Don’t discount Pinterest for business uses – it may not have the functionality of Facebook or the popularity of Twitter, but it’s a social media site that’s exploding in usage. As of April 2014, Pinterest has more than 70 million users, 30 billion pins, drives more referral traffic than Twitter and boasts a 27 percent higher click-through sales rate than Facebook.
It’s a visual medium, so it’s ripe for the eye-appealing visuals you’re already using in your business (you ARE using strong visuals to market yourself, right?). “Pinners” create, share, collect and repost photos, infographics and other images, grouping them by topical “boards.” Here are some steps to get started on a Pinterest business page while making sure it’s effective:
- Go to business.pinterest.com to set up your business page. Make sure your business account is set up with appropriate key words and proper logos. Set up the links to your website and the other social media profiles you maintain.
- Download the “Pin It Button for Websites” and “Pin It Bookmarklet.” The button can be embedded on your blogs, listings and any other content you’d like shared by clients and/or potential clients. The Bookmarklet lets you easily pin content from the web.
- Link your Pinterest account to Twitter and Facebook. This is an option when setting up your Pinterest profile. Give a call to action to your existing followers on Facebook, Twitter, LinkedIn, etc. to follow you on Pinterest as well.
- Find out what your clients and competitors are pinning. The Pinterest dashboard will allow you to search keywords and determine the interests, desires and inspirations of your target audience.
- Set up your initial boards. Choose boards that reflect your company’s value, products, services and differentiators. If it’s listings, perhaps you can group them by price range or neighborhood. Clever board names are always a plus!
- Add a watermark. If you’re pinning your own original content, add a watermark to the photo to protect your image while promoting your brand.
- Give credit where it’s due: if you’re re-pinning something, make sure it’s sourced to a legitimate website. You shouldn’t re-pin something that has a false URL that links to another site!
- Find common ground. Following other pinners will grow your own followers.
You can use different boards for sellers and buyers – focus on each audience and create pinterest boards that are specific to them. For example, your buyers’ boards could have titles such as:
- Dream Homes
- Decorating Ideas
- Renovation Ideas
- Killer Kitchens
- Man Caves
- Advice for Buyers
- Check out the Neighborhood
- Community Spotlight
Your sellers’ boards could feature topics such as:
- Staging your home
- Renovation ideas
- Boost your Curb Appeal
- Advice for Sellers
If your business operates in a particular geographic area, consider including the area in your titles. “Dream Homes in Atlanta,” for example. You can also use your pins for agent profiles, representations of your company and for invites to open houses. Infographics are popular on pinterest, too – consider using your pins to distill information about the market, home prices or other metrics for various locations.
Your pins should also include web links in their descriptions. Linking back to your website can increase traffic. Double-check that your pins link correctly.
Spacing out your pins is also important. Unlike Facebook and Twitter, your posts don’t drop in a feed after a period of time. Your pins remain in view for days or weeks, so there’s no need for a pin barrage.
It’s also important to remember to put the “social” in social media – comment and like other pins. Use your name and tag pins. Track pins from your own website. And say “thank you” when someone re-pins, likes or leaves a positive comment on one of your pins. However, Pinterest does suspend your commenting privileges if you for “heavy commenting” for autobot/smap reasons, so don’t go comment crazy.
Pinterest also has a mobile ap, so you can pin on the go. There’s a content management dashboard called “Pinerly” that allows for tracking pins through campaigns, accessing statistics and the best times to pin. “Pinstamatic” is a content-creating tool that lets you design original pins. It even has a photo filter similar to Instagram’s.
As with all other social media networks, success depends on tracking your traffic. Check the “recent activity” on your home page regularly. Research other pins, boards and brands that have success. Stay on top of your company’s Google analytics and pay attention to the keywords that are relevant to your business.
Trying to stay on top of all the different social media platforms while still taking advantage of traditional marketing and digital marketing can all be very daunting. If you’re struggling to find the right marketing mix, contact us for a free marketing consultation. Our team will conduct a detailed analysis and provide recommendations on how you can better manage your marketing initiatives and supercharge your results.