When Imagine Media starts working with a new partner, our first order of business is to decide what platforms are the best fit for their specific needs and goals. Not every platform will make sense for every business– it’s important to recognize that and strategize accordingly.
However, we often see businesses write off social media platforms simply because they don’t seem like a fit for their industry. Pinterest, seen as the shopping platform for women only, is one platform often wrongly overlooked. So buckle in for some myth-busting with five ways any business, and I mean ANY business, can use Pinterest to reach relevant audiences and marketing goals.
1. Identify your audience
At the start of 2018, Pinterest reached 175 million active monthly users. Of those users, the majority are still women and the average age is 40. However, Pinterest’s demographics are rapidly changing– 40 percent of new sign-ups are men and the majority or active pinners are below 40. 30 percent of all US social media users are on Pinterest and millennials use Pinterest as much as Instagram.
Pinterest users are also ripe for making purchasing decisions big and small– Pinterest is the only social media platform users turn to specifically for shopping and information gathering. On top of that, half of all Pinterest have a yearly income of $50K or more, with 10 percent of Pinteresting households making greater than $125K.
Armed with those stats, identify your business’ ideal audience on Pinterest and use hashtags, keywords and advertising (see below!) to reach them.
2. Run Promoted Pins
Promoted Pins, Pinterest’s advertising option, allow businesses to optimize for awareness, engagement, traffic, app downloads and video views. Target your audience based on in-depth interests and keywords to reach an audience that not only has related interests but is actively searching for topics related to your product or service.
Want to reach a B2B audience? Target users interested in everything from small business finance to design and add specific keywords for your business.
3. Post relevant how to’s
Pinterest is a great place to provide in-depth information in an easy-to-digest graphic and link it back to your website. How to pieces are a great way to capture attention and, even better, they often have long shelf lives– which is perfect for Pinterest, where content lasts a long time!
Put the how to information directly into a graphic or link back to a blog post on your site and make it relevant either directly to your business or more general. Either way, you’re providing relevant information and value to your audience.
4. Promote education opportunities
Pinterest users tend to respond well to learning opportunities. Hosting a webinar or building a newsletter list? Have a particularly in-depth blog post or case study? Use Pinterest to drive leads over a longer period of time than any other online medium. The long lifespan of a Pin lends itself well to driving traffic and new website visitors in the long-term, without a lot of effort on your part. It’s a win-win!
5. Show off company culture
Promote your unique company culture with boards where employees can show off their personal interests and finds. Share inspirational photos, photos of the company office space and quotes related to company core values. Even if these types of pins don’t drive much external traffic, they’re a great way to increase employee engagement and build brand awareness.
Story by: Kelsey Thompson