15 Jan Resort Marketing: Using Pinterest to Appeal to Travelers
We’ve talked before about how marketing managers should always closely examine their target market to understand where people hang out online.
We’ve also talked before about using images to appeal to a wide range of people with beautiful, intriguing, or engaging photos and illustrations.
For marketers who manage resort marketing strategy, the two combine in what may be the perfect social media platform for the hospitality industry: Pinterest.
Pinterest has over 27 million users pinning and sharing visual content. It’s one of the fastest-growing social networks.
Like other social marketing sites, efforts on Pinterest should be focused on engaging and interacting: with current, past, and potential resort guests and anyone who is considering traveling for business or leisure.
Pinterest is a great way to shine with creativity because it focuses on lifestyle and image, two things that persuasively tell the story of resorts that cater to travelers looking to escape to a more-gorgeous-than-reality getaway.
Resort marketers should keep in mind that Pinterest, like most social media platforms, is not a point of sale. It’s a tool meant to direct traffic to a resort’s site for more information on how to book a fabulous vacation. To that end, pins should aim to speak to travelers’ interests rather than sell the resort itself.
Some definitions for new Pinterest users:
- Pin (n) = the image-based link uploaded by users to the site
- Pin (v) = to upload an image-based link from a website
- Pinner = user
- Repin = saving another person’s pin to one of your pin boards, which also shares it in the pin stream of people following you
- Board = a set of pins you bundle together along a theme. Think separate cork boards on your wall to which you affix a theme set of pictures.
How to use Pinterest
Step 1: Be sure to completely fill out your profile, including a photo of yourself.
Step 2: Read the terms and conditions.
Violating these is equivalent to spam, never a good marketing idea.
Step 3: Create boards along themes you have determined as relevant to your target audience.
Here are some possible themes for your resort’s Pinterest boards:
- Exotic locales
- Home décor
- Fun times
- Amazing photographs
- Beautiful weddings
- Amazing photgraphs
- Where to Eat
Step 4: Complete your boards.
From your main profile page, four pins on each board are visible. It’s a good idea to fill up each board with at least four pins at first, to avoid empty spaces when visitors see your profile page.
Step 5: Start following people with like interests
Step 6: Repin useful pins to the relevant boards
Done strategically, this is a great way to add followers, who see when you repin their pins.
Check the source of a pin by clicking through to the original website it came from. If it’s spammy or a bad link, don’t repin.
Step 7: Create some pins of your own.
You can do this using content from your blog, using highly shareable images. What’s a shareable image? Ask yourself if the image is something you’d share with friends.
When creating your own pins, keep good SEO practices in mind. Link the pin to the source—your blog or website—and use relevant hashtags and keywords in the description and title.
Some things to create pins for:
- Beautiful shots inside and outside your hotel
- Food from your resort’s restaurants
- Shots of amenities
- Happy guests, if they give their permission
Be sure to space out your pins. Don’t pin too many things to a single board all the same time, or add a lot of pins all at once. Spread your pinning activity throughout the day. Pins show up in users’ feeds as you pin them, so if you do all your pinning in one part of the day, they’ll be missed by a large part of your followers.
Try to create content exclusive to your pins, unique to your brand, to encourage others to follow you and repin.
Step 8: Engage.
Comment on pins and tell the original pinner you’re going to repin it, and why. This step is often overlooked, but Pinterest is a great tool for strategic socializing just like Twitter or Facebook.
With these steps, you’re well on your way to using Pinterest to generate interest and a dedicated following for your resort.
by Kimberly Paine
featured img: włodi