Thinking about using Pinterest to market your coworking space? If you’re considering putting some stock into the idea, Pinterest can be a valuable visual search engine tool to showcase your brand. Here are some Pinterest marketing basics.
Users come to Pinterest for inspiration making them very reponsive to brand content. E-commerce platform for online stores Shopify reported Pinterest as the second most popular source for referral traffic to their site, which means ‘pinners’ are also ready to buy.
The ultimate goal is to drive traffic to your website through pinned content. Be active on the platform; engagement is crucial. Follow brands just like you would on any other social media platform, engage in their content, and respond to any activity on your own pins. In short, like, comment, re-pin, share links from your website and/or blog posts, and tag partners brands. Start with some basic tactics in mind. For instance, do you want to increase your followers by at least 100 by the end of the quarter? Then measure results and adjust from there. Here are some Pinterest basics to get you on your way.
Set Up Your Pinterest Profile
- Get a business account to access:
- Analytics
- In-app video player
- Visual search tool
- Run ads
- Select the appropriate categories for your profile
- Build boards and distribute content amongst your boards
- You can have has many boards as you want
- organize them into categories, services, solutions, or types of inspiration to make it easy for your audience to find the content they’re looking for
- How to pin (or add) content to a board: upload your business’s content, pin content you find on the platform, or add content you find on the web using the Pinterest browser button.
Content Curation & Creation
- This platform is all about visual content. 85% of Pinners search for and prefer visual content.
- Provide valuable content as this is an opportunity to share all types of content, including written blog posts. etc.
- Pinterest users can click-through live links which is big differentiator from Instagram.
- Include keywords in your posts in your bio and profile, board titles, pin descriptions, and image alt-text.
- Add hashtags your pins, boards, and promoted content (if you have any) to ensure the greatest amount of visibility.
- Branded images without faces receive 23% more Pins on the platform than those with faces.
- Create and share branded videos to promote your coworking space memberships and products. 75% of Pinterest users say they’re likely to watch branded videos about topics that interest them.
- Images with 30% less blank (or white) space in the background are pinned most.
- Videos that are 30-90 seconds long have the highest performance.
- There is an abundance of tutorials, infographics, and guide’s on Pinterest, so consider content that sets you apart from the competition/noise.
- Pin content to educate your followers (and potential customers) about your brand, services, and products.
- Share visual content that shows your products or services in action so users can more easily envision themselves using them.
Promote Pins & Boards Organically
- “Promote Pins” is the term referring to ads within the platform. But there are ways to “promote” without running ads.
- Cross promote your pins or boards on other platforms.
- Link to you blog posts
- How to integrate into blog post example as a widget
- Drive traffic from one of your web pages directly to your Pinterest profile so your leads and customers can begin viewing your content in seconds
- Create buttons and widgets that you can add to your website or app
- Keep an eye on your competitors to see what they are doing to increase their base of followers and learn from their techniques.
- Use general social media tactics – offer incentives, collaborate with partners, etc.
- Follow brands and users you want following you.
- Offer incentives for those who follow and interact or create posts featuring your products and branding.
- Use special offers or promo codes on latest products or services.
- Use scheduling tools to batch your content planning – Hootsuite, Tailwind, Sprout Social allow you to schedule pins ahead of time.
- If needed, use Canva or other design tools to create your Pins, since it’s a visual tool.
- There is an option to run ads, if you have the budget or want to test it out.
Focus On Building Community
- When creating/adding content for your boards (and subsequently marketing to users), be sure to keep your target audience in mind.
- Serve your community with content that appeals to your target audience, current customers, and member personas.
- Invite people to join your board as a collaborator. This is good for brand awareness, audience engagement and reach.
- As of 2020, there are over 335 million people who use Pinterest every month, so your reach potential is high.
- Hubspot recommends “by treating your Pinterest board as a two-way street through which you can interact with and engage users (not like a one-way billboard), you can build a loyal community of Pinterest users who may become customers, too.”
- Work with influencers to re-pin your content or collaborate on boards to gain the attention of their followers
- If you want to keep track of your follower count, there are tools you can use:
- Last, but not least, look at analytics. See what is working and what you may need to change to optimize your efforts.
Do you use Pinterest to market your flexible office space? We’d love to hear your best practices.
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