You don’t have to be a DIY based company or have an interest in the wedding industry to find success amongst the pins. What you do need to consider is how you will represent your brand in a way that resonates with the Pinterest audience.
When you think of social media, it’s no surprise if Facebook, Twitter, Instagram, or Snapchat are the first to come to mind. They are the largest platforms and most widely used. However, there is a benefit in including Pinterest into your brand’s digital marketing strategy (something we’ve discussed before here).
If you’ve made the decision to create a Pinterest account for your brand, follow these three steps to ensure that the framework you lay for your account ensures success: choosing the right Pinterest board topics.
1. Know your audience
85% of Pinterest’s overall audience are females – which I’m sure isn’t a surprise to most of you. But what is surprising are the other demographics representative of a big part of the audience: females with a household income of at least $75,000.
This fact tells you a few things on the surface. First, you know what type of content to curate and pin to your boards. Second, you know that your users have expendable income to devote to items they would like to purchase. (Still not convinced? 80% of users refer to Pinterest when deciding to make a purchase.)
If you’re beginning your presence on Pinterest but already have a developed, loyal audience on other platforms, let them know of your recent expansion. Create a Facebook post or include it in your next email to help increase your followers.
2. Think outside the box
Developing board topics doesn’t mean that you have to pin solely your company’s products. In fact, that’s probably the route you don’t want to take. We like to take inspiration from companies that post pins that can be related to their industry. For instance, Hoover is known for their vacuums. But do you think all of their boards are dedicated to this housekeeping products? No. They feature topics such as immaculate flooring, which is content that a stay-at-home mom may drool over.
However, there’s advertising lying in the subtle messaging. As you scroll through various, spotless hardwoods, you begin to think of how to make these images a reality in your household. “How can I get such beautiful floors for myself?” A Hoover product, that’s how.
Similar thought processes can be seen with other brands, too. For instance, The Home Depot features boards such asEasy DIY Projects that showcase their products that can be used for your next crafting day.
When it comes to our clients, we use this same methodology. One of Edley’s Bar-B-Que‘s Pinterest boards is Southern Kitchens. Not only is their slogan “A tribute to all things Southern,” but the heart of Edley’s brand lies in the delicious Southern cuisine (and all great Southern memories are made in the kitchen). With this concept, we use this board to highlight Southern styled kitchens, featuring farmhouse cabinetry and and barn wood pantries.
Other board topics the brand covers include Mason Jars, giving a nod to the restaurant’s notable drink ware, andWeddings, which provides a segue into the introduction of Edley’s wedding catering services.
3. Keep it active
Putting in the work of developing boards that abide by this methodology is wasted if you do not continually use the platform. Just because Pinterest doesn’t rank as one of the top 3 social media platforms doesn’t mean you can ignore it for weeks at a time. Pinterest professionals recommend dedicating daily time to pinning, If you’re setting aside time during work hours, that is fine, but most users are on the site at night – so it may help your organic reach if you’re active on the site when they are, too. Plus, it’s something you can easily do on your mobile device while catching up on your favorite reality show.
Think you’d like to add Pinterest to your company’s marketing plans, but need some more assistance? That’s why we’re here.