At the end of last year, Pinterest introduced business accounts in response to the growing amount of companies that were making their presence known on the social media network. So if you're an advertiser that hasn't yet incorporated Pinterest into your digital marketing strategy, now is the time. Especially when you consider that, as the site continues to evolve, Pinterest is investing more resources in helping businesses get the most from it.
We've all heard the impressive stat that 47 percent of U.S. online consumers have made a purchase based on recommendations from Pinterest. What can advertisers do to boost that number and more effectively engage consumers on the site?
With this question in mind, here are some recommendations to help advertisers expand their Pinterest presence.
Build a community. It's a social network after all, so why not build a community with your biggest pinners? You can recognize and reward them through contests or sneak peeks at upcoming product lines while also getting valuable insight about your business and adding a human touch to the online experience.
Collaborate. Work within your specific business community as well as the Pinterest community at large by sharing, following, and repinning their images. For example, a home furnishings store may have a community of professional interior decorators as well as hobbyists who will exchange images that spark new ideas. When you authentically engage with other Pinterest users and recognize their efforts, you'll be able to attract them to your boards.
Create specialized boards. Go beyond simply posting images to your company's board. Instead, think about themes and events and create specialized boards that are specific to those themes or trends.
For example, a wedding board or a back-to-school board that groups related items would hold a consumer's interest as she considers making purchases. Other types of boards you may want to create are daily specials as well as boards that highlight those of your images that are most pinned by users.
Drive traffic through different sites. We all know Pinterest is one of the best drivers of traffic, but it doesn't happen on its own. Be sure to insert Pin It buttons throughout your website, on your blog, Facebook page, Twitter feed, and display ads. This makes it easier for fans and followers to repin your images.
Focus on fabulous images. Everybody says to make sure your images look great. But more specifically, here's a list of best practices to keep in mind with regard to your images:
Write as if your livelihood depended on it. It's easy to overlook the job of writing the descriptions that go along with the images. Yet this is exactly where you want to assign your best copywriters and make sure those descriptions sing with riveting and pithy prose.
Visualize through videos. A lot of advertisers wonder whether they should post videos on Pinterest. The short answer is yes. However, before you share your video library, keep the following in mind:
Track your reach and measure your impact. As your company's presence evolves on the site and your reach grows exponentially through pinning and repinning, you'll want to track your reach and regularly assess your progress.
Here are five ways to do this:
While the advertising industry is still uncovering new ways to monetize Pinterest, those advertisers who invest in experimentation and mastery now will be poised for success as others struggle to play catch-up.
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In his role as CEO at mediaFORGE, Tony develops and drives the company's vision while overseeing all aspects of the business. Tony is a seasoned entrepreneur and has more than 20 years of experience in developing successful start-up technology companies. Prior to his involvement with mediaFORGE, Tony co-founded and served as CEO of ezADit.com, an online aggregator of offline college media, which was acquired by Y2M, a subsidiary of MTV Networks. Previously, Tony served as president and was a co-founder of Precision Data Link, which was acquired by The Profit Recovery Group (NASDAQ: PRGX). As senior vice president at PRG, Tony was responsible for the day-to-day operations, strategy, and growth of the logistics management division and was tasked with identifying, managing, and integrating five additional acquisitions. Tony is an active member of the Utah Technology Council and is passionate about technology and marketing. Tony enjoys outdoor sports and spending time with his family.
March 19, 2014