How to use Pinterest in your marketing strategy

To quote Wikipedia, “Pinterest is a pinboard-style social photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies and more. Users can browse other pinboards for inspiration, ‘repin’ images to their own collections and / or ‘like’ photos”

Pinterest is one of the fastest growing social networks in the world and presents businesses with a unique opportunity to leverage it for marketing. Businesses that wish to use Pinterest as a marketing tool must first identify their market, then engage their customers, offer information and finally, present them with value. Viewed from the search engine optimisation angle, each pin on Pinterest can be seen as a back link, which is something all websites work hard to build. The key is to use keywords in the descriptions and board titles. As with any marketing tool, Pinterest activity must be tracked and analysed to assess what works.

Here are some case studies of businesses that are using Pinterest successfully to promote their brand and their products.

The Kotex campaign

Implemented in Israel, the Kotex brand identified fifty influential women based on what they were pinning on Pinterest. Each woman was sent a customised online gift pack. When she pinned the gift, she received a real gift pack via mail. Tracking revealed that each woman who was sent the gift posted about the gift, not just on Pinterest, but also on other social networks such as Facebook, Twitter and Instagram and exploded the reach of the 50 gifts into over 2 200 interactions. It also resulted in close to 694 850 impressions, an incredible return for 50 gift packs.  The brand creatively leveraged Pinterest to attract high engagement based on the simple premise that free gifts are always appreciated and talked about.

The Pinterest Lottery from British Midland International

British Midland International held a contest called “Pinterest Lottery” where randomly chosen fans won trips.  Numbered posters with logos from five destinations were posted on the brand’s Pinterest boards and users were invited to repin at least six images. By the end of the week, British Midland selected a number and the users who repinned images with that number were eligible to win two free round trips to any British Midland International destinations.

Lands’ End Canvas’ “Pin it to Win it”

Apparel brand Lands’ End Canvas’ promotion called Lands’ End Canvas Pin It to Win It” invited fans to pin items from their website to their specific pin boards for a chance to win the items they pinned.

After a business launches its profile on Pinterest, the next step is to create highly engaging promotions, inspiring its fans to follow their profiles and pin items from their web pages.  This keeps the brand’s target audience connected, interacting with the brand and building brand loyalty. Here are some tips to achieve this:

  • Pinterest has over 1.5 million unique visitors every day and 80% of these users are women.  This is a highly prospective market for brands focused on women’s interests.
  • Make a plan to post pictures consistently, since pins at the top of the feed get the maximum views and repins / shares.
  • Cross promote via other channels by adding a follow on Pinterest button and connecting your Pinterest account to your other social media profiles and promoting it on Facebook, Blogs, Twitter and Google Plus.
  • Regular interaction by following users, commenting on their pins, repining and liking them is a must, so that they can follow you back.
  • Post product images, ideas and tips and encourage fans to pin their views and ideas to keep them engaged.

Pinterest can help brands build unique relationships with their target market and help them promote themselves through social media. Are you using Pinterest for business?