lines, particular ranges or specific market areas of development, news or ideas. Your aim is to get content shared as much as possible so it has to be something your users will find of real value in order that they ‘like’ and ‘pin’. This is also an opportunity to humanise your brand and company, so share images of ‘inside the business’, add elements of humour and entertainment if applicable.
Don’t just push out blatant self-promotion all the time or you’ll have a short social media life. Users like you to engage and interact. This is when the productive conversation develops between brand and consumers. Make sure you like and pin other content as well, to show followers what you find of interest. You’ll stand a better chance of users noticing your activity and checking out your original content. However, you should ensure that anything you do pin is still in-keeping with your brand values and relevant to the business and your followers.
Mix it up:
Have a plan but mix it up. But that, we mean that you should have a rough schedule of what you are pinning and it should be a mix of marketing messages for example, promoting new products, sharing informative content and incentivised competitions. Whatever your plan, you should try and build a worthy presence which engages with your followers. Sometimes trying to find original content all the time can be difficult and time consuming, so it’s ok to repin other content. Just make sure it fits in with your plan and that you credit where applicable. PhotoPin and Flickr are great sources for images and don’t’ forget infographics which are the hugely popular form of educative pictures. See our blog on Infographics
Track and test:
Spend some time tracking and analysing how many users you have following you and what type of content they like and are pinning. If done well, you can test certain products to see what their reaction is and what they are drawn to. For example, throw out some new product ideas and see which ones your followers pin. Also, track what your target market is already pinning so that you have a good insight into their likes. That should help you build your own targeted community by pinning similar type content or in fact enhanced content for them to pin.
Whatever your plan of activity on Pinterest, make sure it is integrated with other social media platforms, your website, and any search marketing or email marketing, so that it all comes together for the optimum results. Monitor the traffic, especially if it’s for a specific promotional push. You need to know and track where the sources of users have come from, as you would for any integrated marketing. Some useful analysis will determine if and when your browsers have become buyers.
In the interest of sharing useful content, we found the below infographic useful.