5 min and 30 second read
Pinterest is a visually centric platform and is the only social media channel that people follow concepts and ideas rather than specific individuals. Other popular social media sites focus on content and messages, while Pinterest users curate personal pinboards of existing photos uploaded by friends, strangers, and even companies. This is where you come into play.
Home builders and developers like yourself can take advantage of Pinterest by providing your target audience with ideas and pre-planning ideas to fuel the homebuilding process. Pinterest is unique because users create boards and pins before the event takes place. For example, users were pinning holiday-themed boards in October while users of other social media sites are still posting their holiday pictures after the fact.
In other words, brand influence happens in the future on Pinterest. Pinners show their intent early on in their purchasing path and are open to new brands and products. It’s different, because on Google, you already know the brand you want. Actually, 97% of searches on Pinterest are unbranded.
By using Pinterest, you can guide prospects and potential new homebuyers along the buyer’s journey during the pre-planning stage. Let your custom building content run wild with the imagination of Pinners. Continue reading to learn the steps it takes to run a successful campaign on Pinterest.
This first step is easy but important. When creating your Pinterest account for your home builder or developer business for the first time, be sure to click on “Create a business account”. To be sure you can go to https://business.pinterest.com. Then the next steps are to fill out your email, create a password, and inform Pinterest of your age.
You can also convert an already-existing page into a business page by clicking on “Convert Now”. This will appear when you’re already logged in to your existing account. Having a Pinterest business account allows you to have access to the business features including advertising and analytics.
If you have been keeping up with my recent SEO articles, then you should already know how important it is to have the same NAP (name, address, and place) globally for your business. Having the same NAP information across the board strengthens your directory listing and local SEO. Google does not like it when your online profiles are not extremely consistent.
When you create a business account in Pinterest as a home builder or developer, you should be sure the name, address, and place are the exact same as your website and GMB (Google My Business). This means if your business is on NE Street, be sure to always use NE Street and not Northeast St, Northeast Street or any other variation of NE Street.
Continue growing your business with Pinterest by informing them of your business’s name, type of business, and website address. After filling in all of the initial information, Pinterest will start building a custom home feed for you. Since you are running the Pinterest account for your business, be sure to select relevant home-related topics here.
Go one step further and select home-related topics that your audience has a genuine interest in. This will help your business page look more active and it will also allow you to learn more about your target audience. These pins will then show in your Pinterest newsfeed.
If you already have an active Pinterest account full of pins, articles, and content your audience would find of interest, you can easily repin those pins straight from your newsfeed. Leverage this existing content whenever possible. Pinterest will then begin to build the home feed for you. Be sure to check your email to confirm your Pinterest account by verifying your identity. (Check spam as well just in case you do not find in your Inbox.)
As with your NAP, you need to be sure you fill out your new Pinterest for business page completely. This means uploading your logo to the profile picture, copying and pasting your mission statement from your website to your Pinterest, informing Pinterest of your location, and lastly connecting your Facebook and Twitter accounts through the preferences.
Pro Tip: the pixel dimensions of the Pinterest profile picture are 165 x 165. You can always take your logo and adjust the size of it using an application such as PhotoShop so it properly fits Pinterest’s specifications. I also recommend using the exact same username for your business as the rest of your social media channels so your audience can easily find you.
It’s important to note that you can still run a successful campaign on Pinterest without having a highly active page. Here’s why. The ads will be served in the search/explore section in the Pinterest browser and not on your personal business profile feed. The ads are algorithm based meaning they will be posted to people who have an interest in the home/custom home/building market.
The first step to running a campaign on Pinterest is to partner up with a Pinterest representative or a marketing agency that specializes in social media. You’ll want a knowledgeable social media expert on your side in case anything happens to your campaign. Without someone looking out for your best interest, you might spend unnecessary time and money or not properly target the right group of people.
When launching a campaign on Pinterest, reflect on what your marketing budget is overall for the year first. Then take into consideration your social media budget and goals for your campaign. Setting your goals before you begin can guide the campaign in the right direction and be more successful overall, not to mention keep you in budget.
Then you can work with your agency or Pinterest representative to determine how much you want to spend on Pinterest Advertising. In general, here is a breakdown of prices: To build brand awareness consider allocating $2.00 – $5.00 to obtain 1,000 impressions. To boost engagement, it can run you between $0.10 – $1.50 per engagement depending on industry. And finally, to drive qualified traffic to your website, it’s $0.10 – $1.50 per engagements as well.
Ads in Pinterest are keyword and location related. I suggest using the top keywords your website is currently ranking for to give you a solid start in developing a list of keywords for your ads. You gather this information readily and for free by using the Moz Keyword Explorer tool. After Moz analyzes your website, you’ll see the top-ranking keywords.
Feel free to adjust this list from Moz to better accommodate to your Pinterest ad campaign goals. Then you can collaborate with your digital marketing agency or Pinterest rep to provide them with a list of zip codes to target. The rep will then create a layer of zip codes to build an audience and choose the most relevant interests to match within your budget.
Another fun and unique aspect of Pinterest for home builders is there’s no limit to text to image ratio. You’ll see these limitations on other social campaigns such as Facebook but not Pinterest. Some of the best content for Pinterest are infographics so Pinterest encourages as much text as you’d like.
When you create your ads for Pinterest, be sure to make it clear that there will be a form to fill out when the user clicks on the ad inside of Pinterest. You can also provide this requirement in the written portion of the post description to inform your audience of this once they expand the pin. This is important to include for lead collection, transparency, and conversions.
Again, I would like to emphasize that Pinterest is a highly creative and image-driven platform so make your ads visually appealing, interactive with text, relevant and informative to your target audience. Let your campaign launch and after a few days, monitor the progress. The very last step is to work with your agency or rep to perfect any campaign tweaks to better achieve your goals.
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
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