Since launching in 2010, few social media sites have seen the rapid growth and success that has been afforded to Pinterest. What took the network to another level, just one year later, was the launch of its iPhone app. The platform hasn’t looked back. When used appropriately, Pinterest can and will have a positive impact on your brand/business.
With that in mind, here are seven branding tips to consider when using Pinterest as part of your digital marketing portfolio.
#1 – Fill in your profile completely
You will want to get the basics right, providing viewers with the critical information that is relevant to your brand and business. Under your brand name, use the space provided to you to inform others on what your business is all about, and what they should expect to see on your Pinterest boards. Provide your location, but more importantly, validate your web site through Pinterest. (See image below)
Pinterest allows you to connect your account to your Twitter, Facebook, Google+, Gmail, and Yahoo! accounts. However, it does not allow you to connect easily to your Business Page on Facebook or Google+. I’m still holding out hope that they allow for a more seamless integration between Pinterest and these pages in the near future.
#2 – Use Pinterest Buttons and Widgets
Don’t sign up for Pinterest because “everyone is there and I need to be there because of this”. Sign up for Pinterest because you want to make it part of your digital marketing strategy. With that in mind, direct people to your Pinterest page or to ‘Pin’ the images or write-ups on your web site by using the Pinterest buttons and widgets the site has created. Follow this link to create your button or widget. Choose which style and format you would prefer and paste the applicable code to your web site.
#3 – Clean Up Pinterest Board Covers
Pinterest allows you to group pins together by topic or subject. You have the ability to create up to 350 boards for your page – that feels like it is certainly more than enough, particularly for a brand/business page. You really want to make sure the cover photo for each board is visually appealing and clearly communicates what said board is covering off on. Pick a pin within that particular board that clearly shows what you are looking to communicate to your followers.
For example, in the image below, I have chosen what I feel is one of the best infographics or images under each board name, so that it clearly shows which social media platform is covered on each board. Other brand examples are Lowes Hardware, who has amassed over 3 million Pinterest followers and does a great job of keeping their board covers fresh, and Chili’s Grill and Bar.
#4 – Leverage Pinterest’s Analytics
Establish analytical goals for yourself and follow Pinterest’s analytical options as appropriate to measure your success on the platform. These measures are free of charge and will help you better understand if you are getting what you desire out of Pinterest or give you an idea of whether or not you need to adjust your strategy.
The Analytics page will allow you to track the number of pins and re-pins that are received directly from your web site, as well as the impressions and reach that is seen from your pins on Pinterest itself. Pinterest also shows you the number of clicks and visitors that were directed to your web site directly from Pinterest itself.
Given that I do not pin our weekly “Sunday Musings” write-up to Pinterest, I’m most interested in the impressions and reach numbers from Pinterest, which helps me understand how successful the items I re-pin on the platform are doing. When I do post other blog write-ups to Pinterest, like these “Tips” articles, I then start to pay more attention to clicks and other analytical options.
#5 – Run Contests
Want to build engagement levels with your customers/consumers? Looking for a way to generate some buzz for your brand or business? Look no further. Try to come up with a creative and catchy contest that is relevant to your core business. Ask your followers to do at least one of the following and watch the contest unfold:
- Follow your Pinterest page
- Re-pin your pin for a chance to win
- Use a specific hashtag when sharing pins (More on this in a bit…)
As your contest unfolds, decide what worked and what didn’t so that you know how to better execute your next contest. If you are stuck and out of ideas, take a look at this PinChat that displays a number of pins and current contests on the network.
#6 – Use Hashtags
The growing use of hashtags is carrying over to Pinterest. Use hashtags in the description of your pins. Update and include hashtags in the description of your re-pins. This will help your pins be found by others looking for similar content/topics.
Per the example below, for each of our ‘Pin of the Month’ write-ups, I am leveraging at least one hashtag for relevant content/topics. At the same time, I’m dropping in a link to ShoreBranding.com in order to make it that much easier for people to find our home page.
#7 – Share Pins on Other Social Media Platforms
The power of using hashtags can easily carry over to other social media networks when you are sharing your pins on other platforms. As mentioned above in the #1 tip, you can connect your Pinterest account to Facebook, Twitter, and Google+. Given the split-second and immediacy of Twitter, I share the vast majority of pins and re-pins with our Twitter followers. I will also share relevant pins to Facebook and Google+ for new tips and such on each respective platform. This obviously helps broaden your message and may help build your audience on both.
Those are seven tips when thinking about leveraging Pinterest for your brand or business. Have any of these worked for you? What other tips might you have for readers? Let us know in the comments below. Thanks!