We have been advertising on Pinterest for a number of years now. We have seen it work well for sellers in the home renovator market whose products or services deliver a visual impact. Think architecture, flooring, cladding, flooring, window treatments, pools, and landscapes. Here are three quick reasons why it could also work well for you.
1 The platform is cleverly crafted to help those planning their next renovation project.
Recently, Claire and I did a small renovation project on our bach. It needed some new joinery, a change of cladding, and a lick of paint both outside and in. With it having a brick exterior we were not sure what colour combinations to go for. Black joinery on natural brick or maybe a painted brick look with joinery to match?
So we headed over to Pinterest, typed in the combination descriptions we were looking for, and ba-boom – within seconds were presented images to progress our thinking. Wanting to collate these in some order, we created a private Pinterest board and saved the more relevant ones. In this way, we curated our own “looks that could work” place on the internet.
Within half an hour we could see that black joinery on natural brick was the way to go for us. We then started researching options for inside, where we had an exposed wooden ceiling and were undecided on whether it should be painted or left as is.
Again the same process – search for what we were looking for (“white painted wooden ceilings”), set up a board to place what we find, then sit back and make a decision on the way forward. It ended up being painted. The whole research and discovery process was seamless. Plus, being older folks with eyes that need a bit of help, doing all this on the handy Ipad was ideal.
Now let’s try and create a similar experience across other platforms.
On Facebook or Instagram, I may have gotten lucky and stumbled across the look I was interested in. If I was really lucky. Collating ten or twelve different versions of the same look so I could compare options would have been next to impossible. Plus, if there was a look that worked, where would I have stored it? As a screenshot on my camera, no doubt, to be mixed up with all my other snaps.
Google search would have possibly pushed me onto various websites where, again, I may have found a carousel of similar styled finished work on a joinery website. However, I may also have needed to head over to a painter’s website to see the difference with a painted brick option.
Perhaps Google Image search could have filled the gap – but again with no place to collate any images and again the risk of heading down a website hole never to escape.
Pinterest must be hands down the fastest way to plan the creative side of projects. But don’t take my word for it – try it for yourself and see how it compares. Then think about who you would like to introduce your brand to as they plan a project that could include the services you deliver.
2 This early planning stage is an ideal time to introduce your brand.
We all know Google search is expensive. Yesterday, I picked up on Google charging $33 plus GST for one click in one reasonably competitive home renovation market.
When we started buying Google advertising back in 2005 clicks were below a dollar. We are in a completely different stratosphere of pricing now.
Some of your cheapest clicks are from your brand advertising. So it makes sense to have your digital marketing strategy promote your brand in other channels. That way, when prospects arrive at Google they’ll look for you by name, not industry category. Think ABC Kitchens v Kitchens Design Christchurch. The strategy makes sense – the challenge is finding the most cost-effective way for brand promotion.
If Google search is all about text – eg keywords and text ads – and Facebook / Instagram is video and carousel content, then Pinterest is an image/video game. Beautiful images displaying your work presented on Pinterest to the right audience can create a brand-building engine – both in the boards you create and also the advertising you deliver.
Which leaves us with the final plus. Simply by the nature of the solution Pinterest delivers, its users are a natural audience to target.
3 The platform is a target audience in itself.
I have written before about how targeting the right prospect across digital marketing is harder than it was 12 months ago and will be harder still in the future. Perhaps Pinterest could deliver some stability during all this change.
Let’s look at what isn’t going to change as people become more careful about how their personal data is shared across platforms.
- People will continue to visit Pinterest for creative inspiration.
- They will use the platform’s search capability to find inspiration in the areas that interest them.
What will change is your understanding of who becomes a lead from this activity as website tracking across all platforms becomes progressively more fuzzy.
Match this with your ability to create beautiful work and the prospect’s desire to find and own beautiful projects, and Pinterest could be the ideal matchmaker between the two of you.
So there you have it, three reasons why Pinterest works well for the home renovator market and why we think it should play a part in your digital marketing activities. Contact us today if you would like to learn more.