19 Jun How to Use Pinterest to Promote Your Event
Pinterest is one of the social media channels out there that doesn’t get as much attention as Facebook, Instagram or even Snapchat these days. However, it remains a powerful tool for getting your content discovered and connecting with your target audiences. This is even truer if you’re planning and promoting an event and looking to 1) Provide a supportive experience for attendees who have already signed up and 2) If you’re looking to encourage prospective attendees to commit.
So, what do we mean by an event? This could be any size, scale or purpose, and covers major conferences and tradeshows, personal celebrations like weddings or baby showers, or smaller soirees that come around during certain seasons or holidays. If you’re using an event to promote a company, idea or service, Pinterest should be on your social media roster.
As you’re creating a strategy around promoting your event on Pinterest, think of it in two major parts:
A great Instagram account relies upon great images. A successful Twitter account is built on engaging tweets. For Pinterest, success begins and ends with the Pins you post and the boards you create. If you’re new to Pinterest or you haven’t promoted events, keep these tips in mind:
– Start early. Did you know that 75% of Pins are saved by users 1-2 months before an event? And 35% of Pins are saved 2-4 months away? Pinners are planners, even more so for larger events that required travel and logistics, so make sure you pin your event-related content with plenty of time before the big day.
– Check out the competition. Pinterest acts as a search engine all on its own, and it’s smart to check out what your competitors have done on the platform. Type a word or phrase into Pinterest’s search box to find Pins and boards related to your event or topic, or check out your competitors accounts directly. This should give you a good read on what’s performed well in the past for a similar audience.
– Use Secret Boards. Secret boards are private, meaning you can use them to a) Pin all the intel you’ve gathered from your competitor analysis and/or b) stock up on Pins you can use in the future so you never hit a content drought.
– Create different board types. Here are just a few “Pin-spiration” ideas as you get started:
- Behind-The-Scenes – Audiences love to get a sneak peek behind the method of your madness, so don’t be afraid to make a public mood board of all the things that inspired you as you planned your event. You can also post advice, brainstorming processes and tools that others will find useful and will position you as a thought leader.
Now that your pins and boards are looking sharp, it’s time to promote!
– Brand your account. Just like any other marketing vehicle, make sure your Pinterest account has the right logo, accurate company information, updated copy regarding the event you’re promoting, and a link back to your website. In return, make sure your website has a Pinterest badge or icon linking back to your account. Think of Pinterest as another way to drive people to register for your event and take that desired Call-To-Action.
– Use Keywords. Make sure you’re using your targeted keywords in the title, description and tags belonging to each Pin and board. Just another way to achieve your SEO goals and increase your discoverability.
– Promote your Vendors, Clients and Sponsors. If your clientele or partners are active on Pinterest, contribute to their success by sharing their Pins or commenting on their content. They will most likely do the same in return, and this can only increase your audience size and establish the connection between you.
– Put money behind your Pins. Like other social channels, Pinterest has an Ads Manager that will allow for paid targeting to specific audiences. Options include:
- Actalike Targeting
- Customer List Targeting
- Engagement Targeting
- Visitor Targeting