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The remodeling industry and the way contractors attract and interact with customers has changed a LOT over the past 10 years. The digital age has re-written the playbook for marketing your remodeling company. Where it used to be the contractor’s job to come up with ideas and present them to the client, more and more often customers come to remodelers with ideas in-hand, knowing what they want—largely thanks to idea-sharing apps like Pinterest.
So how can you stand out to customers while they’re in the idea-gathering stage? With Pinterest advertising.
What Is Pinterest?
Pinterest is a social media platform that’s built for beautiful photos–which the remodeling industry is perfectly positioned to provide! It’s the perfect little corner of the internet for people to organize and share all of the inspiring, creative, unique, and interesting things they find on the internet.
Planning a remodel can be a daunting task for any homeowner, and many look to Pinterest for help collecting ideas—in fact, 60 percent of pinners use the site for home decor and design ideas. The social platform provides an easy, commitment-free way for users to collect ideas and inspiration for their dream homes, sometimes before the word “remodel” even crosses their mind.
For remodeling companies, leveraging the use of Pinterest can bring in big time sales—87 percent of Pinners have purchased a product because of Pinterest, and 93 percent of Pinners have used it to plan a future purchase.
But what about other social media platforms? Yes, your business should be on them. Each platform has different features and best practices, and of course maintaining your business’s Pinterest profile shouldn’t be your only form of marketing–it works best as a secondary marketing tool that can help build awareness, show skills, and help customers describe their design style. That being said, there IS marketing value to be harnessed from Pinterest—the platform’s 175 million monthly active users represent a massive opportunity for your remodeling business.
Pinterest Ads vs Facebook Ads
You may be thinking “it’s already a lot of work to update my remodeling business’s Facebook page and manage those ads. Do Pinterest ads work?” In fact, Pinterest is actually better at inspiring purchases than Facebook! This makes Pinterest ads a cost-effective way to generate leads, and have customers diving into the sales funnel like a water slide on a hot summer day.
The beauty of Pinterest ads is the effective way they are set up, displayed, and paid for. It’s like the best of both words between Google AdWords (serving people ads based on what they’ve searched) and Facebook Ads (serving people ads based on demographics like age or income).
Plus, Pinterest ads allow you to be more creative. Unlike on Facebook, there’s NO 20 percent text rule! The only limitation with Pinterest ads is you can’t reference anything “free” since Pinterest is designed to be evergreen, meaning the pin will last forever, long after any promotion is over. Since remodeling is generally far from “free,” this shouldn’t be much of a concern.
Still not won over by Pinterest ads? Case study after case study has found Pinterest ads bring in more traffic, more subscribers, and more sales than Facebook ads. Not to mention, Pinterest drives more traffic to websites and blogs than Twitter, YouTube, Google+ and LinkedIn combined.
While everyone else is competing for ad space on Facebook, your remodeling business should be leveraging Pinterest ads. Why?
- It’s a relatively untapped market
- There’s less competition on Pinterest
- 67 percent of Pinners are under 40 years old—in case you were wondering how to sell to Millennials
- Pinterest ads cost less than other social media platforms (although this varies)
- Pinterest ad targeting is laser-focused, based on keywords AND demographics
- Pinterest converts ads into sales better
- Pinterest gives you great data to analyze (more on that later)
- Pins last forever—and 80 percent of Pinterest content is repined for later viewing
- Pinterest ads can take users through the entire marketing funnel, not just generate awareness
The Best Type of Pinterest Ads for Remodelers? Promoted Pins.
One of the great features of Pinterest ads is the way they are integrated into the platform’s content. Promoted Pins don’t interrupt or distract Pinners; they’re nearly indistinguishable from the surrounding pins, not tucked away on a sidebar. This is definitely a plus for your remodeling business, because users generally respond better to ads that don’t block or obstruct their experience on a platform.
Other Types of Pinterest Ads
Although Promoted Pins are the type of Pinterest ads best suited to promote your remodeling business, there are other advertising formats you can take advantage of:
Promoted Video Pins are, you guessed it, Promoted Pins that contain a video! These appear in users’ news feeds just like a regular pin would, and the videos play automatically.
Cinematic Pins are similar to Promoted Video Pins, but these pins only move when the user scrolls. Users can click to expand these pins to see the entire video.
One-tap Pins streamline the process of taking users to a website. Instead of taking users to a close-up of the pin, users that click on One-tap Pins are taken straight to your website.
Promoted App Pins are primarily used to drive users to install an app. With these Pinterest ads, you pay either by impression or by click.
What are your goals with Pinterest ads?
The types of Pinterest ads you choose will depend on what type of marketing goal you’re trying to achieve. The different types of Pinterest ad campaigns you can choose are:
Engagement campaigns mean you pay when a user engages with your Promoted Pin (expands, clicks, likes, repins).
Traffic campaigns mean you pay when people click your Promoted Pin and visit your website. This is the ideal goal for driving remodeling sales.
Awareness campaigns mean you pay per impression (how many people see your Promoted Pin). This is a great way to reach a lot of people and show off your company’s remodeling capabilities.
Guide to Using Promoted Pins
Just like with Facebook ads, your business can boost (promote) an existing pin by placing bids in Pinterest Ad Editor. These types of Pinterest ads will be a remodeler’s bread and butter. Here’s how to create Pinterest ads using a Promoted Pin:
- Set up and verify a Pinterest business account
- Follow the “Promote” process on Pinterest ads: choose a goal, enter campaign details, set up an ad group, add targeting details, set a bid, and choose a pin to promote.
- Use a Google Analytics tracking URL in your Promoted Pin so you can track exactly how many visits and sales came from Pinterest ads. Pinterest analytics can also give you insights on which pins you should promote.
- Watch the leads roll in!
Advertising on Pinterest is a lot like the remodeling industry. There are a lot of DIY tutorials out there, but for the most professional final product with a good ROI, it’s best left to the professionals. Finding a digital marketing agency that understands your industry is the best way to leverage Pinterest ads to help your business grow.
Pinterest Ad Specs: Promoted Pins
Size: Minimum 600 pixels wide by 900 pixels to 2100 pixels long
Format: .jpg, .png, or .gif
Aspect Ratio: 1:3:5
Thumbnail: 69 pixels by 69 pixels (small), 216 pixels by 146 pixels (large)
How Much Do Pinterest Ads Cost?
The short answer is, it varies. The positive answer is, you’ll get a good ROI if you play your cards right—Pinterest users spend on average $80 per purchase, more than twice that of some other platforms.
The long answer is: you need to figure out what a new customer is worth to you. But don’t just guess—look at the data to help you decide.
Pinterest ads use a cost-per-click (CPC) bidding system, which can work out to be budget-friendly for your remodeling business because you only need to pay enough to beat the next highest bidder. And since Pinterest is still a relatively new and developing advertising platform, the bids are typically cheaper than Facebook and other social media platforms.
Do I have to match Pinterest’s suggested bid per click?
Nope! You can start bids for Pinterest ads at incredibly low numbers. This can be a great bargain for your remodeling business, depending on what your competitors are bidding.
Pinterest Ad Targeting
Just like with Facebook, Pinterest users can refine the target audience based on age, gender, location – including city and/or region within the US, language, and device for displaying your ad.
Pinterest Advertising Best Practices
Pinterest users are suckers for a good before and after comparison, which shows your audience the skills your remodeling company is capable of, and also your eye for design and transforming a space. With Pinterest’s highly visual nature, the importance of using high-quality, eye-catching images cannot be overstated. Other tips for Pinterest advertising are to use:
- A vertical aspect ratio, and make the post taller than it is wide
- Images with blocks or tiles and vertical lines
- Descriptions that tell a story and provide more than just a list of hashtags
- Rich pins that include pricing, availability, and purchasing details
- An engaging CTA
- Link to a strategic landing page
- a tracked url
- Relevant, searched keywords
Improve Your Pinterest Marketing Strategy
As a remodeling company, you’re probably looking to get more leads and sales from the web—and you should definitely be harnessing the advertising power on Pinterest. But you don’t need to do it alone! The experts at Blue Corona service all industries, and we have extensive experience helping remodeling companies just like yours improve their online presence and generate more leads!
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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