Pinterest – there’s a right way to use it and a lot of wrong ways

Pinterest for Financial Professionals

Starting the new year off with a little fun, but a big lesson. Pinterest is a social media platform which might be on your marketing list to consider, but only if you have an awesome LinkedIn profile set-up AND the platform fits your demographic group (so it’s perfect for those of you with a woman-based business focus).  Like everything in life, there is a right way to use this platform and many wrong ways. Unfortunately, I see a lot of the wrong ones.

What’s right?

Working in financial services, many of you who are registered reps will probably not be able to use this platform at all. The compliance to monitor Pinterest is not solid yet and if you post something, you all know it must be able to be monitored. For those who can use the platform, it’s a great way to share (or “pin” as they call it on this platform) interesting articles, motivational quotes and even a few pictures of fun things (…er, I might have an entire board devoted to bacon).

  1. Pin content interesting to your followers. If you sell Medicaid Supplement insurance, what does the majority of this group like talking about? This might not only include a board for the MedSupp articles you write or like, but also home improvement projects, tips on frugal shopping and even some recipes. Whatever your audience likes and knows, share content that talks directly to them.
  2. Pin content at least once a week. Your boards need to have consistent content like any other platform. Be sure to pin at least once a week to show up in newsfeeds.
  3. Share your pinned content on another platform. Once you pin an article, share it to your LinkedIn account as an update. Cross-promotion of content is encouraged!

So, what’s wrong?

Remember your boards are a reflection of you and your business. Perception is the reality; whether we like it or not.

  • Make sure your profile picture is appropriate. I recently visited an insurance consultant’s Pinterest board where they are taking a selfie, in the bathroom with bathroom types of things around (if you know what I mean). Yeah, I don’t think so. Try and use the same profile picture you did for LinkedIn instead. The synergy will be useful when you cross-promote your pins to other platforms.
  • Check your content before pinning. If you see another pin on Pinterest you feel would be great to share, be sure and open it and make sure it goes to an actual article. A lot of people are using click-baiting as a marketing tactic (basically posting about one thing and then make you click through to something else unrelated) and this will turn your followers off – big time.
  • Secret boards – learn to use them. I was visiting a financial professional’s Pinterest profile where they had boards about small business, motivational quotes and long-term care insurance. Not too shabby right? Except, they went into the “Creep Zone” when they also had boards titled exotic, her fantasy and dream girls. Pinterest has a feature called, “Secret Boards” – use them! You can pin without your followers seeing. For example, I have a secret board for my New Years Resolutions where I keep all the articles I want to review on getting my house in order, losing weight and cocktails I want to make by the pool this year. I then move pins from my secret boards to my open boards.

Pinterest can be a “pinteresting” platform to use in 2016; make sure you do it right though! If you have questions about this or any other social media need, feel free to contact me with your questions.

Be bigger, better and more BIONIC today!

Sheryl Brown | @BIONICsocialite

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