Um, it’s not 2012 anymore. Is Pinterest still relevant? Is it still worth putting time and energy into creating images? If you’re still wondering whether the 72.5 million user social platform remains a marketing advantage, read on.
1. Make it “Pin-able”; make it “Niche-able”
You’re going beyond bloggers and vloggers. Your aim is to be pinned by Serious Pinners, who host multiple boards. They have thousands, if not millions of followers. No one has left Pinterest. There is no other product like it. Therefore it’s not only retained it 2012 users, but has grown incredibly. It’s not like MySpace, where users migrated to a bigger, better version (Facebook). To make a messy pun, Pinners stay put.
On your company website, use the content that attracts your target audience. If you’re a rock climbing instructor, share your blog post on how to overcome common overhanging problems. But here’s where your Pinterest strategy comes into play: write about universal concepts, like productivity or concentration hacks. Keep creating specific content, but these broader topics will get pinned by people outside of your target audience, increasing the virality of a pin. This increases the likelihood that your niche product is seen by your ideal customer.
What if my target audience is male? Isn’t Pinterest dominated by female users?
In the past year, the number of male signups has doubled. Men in Japan, Korea, and India are particularly interested in the platform. This may be due to the fact marketers are making more Pins that are gender neutral. In fact, because your audience is mostly male, you may posses an advantage: less competition means your content stands out. Also, while women use Pinterest to make lists, 93% of men use Pinterest as a shopping card. This is ideal for those seeking e-commerce conversions.
2. Join group boards
Super simple, yet companies often miss the opportunity to drive traffic to their site. Group boards are where collaboration happens. A person owns a board and allows people to pin onto the board. Make a request and wait for the owner to approve. Then, begin pinning your content onto the board. Be sure it flows with the theme of the board. If you pin “5 Essential in Beard Care” amidst a kimono-themed board, expect the boot.
The power of group boards is serious. If followers of the board like what they see, they will pin your content on their boards. With every repin, the Pinterest algorithm rewards you by making putting that pin in front of others more frequently. What’s special about Pinterest is that you for every pin (even onto your own boards) and repin, the algorithm distinguishes your account higher.
How do you find your tribe of group boards?
Go to your favorite online Influencers’ Pinterest page. If you’re unfamiliar with Pinterest Influencers but are more familiar with those who are Twitter or Insta famous, check if they have a Pinterst page. Quite a few Instagram Influencers use Pinterest pages especially. You can see what group boards they’ve joined and go from there.
3. Create the specific takeaway
Let readers know what they can expect when they click on the Pin. What do people love? Cue lists and life hacks. Give them value right then and there on the Pin. Tell them about the top 5 best exercises for a hand hold. Or illustrate your productivity hacks as an graphic designer and entrepreneur. By offering value within Pinterest, people will likely click on the image and be led to your digital doorway.
Shore helps businesses manage their day-to-day. Because of our high-calibre technology and our no-brainer UX, But what drives us? Delivering this same tech and service to small and medium-sized businesses, supporting them as a member of their team.