How to Fit Pinterest into Your B2C Content Marketing Strategy

Recent reports indicate that Pinterest is now the third largest social media site based on the number of visits in March 2012. (Facebook and Twitter take the 1st and 2nd spot, in that order). With an easy to learn and use interface, the image-heavy platform is attractive, both for visitors (who may have just a few minutes to “waste” at a time) and for marketers who have visually appealing products. For B2C companies with ecommerce sites, Pinterest is even more attractive: Write a description for an image that links to the corresponding “Buy Now” page on your site and the potential to convert is strong, especially if you have products that appeal to women (who represent approximately 68% of the demographic) between the ages of 25 and 34 (approximately 27% of the demographic).

So, how do you get involved in this popular social media site? How do you know what to pin? How do you know what works on Pinterest?

Ideally you fit Pinterest into your overall content marketing strategy, aligning your pins with the other content you are creating (images, video, copy, etc.) But, what if Pinterest is your content marketing strategy? Here are a few ideas for types of boards to create:

  1. Your Products –If you offer products in more than one category, be sure to create multiple product boards, each focused on a single product category. For example, if you sell children’s clothing, you will likely want a board for girls and a separate one for boys. These pins should all link directly to the corresponding shopping page on your site so that people who click on your pins can buy right away.
  2. People Using Your Products – Let’s say you sell candy. Create boards that show your candy being used in a variety of ways, for example crafts or recipes.  If you have a full content marketing strategy, much of this content should definitely be your own, but you should also share other people’s content here. (Keep in mind that when you pin someone else’s content, you will likely be sending people to that site instead of your own if they click on the pin. You may want to use this as an argument to increase your content marketing budget so that when you run out of content that already exists on your site that you can share, you’ll be able to create more as time goes on.)
  3. Things Your Business Cares About – Do you have certain charities or causes that you hold near and dear? Although the biggest immediate benefit of Pinterest is obviously the direct traffic and conversions, it is also a great platform for sharing what matters to your brand. This kind of information can go a long way towards creating good will towards your brand, something that pays off in the long term.

In addition to creating your own boards, Pinterest is a community. So, it is important to look for other people pinning your products and “like” and comment on their pins. This kind of interaction also goes a long way to creating good feelings around your brand and helps to build up your Pinterest followers. The more followers you have, the more likely it is that your pins will be seen and re-pinned, thus creating more opportunities to drive traffic and conversions.

Whatever strategy you settle on for Pinterest, perhaps the most important take away is that consistency and frequency is key. There really is new stuff on Pinterest all the time, and if you want your pins to be seen, clicked and shared, you must become a part of the regular feed of new stuff.  While it may be tempting to post all 800 products immediately to your Pinterest page, be strategic. Drip your content out a bit at a time so that you always have something new to share. And, be a part of the community. Share other people’s pins and you’ll find that they share yours too.

Oh, and don’t forget: Test! Measure! Adjust! If you want Pinterest to pay off for your B2C ecommerce site, it’s critical that you take a look at what is working (and do more of it) and what isn’t (and do less of it).

Happy Pinning!

(image source

We may tease Leanne about being the only Canadian at TKG, but in truth she’s an online marketing pro with a breadth of experience including SEO, content marketing, analytics and more. She’ll be talking about these topics as well as high level marketing strategy.

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