I want to put a disclaimer on this sensational (but true) story – at this present time, Pinterest can only substantially grow certain businesses. This is because the majority of active, Pinterest-aholics fall into specific demographics. Passionate homeowners is one of these demographics, which is why this home decor business took off so radically. Even though a high tech company can do well on Pinterest, their software or product sales will not triple at the demand of Pinterest users. That is until an extremely innovative tech company changes that and gets their audience to rule Pinterest!
In 2011, one of the many DIY bloggers with a Pinterest account shared a beautiful sofa table she made for her home along with instructions of how she did it. While this kind of content is consumed like water in a desert on Pinterest, people loved this pin for a different reason – the wrought iron rod decoration hanging above the table.
Users were commenting and messaging the daylights out of this blogger, asking where she found the iron rod. She said it was from a local store that made handmade iron products in Utah. They were so local that they did not have a website. Somehow contact information got out and Pinterest users hounded the store until they opened RodWorks.com in February of 2012 with an online store. In no time, the online store was selling hundreds of those rods and were able to expand to include other unique home decor items as well.
This is the social media marketing dream, and the best part is how natural it was. This was not a campaign someone like me came up with. It was simply a part of a photo on Pinterest that caught the eye of many users. This phemenomeon is similar to JK Rowling became a billionaire genius author – completely natural, unexpected, and impossible to replicate (much to book publisher’s dismay). However, there are a few things you can do to boost your content and try to get rabid Pinterest users on your side.
- Start with an image. And not just any image. The photo needs to entice the reader, make a connection, stir emotion, provide value, create or follow a trend, or supplies a basic human need. The best images on Pinterest are simple, bright, and high quality. It is okay to make your pins time sensitive (unlike other online content) because most pinning occurs in the moment.
- Next make your description a call to action. While many casual users leave the description blank or put “love this!”, you need to entice users to click on your image to go to your website. If linking to a blog post, make the description about how the 11 points in the blog post will change how they approach DIY projects. If linking to a product, explain what the product is in an enticing way with, “You won’t believe how this product makes it easier to do this everyday thing” or “I can’t believe how much better my living room looks with this product.” Make the phrase exciting and enticing so the user changes from wanting it to needing it.
- Don’t press the Pin It button until the timing is right. While it is best to look at your Pinterest analytics to see when your pins get the most engagement, for now plan on pinning between 2 to 4 PM and 8 PM to 1 AM eastern time. This is when most users are on Pinterest.
Once you have the rabid users behind your brand and products, your social media marketing will cause your business to grow substantially. Now is the best time to take advantage of Pinterest because it is not flooded with businesses and advertisers, like Facebook. Pinterest still holds its fun innocence, giving its users more trust in brands they love .