What should your agency or client Pinterest accounts have in common with The Great Gatsby? Well, even if you remain partial to Robert Redford and Mia Farrow’s Gatsby and Daisy, respectively, there’s no arguing the visual appeal of the Baz Luhrmann version. And, great visuals are at the heart of a successful Pinterest strategy. In keeping with the theme of crowd-pleasing, eye-catching, head-turning pageantry, here are a few pointers (punctuated with a few favorite F. Scott Fitzgerald lines), to help you nail a perfect Pinterest performance. Of course, don’t forget to follow PR Couture and Crosby on Pinterest as well.
“It had gone beyond her, beyond everything. He had thrown himself into it with a creative passion.”
Pinterest is an inspiration destination for 15 percent of all US adults online, and brands are all seeking that perfect viral pin to set followers into motion. However, fashion brands are pinning just a tiny amount of original content. 82% of all fashion and retail-related images are being pinned by the community, with brands pinning only 18% of content. Get into the game with a consistent pinning schedule.
Tip: Consider when you post your pins as often as what you post. Instead of posting in a mad rush, pin throughout the day in short bursts. This recent study has determined that Fridays at 3pm is party time for the fashion industry – but don’t forget about after-hours as well. If you aren’t dancing into the wee hours, you can schedule pins with Pingraphy and Curalate, among others.
“It makes me sad because I’ve never seen such – such beautiful shirts before.”
Pinterest is a feast for the casual web surfer – but with Pinterest’s new product pins, brands like Anthropologie, Asos, Free People, Modcloth, Neiman Marcus, and Nordstrom are going beyond just a great image to help connect Pinterest users to purchase. When you join as a business, you can apply to have product pins that automatically pull in pricing and availability – all which is potentially quite fruitful. Copyblogger has reported that “one in five Pinterest users have purchased something they’ve seen on the site, and when they do buy, they spend around $80 per purchase — twice that of Facebook buyers.”
Tip: Get familiar with the business center on Pinterest, which includes tips on what visual content works best and shares case studies that can be helpful when pitching an expanded Pinterest strategy for the latter-half of 2013.
“I like large parties. They’re so intimate. At small parties there isn’t any privacy.”
While Pinterest has about a bazillion users, your best best to grow your following is to reach out to the customers you already have. Add pin-it buttons to your product pages, blog posts and media/press center. Involve your existing community – whether through an email newsletter , blog or just a homepage banner. Feature pins and accounts from on-brand bloggers and top customers. Don’t forget your internal teams – Pinterest now offers secret boards, with exclusive pinning rights. You can invite your superfans to pin to a board to inspire an upcoming campaign shoot or co-design limited-edition collection. Or, reserve a board for a pinning dialogue amongst employees. Audience involvement always makes for a better show.
Tip: If your art department has scoffed at Pinterest red, make your own custom pin-it button.
WiseStamp: This tool let’s you display your latest pins in the emails that you send to your brand’s contacts. Great feature to incorporate into a newsletter!
PinReach: As a CRM company ourselve, with more than a fair bit of expertise when it comes to social listening analytics, we think PinReach is a pretty neat way to help determine how influential and popular certain brands are on Pinterest. Use it in combination with Pinterest’s own analytics to identify your most influential followers, best-performing pins, as well as current trending pins and members.
For more information about how Tribe Dynamics can help PR professionals manage and monitor media outreach, visit this exclusive offer for PR Couture readers.
