5 Creative Tips for Marketing with Pinterest – Start getting customers “Pinterested” in your brand!
In just over two years, Pinterest has rapidly grown to become the third largest social network in the U.S., sitting comfortably behind the mighty Facebook and Twitter empires. While consumer brands have been taking advantage of Pinterest’s fast-growing user, B2B marketers have recently began integrating Pinterest in their marketing campaigns as well. For those businesses who still aren’t sold on the social network, many B2B experts and social media analysts agree that Pinterest is an effective marketing tool that injects life and humanity into your brand.
So what is Pinterest? Pinterest is an online “pin-board” that allows users to virtually collect and save images and links of things they find interesting, inspiring or tempting across the Web. These boards are then shared with friends whose followers also have the ability to re-pin posts to their own boards. Today, Pinterest generates more referral traffic to websites than YouTube, Google+ and LinkedIn combined.
Last month, Pinterest dropped its invite-only registration rule, which previously limited access. With the social platforms expansion, many businesses want to know how to take advantage of the marketing potential and high conversion rates that Pinterest generates.
Recently many companies that offer B2B services, including unglamorous ones such as insurance, medical assistance, or even electric appliances (example: GE Electronics) have built an impressive following on Pinterest and generate content that engages their target markets.
How can you make Pinterest work for your business? Continue reading after the break to find out!
- The adage is true that a picture speaks a thousand words, and Pinterest is all about pictures so the cardinal rule is that you will need to post images that highlight your products and company. For example, GE created a “Pin-board” called ‘Lighting the World’ which displays images of various cities and famous monuments that GE has illuminated.
- Unlike other social networks, Pinterest presents a whirlwind collage of visual information (as opposed to text content) and images constantly update based on user trends and patterns. With an immediate appearance of what is popular, you can tailor your brand posts and photography of your products to mirror trending posts within Pinterest.
- Running contests on Pinterest is a great way to expose your brand to a large audience, attract new followers, and engage with your existing follower base. The airline company BMI, kicked off BMI Pinterest Lottery, a game of chance last spring. Rather than just posting the destination pictures, BMI converted their Pinterest page into a fun competition, allowing users to re-pin their favorite BMI images and be entered for a chance to win a pair of BMI return flight tickets from any BMI destination. This highly creative campaign ran for 7 weeks total and resulted in 500k+ social media impressions in the first weeks alone. In just two weeks, BMI received more than 3000 contest entries!
- You might consider including a behind-the-scenes look at what makes your brand and company unique. Savannah College of Art and Design (SCAD) provides a great example of how a brand can create a rich expression by showcasing its people. In this case, the college is using Pinterest to showcase alumni achievements through photography, which engages people with their personal stories. Images that portray the people and hard work that run your company are often particularly important for creating a sense of community, credibility and pride that support your recruiting efforts.
- Companies must innovate beyond the obvious when it comes to generating a Pinterest following. One Napa winery, Middle Sister Wines, explores the lives of the actual “sisters” behind the company through each one of their 17 pin-boards. They have created an enchanting branding concept, that humanizes the company and connects with customers through humor and honesty. They are also successfully using Pinterest to introduce new flavor-lines, integrate contests and offer incentives.
A key thing to keep in mind is that Pinterest is about building community. Your followers don’t want a direct sales pitch, they want to learn and discover new information through visually stimulating imagery. For some companies, Pinterest can be the missing link in their social media plan that can really push their brands to the top.
Contact Executionists to assess your social media strategies and discuss how Pinterest can deepen the story of your brand, engage your customers, and ultimately, increase revenue and don’t forget to visit and follow Executionists on Pinterest!