How Pinterest can benefit email marketers

Posted on February 2, 2012 by Christopher Penn

How can marketers use the power of email and Pinterest together to drive retail sales?

I’m sure you have heard, joined or read about Pinterest at some point in the last few months. Although Pinterest has been around since March 2010 and is still an invite only social network, it recently has been gaining a tremendous amount of traction and popularity.

For those of you who are unfamiliar with Pinterest, here’s a quick primer. If you’re familiar with Delicious and other link saving services, Pinterest is a more visual version of those.

Pinning is easy with the Pin It button, a simple drag and drop browser extension. Pinterest is a great way to drive traffic back to your site. Each pinned photo includes a link back to the source site (you click once to see the pin page and again to see the source site). Most pins are photos, but you can pin videos too. If a video link is pinned, Pinterest embeds that video inside the pin. It’s a good way of spreading a tip when it has to be seen to be understood. Repins and likes share a common interest, making it easier to take the conversation to Twitter and Facebook to nurture the relationship.

Yummy Recipes

Pinterest offers a way for brands to build interaction with their audiences and to visually attract current and potential customers. Using the power of image, companies can create interest around products, display more in depth aspects of their business, and ultimately create more personal and visually pleasing social experiences for their audiences.

Once your business has created a Pinterest profile, get the ‘follow’ button for your website so that consumers are encouraged to pin your content and products if they choose. Like all social networks, it’s not simply enough to put the button there though. You need to give users a reason to use it. Interacting with users or giving them useful content that benefits them, beyond what you’re trying to market or sell, will go a long way towards making you more popular on the site. Use this opportunity to build your brand by linking and connecting to people who share the same style or by pinning images that inspire your company’s work. Showcase your style, what makes you different, what your brand stands for and use it as an opportunity to highlight your employees too. Putting a face to your brand is easily done with Pinterest.

Now let’s talk about how your company can utilize this platform to your advantage and drive retail sales.

Improve your click-throughs and spread the word about a new product.

Include your social media campaigns in your emails to build a relationship with your audience. Launch a daily pin theme or have a contest. At a minimum, have links to your Pinterest page in your social sharing section of your email.

Create a daily pin to promote your brand; these usually lead to repeat visitors.

Contests can engage your audience and also get them to your site, browsing your products and linking to them.

When pinning a product, add the product’s price in the description. Doing this will automatically place a banner over the image with the price listed and will also be shown in the gift section of the Pinterest site. This is a way of getting more of a direct response from marketing on Pinterest.

If you’re sending out a weekly newsletter or email, include something like, “See who pinned our products this week” or “Check out which of our products are getting the most attention (pinned) this week by other followers”, in your email linking them to a board you have created showing the results. This is a great way to listen to the customer and show them that you’re listening.

Pinterest’s audience is highly engaged and can easily contribute to your social media campaign going viral. Popular images (with links back to the original source) can get repined on hundreds of other user’s boards. The possibilities with Pinterest are endless. Get on board and start pinning!

Madison Murphy
Marketing Coordinator, WhatCounts

About Ryan Swindall @Ryan_Swindall

Social Media Manager at Accellion View all posts by Ryan Swindall @Ryan_Swindall

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