There are three things that I can always count on to bring me waves of pleasure, delight and deep satisfaction. A kiss from my sweetheart, a square of dark chocolate and Pinterest.
Oh, Pinterest. How I love you. I could spend hours prowling through your copious collections of perfectly-styled meals, curated outfits, far-flung destinations and inspirational quotes. (And sometimes… I do!)
For those of you who have yet to discover Pinterest, it’s a social media site that allows you to create beautiful “boards” by “pinning” images from other people’s boards… adding images from other websites on the Internet… or even uploading them, yourself.
It’s bizarrely addicting, and that intense pleasure can be put to good use because…it’s a powerful tool to generate tons of excitement about your business offerings — excitement that can lead to sales.
Think of it as a visual press release that you don’t need to send to the media.
Here’s how to use Pinterest marketing to get out of this world results… while promoting a product, a service, an experience, a book or just… yourself.
1. Pinterest + A Product
Benjamin Moore is a company that sells something most people don’t get particularly excited about: paint.
But with this stunning Pinterest board, the smart team at Benjamin Moore has curated a collection of unique and colorful doors from around the world… while including a subtle reference (and link) to the company’s line of exterior house paint to “make a stunning first impression with a beautiful front door.”
Staring at this board, all I can think is, “My door is incredibly boring. It needs some gorgeous new paint, ASAP!”
Benjamin Moore’s mission = accomplished. No big smarmy pitch. No begging for business. Who doesn’t want to walk through a beautiful door, sigh, and say, “I’m home.”
You try it:
Create a Pinterest board with curated images (tasty gluten-free recipes, summer nail polish trends, romantic wedding hairstyles, family game night inspiration) and then include a link to your (related) product in the Pinterest board description.
2. Pinterest + A Service
Simply Marketed is an agency that provides marketing and social media services to restaurants, non-profits and small businesses.
Peek at their Pinterest profile, and you’ll spot several boards packed with inspiring marketing tips and advice.
There’s a board called “Unique Marketing Ideas,” another one called “Logos We Love” and another called “Our Clients” featuring impressive portfolio samples.
Lots of terrific content for business owners who are hunting for fresh marketing ideas (zing! Those are the agency’s ideal customers.)… plus a clear description of what Simply Marketed can offer… and a link back to their website.
You try it:
If you’re a service provider, try thinking about each Pinterest board as a “blog post” and fill it with helpful tips and advice on a particular topic… that can help your ideal clients.
3. Pinterest + An Experience
Mirella Saraswati is a yogi on a mission… to inspire YOU to come to her yoga retreat in Ibiza.
She has created a stunning Pinterest board filled with “Ibiza Inspiration” — photos of the landscape, the food, the drinks, local shops, and of course, that exquisite aquamarine water.
Customers who are thinking about investing in this experience will swoon over the imagery… and be far more likely to say, “Yes yes yes!”
You try it:
Planning a retreat, workshop, webinar, seminar, class or conference? Curate images that inspire you — flowers you want to purchase for the entryway, candles for the dinner table, notebooks and pencils for each guest, photos of the venue, and anything else that evokes the spirit of the experience. Yes, it works for an online experience as much as an in-person one.
4. Pinterest + A Book
Leading up to the launch of her first book, 50 Ways To Say You’re Awesome, author Alexandra Franzen created a Pinterest board full of encouraging advice on how to tell someone, “Hey… I think you’re awesome!”
The board included illustrations taken directly from her book, along with other photos that expressed the message of the book. (Like a cake with the word “YAY!” baked inside. Adorable.)
Here’s another great example: to promote her book Happier At Home, author Gretchen Rubin created a Pinterest board that featured a simple question: “What makes you happy at home?” Her board features calming, joyful images of things that make Gretchen happy… along with a few carefully chosen images of her book, including the cover design.
You try it:
Create a Pinterest board that features photos of your book, quotes plucked out of your book, behind-the-scenes book photos (like a snapshot of you at a book launch party)… along with other images that sum up the essence of the book.
5. Pinterest + YOU
Gala Darling is one of the world’s most-read fashion bloggers — and the co-founder of a program called The Blogcademy, where she trains amateurs bloggers who want to “go pro.”
Gala has built a remarkable “lifestyle brand” with legions of fans who adore her unique twist on style, home decor, travel, love and friendship.
Her Pinterest universe is full of images that evoke her unique aesthetic and worldview — including boards devoted to Style Influences (quirky and offbeat, as expected), New York City (her hometown), and Tattoo Love (she has numerous tattoos — part of her signature look).
You try it!
Build a collection of boards all about… you! Your home. Your work. Your life. Your style. Your favorite foods. Places you’d love to visit. Anything you like. When you’re building a “lifestyle brand,” anything goes.
With 70 million users worldwide, Pinterest is a serious social media heavyweight.
But what’s particularly intriguing is that Pinterest users spend an average of 14 minutes on Pinterest, per visit. To draw a stark comparison, most visitors will spend 15 seconds (or less) on your website homepage.
Pinterest is a place where people cozy up with a warm cup of tea, metaphorically speaking (or literally!)… lean in… and go deep.
As a business owner, Pinterest is the perfect platform for enchanting potential customers with a world of color, beauty and magic… while holding their attention for a remarkably long time.
Guest Author: Susan Harrow is a media coach to everyone from CEOs to celebrity chefs and bestselling author of Sell Yourself Without Selling Your Soul. Follow her on Twitter @soundbitesiren