Pinterest is one of the fastest growing social media sites and according to new data from the Pew Research Center, people are now pinning images as often as they tweet. As a good marketer you want to make sure to have a solid presence in that space. In order to do this correctly, you need to determine the right strategy for your business.
Let’s start by discussing some of the benefits of using Pinterest.
By creating good content, images and videos that are relevant to your business you will drive traffic to your website. The images will link back to your website and will organically increase your Search Engine Optimization (SEO)
Showcase your brand. It allows you to humanize your product by sharing other interests and helps create a connection with your followers.
Allows businesses to tell their story visually and create an emotional connection with your followers. Include behind-the-scene pictures and contents, a brand narrative, or history of the brand and company.
A Pinterest strategy will be a part of your social media strategy and is created by using your marketing and public relations plans. If you don’t have a marketing plan, don’t worry this article will help you. Just like in any business strategy, we need to set goals, figure out who is your target market and what is the best way to reach them.
Setting your goals
We all want to generate more revenue for our business but we need to have more detailed goals in order to achieve more revenue. Some goals to consider: Increase brand awareness, rebrand your product or service, increase customer/client spending, Support a non-profit, highlight lesser-known services or products, introduce new products or services.
Once you’ve set your business goals, you can begin to translate these goals into Pinterest objectives and answer the following questions:
1. What do I need to do to achieve my goal? How many boards will I need? What titles will I use? Make sure your boards are set-up with words that describe your products or services. You can use up to 34 characters and think in terms of creating SEO, by having keywords that will be used by potential customers when they search for your products.
2. Who will manage the site? Who in the company will be allowed to pin?
3. Site management. Create a mind map or an outline of your Pinterest page. Determine when you will pin, create pins, re-pin, engagement, content strategy and reporting strategy.
4. Pinterest is connected to Twitter and Facebook, this allows you to easily post pins you have created. Please remember these are social sites and you don’t want to be selling or pushing your products. When this occurs, buyers and potential customers will get annoyed and unsubscribe. Decide ahead of time what is important or newsworthy.
5. How long will it take me to meet my goal? You have two types of boards internal and collaborative. Collaborative boards are the ones where you can invite others such as influencers to pin on these boards. Set a time limit for each, perhaps two weeks for internal boards and 4 weeks for collaborative boards.
6. Do I have the content and images I need, or do I need to create some items? If so, how many images, videos or how much content do I need? Can I create a tutorial for my product? If most of this exists, who has them? Where can I find them? Do we have any Infographics we can pin?
All boards do not have to be about your business. Create a buzz by incorporating the most popular topics on Pinterest. There are several like fashion, food and drinks and adorable animals. You can create a board titled “adorable animals,” and have images and short stories of your employee pets even though may be technical company. This creates a connection with your followers.
Also include boards that express other interest you may have to further connect with your followers. You can create boards about a sport, events, behind-the-scenes images or a charity your company is involved with.
7. How do I measure my success? What level of traffic, repins, sales, or signups would constitute success?
The bottom line is to clearly understand where your customers live so you can engage with them and your employees in order to promote the brand. It is about spreading the word and extending your reach.