How to Use Pinterest for Visual Social Marketing - dummies

How to Use Pinterest for Visual Social Marketing

By Krista Neher

Many businesses are using Pinterest as a part of their visual social media marketing strategies. It’s a powerful social media marketing site because it has a large user base that spends a lot of time on the site.

Businesses use Pinterest for a number of reasons, to

  • Build awareness: Pinterest is a useful tool for building awareness for your business. In this context, awareness means that people become aware of your business as they see it. Because Pinterest has a large number of users who are active on the site, Pinterest is a helpful way to build awareness and get in front of your target audience.

  • Generate traffic to your website: Pinterest drives more traffic to websites than Google+, LinkedIn, Twitter, and YouTube combined. Used strategically, it can be a powerful source of traffic to your site.

  • Build brand equity and positioning: Brand equity and positioning refer to the way your business is perceived. Pinterest can help bring your brand to life by showcasing the things that inspire your brand. For example, General Electric uses Pinterest to show what General Electric is all about. It has boards such as #6SecondScience, Mind = Blown, and the Art of Innovation.

  • Connect with customers: Pinterest can help businesses to connect with their customers on Pinterest and continue to grow their relevance. For example Home Depot uses Pinterest to connect with customers by sharing design and décor inspiration.

  • Provide a resource: Pinterest can also make quite a useful resource center. Using a Pinterest board, you can create a collection of content from around the Internet.

    For example, at Boot Camp Digital, when people asked to see the infographics, employees used to suggest that they go to the blog and search for the term infographics. That wasn’t easy. Now the company has a Pinterest board with its infographics, and people are directed to this board, which is well organized and easy to view.

  • Learn about your audience: Many businesses use Pinterest to learn about their audiences. By searching on Pinterest and using analytics, businesses can discover the content from their sites that people are interested in sharing.

  • Drive sales: Pinterest has also been known to drive sales. According to some studies, Pinterest users are 10 percent more likely to buy than users from other social networks, and they spend 70 percent more.

  • Help people discover unique products or ideas: Many people use Pinterest as a searching and discovery tool. They use it to find and discover interesting products, tips, and tricks. By sharing your content on Pinterest, you can help your customers discover your unique products, services, or ideas.

  • Search engine optimization: Pinterest can also help with search engine optimization, known as SEO. You use SEO techniques to help list your website or content near the top of search engines such as Google. Pinterest boards often show up at the top of search engine results. When you create Pinterest boards and descriptions with words and phrases relevant to your business, your boards can be discovered in search engines.

  • Pinterest contests: Finally, a number of businesses are using Pinterest to run contests. Pinterest contests usually involve asking users to pin something and use a specific hashtag or to create a board based on a specific concept with a specific title and description. If your customers are already using Pinterest, a contest can be a helpful way to help them spread the word about your business, products, or organization.

Consider how Pinterest can meet your marketing objectives, and build a Pinterest strategy that matches them.

Before you start pinning, evaluate the topics that your audience truly cares about. Determine whom you want to reach on Pinterest and the topics they’re likely to be interested in. If you pin only boring content from your website, no one is likely to take note of you. Start by putting your audience first, and tailor your boards and pins to them.

One benefit of Pinterest is that everything posted is public and can be easily discovered by other users or shown in search engine results. The right content on Pinterest can, therefore, be discovered and shared by other users and bring increased visibility to your business and your content.

The public nature of Pinterest lets businesses search Pinterest for insights and find users with whom they may want to connect. Most social networks block or limit how businesses connect with individual users. Pinterest allows businesses to follow and interact with individuals, which makes Pinterest a unique opportunity.