Starting a Pinterest Campaign by Yourself
What, in the black hole of social media, is Pinterest?
Let's visit their site, just for a second. You'll notice Pinterest is almost 100% images. Pinterest deals in eye-candy. The better the eye-candy, the more re-pins, likes and shares that trickle down into site traffic, after all, that's what social media campaigns are all about.
Checklist of things you'll need.
- Analytics - It's necessary to track your web traffic to measure campaign effectiveness.
- Camera - No iPhones here! Buy a decent camera or steal one.
- Creativity and Personality required
- Website or Blog << A campaign is pointless without a landing page!!!
Step 1. Create an Account.
You're going to be clicking that large red button that says, "Join Pinterest". After that it's a basic signup. I like to use my email address, but if you like logging in with your other social media accounts, be my guest. (make sure to confirm your email account with them)
They of course put you through their orientation course. Hurry up, I'll wait.
Step 2. Brand your profile.
Awesome. Now, they're just going to drop you on your landing page. It'll be filled with the pins of those 5 boards you were forced to follow. No worries, we're going to stick with the top right navigation. Let's hover over our name and select "Settings" from the dropdown menu.
Make sure your profile names go with your company. Now is a good time to determine if you'd like to be personal or distant with your viewers. You can either add a personal name, using your URL/ to display your business. Or, feel free to use your business name both places.
The same goes for your profile image. You may post your own photo or use your company logo, depending on how personal you'd like to make your campaign feel. Heck, feel free to grab a stock image of an old lady and create your own mascot for your company. Who care's if you're 32 with three kids. No one will know, it is how you represent yourself and your business that will matter.
Be sure to give yourself a very brief but keyworded description. You shouldn't come off as a salesperson. You should come off as someone wanting to share something spectacular with friends. No one wants a sales pitch, save that for your radio spot.
Boom! Granny image uploaded. Onto boards.
Step 3. Board Creation.
Go ahead and delete that board they made you create, and click "Create New Board". This is where your fantastic photography will come in. If you just got something new in-stock and you want to share it, but the image is horrific, go ahead and find an online image of it. If you make your own items, you're going to need to find a friend with a good camera or photo sense. Pinning crap-tastic pictures will get you nowhere and hurt your campaign. This social community is driven by beautiful visual media, if your images are horrible, your campaign will be as well.
Step 4. Share Wisely.
A lot of people make two errors here, either they don't share enough or they share too much.
Not sharing enough to get your board noticed is a huge problem. Yes, your board could be really popular, but you cannot leave it in the hands of your friends and family. Share your Pinterest on other blogs, with your friends but mostly strangers. Tie in all your social marketing together. Link your Pinterest and Facebook to your website and twitter. Instagram projects as you make them, giving pinners a reason to follow your twitter. Create a social media network with your Pinterest. Don't limit yourself to just Pinterest. People live there for a short amount of time, so give them a reason to spend their time on your site instead.
Sharing too much, and this is big. Many marketers believe that impressions are the most important, and they are important. More important however, is clicks. Clicks are people actually clicking into your site or blog, not just those seeing your pinterest pin. DO NOT post sales banners, EVER. Post interesting products and images, and don't spam your store info on every post. Keep the text simple and keworded.
Step 5. Start Small or Not
It's okay to test the waters, make sure you have good content linking to your images. If I like a ring you posted, I should be able to click into your site and buy that exact ring. If you posted a DIY project, I should be able to click into the projects blog page. If you can plug in 30 projects you've already done, great! If you're just starting and only have one to pin, great! It's about building trust however you can. You don't have to attack Pinterest with the flurry most attack Twitter and Facebook. You don't have to post often. The more you post, the better, but you will not lose followers from it. They're bookmarking your already made posts, not your future ones. Meaning, it is your responsibility to feed them well-crafted content and images.