According to a number of verified estimates, Pinterest is officially the fastest growing social media platform but what makes it unique from the likes of Facebook, Twitter etc is that the audience has a strong appetite for visuals as opposed to written content.
Not impressed yet?
As at March 2013, Fast Company has cited Pinterest among the world’s 50 most innovative companies and it also happens to be in the top 50 most visited sites in the U.S. The next stat is telling as they have reported that individuals who purchase through Pinterest links spend double the amount to those who are buying through Twitter and Facebook – what an opportunity for companies looking for another avenue to bolster their profits. Most of all, the audience of this image savvy platform are seeking brand interaction which is truly an open field for marketers who work for pro-social companies.
Before I dive into my 5 tips, I thought I’d run you through some of the basic elements of this social media platform especially if you have become accustomed to Facebook and Twitter for most of your social media marketing. Unlike these two social media giants, a “repin” is the primary method of a ‘like’ or ‘retweet’. Individuals who like an image or graphic will repin the post to their own board or share them across their networks. Picture a repin as a new referral link back to your page, which is an excellent way to generate leads for your business. While the jury is still out on how effective this platform is for white collar businesses such as lawyers and financial advisers, it has worked exceptionally well for the following industries and I’m sure you’ll know why:
- Food and beverage
If you are already bought on the effectiveness of this social platform, or if you’re already active, I’m sure the following tips will facilitate your knowledge and bring you a positive series of results in due course.
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1. Translate What You Do into Pictures
It’s easy to display a mouthwatering juicy hamburger from your bar and grill eatery and if you are in fashion, you can flaunt your new line of clothing and if you’re in electronics, there is always an appetite for new gadgets and what cool features they offer. While I do question the effectiveness of Pinterest for law firms, accounting firms etc, there are ways of getting around this by transforming what their business does into pictures and graphics. Creatively conceived and neatly drawn infographics are very popular if you are just getting started. Many people share them or embed them into their websites, generating traffic to your message. Tell your story through pictures. What you do; your business goals; how you help out around the local community —these are just some of the elements you can capture in your boards.
2. Revitalize your pictures
Cluttering your images with a lot of text or information about your company isn’t going to cut it. You need to get creative with your pictures. Here are a few tips for making your pins a lot more interesting so your audience stays engaged:
- Create humor by correlating an interesting image with a puny tagline and some text. You could use pictures of cute animals and paste funny taglines relating them to what you do.
- Offer value by explaining some “how to” with the help of a board. If you are selling cakes, you can make a board about how to make a strawberry cheesecake.
- Correlate your pins and boards with popular occasions and latest trends. For instance, you can post about women rights on the International Women’s Day or make a board suggesting Christmas gifts during the holiday season.
- A vertical orientation works better on than a landscape one. Crop you images to make them vertically longer.
- Add some special effects to your images using an app like Instagram or your preferred application.
3. Repin A Lot
Repinning is what strongly encouraged if you already didn’t know. You can’t possibly post your own content all the time. As a general rule, you should curate (or repin) eighty percent and create 20 percent of the content that you post. This means you have a lot of repining to do. Don’t repin just anything; try to visualize what impact a particular image will have on your audience. Don’t flurry, posting too much content. Occasional, but very creative updates is the preferred strategy if you ask me.
4. Be Interactive
You should follow and thank the people who are repining your material. You can also reward loyal customers by making a board that features a customer every week. Announce special deals or competitions for your followers. Most importantly, you should try and convert your boards to make them resourceful for a specific type of information. By providing more value, you are adding credibility and this will evidently lead to more referrals.
5. Repin Only from Trusted Sources
Verify by clicking an image whether the link is still active before you repin it. Sometimes, people change the boards or delete pins. You want to ensure what you share is credible and current to maintain your authority across your followers.
I hope these quick and dirty tips to buy you in on Pinterest has helped with seeing the potential upside of this visual platform. If you are already riding this wave, I’d like to know if you are using any of the above ideas or perhaps an alternative strategy? I’d love to hear your feedback on this topic.