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How to Brand Your Business on Pinterest

Monday - February 18th, 2013

Written by: Jolleen Tran

How to Brand Your Business on Pinterest

As one of the newer sites in social media, Pinterest is one of the least understood platforms, yet it provides a lot of potential for businesses that know how to harness its power. Corporations such as Amazon and Whole Foods have taken active roles in Pinterest, proving the power of an effective Pinterest marketing campaign.

What is Pinterest?

For those who haven’t used or aren’t familiar with Pinterest’s platform, this social media opportunity allows businesses to create a virtual bulletin board. Users can then “pin” items – typically pictures or picture based articles – onto their virtual showroom. According to Pinterest product manager Cat Lee, thousands of businesses are now a part of the Pinterest community and are using the platform to generate ideas, content, and customers.

Build Your Brand On Pinterest

At first glance, Pinterest might not seem like seem like a productive move for many brands. However, as the site continues to improve its monetization model and a unique 30 million visitors visit the site each month, more and more companies are looking into marketing campaigns on Pinterest. Keep in mind that just a year ago, the site was experiencing a mere 3.3 million unique views.

To successfully establish their brand on Pinterest, businesses must:

Avoid looking like a sales catalog. The temptation for businesses on Pinterest will be to post pictures and links to their product lines. However, users can easily spot a sales catalog and are repelled by brands that simply promote themselves. Instead, showcase content related to the services and goods your business offers.
For instance, Whole Foods pins many recipes and cooking tips. This falls in line with the grocery products that they sell. Since the content is useful and related to their goods, consumers have paid attention to their Pinterest board.
Build web traffic. While your company will want to avoid a Pinterest board that looks like a sales catalog, the ultimate goal will be to build web traffic. Keep track of posts that link to your company’s site and track revenue and customers from Pinterest just like you would any other social channel.
Make strong calls-to- action. Assuming the content on your Pinterest board is outstandingly useful, followers will be more than glad to share it with their friends. Don’t be afraid to ask followers to share your brand’s message with their family and friends. Remember, creating an authentic board with useful information will make users more likely to want to help your brand. A recent case study of Ana White from Alaska shows that her website now receives 6,000 unique views a month from Pinterest because of her useful content and associated CTAs.

Consumer Interaction

Just like any other social media platform, Pinterest allows companies to interact directly with consumers. Several businesses have pinned posts highlighting ways that customers have used their products. Customers enjoy seeing how other customers use a product. It allows potential consumers to envision themselves using it. For instance, a clothing boutique would benefit from pinning pictures of customers wearing their clothing, so that others can see how the clothes fit and conform to a real body. This adds to the useful content of their board as well as engages the customer in their brand’s story.

Is your business pinning its interests on Pinterest?

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