In the world of social media, Pinterest is a relative newcomer (about four years old), but that does little service to the following it has generated and the power it holds for your business. Save Facebook, the site leads all social media platforms—including more established platforms like LinkedIn and Twitter—for its ability to drive traffic to websites.
Even better, home décor is one of Pinterest's most popular topics. Add that to the fact that it's a visually based social media platform designed to be exploited by those in a visual field (that's you, built environment companies), and you get another reason why tapping into its 70 million users can grow your business.
Pinterest provides a pair of services to its users. For one, it offers images that provide inspiration or ideas for projects. But these casual browsers are not the only ones on Pinterest. Pinterest also allows users access to images that represent things they would like to buy, and many come to Pinterest with wallet in hand. This runs in contrast to platforms like Facebook and Twitter, which focus more on the end goal of social interaction and networking.
A couple more tidbits: More than two-thirds of all Pinterest users are women, and the average household income of a Pinterest user exceeds $100,000. Both of these realities fit well within the demographic profile for most design company customers.
Putting Pinterest to Work for You
Pinterest will walk you through the creation of a business profile for the site, your first step in joining the Pinterest ranks. A profile allows you to create boards on various topics important to your interior design business.
When it comes to adding content to your board, include images both of your own work and of others you admire. Remember, it's a social networking site, and you want to build your network. The same goes for sharing other people's pins, too. Be sure to make the most of pin functionality by adding maps, addresses, phone numbers, logos, and website address that will help interested users find your business.
You can add photos as small as a trendy swatch of fabric or as large as a completed kitchen renovation. Take the visual information a step further by adding a video tour of a recently completed project, or a helpful infographic. That said, limit your activity to your authentic interests. You want quantity (of activity), but not at the expense of quality.
Not ready to sign up for Pinterest? You can still get in the loop by embedding a “pin it” button on your website. This allows your website's visitors to easily share photos or videos they find on Pinterest. It's about as effortless as it gets for marketing, and it's not a bad start to a nascent social media campaign.