It might seem like a far-fetched idea for a plumbing developer to use Pinterest for their marketing campaigns. The truth is anyone can use the image-based networking website. Everything boils down to the idea of exemplifying beauty and value in the photographs uploaded (as anyone would in Instagram and Snapchat).
For a plumbing contractor, this means showing off the beautiful side of pipe-laying, equipment top shots (similar to top-view food shots famous in Instagram), and even stylish ways they can photograph their staff. Contractors can create boards dedicated to these particular aspects of their everyday job. The more attractive it is on Pinterest, the more it will receive attention. In turn, the company’s social network grows and creates its own brand of excellence as shown in its photographs.
If you’re just starting your new Pinterest campaign, here are a few things to help you.
Visuals, Visuals, Visuals
Beauty is everything in advertising. Hiring a professional photographer is one option, but understanding the basic principles and theories of taking beautiful photographs is another. Design theories, including the rule of thirds, visual hierarchy, the use of photographic effects such as blurs and bokeh, can help expose your image’s subject and boost the appearance of everyday objects as beautiful and appealing.
On Pinterest, make sure to use high-quality images. An excellent photo is not one that has extremely high resolution. However, one that has an optimal size for viewing through computer and smartphone screens is good enough. A great portion of the network’s audiences uses their smartphones. If your images cannot display properly, then it will not receive any attention.
Invest in a good camera and learn photography or you can pay a professional to help you with product or service shoots. Admittedly, your investment is worth the returns in Pinterest.
Used by Users
In Pinterest, products or services that feature customers or end users receive more attention from audiences. It is an image-based social network focuses on the everyday experiences of its account owners.
The network also prioritizes images with “tasteful branding.” For example, a construction company can just use a large header containing their company logo on a model similar to a watermark. To do it stylishly or tastefully, they can subtly include their business logo on one of the equipment in one image. They can also take a photo of their employee wearing a company shirt exposing the emblem while performing their duties.
However, the most attention-grabbing photos have customers interacting with the product itself. Your picture must look like a Coca-Cola advertisement; it shows the person drinking the cola and the name of the brand on the bottle.
Capitalize on Text and Headers
Unlike Facebook, Pinterest allows users to post images heavy with text. Facebook disapproves of paid advertisement services for pictures or link previews with text occupying more than 50% of the image. Pinterest has no restrictions on this. However, it can work positively for you if you use it in conjunction with visual hierarchy.
Effective CTA practices on landing pages prioritize the call-to-action button’s visual immediacy by being a strong, bright contrast against the entire banner. The text is the second most-noticeable item on the image. The image is the last item to be recognized. This practice also works on Pinterest images. However, there is no CTA button. Here’s a workaround: if the text is stylish and urges action, it can get great attention.
Your photo captions also matter. Place the link to the location where the photo was taken. If not, you can create a clever supplementary caption to your image’s message.
Pin from Other Sources
Pinterest users are wary of brands overly promoting their products and services through their images. To show the “personal” side of the business through Pinterest, re-pinning photos from other users and companies relevant to your niche is recommended. You do not need to do this often. However, it helps audiences become aware that your company is looking for inspiration. It also shows you as appreciative and helps you develop your brand’s personality.
Brand personality development is important because it exemplifies the core values of your business. The more audiences resonate with your business’s values and dedication to these ideals, the more they care about your posts. Doing this gives your marketing better reach in both paid and organic campaigns.
Know How Paid Advertisements Work
Pinterest’s paid advertisement services are its “Promoted Pins.” It allows companies to set a budget for the images or boards they are promoting. Paid ads also allow them to select the categories and search keywords they wish to align the media in question.
This paid service will ask businesses to either “Boost engagement with Pins” or “Get traffic to your Website.” The first option will charge your budget per close-up view, repins, and clicks an image or board receives. The second one allows it to charge only by clicks.
The algorithm of this service prioritizes the companies with higher budgets or earlier campaigns. However, if you target categories and keywords with low traffic, you can get maximum visibility given Pinterest has some audiences interested in your business’ niche.
Pinterest image campaigns are for everyone despite any industry or trade. Whether you’re a chef with a boutique restaurant or a plumbing company that has seen some of the dirtiest jobs in the world, if you can see the visual beauty and capture this moment, you can use your image as a marketing medium. Pinterest campaigns can be effective as long as companies do not lack or overdo any of the aspects mentioned here.
One great way to ensure you are within limits is to identify in your analytic information the events that decreased the views of your paid advertisement traffic or which ones worked. However, ensuring the interpretation of data is correct will require someone with experience in doing so to help you understand them. Consider hiring a Pinterest marketing manager to help you sort out these issues on your behalf.