Do you know how to use Pinterest to build and increase awareness, fuel viral sharing, acquire customer information, and reward customers and prospects while organically growing your customer base? With the growth of Pinterest’s popularity over the last year, brands are taking notice and action by being part of the curation. If your brand is content and visually driven, then Pinterest is one channel to promote your content while building your brand and increase awareness. Pinterest allows its users to collect and share images, videos, ideas, and other things found on the web by pinning them on virtual pinboards. When use correctly and religiously, Pinterest can help you increase traffic, leads, and sales by reaching more than 11 million people on Pinterest who influence purchasing decisions, likes, and interests. Here are some brands that are effectively using Pinterest and tips to help you market your brand as one that’s on the cutting edge:
- Build customer profiles and create a brand presence. Use Pinterest to build a customer profile to help you target your marketing while creating a brand presence. When you have a brand presence, it’s easier for users to share your content. If you also have a Facebook and Twitter presence, you can follow all your Facebook fans that are on Pinterest too. Be curious and peek their curiosity. People are curious. They search for pins, everything from videos, popular gifts, etc. Having a Pinterest presence allows your brand to be discovered by new people. Follow behavior so that you can create relevant customer profile for your products and services. Give your boards a corporate voice with pins that reflect your brand and the image you want to convey.
- Spot trends and build your sales pipeline. Leverage Pinterest to see whom to engage. Browse its most popular pins to see what images resonate with most people and craft similar pins for your brand. You also want to engage with influencers who can help you expand your network. Retailers such as Nieman Marcus, Nordstrom, Etsy, William-Sonoma, and Michael’s are building loyalty and gaining prospects through their use of pinboards to share their products and ideas that inspire user’s creativity and interests as well as providing inspiring and practical solutions that make life easier.
- Connect customers to your brand or desired persona. Providing a means for your customers to interact with your brand is the Pinterest’s way. Your frequent pinners become your brand advocates when they pin about your products. Make sure you give them a reason to be your brand advocates by giving them a fan-curated board that allows them to add their pins. Travel brands such as American Airlines and Southwest Airlines are connecting with travelers with their pinboards. Publishing brands such as Random House Books and Crown Publishing are also pinning and reaching out to avid readers and writers. Non-profits brands such as UNICEF, National Wildlife Federation, and AARP are also connecting users sharing the same passion and commitment to philanthropy. Even celebrities are brands too. Brands such as Paula Deen, Michael Kors, Martha Stewart, and Alanis Morissette are connecting with their fans and followers to feed their popularity and inspire them to engage with their brands.
- Engage your customer and fans through common interests. Use Pinterest to engage with your customers, prospects, and fans. Pinboards provide a visual way of connecting your brand’s story with users based on common interests. Take for example, food and cooking brands such as Epicurious, Lindt Chocolate, Pillsbury, Whole Foods, Little Debbie, Martha Stewart Living, and Whole Foods on Pinterest are about more than just their values and lifestyle as they are about recipes, food, cooking, and gardening.
- Encourage sharing through different themes. Be creative with your themes to make your content more curation-based and sharable. Check out West Elm’s boards for their inspiring use of themes. West Elm categorizes its boards by colors from its design palette, curating design inspiration around specific trends for modern living.
- Promote your brand, expand your reach and increase viral traffic. When you get personal with your customers, you’re building a relationship with them and gain their loyalty. When they pin and re-pin your pages, they’re boosting your search engine rankings with more links to your pages. When users click on a pinned or repinned image of yours, they are brought to your page, driving referral traffic.
- Launch contests. Some sponsoring brands are also launching contests to promote themselves and increase reach. Hosting contests is a great way to further engage your fans with your brand.
- See content around interesting topics or experiences curated from a consumer’s lens. Brands such as the Travel Channel have boards that allow consumers to share their experiences and inspire them.
- Collect leads. Customers are motivated to share their information in order to gain something in return whether it’s some kind of incentives or it’s simply to enjoy and pin beautiful images. Prospects contemplate purchases across many brands, and by having pinboards, it increases your brand awareness.
- Be newsworthy and trendy. Journalism brands such as Newsweek, Time, The Wall Street Journal, and Mashable are pinning newsworthy content. Fashion and lifestyle magazines such as Real Simple Magazine, Brides Magazine, In Style, People, Better Homes and Gardens, Ladies’ Home Journal, and Parenting Magazine are borrowing relevance from the lives of customers and fans through Pinterest. These brands create and curate many boards based on common interests and relevancy of their customers and fans. They’re making a fashion statement with their boards of bright and bold colors and inspiring users with their pinboards. They know how to engage and re-engage their fans for the simple purpose of lifestyle promotion without a sale pitch associated.
- Promote a lifestyle. When you promote a lifestyle through your pins and re-pins, you’re sharing your content with a large and growing audience who get their inspirations from pinboards that speak to their interests, daily routines, and lifestyle. Your brand is promoting self-expression. You’re inviting them to become part of your brand’s fabric by encapsulating a lifestyle that helps them visualize how your products, services, and culture fit into their lives. Fashion specialty retailers such as Nordstrom have boards that showcase their seasonal trends.
- Be relatable – pin and repin it. Get the Pin It button on your site, making it easy for site visitors to add your images to Pinterest. Use pinboards to organize your products and services with related categories that consumers can associate with. Show the different nuances of your brand personality and values. Make your brand more human with behind the scenes showcase. Make your pinboards around your fans and what they pin and repin. Pinners see pinned images as part of their feed, thereby, extending the reach of your brand. Be the brand that embraces the culture of pins and repins.
Use the power of Pinterest “word of eye” recommendations to create customer touch point for your social commerce goals, raise brand awareness, and shape your brand positioning. Check out Etsy and Martha Stewart Living and see how they’re doing it right; their popularity make them one of the fastest growing brands on Pinterest. Your brand can only benefit from Pinterest when using it to post curated-style inspiration from around the web. Don’t forget the intent of Pinterest. It’s meant to curate, share, and inspire. Don’t use it to self-promote; pin to reflect your brand. It’s the Pinterest way to promote your brand and increase awareness.