Pinterest is a platform for research, planning, buying and doing – the possibilities for business is huge and it marries well with how PR strategies can engage in a creative way. There are 1 million business users on Pinterest (read Pinterest’s latest thank you post).
Here are some example of how Aura currently uses Pinterest for PR and marketing and some ideas we’d love to work on with clients:
1. To develop creative
Start a board and start pinning posts to it – use the search function adding key words. It’s inspiring and you’ll come across ‘layers’ of pins. We’ve started using this for pitches, rather than fully developing creative concepts. It means you can share the board with the client and you can develop it together, so when it comes to developing the final creative, you’re all on the same page
2. To build a library
Using Pinterest as a showcase for images, creative design works etc is a good way of collating a library for using in creds
3. Reaching a new audience
With over 100 million monthly users on Pinterest, there is a platform ready for crowdsourcing, as well as considering Pinterest as a platform to showcase products and services across the globe
4. Increase traffic to websites
Image-led pins with a snappy caption are winners, from how-to’s to products. It helps if you know what your audience will search for, using the right key words so it’s in the right category, but always remember to add a URL!
Customisation is a must for any PR engagement strategy. Getting to know your audience on Pinterest is all about looking at what they pin and what they are into. In the age of customisation, brands have a big opportunity to customise their products and services to their audience. This is also replicable across other platforms with sharing.
6. Competitions and live engagement
Brands can get their audiences to talk about what they are doing and post pins with hashtags to follow the story. For example, automotive brands can invite their audiences to take part in a competition or live activity and ask them to pin pictures as they participate. It could be something as simple as a campaign for a specific model of car to take part in ‘the world’s biggest car tour’, with pinners from across the world being engaged with their own cars. Or if they are really extravagant, the brand could hand pick one ‘Pinfluencer’ from each country and give them a car for a week.
By using pins created to demonstrate qualities and skills required, build Pinterest boards to recruit great talent and ask applicants to build their own boards to demonstrate how they fit the bill
8. Activate your brand ambassadors – your employees
By getting your employees to pin products to their boards and with genuine recommendations, tips and pointers, consumers can buy products already having done their research
Final tip – remember to ensure your products and images on your website always carry a Pin button!
Remember to monitor!
You can monitor from Google Analytics where site referrals come from and you can also use platforms like Piqora, as user-generated content marketing platform to curate and publish, also providing insights across Pinterest and Instagram.
You can of course also monitor re-pins, likes and comments.
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