The social media network Pinterest is a great tool for businesses that want to engage with customers on a personal level. With 70 million users and is steadily gaining momentum outside the U.S. businesses are seeing opportunities in both consumer-focused and business-to-business companies. One industry that is having success with this relevant communication tool is the travel and tourism industry. In fact, travel boards account for 2.5% of all boards and travel pins account for 2.7% of all travel pins.
Pinterest is a social media network that is great for strengthening your SEO efforts as well as being an outlet to reach specific target markets. In fact, conversion rates for Pinterest traffic are 50% higher than conversion rates from other traffic and Pinterest is the top converting social media site for “Top of the Funnel” advertising.
In this article I’ll show you 6 ways travel and tourism brands can use Pinterest as a part of their social media marketing strategy:
- Create boards organized by destination
Let’s you see what specific locations visitors are most interested in. Most users have a “Travel Bucket List” board and Pinterest has a “Favorite Places and Spaces” as well as a “Places I’d Like to Go” board that they suggest users create. Tracking the reach and engagement of your Pinterest boards by using Pinterest Analytics will allow travel and tourism companies to remain educated on topics they could re-purpose as a blog or social media post on another social network they’re on.
One travel and tourism company that does a good job highlighting unique areas is Visit California. This provides a virtual Pinterest tour of the various escapes around the state. They also encourage users to engage by sharing their California adventures with the hashtage #VisitCA on pins.
2. Combine high quality scenic images with SEO friendly content in pin description section
Create backlinks to your website by pinning images directly from your website. Include a link to a designated page on your company’s website in the description for your pin to drive traffic to your site.
3. Use archived content
Airline Southwest created a board of vintage airline pictures. This will allow your business to strengthen its reach and visibility on Throwback Thursday while also letting viewers get a glimpse into the history of your business.
4. Create seasonal boards
Use current events to your advantage. Pinterest users during different seasons will be looking for different types of pins. In the winter your travel and tourism business could create a “Winter Travel Ideas” board to engage users during the season with ideas on what to do during the winter at specific destinations.
5. Create a contest
Invite users to pin to a special contest Pinterest board and award the user with the best image that captures a specific destination.
6. Create a travel quotes board
Quotes are popular on Pinterset and receive 42% more repins than most other types of pins. Post quotes that have some reference to the travel and tourism industry.
What travel and tourism businesses do you follow on Pinterest?