June 19th, 2018
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:
- Pins
- Promotion
Pins
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.
- Portfolio – Pinterest is a great way to promote not just what you’re doing now, but what you’ve done in the past. Attendees will have an idea of what to expect from you (or they can wonder how you’ll outdo yourself this time!).
- Related topics – Take the subject or theme of your event and think of related topics you can create boards for. For example, if you’re putting on a writing event, you can make a board dedicated to Author Quotes, Coffee Shops, or Grammar. If your event is about technology, make a board that talks about advancements in Artificial Intelligence, Vintage Tech Movies (The Net or Weird Science) or Robots. Think about what your audience is interested in, and build from there. Be as fun and creative as you want!
- Offer Freebies – Did you create a custom event guide? Pin it. A map of the venue? Pin it. A preview video of the keynote speaker? You know what I’m going to say. This is just another way to provide helpful content to your attendees and turn yourself into a resource they’ll revisit again and again.
Promotion
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
Find out more about each tactic and which one may be right for you on the Pinterest Business blog.
Do you have other questions about optimizing Pinterest for your event? Give us a shout. Happy Pinning!
(photo via)
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