Pinterest isn’t automatically thought of as being a key social platform for construction marketing, but I believe it’s one of the most useful and one of the most underused in the industry.
Current demographics suggest more women than men use the visual bookmarking service, but this should not negate the platform’s usefulness for the AEC sector, because there are so many benefits. Users in the US alone are predicted to reach 50 million by next year. There is an interesting recent article on Pinterest statistics via Sprout Social.
This blog post looks at the how and why of Pinterest for construction marketing.
Why should Pinterest be used to support construction marketing?
So, in an already over-crowded space, with multiple platforms clamouring for space and attention, why should Pinterest be used as a key marketing tactic in the construction and built environment sectors?
1 – It’s visual
Design, construction and engineering are beautifully visual activities and this this alone makes Pinterest perfect for showcasing the expertise in the sector. From creating boards showing design inspiration and themes, to uploading progress and completion project photos, the possibilities for communication and story-telling are endless. Furthermore, content does not have to be static and can include YouTube videos or SoundCloud files.
2 – It drives traffic back to your website
Key to the point above being a success is pinning content (photos, images, videos and infographics) which are interesting, attractive and informative, as well as referring the pinner back to an appropriate landing page on your company website, increasing traffic back. This may well include people who hadn’t heard of you before, but may now want to work with you in the future.
3 – It can develop and strengthen relationships with key stakeholders
By pinning content shared by organisations and people you work closely, with or want to work with, you will further develop relationships and links with them. A relevant example of this could be architects, contractors or engineers using boards to pin products they may want to specify in future projects, or examples where products have been used before. Remember to tag the photos appropriately. Equally, product manufacturers may use Pinterest to supply the need and get products in front of specifiers via a different platform.
When people comment on your pins or repin them, remember to respond to their comments or thank them for the repin. Social media is about relationships between people, after all.
How should Pinterest be used to support construction marketing?
1 – Pin collateral
Use Pinterest to pin all that collateral that the marketing team is usually nagging you to help them to write. See below.
2 – Create multiple boards
Create multiple boards, with clearly defined purposes.
These should cover:
- Pin CVs and photos which link back to the team page on your company’s website. This shows potential clients who they would be working with.
- Pin photos and information of activities which demonstrate the culture of your business. This could be social events, charity activities, training or working on site.
- Encourage your team to directly contribute to your Pinterest by giving all members of staff their own boards on your account, so they can use them to pin photos of inspiration and ideas. This will enable your team to directly communicate with potential clients and other stakeholders.
- There can be no better way for an architect, contractor or engineer to clearly demonstrate their expertise than via a dynamic online portfolio.
- Project photos, including themes and inspiration, progress and completion photos.
- Collateral, for example project information sheets and case studies, as well as any other copy which has been repurposed for Pinterest.
- Pin the images from your website, so that traffic is referred back. Also pin the first page of the case study or other piece of collateral and make sure the link takes the viewer back to the right landing page on your website.
- Pin the first pages of your (online) brochures, taking the viewer back to the page where they can be downloaded. This could be via your own website or on your account on Issuu.
Blog posts and key web pages
- Using rich pins for articles, pin your company blog posts.
- Pin other articles of interest, for example industry trends or changes in legislation.
- Create infographics to clearly chart out your company’s approach and process to key activities. This could be design, planning, preconstruction and construction or handover. Infographics are much more likely to be repinned, because information is easily understood.
These are just some ideas I have been mulling over, but I would love to hear what you all think, and how you are using Pinterest to market your construction business.