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Once by invite only, it seems everyone is on Pinterest these days. And while Pinterest is a fabulous way to find decorating ideas, easy DIY up-do’s, projects for the kiddos – you name it, it’s also a great vehicle for marketing and promotions… if you know how to use it.
The beauty of Pinterest is two-fold: first, it’s incredibly easy to get word of mouth marketing – it literally takes two seconds to pin something you see. Second, pins have staying power – meaning users can easily find and revisit pins over and over again. It’s hard to find another medium that has equal pass-through rates or longevity. But how do you use it for marketing? Easily.
Pin your own products
People are constantly pinning outfits, accessories, home décor, etc. – use that to your advantage. Take some quality photos showcasing your offerings, then pin them to your own relevant board, taking advantage of the opportunity to write a quick description.
About those descriptions...
Don’t make your descriptions overly promotional – that is a sure way to strike out. Instead, stick to 50 words or less and use non-promotional, but descriptive wording. Why do you like that particular item? What will you use it for? What is it? The goal is to intrigue other users from an organic, peer perspective – not as a marketer.
Professionally based pin? No sweat
Pinterest is good for more than just consumer goods – it’s also a great place for B2B and professional items. For example, you can promote blog posts or relevant thought leadership items. Maybe you’ve written something about the 10 tips for professional writing; pin it to your board along with a relevant image – but take it a step further: add the title of your piece to your image in a bold and intriguing way; that way, people know what they are getting and you are more likely to grab the attention of the right audience.
As always, keywords come into play. Pinterest actually has a pretty good search algorithm that is both user friendly and straightforward – up your chances of having your pins discovered by using that to your advantage. Forego catchy titles and descriptions and instead, be straightforward and to the point.
Once isn’t enough
If people like what you post, they have the option to follow you – but one pin isn’t enough. Make sure that you’re pinning frequently – and that much of that content is original. It’s great to re-pin others’ pins (if relevant), but if you’re using Pinterest to market your own products or services, it’s important that you bring something to the table – otherwise, those followers will just follow the original pinners.
Don’t forget to cross pollinate
To extend your Pinterest success, don’t forget to bring Pinterest into your other marketing materials. For example, you might highlight a particularly relevant pin or board in a promotional email. Also, include that “share on Pinterest” button everywhere – your website, blog posts, digital whitepapers – you name it. Pinterest shouldn’t just be a standalone vehicle; it should be a constant thread throughout every material.