According to published reports, there are 335 million active monthly users on the social media platform Pinterest. So, it’s no wonder that venues want to use this social media platform to grow their business.
If you’re thinking about adding Pinterest to your social media strategy to increase awareness around your private events program, read on.
We chatted with Brittany Jorgenson, venue director at Storybrook Farm, about how Pinterest has changed the way she’s managed special events.
Reach a whole new audience
As a venue that throws events, you’re likely already knee-deep in managing social platforms like Facebook, Instagram, and Twitter. But adding Pinterest to your social media strategy could help your business reach a whole new audience. Creating public boards on Pinterest means any user can view an image pinned anywhere on the network. Rather than focusing on personal updates, Pinterest focuses on sharing useful content. That means you’re able to connect with anyone who shares your interests.
“Having clients know that we’re ‘on board’ with their [Pinterest] wedding boards, which we actively use to help design their dream day, really helps them feel comfortable with putting their event in our hands,” explains Brittany. “[Our profile] also shows that we have a diverse online presence. [That’s important when] connecting with millennial couples.”
Drive more traffic to your site
Pins on Pinterest are automatically linked to a URL. If someone clicks on your pin, they can easily go to your website. By incorporating Pinterest into your marketing strategy, you can convert these viewers into leads, and eventually event clients. “Since creating and developing our Pinterest profile, our online visibility has increased, as has our relevance to potential clients,” says Brittany. Another advantage Pinterest offers is that pins virtually don’t expire. Pins can drive traffic to your venue’s website for months or years after they were first posted.
Deliver visual content
A picture is worth a thousand words. That’s why eye-catching images rule the Pinterest sphere. As a venue that hosts events, sharing quality photos of past event details can entice potential customers. Pinterest is all about sharing visual content. Figuring out how to re-pin photos or blog posts that resonate with your audience will help you get the most out of this social platform. “Pinterest is a platform for dreaming and planning,” says Brittany. “It’s great for people who like to organize and curate. It’s a place that I like to come back to time and again to see the stories that people create within each board.”
Elevate your brand to be inspirational
Pinterest provides helpful, inspiring ideas, whether that’s new recipes or wedding decoration tips. As a venue, you’re able to give people creative ideas that help them curate the next event they want to throw. Try to have a mix of aspirational and actionable pins. This will allow customers to see your brand as inspirational. (And, ideally, to see your venue as somewhere they’d like to host their event.)
“We still pin our own photos into our event idea boards to show that we’re capable of creating relevant content,” says Brittany. “But we pair it with inspiring pins from others to construct a rich and interesting board. We hope this will attract other like minds to it and to our business profile.” She adds, “Don’t be afraid to pin ideas from other sources, as long as the content enhances the board you’re creating and contributes to the tale you want it to tell.”
Discover emerging trends
Pinterest is a great way to discover emerging trends and get ahead of the game. You can use Pinterest as a business to see what pins are the most popular in your industry. Then, you can incorporate that into your marketing strategy. For example, are images of brunch weddings popping up all over your feed? Let prospective clients know that your venue is open for breakfast receptions. “We’ve found all sorts of great ideas for event props,” says Brittany.
She names items like lighted mailboxes for wedding cards, outdoor lounges, farm table designs, and tent draping. These are just a few of the projects they’ve seen on Pinterest and incorporated into their own events. “Many of them are DIY ideas for items we already had on hand or could pick up inexpensively, and improve upon to add value to clients’ experiences,” she adds.
Now that you know how Pinterest can help elevate your marketing strategy, read what else your venue should be doing on social media.
Editors Note: This blog post was originally featured on the Gather.com blog.
