Go to many websites and your eyes glaze over. They are on-line brochures loaded with boring text and phrases like “Best-in-Class” “Mission-Critical” and “Synergistic”. They have become meaningless to consumers.
Not only do we not have time to read the copy you spent weeks crafting with every word and phrase meant to impress possible buyers, but our brains hate words. We want pictures and videos of REAL people having a conversation with us. Get that over-produced video with the actor walking out on your homepage off your website! We want to hear a short message from YOU. From the owner, or the team we will be working with. And the photos of perfectly diverse team members smiling in front of a poster-board, is the same stock image used on thousands of other sites–we are no longer fooled. They don’t really work at your location! Show us the people we will speak with when we call your place of business (yes you may have turnover, but photos can be changed out!).
Facebook helped consumers realize that brand statements could be shortened AND encourage feedback at the same time. We took all of our website copy and broke it into bite-sized pieces and asked for our consumers to interact with us. Some brands have even added photos to go along with those statements.
Twitter taught us that brevity is king and if we can’t say it in 140 characters, people won’t take the time to read it. It has started affecting the attention span of the world. Our brains can’t even process more than 140 characters at a time without needing a break. (You’ve probably taken 18 breaks just to get through this much text (hopefully the photos have helped!) Even reading email messages have become weary–we just don’t have the time (or the attention span) to read all of those…WORDS! Twitter also taught brands to have conversations beyond promoting their own products or services. They could be helpful…in 140 characters!
Pinterest came along and changed our communication style again. Pretty pictures rule! Pinterest exploded on the social scene in 2010 and many asked “What’s the attraction?” Pretty colors…Shiny objects…IMAGES, IMAGES, IMAGES! Where are the words? They are FEW and hidden. Some companies are now loading white papers and infographics, but it is the big, bold, photos that are being REpinned by the masses (330 million active users each month as of March 2019).
Whether your brand chooses to create a Pinterest account or not, is one piece of the strategic marketing puzzle, but your brand should definitely make sure your website is PINNABLE. If you are a hotel, you want people to pin gorgeous photos of your property, your food and beverage options, meeting spaces, and table settings. If you sell hammers, be sure to have great pictures of tools, as well as projects that people can make with your hammers! Your name and your website be virally spread since each PIN taken from your website links back to the page it came from.
Here are the steps to see if you have good PINNABLE items on your site and then what to do about it:
- Go to https://Pinterest.com and add the PIN IT button to your browser. (You do not have to join Pinterest to do this)
- Go to your website and click that PIN IT button. It will reveal any photos that are PINNABLE (only IMAGE FILES can be pinned. If all of your images are Flash, they will not be PINNABLE)
- If you have created a Pinterest account, you can now add this pin to a board. (Stay with me here–it gets better!)
- Create boards that include recommended books, products you love, places your business serves, and more. (When you join Pinterest, start by looking around. Search for other brands you like. See what they are doing and how they are using the service.)
- If you do not have a Pinterest account, make this part of your strategic marketing plan. What do you have to offer that can be communicated through photos. How can you begin telling the story of your brand through pictures? What information do you want to get in the hands of your target audience? Are there pictures that convey that information?