Pin It Like You Mean It

by : 

Megy Karydes

May 4, 2015
Marketing Mondays - Pin It Like You Mean It

It  always surprised me that gift and home retailers and wholesalers weren’t among the first adopters of Pinterest. The site lends itself to sharing beautiful images, so whether you’re a retailer with great product to show or a designer who makes art, it’s a great place to showcase your work for customers to “pin” on their boards and others to share.

Other than taking the time to post all your products on your page (which is fine, too), my suggestion is to go a little further and create a strategy that will yield better results. Engaging with customers (or prospective customers) will go farther than simply posting photos of product.

To that end, I love what Home Depot did when I recently strolled through their garden area on a cold day. A simple color poster shows three of their pins with photos of succulents in pots in various settings. The settings aren’t elaborate. The succulents are not in fancy pots nor are the settings magazine cover worthy. They’re something their customers can easily use as inspiration while in the store to put together one of the succulents sold in store with a pretty pot.

I even love that they included below each pin the number of “likes” it received, how many times it was shared, and how many comments it received. Talk about engagement!

This isn’t hard for any business to do. If you had a retail store, take one item and place it in three different settings or visually attractive displays. By showing the product in different spaces, it helps customers visualize it in their own space better. If you’re a designer, take pictures of your product in different stores to show how they display your item so other store owners can get inspired, too.

Once your pins are up, don’t forget to share them on other social media sites including Facebook, Twitter, and even YouTube. In fact, depending on what you’re shooting for Pinterest, it might be something you can use to create a YouTube video.

By the way, I’ll admit I love Pinterest but try to stay off it. Why? Because whenever I do go on it, inevitably I buy something I see, love, and have to have. Those are the kinds of buyers we’re looking for and Pinterest users are very visual. Harness the social media site’s user-friendly platform and start building your customer base today!

Megy Karydes is principal of Karydes Consulting, a boutique marketing and communications firm and freelance writer who often covers retail for various magazines. She likes her calendars, whether digital or on paper, and has her editorial calendar pinned to her board in her office to remind her what day it is! Find her on Twitter at @megy.