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5 tips to create high-traffic Pinterest boards

Lauren Brousell | July 31, 2015
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.

Within your own team, plan out which content you'll pin and when. In other words, come up with an editorial calendar so you can plan when it's time to post holiday-related pins or pins related to news that involves your industry. Also, make sure to cross promote your Pinterest content on other social media sites where your company has a presence. For example, if you have a large following on Twitter, tweet out links to new pins that you post.

3. Avoid obvious marketing, logos and advertisements

Another way to get people interested in your Pinterest content is to avoid coming across as a blatant advertisement. If you do include your logo, make sure it's on your original images and that it's subtle. "Slapping a logo and tagline on a pin detracts from the purpose of social media, which is to have an organic user generated look and feel," says Jay Wilson, research director, social marketing at Gartner.

It's also OK to link back to a variety of websites, repin images from other accounts and even post original content without an obvious mention of your company. "You're fostering a community and a mix of branded content and other content," Wilson says. "You don't always need to link back to your own website."

4. Focus on awareness, not ROI

Social media ROI is still an area that many businesses are trying to figure out and efforts towards Pinterest are no exception. Right now, companies can test ROI on Pinterest with promoted pins, which are paid spots on Pinterest where you can target certain groups of people and have your pins appear in certain places.

Wilson says part of the ROI of Pinterest is the shelf-life of the content. Compared to Facebook and Twitter, Pinterest content sticks around a lot longer; he estimates that the half-life of a Pinterest pin is three to four months, compared with eight minutes for a tweet. "You can get a lot of longevity out of visual content as it travels and is repined and shared," he says. "You're getting a lot of bang for your buck as long as you're doing it well."

Chris Smith, enterprise social media executive at Bank of America, says the bank's efforts on Pinterest are worth it when they see users starting their own financial-focused boards after seeing one of their pins. "The idea that our pin is the first one onto a new board around getting control over finances is gratifying," he says. "It's like, wow, this is making a difference."

5. Look at overall social marketing strategy

Lastly, if Pinterest is not a fit for your company, don't force it or just scale down the amount of resources that you're dedicating towards it. Some social networks are a better fit for certain companies more than others, so find what matches up with your company and how you want to market your products and services.

 

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