How to Incorporate Pinterest into Digital Strategy
Social media helps small businesses establish brand authority online, but the number of platforms can be overwhelming for smaller teams.
Pinterest, for example, can generate leads and sales for some small businesses.
According to a recent survey from Visual Objects, 10% of small businesses plan to increase their investment in Pinterest in 2019.
Though not as trafficked as Facebook or Instagram, Pinterest has 291 million users and the platform’s popularity continues to grow.
In fact, research from Business Insider shows that millennials use Pinterest as much as Instagram.
This article helps you determine if Pinterest is the right fit for your company’s marketing strategy and provides some best practices for success on the platform.
Focus on Female Customers
Business Insider research shows that Pinterest is four times more popular among women than men.
It’s also popular across various age groups including Millennials, Gen Xers, and Baby Boomers.
Small business owners who worry about the mostly female demographic should take heed. Women, traditionally, have been the decision-makers for household spending decisions.
That factor, when coupled with Pinterest’s high-quality, visual content, makes it an ideal promotional tool for B2C retailers and brands.
Creatively Format Visual Content
Unlike text-based content on Twitter, Pinterest focuses on photos and graphics on its platform.
Because the platform relies so heavily on visuals, small businesses should keep the following best practices in mind:
Showcase products in action: Stock images of your product may not effectively capture users’ attention. Images of people using your products allow your audience to visualize how they can apply your product or service to their benefit.
Incorporate videos: People increasingly use social media as platforms to engage with video content. Including videos on your Pinterest boards helps your company to engage audiences with dynamic content.
Engage with followers: Pinterest boards can be opened up to the public for group pinning and discussion. Inviting your followers to share their pins can foster a stronger personal bond between your business and your customers.
Share the love (and pins): When you feature products on your website, you can encourage your followers and customers to provide some additional Pinterest promotion for your business. Simply add a “Pin It” button to the product images to allow visitors to pin your items to their Pinterest boards. Be sure to follow up and engage with and thank anyone who shares your images.
Optimize pins and boards for search: Pinterest allows you to include descriptions for every pin and board you share. Including detailed and specific descriptions allows followers to find and understand the exact subject matter your content easily.
Like any other social media platform, Pinterest requires a significant time and resources investment.
Companies looking for assistance in creating content can partner with social media marketing agencies to manage their social media presence.
Use Pinterest to Engage a New Audience with Visuals
Using Pinterest to market your small business is all about thinking creatively and visually.
By highlighting what makes your brand unique, memorable, and valuable, you can use Pinterest as an effective social media marketing tool for your business and gain more customers.