I live in Sweden, the home of IKEA. Because we Swedes spend so much of the year escaping the bad weather, we make sure that our homes are at their best. Maybe that’s why on any given weekend it feels like half of Stockholm is traipsing around kitchen stores looking for inspiration. Everyone wants a beautiful, well-designed kitchen.
In a small country like Sweden, IKEA has incredible penetration. I don’t know anyone who doesn’t have something from IKEA in their kitchen!
With everyone buying similar products there is a tendency to see the same thing again and again. When we bought a new Ikea kitchen for our house in France, it was the same one as the my neighbor's’ back home. Even down to the countertops!
That’s why kitchen design firms that offer unique design solutions, helping customers remodel their kitchen with great cabinets and worktops, offer us Swedes the chance to have something different from everyone else.
The trouble is, it’s not always easy to get your message in front of people. No one likes spammy emails. And an you remember the last time you got a lead from an expensive advert is a magazine or local newspaper? Most small kitchen design companies don’t even have that kind of budget anyway.
That’s why it’s important to make sure you’re rocking your digital marketing game plan. And that means rocking Pinterest!
How People Find Kitchen Design Companies Online
In a word: Pinterest.
It's a phenomenal resource for inspiration and ideas.
Users create inspiration boards, collecting beautiful photos alongside tips and tricks.
If you work within the kitchen industry, don't focus on Facebook. Pinterest is an important social media channel when marketing your business online.
According to Omnicore there were 150 million active users on Pinterest back in January 2017. In real terms, we’re talking 50+ billion pins and 1 billion + boards.
Now, not everyone is pinning and checking out kitchen remodelling ideas, but one figure did catch my eye: 2 million Pinterest users save shopping pins on boards daily.
That’s a lot of pins!
And although not everyone is looking for kitchen remodelling tips, stumbling across something else whilst looking for something is a common way we discover something new.
After all, who hasn’t clicked a pretty picture online and “woken up” 20 minutes later to find themselves looking at photos of cats. That’s why social media can be such a time suck!
So this is why your kitchen remodelling firm should have a strong presence on Pinterest! All that pinning is a great way to get in front of people and build recognition and awareness. But Pinterest does more than create awareness. All that pinning can lead to click throughs to your website, feeding your sales funnel.
How to use Pinterest if You Work with Kitchen Design
Title Your Boards with Keywords
Your mindset should be “think search”. Pinterest, like YouTube, is fantastic when it comes to being able to find things. Make it easier for people to find your kitchen design business. So use keywords in your board titles. For example, you might have a Board about “Quartz Kitchen Countertops”. Another might be about “Scandinavian Kitchens”.
Select a category for each board. This makes it easier for people to find them. It also makes it easier for Pinterest to organise where your board shows up.
Use keywords in pin descriptions
Make sure each description that you write to go along with a pin is informative. Again, use keywords to describe the product or service you’re highlighting.
Create vertical images
Even if it goes against your instinct to create horizontal images, it's vertical images that work best on Pinterest.
Why? They take up more space and so stand out. Snappa is a fantastic resource for creating custom graphics to use online and they recommend images should be 735px x 1102px. Although that might sound like a really long image, it’s actually a very powerful way of getting noticed because brands typically seem to go with horizontal images. Plus, if users are on mobile, it just looks better!
Don’t forget to link to your website
Pinterest lets you use links in two ways: you can put a link in the pin’s description or the source for the pin. Use these links wisely! And remember; if you upload images to your boards, make sure that the there is a link to something relevant.
Use great photos on every page of your website.
As a design or remodelling company, you need great images to generate more interest and build brand awareness. By using fantastic photos, you’ll encourage visitors inspired by your work to pin it. To make this even easier, put a Pin It button next to the image you want pinned!
Provide Tips or Tricks
Whilst you might already be using your blog to show how knowledgeable and helpful your firm is by regularly posting blogs, Pinterest boards can be a great way to build trust and interest.
Sharing tips and tricks on Pinterest will increase people’s trust in you. Hey, you’re not only designers. You help solve customers’ problems!!!
For some businesses, it can feel like giving the farm away by providing really detailed help for free. But we’ve learned ourselves that sharing some of your best skills actually shows customers what they can’t handle themselves! So they reach out to hire you!
Remodel Your Marketing Today!
Just like you’re committed to helping customers get the kind of kitchen remodel they want, here at team Moondog we’re here to help you rock your marketing. Don’t hesitate to set-up a call to discuss how we can help you with strategy or content creation to use social media channels for your marketing.
“Apex Cottage White Kitchen” by Flickr user Steve Larkin, licensed under C.C. by 2.0.
“Dreamhouse” by Flickr user Susan Serra, CKD, licensed under C.C. by 2.0.
“Pinterest” by Flickr user charlene mcbride, licensed under C.C. by 2.0.
“Pinterest” by Flickr user Meaghan O'Malley, licensed under C.C. by 2.0.