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7 Ways to Use Pinterest to Reach new Luxury Prospects

Wayne McMaster

14 December 2012

Pinterest, a pinboard-style social photo sharing website, continues to create a lot of buzz as one of the hottest social media platforms since Twitter. This unique social media service already provides more referral traffic to other sites than Google +, LinkedIn and Youtube combined.

Internally, Pinterest has great potential for luxury interior products to create more than just product listing as we have already highlighted in last months blog article, but also storyboards and concept ideas. Building a presence with Pinterest may be worth even more to help market your business and drive new potential customer traffic to your website.

For the moment, the majority of fashion and luxury brands on Pinterest seem content with building a visual expression of their brand, its values and what it finds tasteful and/or inspiring. Michael Kors, Kate Spade and Peter Som are some of the earliest adopters, whilst department stores like Nordstrom are creating Pinboards for specific brands, trends and items.

The pressing question for luxury home and interiors sector is, "…will Pinterest become a household name for luxury brands using social media?"Given the recent spotlight and impressive figures to show, this is just the tip of the iceberg for Pinterest. The niche appeal, strong growth and visual desirability of the platform are sure to resonate favorably with luxury brands. A survey from PriceGrabber indicated that 21% of Pinterest users purchased something they saw on a pinboard! Most of the site’s users are female, with 97% of the site’s Facebook ”likes” being made by women. So how do you stand out, and leverage more from Pinterest to influence your customers?

Here are some ideas for using Pinterest to create visuals for new business:


1. Storytelling


Create your company’s story through pictures. Pinterest provides a very unique way to build your story by doing it visually.

Here are a few suggestions:

  • • Be sure to craft your story to a particular audience. The more focused on a specific audience, the better.
  • • Create an emotional connection through your company’s biggest asset after your product, your people.
  • • Create a visual history of your company, highlighting its struggles and successes.
  • • Highlight your company’s philanthropic efforts and special events.
  • • Visualize your company’s mission statement.

 

2. Highlight Client Testimonials

Pinterest gives you the opportunity to collect visually charged testimonials from clients. Instead of just typical quotes, provide a photos of them. Think more creatively than to include just head shots.

3. Display your Awards

This shouldn’t be a list of every award you have picked up over the years. Pick out just a few of the special awards to visualize and briefly tell the story behind them. Also remember to create this type of pin-board from the clients perspective.

4. Create a Virtual Company Tour

A physical tour can provide a good overview of the process of design and production. Pinterest gives you the opportunity to do the same through an online storyboard that visitors can walk through, just as they would do if they were visiting your company.

5. Create a showcase

Pinterest allows you to showcase your latest work, prototypes, or finished projects. It is also an easy way to create visual case studies that will gain much more attention and will be better optimized for search engines.

6. Create a User-generated Pinboard

By enabling other users to contribute their own pins to your pinboards, you open up a great opportunity to involve fans and customers in your marketing. Pick out a few of your top evangelists or customers, and create a board dedicated to their pins.

7. Collateral materials

You can turn existing brochures, and additional photo-shoot material into pinboards that are searchable and easily revised. Pinterest allows you to create for a specific new business opportunity such as a trade show or other event.


These are just a few ideas to help kickstart using Pinterest to grow your business.

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