How is Pinterest Useful for Brick-and-Mortar Brands?
In this day and age, if your business isn’t engaging with customers and strengthening your brand via social media, you’ll quickly become obsolete. When it comes to social media marketing, most brands tend to think of Facebook, Instagram, and Twitter as the big 3. However, other social media outlets can have a significant impact on your bottom line, and shouldn’t be excluded. Today, we’ll dive into one such social media platform: Pinterest.
Whether or not your company sells products online, Pinterest is an advantageous social media platform to include in your social media strategy.
Surveys indicate 30% of adult social media users are on Pinterest. That works out to be about 52 million adults in the US with Pinterest accounts. Even if your company is not an e-commerce-specific brand, Pinterest still provides you a valuable opportunity to connect with your potential customers.
Showcase Your Aesthetics
Pinterest is the picture of a visual social media platform (no pun intended). Its eye-catching nature makes it ideal for all types of designers and artists to display their work. To illustrate this example, consider what a kitchen design company might do with their Pinterest account. Of course, they would have a board reserved for kitchen blueprints and renovations. Additionally, they might be expected to include tangentially related boards: color palettes and patterns. That inspire their designers, or feng shui suggestions for other rooms in the house.
Regardless of industry or number or type of boards, there is an important commonality between brands who make the most of Pinterest. Capitalize on Pinterest within your brand’s social media strategy by encouraging users to collaborate on your boards as a means of engagement. Target market engagement, after all, is what social media marketing is all about!
Build Your Brand
Another important element of corporate social media strategy is strengthening your brand. This is not to say you should dedicate every board on your Pinterest account to sharing photos of your products. Brands that overtly peddle their goods via social media are the ones that cause users to roll their eyes and unfollow/unsubscribe. Leave the selling of goods to your actual website or storefront. Use social media to get target customers in the door or to your site. As is the case with Facebook, Instagram, and Twitter; Pinterest should be used to showcase how your brand’s goods or services fit seamlessly into a buyer’s lifestyle and tastes.
Wedding photographers have earned a reputation of marketing themselves particularly well on Pinterest. In addition to showing off their wedding photograph portfolio, they mix in cakes, outfits, decorations, and cakes. That match the mood or aesthetic of the wedding niche in which they specialize.
Non-visual brands boast an impressive breadth of lifestyle boards on Pinterest, as well. Food companies are especially adept, posting many boards of recipes showcasing their product in different cuisines. Many also have a board or two focusing on food time as family time, including suggestions for how to make the most of time together.
Draw People In(to Your Store)
Remember the days in which showrooms were the norm? Customers would trek from one showroom to another looking for an aesthetic and functionality that best gelled with their home and lifestyle. Pinterest shows us just how inefficient that method is! Now, Pinterest users are able to virtually visit the online “showrooms” or portfolios of many professionals from the comfort of their own home.
Let’s revisit the above kitchen design company example. Rather than having to drive to kitchen showrooms in- and out-of-state. Pinners can check out the Pinterest page of each design company to see their signature pieces. This isn’t just a great idea in theory, but it’s a phenomenon already in practice. In what has been come to know as “reverse showrooming,” seeing items online drives people into a store. In fact, upwards of one in five Pinterest users purchase have purchased items they have pinned, repinned, or liked in-store. This is where Pinterest really shines for brick-and-mortar businesses.
Pinterest is only one platform of the many your business must engage with to run a successful social media campaign. Hopefully, this article helps e-commerce businesses and brick-and-mortar shops, alike, to recognize and react to the importance of dedicating time and energy to a positive Pinterest presence. Good luck, and don’t hesitate to get in touch with us here at KitelyTech for a free social media marketing consultation!
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