Digital Marketing

Pin the Tail On the… How To Nail Pinterest For Brands

Pinterest tail on donkeyPinterest: It’s the third largest social platform. According to ComScore, it reached 46 million visitors in July. And the social network recently told USA Today it believes it can just keep growing. Why? Likely because click-through and sales conversion rates are better on Pinterest than on either Facebook or Twitter. That’s one reason my colleague Jason Poulos shared this case study a few months ago.

Just like Jason, I’ve spent a lot of time getting to know the ins and outs of the network lately, and there is so much a brand stands to gain from it. The fact that consumers can curate their own content means brands have to step up their marketing game in order to be found inspirational. So, here are my key takeaways (so far) to successfully utilize Pinterest for brands.

It all starts with the simplest of questions … is Pinterest the right social platform for your brand? The answer is yes, and only yes, if you can answers these three questions affirmatively:

1. Does your brand offering make for visually appealing photos?

Check out Jetsetter, for example. They feature beautiful travel photos of breathtaking destinations because their members turn to them for the insider scoop on hot travel locations. Who wouldn’t want to browse some of the coolest spots around the globe?

Jetsetter Pinterest

2. Does your brand offering constantly evolve?

Consumers don’t want to see the same images over and over again. A great example here is Sephora’s Trending Now board. They continuously have new products to showcase so customers are kept informed about these through this specially designed board.

3. Does your target audience use Pinterest?

We’re talking predominantly women, often 18-34 and more rural dwellers than city livers. If this isn’t your core demographic, you should consider other social platforms.

If you determine your brand could benefit from being on Pinterest, now it’s time to think about how to go about this and what you hope to gain from it. If done right, Pinterest can help build brand engagement, establish credibility and create website conversions. Here are some simple suggestions to follow:

Pin, Pin and Pin Some More

This doesn’t mean you should pin any old thing. You need to be strategic. Original images tend to get the most interest. Pictures without human faces are shared more often. Photos with dominant colors are more eye-catching. Check out some additional posting best practices, and above all else, remember that your images must tell a compelling story relevant to your brand to intrigue viewers.

Be Social

You shouldn’t only be pinning to your brand’s boards. There are many other ways to engage. Be sure to follow influential pinners that are relevant to your brand and repin their pins. Don’t shy away from liking or commenting on pins, especially popular ones. Partner with other pinners to allow them to pin to your board. If your pinning actions are meaningful, you can expect your following to grow.

Have Pintiquette

Just because we’re talking about a social media platform doesn’t mean good manners don’t apply. Thank people who repin your content. Give credit when it’s due. This is easily accomplished in the description of pins. Acknowledge accomplishments of people you follow. Do unto others as you would have them do to you. The golden rule can absolutely apply to Pinterest.

Better Together graphic_contestPin It to Win It

Let’s face it… consumers are more willing to engage with a brand when there is an incentive. But remember, participation increases when the barrier to entry is low. Don’t ask consumers to do more than repin or create a pinboard. CRT/tanaka just completed a promotion for BISSELL through which we aimed to elevate the conversation about carpet deep cleaning by demonstrating how pairing stain pre-treaters with a deep cleaner makes the products Better Together. During a three week period, the campaign generated nearly 9,000 repins.

You can’t just pin and expect to attract new customers or increase your appeal to existing customers. You must pin with a purpose, and if you do, I bet you’ll nail your target, possibly even blindfolded.

What other Pinterest tips do you have? Comment below.

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About Stacy Moskowitz:

Stacy has a deep and versatile background in public relations and marketing in many consumer categories, including travel and hospitality, home and housewares, fashion and beauty and health and wellness. As an associate vice president, she leads the development and execution of integrated campaigns that include traditional media relations, social media marketing, marketing to moms, cause-related marketing, consumer promotions, strategic partnerships, special events and corporate and event sponsorships.

One Comment on “Pin the Tail On the… How To Nail Pinterest For Brands

  1.  by  Kevin Duvall
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    Admittedly, I’m not exceptionally well versed in Pinterest, but the first point about brands needing visually appealing products seems tremendously important. For example, I came across McDonald’s Pinterest page while researching an assignment a few days ago, and its products were not built for Pinterest at all. Its largest board, by a landslide, is nearly 8,000 pictures of its food products. It has other boards of photos that vary in their interest level (2012 Olympics pictures are kind of cool; pictures of McDonald’s restaurants are much less so), but the number of pictures on all but one board is in the single digits.

    Apparently the market for pictures of fast food items is small, because the page only has about 2,700 followers. By comparison, interesting pictures of things people want to see pictures of can bring huge audience numbers (4.5 million followers) to Jetsetter–a brand that isn’t a household name. It’s great that Pinterest can help reward brands for creative use in this way, rather than making business just about which company has the most money to spend on advertising.

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