How We Use Pinterest to Build Our Brand

There are lots of ways to use Pinterest and by no means are we the ideal business for a long form case study. For starters, we don’t sell a physical product, we aren’t a fashion brand, we don’t share recipes on our blog, the list goes on. However, we do create a ton of super informative (and funny!) blog content. Along with compelling visuals and helpful infographics we’ve got a pretty good non-food-recipe that gives us Jackie Joyner-Kersee-like legs on Pinterest making it a viable social media for SumAll.

With regards to the SumAll Blog, Pinterest has two major upsides (and no downsides) for us: it helps drive traffic to our site and blog, and also helps us to further our mission of thought leadership in the field of data and social media. While we’re always looking to leverage Pinterest even more, here are a couple ways we currently use the platform.

To Drive Traffic

In addition to the two social media heavyweights (Facebook and Twitter), Pinterest is another great place to share your content, especially because they have around 70 million active users. When it makes sense, it’s a good idea to share your content here, as it’ll help drive traffic to your blog or website. Pinterest is a constant source of referral traffic for the SumAll Blog. For the month of May 2014, Pinterest was the #6 referring source to our blog, accounting for about 5% of our referral traffic. It’s also worth nothing that Pinterest is our #3 social referral source, behind only, you guessed it, Twitter and Facebook. It’s also worth nothing that search engines also take how much your links are shared on social media (commonly referred to as “social signals”) into account for your search rankings.

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So, how do we generate this traffic on Pinterest? We create pieces of content (blog posts, infographics, free images, etc.) likely to be passed around on the platform. Each time SumAll creates a new blog post, we pin it to our Pinterest page and have something called Rich Pins enabled. Currently there are several Rich Pin options in Pinterest including Product Pins, Article Pins, Recipe Pins, Place Pins, and Movie Pins. With Article Pins, our blog pins automatically show up with a headline and a short description. This also holds true when other people pin our posts. The extra info, rather than just a photo and a link, gives readers more info about a post and creates a compelling case to click through.

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To put it simply, Rich Pins allow for certain types of pins to display more robustly. If you want to add these capabilities to your pins, here’s how.

 

Thought Leadership

As a relatively young company (we recently turned three!), we make great efforts to establish ourselves as thought leaders in the field of data, social media marketing, and business analytics. Our blog is one of the things we carefully craft to position us here, with the idea that if people enjoy reading our blog and find it helpful, then they’ll probably find SumAll helpful too.

As our community manager, it’s part of my job to ensure that we’re active on as many social platforms as possible and that people have any and every opportunity to find out about SumAll. Luckily our in-house illustrator and designer, Kimi creates content that is totally bomb!  The infographics she crafts get passed around the web faster than the sniffles in a kindergarten classroom. For example, here’s an infographic that has generated a solid number of re-pins. This makes my job of spreading that content pretty fun. It’s a joy to see our stuff get re-pinned and means more and more people are finding out about us.

Any chance your business or brand has to increase awareness is a good one. We see Pinterest as an excellent point of entry for our customers, so we’d be remiss to disregard it. If you want to find out about other great ways to use Pinterest for your brand here are some other good uses and additional tips from us. Additionally, it’s a good idea to keep Pinterest’s business blog on your radar.


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