Pinterest is quickly gaining traction with marketers as a new social media tool for engaging customers. While Pinterest can be a great way to share a brand’s identity, it’s important to take heed of the following 5 tips for what not to do when creating a company Pinterest account.
1. Don’t Use It As a Platform for Self-Promotion
According to Pinterest’s Acceptable Use Policy, users are prohibited to send any advertising messages or promotional material. Aside from the fact that Pinterest blatantly prohibits these actions, it’s also likely to anger users and diminish your follower pool. Pinterest is a community of users who share their personality, likes, and dislikes through pins. Rather than self-promoting your company or brand, focus on creating and sharing your brand’s personality, similar to if you were creating a personal account. Pinterest is about real people and real emotions so embody your brand and pin relevant content that expresses your company’s personality.
2. Don’t Forget Your Target Market
Along with keeping your brand’s personality in mind, don’t forget about your target market. Who are they and what do they enjoy? Are they fashionistas or crafty DIY-ers? The moment you forget your target market is the moment your pins become scattered and lose focus. Unlike a person who is simply pinning out of interest with no end goal in mind, your goal is to engage and to tell a story that connects to your target market – so always keep them in mind!
3. Be Organized
It’s easy to get trapped in the misconception that more is better. In Pinterestland, this is definitely not the case. In order to attract customers, pins and boards must look organized and succinct. Don’t pin iPhone pictures if your board focuses on Tablets. People will follow you because they’re interested in the things you post and they will quickly become disinterested if your pins are scattered or irrelevant. Create multiple boards for different topics and stay focused on each category.
4. Keep Your Content Diverse Across All Platforms
While Pinterest provides the option to link your pins to Facebook and Twitter, be selective about which pins you post across other social media. Linking pins to Facebook or Twitter generally leads to frustration because the majority of those people are not interested in that content – or else they’d be following you on Pinterest! Try to keep each social media platform unique so that people don’t get bored with your content and so you can engage a wide array of people with different interests and social media preferences.
5. Are You Ready?
Pinterest has been all the hype recently so it’s easy to feel like your brand should have a presence. However, successfully representing your brand on Pinterest requires a lot of time and resources. Don’t feel pressured to sign up if it’s not your priority to stay up to speed with it. Also remember that over 80% of Pinterest users are women so while it’s a great tool to reach out to your female targets, it will likely lead to wasted efforts if you’re hoping to engage men.
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