Images are an essential part of online marketing. They make written content more attractive to site visitors and help direct traffic to your website to begin with on ads and social media posts. When you have products to sell, you’ll be using a lot of images online – but even if you’re largely a service-based or business to business company, images can have their uses. Depending on your target demographic, Pinterest is one social media platform that helps you get the most out of the images you use to promote your company.
Match Pinterest with Your Audience
Pinterest is popular with its users, but its users fit a specific demographic. The Pew Internet Research Center reports that 44 percent of adult women online use Pinterest compared to only 16 percent of men. It’s especially popular with the age 18-29 and 30-49 demographics. If you market direct to consumers that fit this profile, it makes sense to focus on Pinterest. There’s some potential if your demographic falls outside of these characteristics, but if your company is B2B, there’s probably little need for you to worry about Pinterest marketing. Companies that sell products will do the best, but companies that sell services can still make use of the platform.
Post Your Own Images
Jeff Bullas reports that over 80 percent of pins are re-pins; compare this to Twitter, where only 1.4 percent of tweets are retweets. Don’t mistake the takeaway that you should focus on repining other people’s images. Instead, as the business looking to increase brand visibility, you should be counting on your followers to re-pin your original images.
Copyright issues still apply even on a site so predominately consisting of images taken from random places on the Internet and re-pinned images. While copyright holders may ignore individual users who share their images, they’re more likely to go after companies with the funds to pay fines. Besides, sharing other people’s images won’t help your brand as much as sharing your own. (The one exception is images of your satisfied customers receiving or using your products or services.) Hire a professional photographer if you haven’t already or simply share the images from your product listings and service description pages on your website. Candid images do better on Instagram; Pinterest users prefer more professional shots, but get creative with your shoots. For example, take a picture of your product in a lovely park instead of on a stark, white canvas.
Encourage Re-Pins with Promotions
In the description box for an image, include a coupon code or instructions for how to enter a contest to encourage Pinterest users to share the pin to their own page. (Make re-pinning the image one requirement of the contest to start.) Cross-promote by linking directly to the Pinterest image on your website and other social media profiles. Use relevant hashtags to increase visibility of your posts.
Pinterest is only worth your marketing team’s time if its audience aligns with your targeted demographic. However, if there is overlap, Pinterest can prove a powerful tool for increasing your brand’s visibility. Create an account for your business and watch the effects a new Pinterest social media strategy has on your traffic numbers and your conversions.