Whilst engaging your target market and driving traffic to site.
For brands, Pinterest allows them to be seen as a source of style and influence, showcasing their collections within wider conversation around current trends. When executed perfectly, a brand page should become a seamless integration of lifestyle and inspirational imagery with product, clearly positioning the brand in the mind of the consumer.
So, what does it take to achieve the perfect Pinterest?
Pin it: The ‘Pin It' button allows you to drive product-specific referral traffic and tidies up the process of adding your products to the platform. This referral traffic makes Pinterest ‘shoppable', and profitable. From your site, hover over an image, click the ‘Pin It' button and choose the destination collection; Pinterest will then pull through product details and imagery from the original webpage.
From here you can create a virtual catalogue of themed product on Pinterest. Although, make sure you're posting pins little and often, as a ‘pin dump' clogs people's feeds.
Open for business: A
small but essential change, make sure you're operating as
a business page! This simple switch opens up a world of analytics and helpful
metrics to optimise your page and presence
on Pinterest.
Try your pin: Pinterest prompts users to interact and engage with the content they view on the site in a meaningful way. This feature encourages users to upload photos of them ‘trying your pin', whether it's a recipe, craft idea or item of clothing. Getting these engagements is a huge bonus, and a valuable way to measure the actual success of your product. Again, this provides crucial insight into the behaviour of your consumer, how they interact with your product and where there might be room for improvement.
Influencers: Pinterest is also an opportunity to source and begin to work with influencers and bloggers in your brands' target audience. These influencers can provide great opportunity for collaborations to tap into your target market, and also earmark any key trends in your demographic. This information is hugely valuable, so ensure you're utilising Pinterest to get this deeper insight into both industry trends and people to watch.
Rich pins: These pins include topic-specific detail, such as locations or recipes. They're a great way to build the wider brand on Pinterest, providing inspiration outside of the fixed realms of your product. Introducing this element of personality is crucial for platforms like Pinterest.
Get involved: The most basic rule of social media is that it isn't a one-way street. Conversation and interaction is essential, and the rule applies to Pinterest too. Make sure you re-pin others' content, engage with their boards and generally have a presence on the site outside of your own page. When you re-pin someone's post they will see that ‘XXX saved your pin', so it's a small but effective way to stay at the forefront of people's minds.
Pinterest offers a wealth of opportunity, with tools and features that help brands across a wide range of products and services. Remember to keep your content aesthetic, interactive and useful, and follow the 80:20 rule. 80% product, 20% unbranded content. Be creative and be bold!
