There’s so much white noise out there. So how do you pierce it, to get your business’ message to consumers who crave it?
The answer? Quick, snackable bites of visual content. With an estimated 2.6 billion images being shared daily, these hot items are grabbing more of our fragmented attention every second. And one of the best channels to get them to your people is Pinterest.
With this blog, we’ll help get you started using this highly engaging tool for your customers.
Just five years old, Pinterest is a strong and still growing platform for creating, curating and sharing visual content. Ahalogy, a marketing firm specialized in teaching brands how to leverage Pinterest, calls it, “a space for dreaming and discovery.” It attracts aspirational users planning specific types of projects—from decorating a nursery to building a treehouse.
Pinterest is still largely dominated by female users (78% in Canada). But men are quickly catching up. The most active users, or “Pinners,” visit the site at least once a day. Popular categories include: Food & Drink, Health & Wellness, Fashion, Beauty, Home, DIY & Crafts, Family, Pets, Weddings, Travel, Automotive, Technology and Finance.
You can use Pinterest as an individual to share your passion for home brew or gardening, but if you want to drive engagement with your business and attract more customers, you need a business account. Business accounts get added functionality from Rich Pins, which offer specific embedded information for apps, places, articles, products, recipes, movies and more—as well as analytics, to help you understand how your content is doing.
Bob Gilbreath, Co-Founder and CEO at Ahalogy, is a well-respected thought leader on Pinterest. He stresses the importance of learning by doing when you first get started.
“With Pinterest you must jump in and start getting real-world feedback to understand what works and what doesn’t,” he says. “As with any serious marketing effort, you first need to set your Pinterest business strategy.” Gilbraith recommends creating a few Pinboards with quality content you think will resonate with your target audience. Then watch, measure and learn from how they’re using it.
“Double down on the content that seems to stick,” Gilbreath adds. “But keep in mind that Pinterest users are all about long-term planning. So, converting casual users to customers can take longer than on other social media platforms.”
If you’re a retailer, think about how and why your customers use your products. Adam Kmiec, Senior Director, Mobile, Social, Content & Performance Marketing at Walgreens, is both a sought after speaker and an outspoken digital marketing strategist.
“We were one of the very early Pinterest adopters,” says Kmiec. “Being on the platform since the beginning has helped us understand what works, what doesn’t and how to make sure we’re always putting our customers first.”
Kmiec says he develops content as if he’s making a film—with a compelling narrative and the right story for his customers. “Pinterest is all about providing helpful tutorials and step-by-step guides that inspire our customers and provide them with the tools they need to take action.”
“Our Pinboards aren’t about selling products—although of course they can lead to that,” he adds. “They’re a reflection of the aesthetic our audience wants, how it makes them feel, and how they can achieve that aesthetic with our help.”
The look and feel of your pins matters more than with other social media content. Colour densities, quality of photography, choice of fonts, and even the orientation of your image files, can contribute to how well your Pins fare in terms of extending their reach through sharing, or “Repins.”
Brendan Lowry, Marketing Director at Curalate, likens Pinterest to learning a new language. “Whatever business you’re in today, you need to realize that consumers are now speaking with pictures, not words,” says Brendan. “Test the Pins you post and study the analytics to learn which images fare better with your specific audiences.”
Learning how to use more—and better performing—visuals online is a critical tool for driving higher rates of engagement. Whether you sell scarves or wedding photography, hardware or healthy food, Pinterest is an important platform for visual content and worth investing your time and effort. Providing your followers with actionable, well-made, visually appealing Pins about content that matters to them will ensure you’re there to reap the rewards for cultivating their path from discovery to purchase—to customer-for-life!Posted on in Business Solutions, Tips & Tricks | 0 comment(s)