No one in today’s ever-changing world of Internet Marketing will have failed to spot the rise and rise of Pinterest as a viable, nay imperative, social branding tool. Behind Facebook and twitter, it is now the third most visited and actioned social site on the planet (according to Forbes).
Moreover, it is the number one social site used by online consumers to interact with renowned brands, with its users following, on average, more than nine B2C suppliers per head. Okay, so maybe that doesn’t sound so many when you state it like that, but when you consider Pinterest now receives more than one hundred million visitors a month, this presents a huge opportunity to get your product before a confirmed market.
But why now? Where does Pinterest’s meteoric rise have its roots?
We have seen a few pretenders to this particular throne in the past, although many of those in question would argue as a defence that they served a slightly different purpose and, perhaps, target market.
StumbleUpon has encouraged its users to incorporate images to make their posts more noticeable, interactive and followable. Likewise Delicious was one of the first websites allowing you to group a set of articles together in a stack – a board in Pinterest terms – and choose one of the images to head up the collection as a visually descriptive flyer. In addition, we’ve had Flickr around for time immemorial, hosting photo uploads available for the common cause; but none of these mediums have ever enjoyed the traffic that Pinterest is attracting right now.
A recent study into five of the most successful brands using Pinterest turned up several significant insights into the website’s popularity. Not in the way Poirot would piece clues together, no. But for an affiliate or associate in the Internet Marketing arena, the results revealed titbits that anyone operating an online business could harness for their own endeavours, if they knew how and why such tactics were working.
Before we delve into the most successful traits, one more mention about the growing importance of images: you’ll have noticed avatars appearing next to websites in the SERPs when you search using Google. If the site or article does not have an associated image or logo associated a box next to the excerpt will state ‘preview coming shortly’. And, let’s face it: if it’s becoming a best practise for Google, then it’s going to be a hell of an SEO tactic, too.
Pinterest Best Practises
In summary, then, use these four tactics as your corner-posts and you’ll lay down a great foundation for building a Pinterest marketing powerhouse:
- Brand awarenes
Is your company building a recognisable style and/or logo? Showcase your theme across your boards;
Who endorses your niche, whether you’re selling their product or not? Use them as a magnet for product association;
- Associated content
Too many similar images will seem one dimensional. Conduct a keyword search, as you would do for other Internet Marketing activities, to find associated, relative product and pin those images to vary your board.
- Stand out from the crowd
Do all your competitors run similar themes? Break the mould, but do it stylishly and objectively.
One last thing – you have 500 characters to describe your ‘pin’; remember, people follow people as well as brands; put some you into your content alongside the description to emote the customer on multiple levels.