A lot of people start using Pinterest as a tool for collecting and organizing things they are passionate about and interested in. But once you discover its great potential for branding and marketing their products, they waste no time using it to promote their business. To see just how this happens, take a close look at how one of the world’s leading companies made it big and how Pinterest contributed to its success.
Allrecipes, as the world’s leading digital food brand, makes sure it reaches its global community of 30 million aspiring cooks to encourage and help them share food experiences. Among the company’s goals are expanding the Allrecipes community, providing easy to find cooking videos and recipes and generating high traffic for the Allrecipes website. So far, the company has been successful in doing all three.
According to Esmee Williams, VP of Brand Marketing, they are consistently able to curate content that are relevant and timely enough to stir up dialogue among their existing community as well as their new audiences. By using Pinterest, email marketing, and allrecipes.com, the company has been able to provide a seamless learning experience for their viewers. They never fail to update their content every single week to make sure they remain timely and relevant.
Using the Pin It Button to Drive Traffic
Just before the advent of the holiday rush, Allrecipes made sure they were the first stop for people wanting to plan their holiday party meals. So they added the Pin It button on each page of their recipes when they saw the big surge of referral traffic from individuals on Pinterest. A new page template was also designed where the Pin It button can easily be found adjacent to the recipe’s images and videos — something the community members loved because it made it easy for them to share recipes. In 3 months time, they were able to reap amazing results: over 50,000 recipes pinned, creating 139 million impressions on Pinterest, and an increase of over 900% in clicks on the content of Allrecipes on Pinterest.
By adding the Pin It button, they were able to get their content onto Pinterest, making it easier for them to get back new traffic. Since its addition to their website, they’ve seen a tremendous increase in the volume of videos and recipes shared on a daily basis. In turn, this boosted their referrals from social media. The point is, the easier their content was to be discovered by viewers, the faster their community grows.
Drive Pins Using Email Marketing
It didn’t take long for Allrecipes to realize that their community members were eager to share new found food inspiration. This pushed the company to find an easier sharing process. Part of the effort was sending marketing Pinterest emails to over 6 million subscribers on a monthly basis. These featured photos from the most famous pins and included persuasive calls to action such as “Give it a repin” or “Follow Allrecipes on Pinterest”. Incorporating these in their email campaigns definitely had a huge impact on their customer’s engagement.
If Allrecipes was able to achieve this for their business, there’s no reason why you can’t do the same for yours. You just need to focus, do some research, and find ways to keep your content fresh, timely, and engaging for your target audience. The more they like what they see, the more they will spread the word on how great your products and services are. Good luck!
Yvonne Hart is a tech blogger from Australia. Her knowledge about consumer technology is backed up by 8 years working as a marketing professional in an I.T. distribution company. She now works as a consultant for a company that compare mobile broadband services.