Despite its rapid growth, Pinterest isn’t as well understood as many of the other social media networks that can support your text message marketing. It’s not for everybody, but certain industries and projects go well with Pinterest’s highly visual format. If you’re thinking about adding the site to your SMS marketing campaigns, it’s best to keep a few things in mind.
Who It’s For
Pinterest works best for businesses that communicate well with pictures. Interior designers, architects, artists, tourism bureaus and wedding venues are some examples of companies that often do well on the platform.
Businesses that don’t have visually compelling products, and almost all service companies, are usually better off focusing elsewhere. It’s hard to put up a compelling photo of your legal or accounting services.
Users browse Pinterest to look at photos arranged in categorized “boards” (think photos pinned to a bulletin board). If an image catches the eye, that user can click on it to link to the site where it’s hosted. That’s how Pinterest marketing works.
With SMS, you can send a single image from a board to your subscribers, with a link to that board as part of the message. Your mobile users can then navigate to view an entire board of compelling images of your products, then follow those images to a website where they can make a purchase. Bonus points for combining the opportunity with some kind of limited-time discount, poll, contest or other key SMS strategy.
The Five Rules of Pinterest Marketing
- Don’t Post Proprietary Images
Pinterest’s EULA says any image you post becomes their intellectual property. Only post images you own, and only those images of yours you won’t mind seeing used elsewhere.
- Use the “Recent Activity” Feature
This lets yo u track social sharing of your images over the past hours or days. Use it after Pinterest-related broadcasts to gauge the effectiveness of any given batch.
- Double-Check Your Landing Page
Remember that your SMS subscribers will most likely view your landing page from a mobile device. If you don’t have a mobile-optimized version of your website, check your landing page from a variety of devices to make sure it’s attractive and easy to navigate.
- Get Social
Share images from other uses, mixed in with your promotional content. As with other social media platforms, users who only ever post advertising are quickly ignored by the crowd.
- Use Only Your Best Images
You’ll be competing for attention with high-quality, compelling images from all over the world. Put only your best stuff up there.
By Jason Brick