Articles in the Pinterest Category

August 26 2013

Pinterest – Is it Right for Your Company?

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Although a tad reluctant at first, many businesses have embraced the Social Media world and are pretty active on their channels. Social Media is a brilliant way to engage with clients or customers, offer exclusive incentives and promote new products or services. That being said, many companies have become rather proficient in engaging with their “likes” on Facebook and their “followers” on Twitter, but have little to no idea what Pinterest is, let alone how to utilize it (effectively) for their business. So, what is Pinterest anyway and how can it work for your company? Pinterest is self-described as “a tool for collecting and organizing the things that inspire you”. Wikipedia defines Pinterest as a pinboard-style photo-sharing website that allows users to create and manage theme-based image collections such as events, interests, and hobbies. Users can browse other pinboards for images, “re-pin” images to their own pinboards, or “like” photos.

If you are a business owner, you’re probably wondering (and you ought to be) how or if this booming social networking site could work for you. With its 25 million members and growing, Pinterest could be a wonderful addition to your overall social media marketing plan. One of the many benefits of Pinterest is that when someone “repins” one of your images, another person can then click on it, and he or she is then sent to your actual website and can either make a purchase, sign up for a Webinar, etc.

Here are examples of 3 top brands that are utilizing Pinterest very well:

Nordstrom

Whole Foods

Real Simple

In addition, below is an example of an ecommerce retailer (Polka Dot Peacock) currently running a giveaway contest on Pinterest. Being that I have made online purchases, I now receive their newsletters and this particular one caught my eye.  It is a terrific way to gain Pinterest followers, as well as keep them engaged as they pin on their board(s) and what could be better than winning a free gift card?

I encourage you to take the time to research and understand how your business could effectively use Pinterest. Take a look at your competitors, as well as other websites you frequent to get ideas for how they might be utilizing Pinterest to interact, promote and grow their brand. For example, Infographics are quite popular on Pinterest, (especially for B2B companies) and are much more likely to be read than plain text.

The possibilities for how you can be creative and make Pinterest work for your company are pretty much endless.

August 28 2012

Pinterest Goes to Work: Using Pinterest for Business

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There’s been a lot of talk in the last year or so about Pinterest, the hottest social media site going. And though marketers have been quick to catch on, many are still not using Pinterest effectively. This post will discuss how businesses can use Pinterest to drive traffic and inspire brand loyalty.

Just in case you’ve never dipped your toe in the pool that is Pinterest, here is a primer: Pinterest is a social media site wherein users create pinboards around certain topics or themes. Like Twitter and Facebook, users can follow brands or “pinners” that they like. They can also “like” individual pins and follow individual pinboards.

Probably the best thing about Pinterest, for businesses, is that pins can be “repinned,” or repurposed, for other pinboards – creating an opportunity for an image to be widely shared across the site.

While an audience might come to Twitter for information, they’re coming to Pinterest for inspiration. Your task as a marketer is to inspire the image-hungry Pinterest audience to “like” and share your images. You can do this by creating clean, aesthetically pleasing, pins and pinboards.

But be careful: Pinterest is about fun, not shopping. By joining in on the fun, you can encourage interest in your brand, drive traffic to your site, generate leads, and inspire brand loyalty.

The first instinct companies have regarding Pinterest is to create 100% product-centric pinboards. This will likely backfire. If your pinboards look too much like your website, users have little reason to follow; if they want to see your images, they can just go to your website.

Your task instead is to be creative and to diversify.

Look, for example, at the pinboards created by the clothing company Madewell.

While some of Madewell’s pinboards are product-heavy, others celebrate things they love, like fun prints (on the pinboard Print, Pattern, Repeat) cool designs (on the pinboard Visual Happiness) and even books (on the pinboard What We’re Reading). Here, Madewell isn’t just creating sales tools, they’re creating inspiring pinboards that identify their brand with specific ideas.

You can do the same for your brand by being creative, and considering the many visual spinoffs or offshoots from your central product. Consider, for example, the colors, seasons, locations, events, people, and ideas you want associated with your brand.

Like all social media platforms, Pinterest is not a one-way conversation. To use Pinterest effectively, businesses should allocate the resources to use Pinterest as an open channel of communication – repinning others’ images and following other brands and users when appropriate. The idea here is to align your brand with brands and users that are similar in mood and aesthetics – creating connections in users’ minds between your brand and brands they know and love.

Why else would Madewell tell the world they’re reading Jane Austen?

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