When it comes to Pinterest, many of us associate it with home decor, DIY projects, and planning the perfect wedding. But, this social media platform can positively impact your senior living community’s marketing efforts just as much as your personal life.
Pinterest entered the scene in March 2010 and became the fastest site in history to reach 10 million unique monthly visitors and high user engagement metrics. As of the second quarter of 2021, Pinterest had roughly 454 million monthly active users worldwide, proving the popularity of this platform continues to grow.
To better serve businesses, the platform created Pinterest for Business accounts that offer added marketing features to promote brands, products, and services. While the core purpose is the same, Pinterest for Business accounts differ from personal accounts, including:
- Terms of Service & Guidelines (For example, you cannot “run a sweepstake where each pin, repin, or like represents an entry [or] ask pinners to vote with a repin or like.”)
- Pinterest Analytics (i.e., tracking information and data on content performance)
- Educational Marketing Materials
- Rich Pins
While all this sounds good, you may still be wondering, “how can Pinterest marketing help my business?” Markentum has the answers, so keep reading to find out!
Boost Your SEO
While Pinterest falls into the social media family, it’s also a powerful search engine. “Pinterest SEO involves optimizing your Pinterest profile and website in order to generate more organic traffic from Pinterest” (searchenginejournal.com). Unlike Google and other social media platforms, Pinterest provides ample room for creativity and storytelling while allowing users to discover new ideas and businesses.
As with other social media platforms, Pinterest’s ranking factors relate more to engagement metrics and social shares than backlinks and technical SEO, but you still want to start with keyword research. Get started by using guided search, where Pinterest will auto-suggest related searches (see image below). This can be a pretty good indicator of the most popular search queries for each topic.
Your keyword research and target audience for Pinterest should be considered when creating boards on your business profile. These “boards provide a great opportunity to tell Pinterest’s search engine how you categorize your products and/or organize your content, which will only aid visibility” (searchenginejournal.com).
Drive Website Traffic
As with any social media platform, Pinterest creates another opportunity to increase brand awareness and drive users to your website.
In addition, a Pinterest business account gives you access to rich Pins, “a type of organic Pin that automatically syncs information from your website to your Pins” (Pinterest). For product Pins, rich Pins include pricing information and other product specs, while blog Pins add the headline or title, the description, and the author of the article or blog post from your site.
72% of Pinners say that Pinterest inspires them to buy even when they weren’t planning on it. By showcasing more information about your product, service, or blog post, you can entice users to click, encouraging more traffic.
Convert Visitors into Customers
Social media platforms encourage users to explore, discover, and connect. People use their Pinterest profiles to search for and save products and information they like or want to remember. Beyond driving visitors to your website, Pinterest marketing can help you turn profile browsers into customers.
Your senior living community can use Pinterest marketing to convert visitors into customers by sharing relevant information, tips, and news. For example, sharing tips and education regarding dementia care can help those who care for or know someone living with dementia. When the time comes for them to choose a dementia care community, your brand will be top of mind because they consider you a trusted resource on the topic. Just make sure you link to your website and make it easy for visitors to learn more and contact your business
Let’s Grow Together
Social media marketing not only connects you with your social media audience but can positively impact other areas of your digital marketing strategy, as well. At Markentum, we work with each partner to establish their goals and leverage social media platforms to get them found and increase move-ins.
Contact us for a free evaluation and discover how we can add momentum to your digital marketing!