Pinterest is one of the biggest social media platforms around right now. With over 400 million monthly active users, it’s easy to see why.
Marketing on this platform is a bit different than on other platforms. You’ll see a lot more pins that aren’t necessarily tied to a product or service. This means you’ll have to think of creative ways to market your business. Fortunately, with a little bit of research and know-how, you can still succeed on Pinterest.
Find Your Niche
When deciding to market on Pinterest, the first and most critical step is to identify your niche. What will your Pinterest page be about? What will your content look like? Where will you get your traffic from?
This is usually a fairly easy step. You’ll simply need to brainstorm a list of topics that you think are important or interesting. From there, you can narrow it down to a top 5-10 topics. Once you’ve got your niche, take some time to truly understand it. What is it that you’re really passionate about? Why are you interested in this topic? Find out as much as you can about it and make sure that you include this in your content plan. Your niche doesn’t have to be completely unique. It just needs to be somewhat related to your business so that you can make sense of your target audience.
Determine Your Target Audience
Once you’ve got your niche, you can move on to determine your target audience. Who is the audience that you’ll be inspiring and what is their problem (pain point)?
This is a critical decision. Without a clear understanding of your target audience you’re likely to end up marketing to the wrong people. You don’t want to inspire your grandmother to buy your product, do you?
Your target audience can be determined in a number of ways. One way is to perform a quick internet search on the type of product/service that you offer. An example might be a law firm trying to attract legal professionals to their practice. A search for “legal professionals” on Google will turn up a host of results, each of which is slightly different. From here, you can select the demographic that you feel will be most receptive to your message.
Create a Brand Identity
Your brand identity sets the stage for your entire marketing campaign. It determines the overall image that you present to your customers. While you might not have a fully created brand identity as of yet, it’s a good idea to start from scratch and work your way towards one. What is your brand statement?
Your brand identity is not something that you’ll discover once you’ve launched your product. It’s a process that begins well before you make a sale. Think of brand identity as a short statement that represents you as a brand. Your brand identity should be memorable and easy to understand. When your customers encounter your brand for the first time, what impression do you want them to have? How do you want them to react when they hear your brand name?
If you’re struggling to come up with a brand identity, it might be a good idea to work with a marketing agency, who can assist you in developing a brand strategy that is both effective and conveys your brand values. A brand identity isn’t a top-secret. It’s a brand’s job to make sure that their customers understand what their brand is and stands for. If you’ve never truly considered what your brand identity is or why you’re using a particular name, now might be a good time to do so.
Determine Your Marketing Goals & Strategy
Now that you have a clear idea of your desired audience, it’s time to set some marketing goals and strategize how you’ll reach those goals.
What do you want to see from your marketing efforts? Brand awareness? Product awareness? Sales? Volume? Retention?
These are all important questions. Setting marketing goals is a critical step in the process of crafting a successful marketing plan. Before you begin strategizing, it’s important to determine what you’ll base your strategy on. This is called your “metrics”. Your metrics will serve as the basis for your strategy and can be determined by taking into consideration your target audience, product/service, and previous campaigns (if any).
There are a number of case studies and blogs that cover the topic of establishing marketing metrics. If you’re looking for inspiration on how to set marketing goals and strategize around them, be sure to check out some of these resources.
Create Advertising & Content Plans
Once you’ve determined your target audience, it’s time to put your ideas into action. First, you’ll need to create an advertising plan. What will you do and how much will you spend on this plan?
Once your advertising plan is set, it’s time to move on to creating content plans. What will you put out and when will you put it out?
There are a number of cases where businesses have greatly undershot their expectations just because they didn’t plan properly at the outset. Make sure that you don’t fall into that trap. Your plan needs to account for any schedule changes that might occur. Be sure to plan for the unexpected as well.
Measure the Results of Your Marketing Efforts
Finally, we come to the part that we’ve been waiting for. Once you’ve launched your product or service, it’s time to actually measure the results of your marketing efforts. How many people are aware of your product/service? How many people do you think will purchase it or use it?
You might want to use several methods to measure the effectiveness of your marketing efforts. Some businesses prefer to monitor how many people visit their website or social media pages compared to how many click on an ad or visit a store. Other businesses look at sales figures or conversion rates. Still other businesses track the number of leads that result in sales. Which of these methods will you use to track the results of your marketing?
Creating a marketing plan and measuring the results of your efforts are important steps in the right direction. Along with this, make sure to follow-up and review this plan at least once a month to make sure that you’re staying on track.