Pinterest is used by 35% of B2C marketers and 26% of B2B marketers, and it has a very particular user profile, characterized by a predominance of female millennials (more than 90% of the users) with one of the highest engagement rates (spending more than 1 hour per month on the site). This is particularly interesting for displaying videos and photos, and also with a very good potential for social media commerce.

As for all social media platforms, it is also convenient to draft a strategic plan stating the marketing goals, the targets, the strategies, tactics and metrics to track the performance.

Regarding the conversion goals for the audience to take specific roles, Pinterest is rather suitable to engage the audience as tourists, followers, contributors, brand ambassadors, volunteers and clients. Despite not being conceived for business purposes, Pinterest is progressively developing its potential as a sales channel, for there should be drafted a sales strategy for this platform. Actually, it has recently developed the Pinterest Business Accounts to empower marketers in promoting their brands. Other strategy tips to consider could be the following:

  • Mind that this platform mainly targets female millennials when deciding the content to post.
  • Use it to post photos and videos to drive traffic to your website or YouTube channel.
  • It is a great platform for organizing video, photo or graphic design contests, as it is one of the social media channels where users spend the most time, second only to Facebook.
  • Create boards with lots of pins, picking a few categories to focus on and expanding over time. Keep a balance between promotional and non-promotional boards.
  • Strengthen relationships with stakeholders by highlighting their success stories, and drive traffic by creating a board where their achievements are shown.
  • Share book recommendations that may be relevant to your target audience. Leveraging useful literature demonstrates dynamism and brand’s commitment with continuous improvement.
  • Show photos and videos of staff members and clients in action to convey the feelings and the experiences that prospective tourists are to live when they visit the destination.
  • Ask fans to pin their pictures in the destination and tag you. Then re-pin those images on your own page to let potential tourists know how much visitors enjoy their experience.
  • Add the “Follow me on Pinterest” button next to the Facebook “Like us” button and the Twitter “Follow us” button.
  • Incorporate the QR code into your pins in a way that when the followers scan the code they are redirected to a landing page where to retrieve a coupon, make a reservation, or participate in a contest.
  • Create specific boards where followers can contribute somehow. This is a key engagement driver.

Would you consider other target roles, content types or strategy tips?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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