Submit guest post submit an article submit article guest author How To Leverage Pinterest For Your Business’s Marketing Plans

Submit guest post submit an article submit article guest author How To Leverage Pinterest For Your Business’s Marketing Plans

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Forbes Communications Council look at the best ways to do so, and what an organization should be doing to increase its reach on this social media site.

Photos courtesy of the individual members

1. Always Be Easy 

People go to Pinterest for inspiration and to visualize their ideal self. Smart brands create content with that in mind. Show an ideal and then let people know how to achieve it easily. And that’s the trick: Pinterest is about making something simple to achieve. If it’s too complicated or not attractive enough, people will get distracted by other posts and leave your content behind. – Kate Barton, Clearview Advisory

2. Adapt, Learn And Then Lead 

This is a great tool Pinterest has given to advertisers, and will allow your brand to be more discoverable. Understand the best ways it can work for you by experimenting multiple strategies. There is no doubt that this is how search engines are going to function, and if you can figure out the formula for you early on, you will be the leader in your industry and stand out from the crowd. – Hasnain Raza, Market One Media Group Inc

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies.
Do I qualify?

3. Partner With Top Pinners 

One way brands can leverage Pinterest for marketing is partnering with and/or seeding your products with top pinners on Pinterest. Consumers go to Pinterest for inspiration for home decor, parties, hair looks and so much more. If you partner with a top pinner to have your brand and products featured in their boards, your brand is much more likely to be discovered by Pinterest users. – Sherry Jhawar, Blended Strategy Group

4. Leverage The Experts 

As with any social platform, certain individuals have optimized the way they communicate with users by creating content authentically native to that platform. These “influencers” offer brands a highly effective way to engage audiences. When it comes to Pinterest “Shop the Look” ads, brands will be wise to tap influencers to create looks and content that is leveraged for the ads. – Keith Bendes, Linqia

5. Develop A Strategy For Image Content 

Your image strategy should consist of strong, memorable images (make sure each pops, jumping off the page); the brand as the lead (don’t be esoteric); text overlay for context and excitement (use your main brand font, and stay with it), a watermark with your company logo (but don’t be obnoxious); short, GIF-style videos for products; and being genuine. – Edmond M Allmond, Hyperloop Transportation Technologies, Inc / UC Berkeley / Lyd, LLC

6. Use Compelling Visuals And Help Solve Problems 

Marketers can utilize Pinterest through compelling visuals that link to helpful content. For example, we have found success through resharing influencer imagery, which is more organic and intriguing than stock photos. These images are then linked to helpful blog content that can spark ideas or help solve a common problem, such as “How to Prep Your Guest Bedroom for the Holiday Visitors.” – G’Nai Blakemore, Mattress Firm

7. Focus On Your Target Market And Tell A Story 

There is plenty of potential when it comes to Pinterest, but you need to be target market-focused to be successful. This is truer than ever with Pinterest “Shop the Look” pins, since you’re looking to make the sale within the ad itself. For instance, if you’re selling running shoes, use images that speak to your buyer personas, not just the model wearing athletic apparel. Tell the product story — be real. – Stephen Seifert, Seifert Media

8. Target Ads Based on How Your Clients Use Pinterest 

Research how your customers use Pinterest. Create “Shop the Look” ads that place your products in posts that would be naturally appealing to your audience. Since this feature allows marketers to tag up to 25 items per image, business owners can stage photos in such a way that you can include their items subtly or perhaps even cross-promote items in partnerships with other brands. – Karla Larraga, Champions School of Real Estate

9. Use Pinterest’s Tagging Tool To Reach More Shoppers 

By having your brand on Pinterest, you can reach pinners who are in a discovery mindset. Begin uploading your catalog on a Pinterest business account, which will turn your products into pins that can be made into “Shop The Look” pins by using its automated tagging tool to tag each product within the pin image. Each product within the image will link out to your retail site where shoppers can buy. – Lin Grosman, GoDataFeed.com

10. Cross-Post Successful Instagram Content 

Any opportunity you have to extend the longevity of existing content is one worth taking and Pinterest enables you to do so. Maximize your high-performing, visual Instagram content by cross-posting it to Pinterest for greater visibility and more engagement. Brands that take advantage of this multiplatform strategy will see increased return from their content, saving them time and resources. – Andrew Caravella, Sprout Social

11. Seek To Drive Organic Web Traffic 

While Pinterest may be mostly used by business-to-consumer organizations to provide visual ideas and inspiration, business-to-business organizations (even those in industrial or data analytics industries) can benefit. With proper keyword descriptions and tags added, images may appear in Google search, thereby potentially helping drive new, organic traffic to a company’s website. Whether B2C or B2B, Pinterest can benefit. – Maria Sotra, GEOTAB

12. Start By Running Ads For One Or Two Products 

If your brand is budget-conscious, I would recommend running a few “Shop the Look” ads for one or two of your products. Prioritize your items that have strong search volume on Pinterest but aren’t overly competitive. Build the ad creative and copy so it speaks to your target Pinterest buyer’s preferences and pains. Then track conversions and compare against existing ad campaigns. – Lola Catero, The Majority Group

13. Shorten The Customer Journey 

The “Shop the Look'” feature on Pinterest competes with “shoppable ads” on TikTok and the “Checkout Button” on Instagram. But Pinterest leads TikTok and Instagram when it comes to the percentage of consumers shopping or finding products on the platform. Therefore, brands can shorten their prospective customer’s journey from “casually looking” and “narrowing the options” mode to “shop now” mode using this feature on Pinterest. – Prashant Saxena, Isentia

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Social media site Pinterest recently rolled out a marketing campaign called “Shop the Look,” which demonstrates the kind of reach that the site has in terms of monetizing its users. Businesses should take notice of the campaign and consider using Pinterest to reach consumers that are best suited to their product or service.

Leveraging Pinterest to market a business is a little bit different than other social media sites. To help small companies that consider using Pinterest to develop their online customers, 13 members of Forbes Communications Council look at the best ways to do so, and what an organization should be doing to increase its reach on this social media site.

Members share their best tips for utilizing Pinterest as a marketing tool.

Photos courtesy of the individual members

1. Always Be Easy 

People go to Pinterest for inspiration and to visualize their ideal self. Smart brands create content with that in mind. Show an ideal and then let people know how to achieve it easily. And that’s the trick: Pinterest is about making something simple to achieve. If it’s too complicated or not attractive enough, people will get distracted by other posts and leave your content behind. – Kate Barton, Clearview Advisory

2. Adapt, Learn And Then Lead 

This is a great tool Pinterest has given to advertisers, and will allow your brand to be more discoverable. Understand the best ways it can work for you by experimenting multiple strategies. There is no doubt that this is how search engines are going to function, and if you can figure out the formula for you early on, you will be the leader in your industry and stand out from the crowd. – Hasnain Raza, Market One Media Group Inc

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies.
Do I qualify?

3. Partner With Top Pinners 

One way brands can leverage Pinterest for marketing is partnering with and/or seeding your products with top pinners on Pinterest. Consumers go to Pinterest for inspiration for home decor, parties, hair looks and so much more. If you partner with a top pinner to have your brand and products featured in their boards, your brand is much more likely to be discovered by Pinterest users. – Sherry Jhawar, Blended Strategy Group

4. Leverage The Experts 

As with any social platform, certain individuals have optimized the way they communicate with users by creating content authentically native to that platform. These “influencers” offer brands a highly effective way to engage audiences. When it comes to Pinterest “Shop the Look” ads, brands will be wise to tap influencers to create looks and content that is leveraged for the ads. – Keith Bendes, Linqia

5. Develop A Strategy For Image Content 

Your image strategy should consist of strong, memorable images (make sure each pops, jumping off the page); the brand as the lead (don’t be esoteric); text overlay for context and excitement (use your main brand font, and stay with it), a watermark with your company logo (but don’t be obnoxious); short, GIF-style videos for products; and being genuine. – Edmond M Allmond, Hyperloop Transportation Technologies, Inc / UC Berkeley / Lyd, LLC

6. Use Compelling Visuals And Help Solve Problems 

Marketers can utilize Pinterest through compelling visuals that link to helpful content. For example, we have found success through resharing influencer imagery, which is more organic and intriguing than stock photos. These images are then linked to helpful blog content that can spark ideas or help solve a common problem, such as “How to Prep Your Guest Bedroom for the Holiday Visitors.” – G’Nai Blakemore, Mattress Firm

7. Focus On Your Target Market And Tell A Story 

There is plenty of potential when it comes to Pinterest, but you need to be target market-focused to be successful. This is truer than ever with Pinterest “Shop the Look” pins, since you’re looking to make the sale within the ad itself. For instance, if you’re selling running shoes, use images that speak to your buyer personas, not just the model wearing athletic apparel. Tell the product story — be real. – Stephen Seifert, Seifert Media

8. Target Ads Based on How Your Clients Use Pinterest 

Research how your customers use Pinterest. Create “Shop the Look” ads that place your products in posts that would be naturally appealing to your audience. Since this feature allows marketers to tag up to 25 items per image, business owners can stage photos in such a way that you can include their items subtly or perhaps even cross-promote items in partnerships with other brands. – Karla Larraga, Champions School of Real Estate

9. Use Pinterest’s Tagging Tool To Reach More Shoppers 

By having your brand on Pinterest, you can reach pinners who are in a discovery mindset. Begin uploading your catalog on a Pinterest business account, which will turn your products into pins that can be made into “Shop The Look” pins by using its automated tagging tool to tag each product within the pin image. Each product within the image will link out to your retail site where shoppers can buy. – Lin Grosman, GoDataFeed.com

10. Cross-Post Successful Instagram Content 

Any opportunity you have to extend the longevity of existing content is one worth taking and Pinterest enables you to do so. Maximize your high-performing, visual Instagram content by cross-posting it to Pinterest for greater visibility and more engagement. Brands that take advantage of this multiplatform strategy will see increased return from their content, saving them time and resources. – Andrew Caravella, Sprout Social

11. Seek To Drive Organic Web Traffic 

While Pinterest may be mostly used by business-to-consumer organizations to provide visual ideas and inspiration, business-to-business organizations (even those in industrial or data analytics industries) can benefit. With proper keyword descriptions and tags added, images may appear in Google search, thereby potentially helping drive new, organic traffic to a company’s website. Whether B2C or B2B, Pinterest can benefit. – Maria Sotra, GEOTAB

12. Start By Running Ads For One Or Two Products 

If your brand is budget-conscious, I would recommend running a few “Shop the Look” ads for one or two of your products. Prioritize your items that have strong search volume on Pinterest but aren’t overly competitive. Build the ad creative and copy so it speaks to your target Pinterest buyer’s preferences and pains. Then track conversions and compare against existing ad campaigns. – Lola Catero, The Majority Group

13. Shorten The Customer Journey 

The “Shop the Look'” feature on Pinterest competes with “shoppable ads” on TikTok and the “Checkout Button” on Instagram. But Pinterest leads TikTok and Instagram when it comes to the percentage of consumers shopping or finding products on the platform. Therefore, brands can shorten their prospective customer’s journey from “casually looking” and “narrowing the options” mode to “shop now” mode using this feature on Pinterest. – Prashant Saxena, Isentia

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