Social Media

Pinterest Marketing Guide: How to Use Pinterest to Boost Your Brand

By Megan Marrs May 01, 2012 Posted In: Social Media Comments: 9

How to Use Pinterest for Online MarketingThe potential marketing advantages of Pinterest have been well documented recently, as the fledgling social sharing site boosts traffic and sales for niche retailers like Etsy. Pinterest is serious business.

Regardless of your personal feelings for Pinterest (huge time waster or glorious godsend?), it’s impossible to deny the marketing opportunities ripe for the picking! Read on to find out why.

Why Developing a Pinterest Marketing Plan is Worth Your Time

Pinterest has shown remarkable marketing potential as some sites begin to receive more referral traffic from Pinterest than social media heavyweight Twitter.

Some quick Pinterest marketing statistics and facts as we get started:

  • Pinterest is dominated by women, with 90% of users being female
  • 21% of users have purchased something they found on a Pinboard
  • The most popular categories are Home (17%), Arts & Crafts (12%), Style/Fashion (12%), and Food (10%)

How Can Pinterest Work for Businesses?

The most obvious industry to benefit from using Pinterest is retail—show all the people pretty things they (should) want! Pinterest has driven impressive spikes in traffic for online retailers like Etsy, Martha Stewart Home, and Anthropologie, specializing in stylish goods.  

Pinterest can work wonders for businesses outside of retail as well. The key is in focusing on images that promote the ideal end result of using your business’s product or service. If you sell lawn care services, seeds, or gardening supplies, pin images of lush flower gardens, ripe tree-bearing fruit, and other images of the Eden-like utopia customers could experience if only they would get your help. You’re selling the dream!

When using Pinterest as a marketing tool, the goal should be to use images to spark the viewer’s thought dialogue. You want viewers to think “How do I get there? How can I make that? How can my kitchen look that nice?” and then proceed to show them how to transform that visual image into a personal reality.

Pinterest Marketing Strategy: Advantages of Posting in the Craft & DIY Section

The problem with some “selling the dream” Pinterest pictures is that a single image can speak to a variety of different dreams. For example, I was scanning Pinterest the other day and saw a spectacular image of a boat. Actually, it was this image:

Marketing with Pinterest

Now someone might be pinning this image in hopes that seeing it will activate the urge deep within my soul to buy a sailboat. That probably is true for many people, but when I see this image, I think instead of sea-faring adventures and exciting vacations rather than purchasing a boat.

Images may be worth a thousand words, but you don’t have control over those words, unlike with other areas of online marketing, such as PPC, where you are selecting literal key words to present to searchers.

You also lose control to some degree about where Pinners go after seeing your image. Some may follow the original link and see where the image came from. Others may just see a bed of flowers and then start Googling “flower seeds.”

You can scroll down below the image to learn about the picture’s journey across Pinterest.

Online Marketing Pinterest

Pinterest Marketing Ideas: Creating Tutorial How-To Images

This problem about user intent doesn’t exist when it comes to posting in the DIY Craft section of Pinterest because you have more detail about what a Pinner is doing there – they are specifically trying to make something.

The danger is that you might be dealing with a bunch of cheapos who would rather spend hours tying together old ties to make a cloth necklace than buy yours. Or, hopefully, you are encountering an audience that loves to create and experiment, with an undying adventurous spirit (as a crafter myself, I like to say I’m in the latter category, but most likely it’s a mix of both). If you can provide these crafty spirits with the tools and materials they need to create unique works of art, they will certainly buy.

To grab a hold of this audience, you’ll want to post an instructional how-to image. Remember, YouTube tutorial videos are immensely successful, and the same logic passes over to Pinterest as well.

Imagine you are a business that primarily sells handmade jewelry, but you also sell jewelry making supplies. You might try creating a tutorial image that shows viewers how to make a beaded bracelet.

You’ll want to make a detailed step-by-step guide with clear, bright, attractive images. The folks over at SEOMoz have dubbed these image-oriented tutorials “instructographics,” existing as a species of instructional infographics.

Creating a thorough tutorial is ideal because it allows you to use a longer image, which takes up more prime Pinterest real-estate. Here is a perfect example:

Pinterest Marketing Guide

 

At the end of the image, remind viewers they can get supplies from the original website link. It’s also a good idea to include a logo or short web address on the image in case folks are unable to locate the original URL.

pinterest as a marketing tool

Once Pinners click that link, they’ll be taken to your site. It’s crucial at this point to remember the importance of relevancy. When conducting PPC campaigns, relevancy between keywords and landing pages is essential because you want people who click on your advertisement to be taken exactly to what your text ad promotes. With Pinterest, relevancy is still paramount, but your image becomes your keyword.

With the example image we are using above, you would want to take viewers to a page where you sell jewelry making supplies – specifically the supplies required to make the image they saw on Pinterest. Also post the same image on your landing page that you posted on Pinterest to reassure users that they are in the correct location.

If you sell jewelry, this is also a great chance to showcase other bracelets and necklaces you offer (maybe ones more complicated that aren’t quite so easy to replicate). Just make sure any offers you add don’t interfere with the reason why Pinners are at your site, which is to purchase those jewelry making supplies.

Using Pinterest to Develop Business Identity

Pinterest is also a great tool for building your brand identity. Some businesses might already know the personality they want associated with their company, in which case you can browse through Pinterest and ask yourself, “does this image connect with the lifestyle we are trying to promote?” If so, pin away!

If you’re a small, growing business, take some time to think about your ideal clientele and what personality traits would appeal or match with them. If you sell rafting trips, then you will want to pin all sorts of outdoor activities and photos of rugged adventures. Consider what would appeal to your audience, and reflect those wants.

Pinterest Marketing Tools and Articles

I could spend more time talking about other aspects of Pinterest, but those areas have already been covered by some great existing articles. If you’re looking to learn more about the latest social media mongrel, check out:

Introductory Guide to Pinterest—Mostly basic information, addressing Pinterest marketing tips about how to use hashtags, dollar signs, etc.

7 Useful Pinterest Tools — Includes Pinterest marketing tools for measuring Pinfluence and tracking Pinterest analytics.

5 Pinterest Marketing Campaigns – Some cool examples of creative marketing campaigns using Pinterest. Some ideas include Pinboard manipulation, contests, and Pinterest lotteries.

SEO Optimizing for Pinterest— KissMetrics presents some compelling evidence for Pinterest’s growing influence, and gives an overview on how to SEO optimize for Pinterest.

SEO Strategies for Pinterest – Search Engine Journal offers some in-depth link building strategies for those ready to launch a complete SEO campaign focused around Pinterest.

Informative Pinterest Infographic – Because information is always more fun when it’s a pretty picture!

 

 

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Comments

Thursday May 03, 2012

Felicia Corrine (not verified) Said:

Great to know that Pinterest is mostly used by females. I hope that Pinterest will go a long way in helping the advertisers. It seems absolutely cool

Tuesday May 22, 2012

Megan (not verified) Said:

Yes, Pinterest is a pretty cool tool, whether you are using it for marketing, or just for fun!

Thursday May 03, 2012

Christy (not verified) Said:

Pinterest is a social site. It’s all about connecting, sharing and interacting with other pinners. If you disregard this fact, you are not only missing the point, but amazing business opportunities as well.

Tuesday May 22, 2012

Megan Marrs Said:

Yup, Pinterest is a great biz opportunity. While it doesn't really encourage "conversation" in the classic sense, there is certainly an unusual visual conversation and sharing of ideas that takes place on Pinterest, making it really unique.

Wednesday July 25, 2012

R1 Global (not verified) Said:

How can we use pinterest on business , selling products and making branding ? 

Wednesday November 28, 2012

Promo Guy (not verified) Said:

This is a great idea for utilizing Pinterest.  Every board is like your accumulated brand.  We specialize in personalized gifts and create boards which are imprinted logos in and of themselves.  Great article!

Friday February 22, 2013

Icon Printing (not verified) Said:

Great article! Pinterest is such an exciting platform - not only for individuals, but also for brands and small businesses. As a growing number of consumers jump on the Pinterest bandwagon, the opportunities to use this social media site in order to raise brand or product awareness has heightened. Here are a some possible angles you could work with in order to create fantastic targeted content…

1. “How to” pins - educational and DIY content on
Pinterest is very popular. Can the product/service you offer be used to
create engaging content that could possibly teach or inform your
customers? Put yourself in your customers shoes, work out what questions
they may be asking – then answer them! If you have any interesting blog
articles, this is the perfect place to promote them – with the added
bonus of linking back to your website. Just pin the main image and then
link it back to the main article or to your website.

2. Enhance your brand image - generate greater
customer engagement by giving your clients an inside peek at your
business through a board or boards that offer a feel for your company’s
style, ideas and projects.

3. Feedback and Research - if you’re thinking of
launching a new product, why not take it Pinterest first. This way you
get to evaluate user engagement before going into production, so pay
attention to what is getting liked, re-pinned and being commented on.

4. Direct Marketing - create exciting bundles of
products and exclusive coupons that are only available on Pinterest.
Don’t forget to add Pinterest “Pin It’ buttons to your website or blog.

5. Don’t forget about secret pins! - another
fantastic thing about Pinterest is the “secret boards” function.
Pinterest is a sea of inspiration, this function allows you to keep your
inspiring finds to yourself.

Read more here - http://bit.ly/XpIdl1

Wednesday April 30, 2014

Anonymous (not verified) Said:

Where do people come up with these great ideas, what an amazing concept Pinterest is :)  Thanks for all the useful information on this page.

Friday May 16, 2014

Victoria Kats (not verified) Said:

Very useful information.Until now we were also using pinterest to upload the images but now I have realised the power of pinterest.

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