Pinterest is a platform for finding and providing inspiration, particularly for potential purchasers.
Ideal for building products companies who can showcase the practicality of their products in images and graphics, Pinterest is a highly visual platform. If you’ve got eye-catching, original photographs of your construction materials, Pinterest is the place to upload and share them. Remember, people are highly visual, and photos are the most effective means of remembering products.
While Pinterest isn’t one of the most widely used social media platforms, it is up there with the most popular platforms for product research. 93% of Pinterest users are active on the site for purchase research, and over two thirds of users have discovered new brands using the site.
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Before uploading images, set up Pinterest campaigns to align your goals with your building products pins and boards. These will integrate context with your uploads, building consistency between your products and helping visitors to understand what your building products company is all about.
Like Facebook, Pinterest will allow you to set up a business account instead of a personal account. The main difference between these is that a business account provides access to analytics and options for Pinterest advertising. Choose the business account option to be in with a better chance of promoting your building products successfully; 75% of saved pins come from business accounts.
It is possible to convert existing personal accounts into business accounts.
Pinterest analytics allow you to measure the success of your content by:
This kind of information can help you to align your products to the ideal audience. Ensure you measure this data at regular intervals to constantly monitor your social media strategy.
Although an investment for your building products company, Pinterest ads generate around 20% more organic clicks than regular pins. There are a variety of options when it comes to Pinterest ads:
Your photos will be your main selling point, so invest in a good photographer. If you do take your own photos of your building products, ensure that they are clear, well-lit and in focus. Don’t be afraid to add stock images to pad out your collection and support your brand messages.
Pin consistently to build your reputation and brand image. If you’re creating pins for particular events or seasons, it’s best to upload these a few months in advance, so that prospects have time to do their market research and learn about your products before making their investment.
Pinterest found that images of products in real-life use generated a 30% higher click-through rate and a 170% higher purchase rate. If you sell protective construction clothing, make your photos show how they look on a real person, as opposed to folded on a table.
A particularly advantageous feature of Pinterest is that it operates outside of the platform. You can include links to images on your website that will allow visitors to pin your website images to their Pinterest accounts. Visitors are unlikely to download your website images to their device, but they may well pin your photos (it takes less than a second), and come back to them later.
Add some written content to each pin to clarify the building products’ main benefits. Link in your main keywords to clarify what it is that you’re selling and hit home why it’s so important. Keep your text as minimal as possible and don’t let it draw focus away from the image.
Include your location in your profile so that you are more easily found in geographical searches. Otherwise, you will be marketing at an audience of people who will never contact you because you are located too far away, no matter how ideal your building products are. Note that this point is not applicable to e-commerce building products companies.
Pinterest isn't an online billboard for you to advertise. It's a social media platform, so engage with other users. Show appreciation for product photos uploaded by relevant but non-competitive industry brands and engage with their conversations.
Stats and data sourced from Hootsuite.
Would you like to learn more about integrating Pinterest into your social media strategy? Insynth’s social media service is designed to provide you with complete control over your brand image and messaging across social media platforms. We will work with you to tailor a personalised social media presence, advising you in terms of:
About Insynth
Insynth Marketing is a leading UK construction marketing consultancy based in Shifnal in the West Midlands. Insynth employ the latest inbound marketing techniques such as construction inbound marketing, to help building product manufacturers grow their businesses by aggressively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.
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