Pinterest: Effective Content Marketing Tool

Retailers, wholesalers and manufacturers in the beauty, clothing, fashion, design, jewelry, or any other lifestyle business, can get great exposure with high-quality photos of products and services on Pinterest. This new social networking site allows users to post online image collages to share on pinboards with other Pinterest users. It’s easy; it’s fun; it creates traffic; and it’s the latest rage.

One thing that attracts users to Pinterest is its beauty, with lovely images that create an escape-like atmosphere. Because the site is image-based, Pinterest is overwhelmingly positive – and users love it! With a facade of beautiful images, Pinterest is fast becoming a great marketing tool for brands and businesses.

Pinterest grew rapidly to nearly 12 million unique visits in January 2012 and continues to grow. Nearly 1.5 million users visit Pinterest every day, browsing for an average of 16 minutes a day (vs. 12.1 for Facebook). Once you create a Pinterest account, you can create online collages (boards) on topics you’re interested in, and then add images and videos to your boards by “pinning” them online.

Your attractive image boards will result in referral traffic to your website and blog. In January 2012, Pinterest drove more referral traffic to websites than LinkedIn, Google Plus and YouTube combined. Below are some beginner Pinterest tactics that retailers and wholesalers can use to their marketing advantage.

Beginning Your Pinterest Marketing Campaign

You’ll want to feature your business name on your profile for maximum exposure, so use your business name as your username. You can change your profile name to your business name if you didn’t start off this way. Create a paragraph about your company and its goals in the About section on your Pinterest profile. That information shows under your photos so users can find out more if they want. Add your website URL to your profile.

Don’t forget to connect your account with your Facebook and Twitter accounts. That helps you get followers and adds social media icons under your profile picture linking to your Facebook and Twitter profiles.

Pin lots of images of your products or interests, but do it gradually rather than all at once because this will maximize exposure and engagement. Create enticing board names because they will get shared whenever you pin your images. Keep board names short and compelling.

Tag other Pinterest users in your pins by using “@username” in your description. You can network with others in your field by using this feature, which helps you build a following and to stand out. Another thing you can do is to comment on other people’s pins – positive comments are always best. This helps you engage with other users. You will also want to “like” other user’s pins when you see great content.

Pin from many different sources rather than just one or two sites because variety is important. Mix pinning your own unique finds with “repinning,” (repeat someone else’s pin to your followers, like a retweet). The person whose image you repin gets notified via email, and they also get a credit on your repin, which increases their following.

You can pin some of your blog posts, but use common sense and don’t over promote. Follow normal social media etiquette and overlook commenting on those who talk only about themselves (everybody gets it).

By all means, pin videos. Pinterest has a special section just for videos, and right now, there aren’t that many videos, so you can use them to stand out. YouTube videos are easy to pin.

When pinning an image, add a smart description since it will stay with your image when it gets repined. If the image is from your own site, use your business name in the description.

After pinning a new image using the Pinterest browser bookmarklet, use its built-in social media prompts to re-share your pin on Twitter and Facebook. You can use Pinterest’s embed option to publish pins as content in your blog posts and website pages, as well. With the Pinterest iPhone app, you can repin on the go, pin from your camera and add a location to your pins.

Optimize your website content for Pinterest sharing and use images in every one of your posts so they can be shared on Pinterest. The lovelier the image, the more it will get pinned. Images that appeal the most are powerful and emotive. Consider watermarking your images, or adding text to them. If you’re using your own images on Pinterest, one of the best ways to help them stand out is by adding a clear description to the image itself, or by adding a watermark with your business name.

Create seasonal or holiday boards that relate to your brand like Easter Fashions, Memorial Day BBQ, etc. Users love those and may repin. Add a prominent Follow Me on Pinterest button to your website to let people know you’re a pinner.

Effective Content Marketing Tool

Pinterest not only kicked the hornet’s nest in social media, it has become a proven source of traffic for blogs and websites, surpassing such favorites as LinkedIn and YouTube. Many companies are using this fantastic new tool for better customer engagement while creating a  visually interesting and appealing brand. Retailers, wholesalers and manufacturers should consider making Pinterest part of their 2012 content marketing plan.


Author:  Claudia Bruemmer

Claudia Bruemmer is a contributor to the TopTenWholesale Newsroom. Experience includes: Copy Editor SearchEngineLand (2012-present), Managing Editor ClickZ (1998-2001), Editor SearchEngineWatch (2007-2008) and freelance writer/editor since 2001 for SEMPO, ImediaConnection, SearchMarketingStandard, SearchEngineGuide, BruceClay and other sites. Prior to online work, Bruemmer was a Tech Writer for many years.

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