This November, Pinterest became the fastest-growing platform for online content sharing, according to a report by Share This. Originally thought of as a platform only for women, Pinterest has recently extended its demographic to reach new consumers in creative and interesting ways. Jewelers, with such visually appealing products at your fingertips, can benefit from having a Pinterest presence and should get started "pinning."
Think of Pinterest as a place to save and find online visual bookmarks of things you love. Once you create an account for your company, you can start "pinning" images and links from your website and others into "Boards" that you categorize any way you wish: favorite gemstones, Holiday gifts, Design Inspiration, Trends -- anything you wish! More on getting started with Pinterest.
Pinterest allows jewelers to have maximum engagement with online users, both near and far, using visual cues. Jewelers can capitalize on Pinterest by catching the eyes of their consumer base by pinning engaging photos of their jewelry product, seasonal graphics and even highlight their promotions.
Jewelers should also consider adding the “Pin It” button on their websites (details on to set it up here), making it simple for visitors to pin and share jewelry and content from your website with hundreds of other Pinterest followers. This is a great feature that can get your jewelry and company's information shared again and again and seen by thousands -- maybe millions -- of Pinterest users.
Once you've set up your Pinterest presence, it's time to start having fun building your "Boards." Jewelers of America's new social media marketing partner, Likeable Jewelers, suggests some creative ideas for jewelers to use Pinterest to their advantage:
1. Employee Recommendations: Pinterest is the perfect outlet for advice or recommendations straight from your staff. Employees are hired for their expertise, so be sure to value their opinion. Let them represent your brand and show off their favorite pieces in your collection.
2. Guest Boards: Having customers or Pinterest followers get involved in your Pinterest boards is a smart idea for jewelers to increase user engagement. It also allows for automatic feedback and insight on your product. Along those same lines, creating a board that is specific to customer feedback and experience is a great way to show that your jewelery store really values its customers.
3. Curated Designer Boards: Consider creating a board that spotlights some of your key designers, or have them create their own boards that include pictures of their favorite things, design inspiration, and some favorite pieces from their collection (that customers can find in your store, of course!). Think of it as a virtual Trunk Show -- easier to set up and with a reach of millions!