Eloise Emley, a community manager at leading PR agency PHA Media, explains how businesses can use the social media platform to grow their brand and reach new customers...
Pinterest is a perfect platform for brands in the consumer market, suiting everything from homeware, to beauty and fitness. If you’re wanting to showcase your brand’s products then Pinterest offers a world of opportunity, from directly interacting with your target market, to driving traffic to your site and engaging with influencers.
One of the key aims for many brands is to be positioned as a thought leader, a source of style and influence. Pinterest makes this much easier than other platforms, allowing your brand to jump on the back of current trends, and showcase a whole collection, interspersed with lifestyle and inspirational imagery of the same aesthetic. Building this gallery of your brand is a fantastic way to portray personality and create an engaging and insightful portal into your brand identity and values.
So, what should brands be doing on Pinterest? Here are a few pointers to help you out...
Pin It: The ‘Pin It’ button is the most basic but valuable tool that Pinterest offers, allowing you to drive referral traffic from Pinterest on a per product basis. This makes the whole experience ‘shoppable’ and immediately monetises the platform. The ‘Pin It’ tool does all the hard work for you, just choose the collection you want to add it to, and Pinterest will pull through any relevant details to the product from the original webpage.
Remember though, Pinterest’s feed is not so time-limited as platforms like Facebook and Twitter, the content will remain there for longer and could saturate users feeds if you do a huge pin-dump. Little and often is the frequency of content you want for Pinterest.
Influencer Database: You can also use Pinterest to find and build relationships with influencers and bloggers in your brands’ area, who may already have the interest of your target audience. Similarly, Pinterest is a useful way on keeping an eye how trends move and develop, and who might be the key players to watch within your target audience. Keeping in touch with your demographics needs and wants is at heart of a successful marketing strategy, so ensure you’re using Pinterest to get this deeper first-hand insight.
Try Your Pin: This feature is a great way to promote customer interaction with your brand and products within Pinterest, and is something you should encourage within the copy of your posts. Customers can upload photos of them ‘trying your pin, which is a valuable way to encourage people to style it their way and demonstrate how your product exists in their life. Not only is this a great exercise in community engagement, but it also provides possible content for your other channels, and gives good insight into consumer behaviour, how your consumers interact with your products and any room for improvement.
We Mean Business: Make sure you’ve set up your account as a business page! Or convert it over if you haven’t already. Outwardly, it looks much the same, but Pinterest provides some very insightful analytics and metrics that you can use to hone your strategy and measure its success. These include the number of re-pins, impressions and visits to your site. This of course helps highlight what content works, and what doesn’t.
Rich Pins: These are pins that allow you to add topic-specific details to a pin, use them. It’s a fun way to add detail and relevant information to your products. Equally, you can use such pins for accompanying content that doesn’t immediately promote a product or item. This supporting content is a great way to build a broader image of your brand, and its personality. Pinterest is all about inspiration, so perhaps use content like art, music or recipes that fit with a wider theme that you are working within.
Get Involved: Pinterest’s notification features don’t bunch together notifications of a similar type, so if you re-pin someone’s post they will see that ‘XXX saved your pin’. This is a small but effective way to keep your brand at the forefront of people’s minds. More generally, it’s important to keep your page populated, and often content from other users will help you pull together a well-rounded and diverse board that will be relevant and interesting to your target audience. Avoid using direct competitor products, but focus on lifestyle content and smaller embellishments. The split should be 80% product from your site and 20% general lifestyle.
Pinterest is a hugely diverse platform, with tools and features that help brands across a wide range of products and services. Although the platform is largely female and consumer focussed, this demographic is changing. Keep your content optimised with high-quality images, hashtags and snappy copy. Establish yourself within the community and continue to interact with new users and followers alike, and the main thing, be creative and bold.
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