Pinterest, which has been described as "the world's bulletin board," used to be thought of solely as a site for crafting and other do-it-yourself projects. It has since evolved to become a very personalized search engine. The site also presents a creative way for companies to engage with customers and potential customers to find out what they're most interested in.
These three companies – which range from a newer business to one of the country's largest banks – have utilized Pins to engage and attract readers and customers.
ArchDaily
ArchDaily aims to provide architects with news and inspiration, and they've successfully utilized the Pin It button both on their site and in e-mail newsletters. This allows the company to not only increase traffic, but also actively engage with readers.
Pinterest allows readers at ArchDaily to create their own curated streams and has given the company valuable insight into their readers' interests, as well as how they organize their collections. They followed their readers on Pinterest, gaining unique knowledge into what was important to them. To meet these needs, ArchDaily created craft boards.
As a result, ArchDaily's site sections with corresponding Pinterest boards increased traffic by about 6 percent.
Artifact Uprising
Artifact Uprising specializes in ways to creatively display and preserve photographs, including photos books and wall art. The company's photo books were repinned countless times, resulting in 48,000 hits to their site. This exposure has helped the business grow into a multi-million dollar business in just 18 months.
The company shares product Pins, but also beautiful images featuring different ways to use their products and "how-to" Pins. They closely study how popular their Pins are using Pinterest Analytics to see what products customers have the most interest in. The marketing and product teams respond accordingly.
Artifact Uprising has added a "most-Pinned" section on their site and include a Follow button as well as other interesting boards in their e-mails.
Bank of America
Bank of America has used Pinterest to effectively reach out to millennials who are experiencing many financial changes, such as planning for a wedding or earning their first paycheck.
Bank of America created a Better Money Habits (BMH) program that utilized Pinterest's best practices to ensure the Pins would feel organic and encourage people to take action. The company created boards for important moments such as Buying a Home, with each having Pins that flowed into more in-depth content. The BHM boards are promoted on other social media platforms, and they also utilize the Pin-It button. Pinterest also lets Bank of America see what readers are searching for and deliver the money-related content they want.
Pinterest can be an excellent way to reach readers who are searching for keywords related to your industry. By giving them a way to obtain – and share – the information they want, you can create buzz for your company, increase your site's traffic, and potentially increase sales. Not sure if Pinterest is for your business? Let us do a free consultation.
