When it comes to social media marketing, most people do a pretty good job of writing their calls-to-action (CTA).
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You don’t have to explore too many companies’ Pinterest boards to conclude that a good old fashioned call-to-action is hard to come by. Perhaps it’s the “visual nature” of Pinterest…or the fact that Pinterest isn’t quite as established as Twitter or Facebook. But no matter how you slice it, there are no excuses for failing to have a CTA on your Pinterest board!
How to Write a Pinterest CTA
Writing a great “Pinterest CTA” isn’t all that different from writing any other kind of social media CTA. Here are some key points to keep in mind:
- Keep your message clear and direct. Don’t let people second guess what it is that you want them to do.
- Know your target audience. CTAs that work for college students might not necessarily resonate with CEOs. Be realistic about whom you’re talking to and what you’re asking them to do.
- Practice word economy, but don’t let word limit override your message.
- In almost every case, your CTA should promote re-pinning.
With those tips in mind, let’s look at some examples of how other B2C and B2B companies have used CTAs on their Pinterest boards…
#1 Raise Money for a Cause
One Hundred Apparel, a clothing company that donates its profits for clean water, has this great pin with a crystal clear CTA. Every time someone re-pins the image, One Hundred Apparel will donate 50 cents for clean water.
Takeaway: Include a promise in a pin to donate to a cause your company believes in. I love this type of content marketing because everyone wins: funds go to a great cause, customers get to be a part of the action, and the company gets great publicity.
#2 Create Boards That Encourage Click-Through
Another great way to encourage your followers to stay on Pinterest is by creating alluring boards that promise something more within. Peugeot did a great job with this through a Pinterest board for their Peugeot Boxer (view here). (The board has since been removed; you can now follow Peugeot on Pinterest here.)
Takeaway: This type of CTA is totally non-verbal, but sucks followers in on a deeper level. You don’t have to tell people to click; your creativity compels them!
#3 Design Engaging Contests That Require Sharing
Everyone loves to win free products – especially when those products come from a company they like enough to follow on Pinterest. This pin from Zardetto Prosecco includes a recipe and a CTA that asks Pinterest users to follow the pin, complete an entry form, and then re-pin in order to win 1 of 100 Zardetto Presecco wine stoppers. Not a bad little gift.
Takeaway: You probably have some kind of inventory or company-branded gift item that you could give away on Pinterest. Why not create a CTA that gets followers, brand impressions, and free press for you?
#4 Tell People How to Do Something
A good Pinterest CTA doesn’t necessarily have to keep the user engaged with your content. You could share a pin that tells users exactly how to do something, as this pin does. This might be the riskiest CTA on this list if you’re looking to keep people on your page. BUT when you provide value, you can expect your audience to return to you time and time again.
Takeaway: Tell your followers how to do something, and they might run off to do it, but they’ll definitely return for more help now that you’ve established yourself as a thought leader in their minds.
What kind of Pinterest CTAs do you use?