7 Ways Jetsetter Used Pinterest to Grow Their Brand
Though pint-sized compared to other social platforms, Pinterest offers businesses the greatest ROI of all social networks. Why?
Because Pinterest is relatively young and its audience is already primed for making online purchases.
Consider the statistics:
- YouTube delivers 2 billion views per day
- Facebook has 850 million monthly users
- Twitter boasts 200 million users
- LinkedIn connects 100 million business users
With less than 30 million unique monthly users, Pinterest definitely has the smallest audience. Despite its youth, Pinterest delivers targeted traffic that brands desire because 83 percent of Pinterest users are women, who decide upon nearly 90 percent of household purchases!
Jetsetter, which prides itself on having the world's cheapest luxury vacations, has used Pinterest to grow its global brand. In fact, after strategic Pinterest posts, the discount travel agency saw twice the conversion rate from Pinterest referral traffic and boosted website traffic by over 150 percent!
Pinterest Branding Tips from Jetsetter
So how did Jetsetter accomplish this?
Simple: They optimized their Pinterest presence.
After aggressively increasing their strategic marketing strategy on Pinterest and investing in business profiles, Jetsetter grew their business to over $224 million.
Whether you're a small business or a large corporation aiming to boost your online presence, Jetsetter's use of Pinterest is a worthy example.
1. Know Your Audience
Since women make 70 percent of travel decisions and 80 percent of them research their travel destinations online beforehand, it makes sense for Jetsetter to focus their online presence where the women are.
Since 83 percent of Pinterest's users are women, it's the perfect place to broadcast discount travel services! By understanding how you want to reach your target audience, you can more effectively use Pinterest knowing that women are the core demographic on this site.
2. Organize Your Boards
Pinterest isn't just about your main profile – it's about the boards that you create and the images that you pin to them. Jetsetter visually categorized their services by creating boards specific to certain travel destinations such as the Caribbean, New York, and other "epic" getaways.
Since women are visual and can easily see groupings, organizing photos on Pinterest allows your brand to emphasize the content that matters most. It also makes it easier for users to navigate through your posts.
3. Host a Contest
While looking for a way to engage their users, Jetsetter decided to host a contest and promote user-generated content.
During the Jetsetter Curator promotion, they asked their 1 million members to create Pinterest boards that reflected their favorite or ideal travel destinations.
Within 30 days, over 50,000 images had been uploaded to Pinterest as part of Jetsetter's contest. A panel of celebrity judges such as Arianna Huffington and Glenda Bailee determined the winning board.
Jetsetter now boasts over 4 million followers on Pinterest.
4. Use CTAs
Online marketers always hear about why we should use CTAs, but we rarely hear advice on exactly how to use them. Fortunately, Jetsetter's CTA is a classic example of brilliant strategy.
Jetsetter simply encouraged pinners to explore their own site at jetsetter.com.
To do this, they created a two-week online scavenger hunt called "Pin Your Way to Paradise." Jetsetter released daily clues on their website and users had to pin pictures that best matched the clues. Not only was it a fun promotion, but Jetsetter was also able to garner valuable data about how visitors navigated through their site.
Yes, business-to-business collaborations can be done on Pinterest as well!
Jetsetter worked with Turks & Caicos to create a group board that allowed anyone to pin ideas of what to do, where to stay, and what to eat on a vacation. The interactive element thrilled fans while the B2B collaboration increased the scope of Jetsetter's reach.
Jetsetter realized that Pinterest fostered a culture of sharing. To take advantage of this, cross-connect your Pinterest boards with Facebook, Twitter, and your other social media and online sites.
By making your web presence cohesive, you increase the chances of people sharing your content, thereby growing your reach. Pinterest users are eager to share good content, so make it easy for them!
7. Optimize for Keywords
Though Pinterest is an image-based platform, you can optimize for keywords through the title of your boards. When Jetsetter organized their content into boards, words such as "New York," "Caribbean," and "epic," they suddenly made it easier for random browsers to stumble upon their pictures.
Watch Your Presence Take Off
When you incorporate Jetsetter's example into the way you handle your Pinterest marketing, you’ll be thrilled at how your online presence takes off.
Just like any campaign, ensure that your team is prepared and equipped to handle the potential onslaught of new traffic. After all, the first impression that your business gives consumers could determine whether or not they do business with you, so make that first impression a good one!
Also, as powerful as Pinterest is, it shouldn't be the only key element of any social media marketing campaign. Instead, integrate into the content that your Facebook and Twitter pages are pumping out.
Users who are engaged with your brand will want to follow your content through a variety of platforms – so while your Pinterest boards should have their own identity, allow them to mesh with your existing online presence.
By integrating these tips from Jetsetter, other brands will be pining over your Pinterest success!
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