Guest post by Geoffrey Larson who is a social media and marketing coordinator in the hospitality industry. He enjoys the creative side to his job and draws inspiration from his two daughters.
Pinterest is the perfect marketing tool for artists, interior designers, jewelers, landscape architects, restaurant owners, real estate agents and home builders — pretty much any business that has a visually appealing product. It’s easy to pin stunning images of homes, clothing, food or people and know the images will be viewed, liked and pinned by other users.
But what about boring businesses such as accounting firms, software engineers, marketers, etc.? OK, what you do isn’t boring, but it’s not as picture-pretty as a florist, fashion designer or auto dealer.
Why Pinterest Is Good For Business
If you need proof Pinterest is a good idea for business, how about this? Pinterest has an average reach 2 1/2 times higher than Facebook, according to Marketing Land. Ergo, content you share on Pinterest has the potential to reach more pairs of eyes, even though Facebook has more users than Pinterest (750 million to 85.5 million, e-business knowledgebase ebizmba.com reports.
Market analysis firm BloomReach studied 46.3 million site visits for a set of retail clients over a three-month period, and found even though Facebook had the most traffic, Pinterest-driven traffic made 60 percent more purchases, had 22 percent more conversions and had 81 percent more pages visited.
How Pinterest Works for Non-Visual Biz
The first thing you’re going to do is forget what your business does. No one wants to see images of your people working, pages of documents, scientific formulas or manufacturing equipment.
Now, think about how you can get into conversations that have a tangential relevancy to your business. For example, Global Marketing Software — a company that sells business-to-business software solutions to marketing experts, bloggers and small business owners — has more than 3,000 followers and has created 113 boards (theme-based photo albums) with book recommendations, recipes, jewelry, remote-control toys, quotes, creative images, travel spots and more. It knows the people who buy its products are interested in the fun things.
One content marketing firm has used the platform to communicate the company’s expertise in content marketing, as well as its fun work atmosphere. The Pinterest pins of iAcquire New York show the staff celebrating holidays and birthdays. It also uses the forum to post images to its blog entries and infographics.
Get Started Using Pinterest
The best images get the most re-pins. Here is what visual marketing firm Curalate says users favor on Pinterest and Instagram:
1. Multiple dominant colors over single-color images
2. Medium lightness over both very light and very dark images
3. Highly saturated images more than 50 percent, or less color saturation
4. Brown, orange and red get twice as many repins as blue
5. Brand images without faces get 23 percent more re-pins
Encourage your staff to share images on your Pinterest account. You might set up a board called, “We love pets,” and ask your staff to post cute photos of pets. Here are a few more ideas to pin:
- If you have a well-designed office, post images to inspire interior design
- Share images of your city, and what makes it unique or special
- Take photos at the next company potluck, and share the recipes for the best dishes
- Create a ‘tip of the day’ and use high-quality stock images
As with any social media platform, consistency is key. Before you start your Pinterest campaign, create a plan for how often you will post, what you will post about and who will manage the project.