Pinterest offers businesses a unique opportunity to engage with customers regularly. Using Pinterest in your social media marketing program can greatly benefit your brand by fostering a sense of appreciation and loyalty Maintaining an online presence without engaging with your audience can make you appear distant and out of touch, which may harm your brand’s influence. However, by incorporating social media marketing on Pinterest—one of the fastest-growing and most popular social platforms—you can appear approachable and attuned to what your audience values. Here’s an in-depth guide on how you can use Pinterest effectively to engage your consumers and attract new ones.
Key Tips for Getting Started on Pinterest
1. Regularly Post New Pins
Regularly posting new pins from your business or brand’s website is crucial for keeping your followers informed about new products and services. This constant flow of fresh content keeps your audience updated and engaged with your latest offerings. To maximize the impact, create visually appealing pins that highlight the unique aspects of your products or services. Use high-quality images, compelling descriptions, and relevant keywords to make your pins searchable and attractive.
2. Stay Active on Your Feed
Regularly checking your messages, shares, and news feed on Pinterest is essential. Your ability to engage with consumers depends significantly on understanding what matters to them. By browsing their pins, you can gain insights into their interests and preferences. This knowledge allows you to tailor your content to better meet their needs and expectations, fostering a stronger connection with your audience.
3. Personalize Content to Your Audience
Knowing what matters to your consumers is crucial for engagement. Adjust the content you’re pinning to attract attention from new customers and expand your consumer base. This involves not only posting about your products but also sharing content that resonates with your audience’s lifestyle and interests. For instance, if your target audience is interested in home decor, share inspirational decor ideas, DIY projects, and trends alongside your product pins.
4. Balance Promotional and Non-Promotional Content
Ensure your pins achieve a balance between self-promotional and consumer-interest content. A good rule of thumb is to post self-promotional content only 20% of the time, with the remaining 80% being non-promotional content that your consumers find appealing. This approach prevents your audience from feeling overwhelmed by constant marketing messages and keeps them engaged with valuable and interesting content.
5. Utilize the “Like” Feature
Regularly “liking” posts by clicking the “like” button at the top of a post is a subtle yet effective way to show your customers you’re paying attention, even if you don’t want to re-pin or comment on their posts. This simple gesture can make your followers feel valued and appreciated, encouraging them to continue engaging with your brand.
6. Comment on Audience Content
Occasionally commenting on the content that your target audience is pinning is an effective way to communicate that you are seeing their pins and are willing to engage with them. This interaction can significantly enhance your social media marketing campaign by building a sense of community and fostering a deeper connection with your followers. When commenting, be genuine and add value to the conversation, avoiding generic or overly promotional remarks.
7. Re-Pin Relevant Content
Ensure you re-pin your followers’ posts if the content aligns with or is relevant to your brand. Acknowledging and appreciating the effort your followers put into their Pinterest accounts by re-pinning their content goes a long way. It shows that you value their contributions and are interested in what they have to share. This mutual appreciation can lead to increased loyalty and a stronger sense of community around your brand.
8. Use the “Follow” Feature
Use Pinterest’s “follow” feature to follow your brand’s more loyal fans and customers. Following someone on Pinterest ensures that whatever they pin shows up on your feed, showing a deeper level of engagement. This not only helps you stay updated on your followers’ interests but also signals to them that you are genuinely interested in their content, fostering a stronger relationship.
9. Involve Your Audience in Contests
Engage your readers, followers, and customers by asking them to re-pin and re-post your pictures to enter a contest or giveaway. Each person who re-pins your content gets an entry, and you can allow multiple entries for those who pin your content multiple times. This strategy not only increases the visibility of your pins but also encourages active participation from your audience, creating excitement around your brand.
10. Hold Regular Contests
Regularly holding contests to give away gift certificates or free products to your followers is an excellent way to show your audience that you value their business and are willing to go out of your way to offer something special. Contests create buzz and attract new followers, expanding your reach and engagement. Ensure your contests are easy to enter and offer appealing prizes to maximize participation.
Additional Tips for Maximizing Pinterest’s Potential
- Create Board Themes
Organize your pins into themed boards that reflect different aspects of your brand and interests of your audience. This makes it easier for followers to find content that interests them and encourages them to explore more of your pins.
- Use Rich Pins
Rich Pins offer additional context about an idea by incorporating extra information directly onto the Pin. There are various types of Rich Pins, such as product, recipe, and article pins.
- Leverage Pinterest Analytics
Regularly review Pinterest Analytics to understand what types of content perform best and who your audience is. Use this data to refine your strategy, focusing on the content that drives the most engagement and attracts new followers.
Conclusion
By leveraging Pinterest’s unique features and consistently engaging with your audience, you can significantly enhance your brand’s presence and build a loyal consumer base. Regular interaction, balanced content, and creative engagement strategies like contests are key to successful social media marketing on Pinterest. Stay active, be genuine, and continuously adapt your strategy based on insights from your audience to maximize your impact on this dynamic platform.
