As a home builder, how many times have you had someone show you a “pin” they found on Pinterest and said, “This is how I want my (insert feature here)”? If you create and develop a strong presence on Pinterest for your home building company, it will be your pins that your potential clients are coming across, and that could mean the difference in them choosing your company or choosing someone else to build their new home.
Pinterest establishes you as a helpful resource and an industry expert when used correctly for your business. With roughly 100 million active Pinterest users, we can almost guarantee that most of your future clients have browsed for ideas using this popular platform. With all of those people using it you might wonder how we are supposed to get your pins in front of their faces above all of the others. Well, that’s where the fun comes in.
Hashtags, links back to your website and calls to action (CTAs), among other practices, will help your pins gain traction. Using keywords you are wanting to rank for in Google in the captions of your pins in the form of hashtags is a great place to start, and then including links back to related pages on your website and/or blog on each pin will help guide more people to your website. You can also use CTAs as pins, which will be attractive images that get the attention of the right people (your target audience) and when clicked upon, these pins will take people directly to a landing page/ contact form to enter information to either receive a piece of valuable content (should you choose to do a content offer down the road) or simply to provide a way to contact you about more information on home building in your area.
Pinterest place pins can also be included in the pins of your current or past projects which will display on a map of your area the exact location of said project, offering a way to visually assist potential clients looking to build in your region.
Pinterest also has a built-in analytics system that shows you geographic locations of where your audience is coming from the most, based on who engages with your pins. It also shows what types of pins the most people are re-pinning from you and who is doing the most pinning. You can follow the boards/ accounts of these individuals and nurture them into leads by way of targeted pins and avenues to your website if they are qualified enough.
This built-in system also shows how many times individual pins show up in searches, how many times people click, how many times they re-pin, and how many likes they get. All of these things will help you to target your audience better and distinguish the qualified leads from the fluff.
You can use UTC codes to put at the end of certain pin URL codes to group them into “campaigns.” These campaigns will focus on a certain design aspect, location, or target audience you are trying to reach out to in order to encourage leads. The UTC code allows the pin to be tracked in Google Analytics and then you will be able to track exactly what type of things are attracting users to your website the most and make adjustments accordingly. You can then use that information in many different ways, such as adjusting keywords, planning Google PPC ads to rank higher in search engines, coming up with blog topics, etc. The more data the better when it comes to lead generation and Search Engine Optimization (SEO) strategy and Pinterest is another way to gather such information.
One great thing about Pinterest, is that your account will be connected to your business for as long as you want, and it will only build upon itself, creating more keywords, links, backlinks, and overall more exposure for your company over time. It will work for you even when you aren’t working. Not sure you have the time to create a Pinterest strategy that incorporates all of these aspects into one seamless lead-producing machine? Well, that’s where Paveya Internet Marketing can help! Even one lead that was nurtured through awareness and engagement with your company on Pinterest would pay for your investment in this service 10 times over.
Social media is continuing to climb as a resource for buyers looking for information and for social proof, or real people like them sharing and promoting businesses through engagement online. If you choose not to create and implement a Pinterest strategy, you aren’t going to be penalized by Google or lose the referral leads you might be getting anyway through word of mouth, but you will miss out on all of the opportunity I mentioned above, and risk the chance of falling behind competitors who are working to put their name in front of your potential clients by way of social media.
For more information on how Pinterest can help your home building company attract more people and nurture them into becoming customers, give us a call at 1-855-372-8392 today!