Pinterest is comprised entirely of static images, making it a slam-dunk destination for businesses pitching products that lend themselves well to photos. But companies that sell services such as financial, insurance or utility companies can also find marketing success on Pinterest. They just have to think a little more creativity, but it's worth the effort. Pinterest is the fourth-largest social network and is projected to have 50.7 million users in 2016 (almost half of them millennials), according to eMarketer.
Here are five ways any company can create engaging Pinterest boards.
1. Think creatively about your pins and boards
Companies with physical products already have beautiful photos showing off their merchandise. But brands with intangible products or services need to be creative about how they can create a presence on Pinterest. These companies need to think about information that would be important to communicate with both customers and prospects. Rather than despair over a lack of product images, you need to create high-quality, well-designed images that cover topics that are relevant to your business, along with well-thought-out captions. For example, an infographic with appealing images, fonts and colors can be just as popular with Pinterest users as a photo of a pair of shoes or a handbag.
One company doing that is Bank of America. The company created its Better Money Habits Pinterest boards with images featuring tips on easy ways to save money, how to build a healthy credit score or how to plan for buying a home, for example. Aside from original content, the company also repins related content such as a wedding budgeting article from wedding website Stylemepretty.com or an article from Huffington Post on how to budget for having a baby. Since launching its boards last October, 30 percent of the bank's social traffic has come from Pinterest.
Another company, Petplan Insurance, a pet insurance company, has various Pinterest boards that link to external websites as well as its company website for homemade pet food recipes, pet health tips and cute pet photos, for example. Because of Pinterest, Petplan has seen 592 percent more visits to its website since last year.
Co-founder and CEO of Petplan, Natasha Ashton, says through Pinterest, Petplan wants to promote itself as a pet company, not just an insurance company. "If we can visually engage pet parents and connect with them, then we think they would be more open to hearing our marketing messages around pet insurance."
2. Partner with prominent pinners, cross-promote and plan content
Many people use Pinterest to browse or pin images from other websites, but most likely they won't type your company name into the search bar. Rather they will discover your pins through other users or websites. A good way to get your pins in front of the right people is to partner with prominent pinners that your target audience follows or would want to follow. Then get that pinner to repin or post pins on behalf of your company that involve your brand's subject matter. Also, engage with other users that repin or comment on your content by commenting back or following them.
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