Any marketing technique that has value will have people trying to exploit it, Pinterest is no different. There are people out there creating junk content, false links and automated techniques to grab any kind of attention they can.
That being said, REAL Pinterest Marketing is not spammy.
What is Real Pinterest Marketing
Pinterest is a social sharing site that thrives on great images and great content. However just because you have great content doesn’t mean you will thrive on Pinterest.
That old Field of Dreams adage ‘build it and they will come’ is again disproved with Pinterest. You can build amazing content but without a good push it won’t get the attention it deserves. That is where real Pinterest Marketing comes in. The purpose of marketing on Pinterest is to drive attention to the great content you create or have created.
Not just any attention though, real attention from real people. This is accomplished by building and utilizing relationships and networks, placing the content on related boards and utlilizing peak pinning times on Pinterest. So how is a real Pinterest Marketing campaign different than spammy one?
Real Pinterest Marketing vs Spamming Pinterest
REAL – Content will have an interesting and attention grabbing image and link directly to the related information. Here is an example of a good image that links directly to the related info (clicking on the image will take you to Pinterest and from there you can see the landing page):
SPAM – Content will have an interesting image but will link to an unrelated site or one that makes you dig deeper for the information you came to find. This image links to the pin on Pinterest:
REAL – Repins will come from real people who find the content interesting and want to save it and share it. Here is a good example of repins from real accounts on an interesting piece of content. (click the image to see the actual pin this came from)
SPAM – Repins come from fake accounts, hired pinners or robots simply to boost repin stats. Here is an example of a fake account. You can tell because most of the boards are blank, all the pins occur on one board and a lot of those pins are not related to the board topic. Also you can’t see it in this screenshot but the account doesn’t have a profile image. Spamming Pinterest would just try to gain as many repins as possible from accounts such as this one.
Pinning Times and Places
REAL – Pins will occur at optimal times (morning and evening) and will occur on boards and group boards directly related to the content, thereby building relationships with other pinners and boards owners. Here is a pin that was pinned to a relevant board:
SPAM – Pins will occur at optimal times and will blast any and all sources available disregarding potential relationships and confrontations. For example, you wouldn’t want to pin this image:
on to this group board:
REAL – Pins can be tracked directly to the source it came from and as the pin’s popularity grows so does the brand. Here is a great example of a brand using Pinterest to grow their company. Their images are unique, they link to the source they say they will and people are fans of what they are doing. Check out their Profile Page
SPAM – Pins are hard to track where they originated and often are misleading making people angry and frustrated. Here is the image you will see if a pin is trying to take you somewhere it shouldn’t. When a company puts something interesting on but then sends you to an unrelated page that is spamming.
What to Look For in a Pinterest Marketing Company
Some times it can be difficult to know who to get to help you achieve a truly beneficial Pinterest campaign. So we put together a quick list of things we would look for if we were hiring a Pinterest marketing company for our campaigns:
- Content Consultation or Creation – If Pinterest Marketing hinges on great content then a company that is after real results will want the best possible piece of content to promote. So they will guide you or help you create content that fits Pinterest specifically
- Examples – Even though companies are often limited to what they can show because of confidentiality agreements, a company that knows their stuff will show you examples of content they know has done well and be able to tell you why it has done well.
- Education – Learning about Pinterest and how it fits into your business helps you make better decisions and steer your brand. Any company we would consider seriously would be willing to educate its clients on how to be successful on Pinterest. We know as well as the next guy that companies like to keep their “secret sauce” a secret but let’s be honest, a company that is willing to disclose exactly what it is doing with your brand is a must. Secret sauce out the window we would want transparency when it comes to our brand.
- Excitement – If the company isn’t excited about the campaign they are doing for you then send them packing. There is no doubt in my mind that if they aren’t excited about your project they will keep putting it off or put minimal effort into it. We would want a company that is as excited as we are to wake up in the morning and see the growth from the night before.
Real Pinterest marketing is not spam, it is a concentrated effort on great content to draw attention from potential customers, while building future relationships. Pinterest Spammers are out there and even though they can bring you a few short term statistic increases we do not recommend any of their practices.
In time spam only causes frustration for potential clients, lost relationships and headaches in the months to come. Use our list above and find a Pinterest Marketing company that gets you excited and that you can trust, you will be glad you did.