Of the vast majority of Social Networks used in Social Media Marketing, Pinterest is something relatively new to be harnessed by SME business owners. Working, more importantly, for SME’s who are just starting to explore and take advantage of Social Media and all of its worth and offering.
It’s no secret that Social Media can be very time consuming, and can often be difficult to manage from platforms of management consoles, but new(ish) Social Networks such as Pinterest are extremely invaluable for some businesses – however, not for all.
Statistically speaking, Pinterest drives more traffic to publishers alone, than Twitter, LinkedIn and Google+ combined, so it kind of goes without saying that it should be a part of any company’s Social Media Strategy because it’s really quite beneficial:
1. It’s based on a visual medium: Pinterest is a photo sharing website, offering visual discovering and sharing tools, allowing its users to share and create collections of images on visual boards. These images are among the most direct communications to be exploited in Social Media Marketing, and should be implemented into your Social Strategy straight away!
2. Pinterest is a deeper network than many others: The average user is said to spend over 1.5 hours on the website each month, creating and sharing fresh content, and it’s a site that can lose users easily, so capturing a user’s attention is incredibly important, straight from the off.
3. Pinterest, as a whole, is a well-oiled machine in terms of Viral Visual Marketing: A large 85% of visual content comes through ‘repins’, which are equivalent to retweets, shares etc, so it would make complete sense to utilise the platform to promote your company. I think it’s worth noting that well over 50% of brand engagement is created by users, and not brands.
So, how can your SME use Pinterest to its advantage? Well, funny you should ask. It’s too easy for large corporations to set up a handful of boards on Pinterest, only to pin some pictures of their product ranges and call it a day. This couldn’t be further from best practices, and SME’s are better than that.
1. My first point is to be visually striking. Make use of bold typefaces, bright colours and an imaginative layout for your board themes. As with any social channel, the more engaging the content, the higher the chances of engagement are. Human face is what it’s all about, and large companies usually forget this. I personally have seen this in the past, even where larger companies themselves have tried to ‘appear human’ with the odd picture of ‘Theresa making the tea in the staff room’, which is a good idea, but it was totally outweighed by other posts with industry-related jargon and Bitly links. The best boards include the perfect mixture of images, graphics, and minimal text – let the images speak for themselves!
2. My second point, and one that I can’t stress enough, is to be different from your competition. This shouldn’t be too difficult if you, like us, are offering a service that’s offered by bigger companies, but you are offering it to the SMEs with the love and attention that seems to be missing from bigger companies. Vary the design and layout of Pinterest, at least from your other social channels, and use Pinterest for all that you can – especially as you can experiment more so than you can on other platforms, including themes, competitions and much more!
3. My final pointer for Pinterest is that you should always be informative. Just because Pinterest is a more creative, visual platform, isn’t to say that you should forgo some copy on your profile, especially about your company. It should go without saying that this copy is different from an SEO stand point (avoiding duplicate content). Try and keep this content relevant and engaging!
So bear in mind that there are indeed new social platforms to experiment with, and to incorporate into your Social Strategy immediately. Having said that, don’t force this platform if your company couldn’t benefit from it! Statistics show that the best and most common times to share content on Pinterest is between 2 and 4pm, on Thursday and Saturday mornings, so get sharing!