Surely you’ve heard about pinterest, and may even recognize that it could benefit your brand … but still you hesitate, “Is it really worth putting in the time to get our brand on pinterest?” YES. According to All Twitter, the majority of pins on pinterest are repins (meaning your content is continually being shared). Shareaholic states that pinterest’s referral rate is 3.6% (more people going to your blog or web page). PR Daily reports that in the month of January alone, pinterest had over 11 million unique visitors (there are always new people browsing your content). These are just a few reasons why you should be on pinterest. But if you don’t know where to start, these stats are meaningless. So, here are a few examples of how other brands are effectively marketing on pinterest:
Marketing and Campaigns. Pinterest is a great way to run campaigns and drawings. For example, Sephora, one of the leading cosmetics brands, ran a Pinterest sweepstakes campaign. To participate, all you have to do is follow Sephora on pinterest, create a board and pin a certain amount their of products on that board. You then submit your information via e-mail, and you are immediately entered into a drawing to win $250 to Sephora! It is a simple way for consumers to promote a product, but still get the chance to win something… all while Sephora’s products are being broadcast all over pinterest.
Authenticity and Connection. Fans can get a “sneek peak” into the lives of the people behind the brand. Movies they love, clothing stores they like, their ideal vacation destinations, favorite recipes…etc. This demonstrates their authenticity from a human dimension. A client can look and say “hey, I like that too,” and that creates connections. Michael Kors is doing a great job with this. On his pinterest page he not only displays his latest fashions, but he gives style tips, records his travel diary, shares some of his favorite quotes, and tells his fans about the foods he loves. This shows authenticity – he isn’t just a world famous designer; he’s a person, too… just like you and me.
Visuality and Engagement. People are naturally more drawn to images. They are eye-catching and engaging. Drake University’s pinterest page is great example of engagement… whether it is alumni, current students, or prospective students. They share about Drake pride, local food, recipes and inspiring quotes. But my favorite is their photo of the day board. Give a reason why here. They use an aspect of self-promotion, but they seek to engage their followers in realistic day-to-day was, as well.