Monday, May 7, 2012

3 Ways CPG Marketers Can Leverage Pinterest Now

Here are three ways brands can leverage Pinterest now:

1. Add Pinterest Content to Your Existing Facebook Presence.
Images are more effective than text at encouraging engagement, and an effective technology platform will allow you to surface visually appealing content on one or more Facebook Tabs. This content can be presented as a simple pinboard, as part of a game, or even in the News Feed.

2. Optimize Your Web Properties to Draw People to Your Pinterest Content.
You can always put a “Follow Me on Pinterest” button on your website. But remember, a user’s choice to “Follow” may not be brand-specific, but rather board-specific. This gives you an opportunity to segment your followers in ways relevant to your business. Lowe’s does a nice job of this and has seasonal boards (the Big Game, Valentine’s Day), themed boards (Craft Ideas, Unique Pet Projects), and boards that tie to specific merchandise areas (Lighting, Bedrooms, Bathrooms).

3. Make Your Pins Work Harder For You.
This means using a URL shortening and redirection strategy, preferably one that aggregates your Pinterest analytics (views, Repins, etc.) in a central location. This will allow the metrics to be combined with, and compared to, those from your othersocial properties. You also need to combat the link rot that can occur when the source image feeding your Pin is removed from its website.

Lastly, the pinned images themselves can be set to click through to a variety of sites. Imagine a Pin of a product that, once clicked, takes you to a flash sale where the product is sold at a discount after a minimum purchase threshold is met. All of this is possible now!


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