Pinterest is the quiet achiever in social media marketing. Are you using it as part of your social media marketing arsenal?
Pinterest has grown up and it’s no longer viewed as just a platform for DIY crafty types and scrap- bookers. As a social media platform, Pinterest for business is very much on the rise, so much so, Pinterest itself has invested heavily in tailoring its offering to businesses as a way of cementing its relevance.
I have utilised Pinterest for business social media marketing for a couple of years now and have seen some great results. In fact, one example saw Pinterest drive more traffic back to a brand’s website than Facebook and Instagram – combined. Initially this insight blew us away, but we quickly realised it was because we could segment our boards to a micro-level, allowing us to deliver more highly relevant content that appealed to a much broader range of people.
If Pinterest suits your social media strategy and you have identified this is where your audience is then you need to get your business on Pinterest and start pinning and re-pinning alongside them. But with over 70 million users already there and a massive number of pins to explore it can be an overwhelming environment to navigate.
If you find yourself scratching your head not knowing where to start on Pinterest, here’s 4 quick tips to build and audience and get you on your way.
1. Create multiple boards
Pinterest will not perform at its best if you only have one board. To get the best out of this platform and expand your reach, segment your business and create multiple boards. This will empower you to target your audience based on specific interests, making your communication with them extremely relevant. An easy way to demonstrate this is to show by example:
A travel company could create boards based on how they segment their business offering. For example domestic travel, international, cruising, food & wine trails, pamper holidays pet friendly or adventure travels. These boards could be further segmented making them more highly targeted, such as international – Europe, USA, Asia, Africa, South America. Check out this travel page on Pinterest to see what this audience is up to.
A clothing retailer can create boards that mimic how they segment their retail outlet (online or bricks and mortar). At the simplest level, a great place to start would be creating boards that reflect what you stock – men’s, women’s, young adult or children’s fashion. These boards could then be further segmented into footwear, pant, dresses, jackets, accessories, footwear, millinery, jewellery, on-trend etc. Also, consider segmenting based on season’s colours, styles or runway looks. Need inspiration – have a look at this post from whichsocial.com.
2. Get active
At the start, Pinterest can be time-consuming, but your efforts at the start will reap benefits as you go on. So, once you have identified how you are going to categorise your boards, spend some time finding other Pinterest users who are active and aligned with your business. . It’s a numbers game so the more people you follow the more people will follow you back. Start searching by business relevant keywords to quickly identify who’s active in the same space as you, then start pinning your own content or re-pinning and commenting on other people’s pins as a way of building your profile. Brand your content and remember, whenever anyone re-pins your content, your brand and links will go with it. The link goes back to the original source of the content, so your ultimate goal on Pinterest should be to drive re-pins – this will effectively result in your community marketing your business for you. The spirit of community is huge on Pinterest and if you are good to others, it will be repaid back to you in spades.
If you are active on other social media platforms a quick and easy way to find your audience is to link all of your social media platforms to your Pinterest account. By doing this you will cross-promote your Pinterest profile across the other platforms. This means when you pin content to your Pinterest boards, your friends and followers on the other platforms will find out you have a Pinterest board. By linking your accounts, you can also find your contacts who are already rocking Pinterest – once you do, start following them, chances are they will follow you back.
4. Get on board with group boards
Start or join a group board. If you are familiar with groups on LinkedIn, Facebook or Google+, then you will be pleased to know group boards on Pinterest work much the same way. They are collaborative boards that allow other people to pin on them, enabling for a more enhanced and involved experience amongst the group community. Join relevant group pages and pin quality content to these boards – often. This will increase your profile and build your reputation amongst your audience. If you start your own group board you can invite your followers to share what excites or inspires them onto your board, thereby increasing interaction and sense of community around your brand. Here is a great article on Pinterest group boards so you can find out more.
Do you have any other tips to help business get started on Pinterest?
Image Credits: The Breakfast Brief