How One Woman Uses Pinterest To Connect with Customers
Paula Coop McCrory is a Toronto-based visual artist, tastemaker, and consultant. Companies hire her to help them develop their visual language since so much of our visceral reactions stem from what we see. Pinterest is such an important part of her business strategy. She currently has more than four million followers, and her Pinterest page commands a space on her homepage as a focus (along with her Instagram profile and her blog).
“My business is about visual curation and storytelling,” says McCrory. “Pinterest is the perfect platform to allow me to showcase how I see the world through imagery.”
For McCrory, Pinterest isn’t a hobby. In fact, Pinterest helped her re-define her career. “Pinterest has helped me rediscover my love for art and design,” she says. “It has helped open to the door to a career change that I adore. I have met some truly amazing creative individuals, traveled, and helped curate alongside brands I have adored for years.”
I asked McCrory to share some of the reasons she finds Pinterest such an important platform for her business, why she considers it an important part of her marketing arsenal, and how she uses it successfully as an independent retailer.
Megy Karydes: Why do you use Pinterest specifically? How does this platform help you engage with your customers in a way that other platforms don't?
Paula Coop McCrory: Pinterest allows me to share, curate, and create imagery that tells a story through a single frame. Being able to share with people from around the world while being inspired by all that they are presenting makes Pinterest a great platform to engage with.
Karydes: What are some things you can do on Pinterest that most people don't know?
McCrory: Keep it simple when you are pinning. I only pin what I love. Create an overall mood to your board by changing your cover board images regularly while making sure you've converted your account to a business account so you can access all the amazing analytical details Pinterest provides once doing so.
Karydes: What’s the most surprising thing that has happened through Pinterest?
McCrory: Pinterest has helped me rediscover my love for art and design. It has helped open to the door to a career change that I adore. I have met some truly amazing creative individuals, traveled, and helped curate alongside brands I have adored for years.
Karydes: If someone only has 30 minutes a day to spend on Pinterest, what do you recommend they do?
McCrory: Look at your entire board as an ecosystem. Feed new imagery into your feed, respond to all those that have left a comment, discover and follow fellow pinners you admire, and upload content you've created. It’s about building relationships, not the sell. Be authentic. Be you.
Karydes: Is it better to focus on quality of followers or quantity? Why?
McCrory: Quality is key. This should be reflected in your content and your following. If your content doesn't feel authentic, it will be obvious to you and your audience.
Karydes: What's the best way to find followers? What should we be looking for specifically?
McCrory: Find your tribe. Start with your own contacts and build from there. Search for artists, designers, and the brands you love. Look at who they follow and you'll create a great foundation of followers to build from.
Karydes: Any final tips you’d like to add?
McCrory: Tell your story and have fun!
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