5 Ways to Make Pinterest Work for Your Association

Is your association ignoring Pinterest in hopes that its popularity falls stagnant like Myspace or iTunes Ping?

If you’re looking to grow your association’s membership and promote your valuable educational content, avoiding Pinterest could be a big mistake.

I recently saw this great infographic called “Pin It to Win It” that does a great job of breaking down Pinterest for marketers. Here’s what I learned.

Defining Your Target Market

Before deciding to add Pinterest to the list of your association’s social media sites, it’s important to determine if their typical users align with your target market.

Here are a few facts about typical Pinterest users:

  • 87% of Pinterest users are female.
  • The most popular age range is 35-44 (29%), followed by ages 25-34 (27%).
  • The average income of users is between $25,000-$49,999 (37%), followed by $50,000-$74,999 (33%).

If this profile sounds like the members your association is trying to attract, then it’s time to fit Pinterest into your social media strategy.

5 Tips for Targeting the Right Audience on Pinterest

  1. Research your target market. How are the members you want to attract using Pinterest? What categories are they interested in? What content are they pinning? You want to make sure your association is posting relevant content your potential members will find and be interested in.
  2. Utilize the “Pin It” button. Your social media widgets should already be front and center on your association website or digital publishing platform. Simply add the “Pin It” button so users know your association is active on Pinterest, too.
  3. Make your content “pin-able.” Since Pinterest embraces the use of visual content, you should audit the images on your association’s website. Are there images on every page of content? Try to pin each page of content on your website. If an image isn’t available, users will not be able to pin content onto their boards.
  4. Don’t use Pinterest solely for self-promotion. Yes, your ultimate goal may be to expand your brand and increase membership, but Pinterest users don’t necessarily want to be “sold to.” Post content they will find valuable such as past conference proceedings, publications and other content you house in your digital publishing platform. Think of Pinterest as another way to promote your content marketing efforts.
  5. Learn from other associations on Pinterest. Do a search for associations on Pinterest. Who is showing up? How are they ensuring they’re found in searches? What boards have they created that have gained a significant number of followers? Apply some of what seems to be working for other organizations.

How have you seen other associations use Pinterest to attract more members? Give your input in the comments section below!

Pinterest for Associations – Visual Content is Key

With travel budget cuts affecting your meeting attendance, engaging members year round with your association content is more important than ever.

Finding the right way to deliver educational content is critical, and more and more associations are taking advantage of social media sites to reach their members and attract new membership. Chances are if your association is doing this, Pinterest is already on your radar.

Pinterest is a popular virtual pinboard where users can bookmark all the fun and inspiring content they find on the Internet. But just because it’s popular, doesn’t necessarily mean it’s right for your association.

3 Questions: Is Pinterest Right for Your Association?

  1. Do you have visually appealing content?
    Does your association have fun infographics, engaging eBooks and free on-demand webcasts to share? It may be the perfect time to consider making over the first page of your association eBooks, or the cover page of your white papers. If your content is extremely text heavy, stick to Twitter and LinkedIn. Pinterest is all about creating a visual representation of your association content.
  2. Do you have somewhere to link out to that makes sense?
    Remember… You’re dealing with visual learners, so you don’t want to send them to a page with long paragraphs and little white space. Make sure you’re linking your “pinned” content out to visually appealing websites.
  3. Are your members using Pinterest?
    If your current members aren’t using the new social platform, chances are your target market isn’t either. Make sure the social sites you are choosing to present your association on are the ones where new membership can find you. But remember, just because your members aren’t using Pinterest or other social media sites today, doesn’t mean they won’t be using them in the future. Keep these social sites on your radar.

If you’re still not sure if Pinterest is the right social media platform for you (or maybe you’re a visual learner who needs an infographic rather than a blog article to decide), check out this decision tree by Column Five Media and published by Intuit : Should Your Business Be On Pinterest?

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