Pinterest, the popular image-centric social media network, is fast becoming a staple of catering businesses’ content marketing strategies. We at Charm House predict that within just a few years, Pinterest will be just as non-negotiable for catering businesses as Facebook is today.
Why Use Pinterest?
If your business doesn’t yet integrate Pinterest into your content marketing strategy, consider these incredible facts about the platform:
- More than 28% of Pinterest users have an annual household income of $100k or more.
- The total unique visitors on Pinterest has grown more than 2700% since May 2011.
- Pinterest refers more traffic to other websites (like yours) than Facebook, Twitter, and Linked In combined.
Data and graphic source: Modea
Isn’t that power something you want to leverage for your business growth?
At the moment, only a small minority of catering companies are using Pinterest to share their company’s images and content, and even fewer are using it correctly. In this post, we’ll share some easy ways that you can optimize your Pinterest profile to gain more leads.
Stand Out With High-Quality Images
If you have experience with Pinterest, you know that images are the platform’s bread and butter: you can scroll through image after image after image with seemingly no end.
With that kind of competition, the only way for your “pins” (the name used for pieces of content on Pinterest) to stand out among the others is for your pictures to be beautiful. This means:
- Good photography. Invest in a photographer for your most high-profile events or for foods that you know you’d like to feature on your blog and social media.
- Beautiful graphics. There is a lot of beautiful photography on Pinterest, so add text and graphics to your images to let people know what the image is about and to make it stand out even more.
- Show the process. Pinterest users love recipes and other do-it-yourself processes. The most effective Pinterest users illustrate the process using multiple pictures:
All images via damndelicious.net.
The Pinterest Myth: It’s All About Photos
Alright, so we’ve established that it’s important for your images to stand out among the sea of others on Pinterest. But is Pinterest all about images?
The purpose of Pinterest is not to look at a lot of pretty pictures. It is a network for sharing, collecting, and organizing website content such as blog posts.
Whether the image is about a food item, event planning, or interior decorating, the information can rarely be transmitted in full using only an image. Instead, each image links to an external page on a different website, called a referral.
For example, you could pin (share on Pinterest) an image of an entrée that you served recently at an event. But it’s not enough just to pin the image because:
- An image alone does not provide much value for users.
- An image alone does not get users to your website.
Solve both of these challenges by linking each image back to a corresponding page on your website, probably a blog post. And don’t forget to create high-quality images for all blog posts, regardless of whether or not you intend to post it to Pinterest. Pinterest users can post a link to any content on the web, and the platform uses images to represent that content. Therefore, observe this commandment:
Don’t publish any image on your website that you wouldn’t want pinned on Pinterest.
Take, for example, this very blog post: the featured graphic at the top of this post is “Pinterest perfect.”
Turn Website Visitors Into Leads
Once Pinterest users have clicked on your beautiful image, they need to land on compelling, high-quality blog content that describes the image. Whether you’re sharing your recipe for blackberry caramel cream puffs or a how-to guide for planning a corporate event, that content needs to be good or those users will leave your site.
But what if your content is fantastic, and you even get users to stay on your site reading a few other blog posts while they’re there? That’s great! But that user is no closer to being your customer now than they were before…
…Unless you have an email subscription option ready and waiting for them on every blog post page. If readers like your content enough, they will gladly subscribe to be added to your email list. If you don’t have an email opt-in option set up on your website, you have an incomplete content marketing funnel.
Keep it Social
Just like on other social networks such as Facebook and Twitter, you need to remain social in order for your material to circulate throughout the platform. On social media, we can’t just live in a bubble of our own content. So don’t forget to not only pin your images and posts, but share other images and posts that you think might be interesting and helpful to your readers. This will keep them coming back to your Pinterest profile again and again.
Committing to using Pinterest regularly and correctly will put you miles ahead of your competition. Pinterest is the future of catering content marketing, so learning now will pay big dividends in the future. Go ahead: be social and have fun!