Here’s a very simplified 6 Step Process for creating a Pinterest strategy to drive more qualified travellers to your website along with a few tips and tricks to guide you along the way. We’ve concentrated on the basics to get you up and running strategically rather than with the typical “willy nilly”, shotgun approach.
If you have questions throughout the process (or just reading this is completely overwhelming) please feel free to contact our team for a free 30 minute consultation. And check out our article: Why Your Travel Brand Can’t Afford to Miss Out on Pinterest
6 Steps to Getting Started With Pinterest
1) Take an Inventory of your Content
Take an inventory of all the visual assets (photos, videos, infographics etc.) you have published on your website or blog now. Then add all upcoming visual assets you have planned in your editorial calendar. Finally, itemize any visual assets that are not currently published to your website. It is possible to upload directly to Pinterest, although it is always best to host them on relevant pages on your website.
Use a spreadsheet to combine all of these lists and identify which images on which pages of your website you’d like to pin. This list will give you a good idea of whether you have enough visual content to get started with, or if you need to ramp up content creation.
For travel brands, it is often useful to have a blog, news section or additional photo galleries to pin fresh content from throughout the year. Photos will be pinned and link back to the related content to help promote articles with a new audience.
2) Find Complementary Pinners
Search Pinterest for complementary pinners and brands so you can mix up your boards with content from your own site, and others. You’re looking for companies and individuals who target the same audience as you, but do not compete with you.
It is important to have a balance of your own content and to play nice with others. A common benchmark is to pin 60% of the content from your own site, and 40% from other brands websites or Pinterest boards.
Look for Pinterest users with a variety of content. Beautiful hotel and beach photos are not enough. Pictures need to put the potential traveller ON THE BEACH from behind their computer or mobile device. Mix up lifestyle photography with room shots, close ups of stylish details and other aerials when possible.
3) Organize your Boards
Decide how you’d like to organize your boards. Your boards do not have to follow your website navigation structure. Put yourselves in the shoes of your potential customers and how they will search and browse for information related to travel.
Some travellers may be in the discovery phase of their travel booking vacation planning. For example, they may be searching for “beach vacations” or “Europe”. Others will already have a destination in mind, and are looking for specific activities or things to do in that location.
Some photos and videos may belong in more than one category or board. While it is possible to pin photos to more than one board, you should schedule them a minimum of 10 days apart to avoid duplicates in your activity feed.
4) Plan and Schedule your Pins
Typically you will want about 10-20 pins per day. Not all brands will be able to support this level of activity from owned/internally created assets alone. Refer to your master list of assets and decide how many pins you can feasibly generate based on existing content already published on your website, and how much content you can afford to generate either in-house or with help.
Add a date column to your master spreadsheet to plan and schedule your pins in advance according to your content calendar and prime travel booking seasons. For example, if you are promoting honeymoon travel, most brides and grooms are booking their honeymoon 4-6 months in advance of their wedding. Working back from the busiest months for weddings (May through September), you should be pinning honeymoon related photos January to April.
You will supplement all of your pins with content from other non-competing brands.
Boards should have no fewer than 5 pins when you publish. 10 pins is great. Consider using secret boards to get your content ready before it is public. However, remember that the pins within a secret board do not get published in a user’s feed. So save your best pins to be added to the board after it goes live.
5) Engage with your Audience and Influencers
Review your account activity feed to engage with users who have engaged with you. It is quick and easy to like, comment or follow a users board to return the love. This will likely be a daily activity so delegate a minimum of 30 minutes to an hour for engagement alone.
The same type of activity can put you on the radar of influencers in your category. Interacting on various social media can pave the way for a larger conversation about working together.
Using a tool like Piqora allows you to measure the ROI of your activity on Pinterest. For example, travel booking websites can determine how many bookings were generated from users that came from Pinterest.
Decide which types of photos (lifestyle vs serene hotel shot, sunset vs midday sun, aerial vs tightly cropped) are performing the best based on your key metrics. Revise your image capture or content creation strategy based on what’s working.
Your Pinterest metrics can also help you to determine which photos to use on your homepage, in your e-newsletters, in banner ads and more. Check which photos are getting re-pins, comments and likes, and have the highest ROI.
Wondering if the investment in Pinterest is worth it for your brand? Read our article: Why Your Travel Brand Can’t Afford to Miss Out on Pinterest
They key to getting more travellers from Pinterest to your website is creating unique and original content. Digital Coconut can help you create stunning visuals and promote them across various social networks including Pinterest, Facebook, Tumblr, Youtube and more.