Pin tip: Be helpful to your customers

coffee-pinterest-REI-camping

Your business probably (hopefully!) has tons of great information to share with others. A consistent best practice is to create Pins that help people learn or do something—especially in the areas where your business has particular expertise or a unique point of view. Look for ways you can authentically publish helpful content around those interests you share with others.

For those who like lists, here’s your 3-step plan:
  1. Learn your audience’s interests. (Pinterest Analytics can help!)
  2. Look for shared interests between your audience and your business.
  3. Show— through helpful Pins— how your products and services can help people pursue their interests.

Know your audience, anticipate their interests and create helpful Pins that they can use in their non-digital lives. This will not only help you build a Pinterest following, it’s also an excellent way to show you are an “others-first” brand that cares about people!

Here are some brands doing it well:
  • Betty Crocker makes birthdays awesome with their Kid Birthdays board. From epic superhero cakes to princess parties, Betty helps mom and dad create a birthday their child will never forget.
  • Anthropologie helps people embrace Fall and Winter with their All Things Cozy board. Knowing there are comfy sweaters, warm soup and oversized stockings to keep your feet toasty helps people look forward to colder weather instead of dreading it!
  • With their Better Money Habits account, Bank of America built boards and content around specific life stages where people look for financial planning tips.
  • Lowe’s Ultimate Man Caves board inspires guys to create a room around their favorite hobby, whether that’s sports, movies, woodworking or just hanging out and relaxing.
  • REI’s The Chef board shows campers how to merge their love of great food and camping. Outdoorsy foodies can enjoy cream cheese, French toast, hot coffee and homemade pizza with a little help from REI.

Provide helpful Pins around the interests you share with your audience. Encourage and inspire people pursue these interests in real life. You’ll get more repins and clicks (and gain trust!) if your brand takes an others-first approach.

—Eric Johnson, currently saving ideas to​ Art