7 Content Marketing Tips for Pinterest

Pawel Grabowski
by Pawel Grabowski | Last Updated May. 6th, 2015 0 COMMENTS

It’s hard not to agree that there is more to Pinterest than just pretty pictures.

Although at the start it might seem otherwise.

Launched in 2010 this social networking site indeed took the world by storm. But it also took content marketers a while to fully realize its potential.

Today, the site is probably 2nd or 3rd largest social networking site on the planet (depending which sources you check).

And those who still ignore it, miss on some great opportunities.

Because Pinterest may be an ideal tool to promote your brand. With its large following and heavy engagement (a typical visitor spends on average 3 minutes more on the site than Facebook and 12 minutes more than on Twitter), it is a great way to spread the word about your products or services.

It can also help you demonstrate your expertise in your area. Many companies turn their knowledge into visual content and showcase it on Pinterest to build their image of authority.

It increases brand visibility. Pinterest images get shared and forwarded between users. You really never know where your image might end up.

Moreover, Pinterest is an excellent way to showcase your products. After all, an experience of real product is what ecommerce stores lack. Customers can only see images supplied by a producer, often generic ones and revealing very little of the experience of a product in use.

Contrast that with images submitted by actual product users showcasing how it helps them or enhances their lives and you’ll know why the site offers so many possibilities to online retailers.

Lastly, Pinterest can drive traffic to your site too. In fact, some brands report it driving more of it than Twitter or Facebook.

OK, but what exactly is Pinterest?

This relatively new social networking site has indeed taken the world by storm. Launched only couple of years ago (2010), it attracted more than 85 million users in less than three years.

And, it is still growing, fast.

Perhaps part of this success is because the idea behind Pinterest is so simple.

The site allows you to create image posts, called pinboards and share them with other Pinterest users. Moreover, you can organise those images in “boards” and add photos or videos to them. This process is known as “pinning” to the board. And if you thought of a corkboard when reading this description, you are just about right.

But behind all those lovely images Pinterest is a powerful marketing tool, one that brands use to connect and increase engagement with their audience.

Interested in doing the same? Here are some ideas for promoting your brand on Pinterest:

Showcase Images of Your Products in Use

Given the image based nature of Pinterest, it makes sense to use it to showcase your products in use. And there is an unlimited number of things you can do here. You can post images of products in use in clients homes. Or showcase it from their shelf life to being packaged and shipped to a customers. You can then ask your customers to send pictures of them using it to complete the picture. If you sell cake decorations, showcase your clients cakes. Tattoo parlour can showcase the best tattoos they did for their clients and so on. The possibilities are truly endless.

productsinuse

Publish Customer Testimonials

Pinterest is for images only, right? So how could you present an actual testimonial from a client then? It’s all words after all. Well, how about posting a picture of your client with a testimonial? Of course you would have to do it with the clients permission but if you can, these pins could have a very strong impact on how your prospects trust your brand.

testimonials

Highlight a Product’s Feature

Is your product complex to use? Or even to fully communicate all that you could do with it? Why don’t you then highlight its features with images? Kreg does it with their feature highlight series of pins, each highlighting one particular aspect of the product (or offering a super quick tip how to use it).

feature highlight

Make Your Audience Laugh

Your audience rarely uses social media for information. Most people are on Twitter, Facebook or Pinterest for entertainment. And if that’s the case, why not giving it to them? Hubspot created a pinboard dedicated to memes, cartoons and other fun online marketing related content.

memes

Teach Them Something Too

Images are worth more than words. In fact, to use, images are worth more than 60000x more than words. That’s how much quicker we humans process visual information compared to text. It comes as no surprise then that so many of us prefer visual tutorials rather than text based manuals.

If you sell products that could be used to create or repair something, posting a visual tutorial how to do it on Pinterest is bound to attract attention. Just check what Liagriffith did with this simple guide:

tutorial

Show Your Company Behind the Scenes

Many customers want to see your real, human side not just the brand image you maintain. Hubspot recognizes this by creating a dedicated behind the scenes pinboard and showing the company’s everyday life.

behind the scenes

Pat Your Clients on the Back

Your marketing should not only be about you. Your customers are equally important to promoting your brand and in such case, why not make put them in the spotlight? Constant Contacts features a pinboard with tips from their customers.

customers

Conclusion

Pinterest users spend on average 3 minutes more on the site than Facebook and 12 minutes more than on Twitter. This is a highly engaged audience seeking entertainment. Such audience offers enormous opportunities for engagement and connection to any brand. And the key to them lies in what content you post.