Put a PINterest in Your Marketing Plan
4 Ways Small Businesses Can Use Pinterest as Part of a Marketing Strategy
As social media goes so goes your marketing strategy, and a lot of potential clients, customers and money spenders are on Pinterest. Pinterest remains a bit of a mystery to many small business owners looking to master Facebook, Twitter, Instagram, Snapchat, etc. Pinterest can seem like it’s just fun and games, but it could be a precision marketing tool for the right business and audience.
Not long ago the site rolled out search ads with features like Keyword and Shopping Campaigns and a new targeting tool. Pinterest seems to be signaling a long-term plan to allow small businesses to promote their Pins and hopefully increase click-through traffic on their sites. Let’s talk about 4 ways your small business can use Pinterest properly.
1. Know Who Pins
Pinterest is largely used by women, mostly moms under the age of 40 or so. That’s important information to have. If you cater to women in this age group in any way, you should consider the new Pinterest Pins Tool. Your brand should be visual, you’ll need something to showcase. Any industries like food, home improvement, design, crafts, education, the list goes on and on, could find a home on the site.
2. Think Content Not Clicks
Highly visual content wins the day on Pinterest. Unlike Instagram, which also caters to highly visual mediums, Pinterest is more likely to result in click-through website engagement. In other words, users want to click on that pretty picture and read the blog or post on the other side. That means the content you post on Pinterest must be stellar.
Boards don’t need to limit themselves to beauty, fashion and design. Infographics are also incredibly popular. If your business is related to financial matters, you may not think Pinterest would be a great fit. BUT if you produce a visually stunning infographic board explaining financial matters, people will Pin it. Think content not just clickbait.
3. Pick the Correct Category
Unlike your small business’ Facebook page, Pinterest is not just a free for all of information. It’s much more specific and users expect a bit of proficiency. The site allows you to create multiple boards, so you can categorize correctly. For example, Pinterest keeps users engaged with general content AND specific interests, so make it easy to find those specific needs and interests. Categorize everything.
4. When to Post and Pin
Just like with your other forms of social media, you should create standards and a schedule. After you get to know your audience, you’ll be able to gauge the frequency of your posts.
Pinterest seems a little pigeonholed, but it could be a great fit for your brand. Just give it a try and evaluate as you go along.
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Founded in 2001, RUSSO is a strategic branding agency with offices in New Orleans, Lafayette and Nashville. RUSSO uses consumer insight to develop branding initiatives that effectively change the conversation — forming emotional connections between the consumer and the brand. To learn more, visit brandrusso.com.