For those of you who aren’t familiar, Pinterest is a relatively new social media platform that enables users to upload and pin images or video to customizable online theme-based bulletin boards. Pinterest launched in 2010 and now has over 70 million users and is continuing to grow rapidly, especially overseas. Pinterest owes its quick growth and success to grassroots marketing.
Pinterest started out by targeting bloggers and inviting them to share and promote their content related to the different categories Pinterest featured. In the beginning Pinterest was primarily used by women for sharing ideas for DIY projects, arts and crafts, and cooking or baking. It now has over 35 different theme-based categories and is used by millions of men, women, bloggers, and businesses.
So what is Pinterest’s role in medical device marketing? Pinterest can be used to build your brand and connect you to your target audience. Many companies use Pinterest to upload targeted, theme-based images and video that create brand awareness, drive traffic to their websites, increases sales, and expands their customer engagement.
Here are some tips and best practices for how to use Pinterest as part of your regular social media medical device marketing campaign:
Connect with your community - Craft your company page into a space your customers will want to spend time in. The key is to connect your brand’s message to topics that your audience is already talking about. Give them a place to learn about your brands and products and encourage them to share your featured pins with others. Create engagement and interaction by offering your customers sneak-peaks or exclusive deals.
Use boards to segment your audience – Create targeted bulletin boards specific to the various brands and products you offer or for the different markets you cover. This will enable you to segment your content and serve the wants and needs of multiple customer-types.
Quality over Quantity – Pin strategically and think about what your objectives are with each pin. Choose your pins wisely to optimize your performance and to build repertoire with your target audience.
Be Creative & Visual – Do your best to select images and videos that are creative and visually appealing. This will increase your chances of catching your customer’s eye and getting re-pinned or liked.
Pin and Promote your Followers – Do this by re-pinning or liking other pins, following your customer’s boards, and by tagging “@” another pinner you may be following in one of your pin descriptions.
Source Your Pins – If you are re-pinning something from another user within your community, be sure to give them the credit they deserve. Always cite the original source of your pins. You don’t want to be seen as an idea-stealer.
Monitor Referral Traffic & SEO – Track the performance of your pins and bulletin boards by measuring referral traffic back to your company’s website. Sites like Reachli can help you track your campaign’s CTRs. You’ll also want to leverage SEO opportunities by using long tail keywords, hashtags, backlinks, and the ‘pin-it button’ on your pins and boards. This will help you boost your Google ranking.
Pinterest isn’t for every company but if used correctly, it can be a very effective means of marketing. The best way to see if it will work for you is to setup an account, use the tips above, and get pinning. Good luck!