Putting Pinterest to Work for Your Brand
Pinterest is the new hot property. Overnight this visual curation powerhouse has generated more traffic to websites than Twitter, Google+, Linkedin and YouTube combined. Its clean and simple design, including pleasing graphics and neat organization, allows users to quickly and easily gain access to the content that matters to them. Not surprisingly, both unique visitors and time spent on site have steadily increased. Marketers have taken notice and are asking themselves, "How can Pinterest help me form a deeper relationship with my customers and prospects?"
The answer often starts with building a connection around a shared passion aligned to your brand, be it music, sports, travel, fashion, cars, food/cooking, interior design, gardening, technology, etc. For Real Simple magazine that meant creating more than 58 boards and 2,312 pins focused on giving followers practical, creative and inspiring ideas to make life easier, which is central to the brand's core mission. Specific boards include "Organization Inspiration," "Weeknight Meals," "Spring Cleaning" and more. For more inspiration, check out the 10 most followed brands as well as some of the power users with huge followings (provided by Mashable):
10 Most Followed Brands: 1. The Perfect Palette 2. Real Simple 3. The Beauty Department 4. HGTV 5. Apartment Therapy 6. Kate Spade New York 7. Better Homes and Garden 8. Whole Foods 9. West Elm 10. Mashable.
Once your brand's Pinterest mission and vision has been determined, attention turns to growth and engagement. Leverage your existing communities to grow awareness for your Pinterest presence and stress the unique value and content that can be found there. For example, Lowe's saw a 32 percent increase in followers to its Pinterest page after it integrated a Pinterest tab into its Facebook community. In fact, some Lowe's boards saw as much as a 60 percent increase. Additionally, Pinterest referrals back to Lowe's Facebook page increased 57 percent, demonstrating the importance of using each community for its inherent strengths, be it breaking news, discussions or photos. More recently commerce powerhouses Amazon and eBay have added tiny Pinterest buttons to their deck of social media sharing options on individual product pages.
Related story: Social, Mobile and the Intersection of Online Personas