If Pinterest is not a part of your hotel marketing strategy, then this article is for you.
This is the first article in our four-part series about Pinterest marketing and strategy where I will go through the main reasons why every hotel and travel business should build a presence on this platform in the first place.
So let’s get started!
Pinterest can drive significant organic traffic to your hotel website
One of the most popular categories on Pinterest is travel. That means monthly search volumes for travel-related topics are high.
Of course, the exact numbers vary depending on the niche – some travel topics are more popular than others. But even if the search volumes for your specific niche are not high, you should still be active there.
Let’s say a smaller percentage of your target audience uses Pinterest frequently. You might think it’s not worth the effort to establish your profile there – but there’s nothing wrong with being a big fish in a small pond.
If you dismiss Pinterest completely, you are losing a source of organic traffic. Instead, you can establish your hotel brand on the platform, and make sure that even the small percentage of your target audience that is on Pinterest discover your pins that will lead them directly to your hotel website.
In addition, if your Pinterest content is performing well, it’s very likely it will show up on the first page of Google and on top of Google image for relevant keywords:
So even your target audience that is not using the platform can find you through Google thanks to your Pinterest content.
It’s the Best Passive Marketing Channel
Social media is an inevitable part of a hotel marketing strategy.
But, if you are not careful, social media can be a massive time-waster. So you really need to make sure you are focussing your time and energy on the right platforms.
Pinterest is probably the best passive marketing channel out there. Once you build and establish a strong presence there, the results will start to snowball and your Pinterest content will work for you in the background independently.
If we look at social media marketing statistics and the average lifespan of content on different platforms, Pinterest is an ultimate leader with a lifespan of at least four months. Compared to only the 18-minute lifespan of tweets or the 24-hour lifespan of Instagram posts, that’s a very generous reward. (source)
Another great thing about Pinterest is that your website is just one click away. When someone sees your pins, all they need to do is click on them and they will land directly to your website or the URL you have linked to the specific pin.
However, don’t let the term “passive marketing” fool you – it’s not passive at the start at all. You will need to invest time and hard work until you bring it to the point when you can relax and let Pinterest bring you website visitors and leads in the background.
Pinterest can help you strengthen your online presence
The majority of us are visual learners, and we process visual information many times faster. To be precise, 60 thousand times faster. In addition to that, according to the latest statistics, we remember, on average, 80% of the information and the content we see.
So visual presentation of our businesses in the online world has to be on a high level.
But, don’t worry, this is another area where Pinterest comes to the rescue.
Originally, Pinterest is a social platform, but it acts as a search engine and people use it in that way. Every search shows pins – which are visual content – that users skim through until they find what they are looking for. Obviously, aesthetics play a big part here and content that is visually pleasing will have a higher conversion rate.
But whenever your pins come up in search, you’re gaining exposure for your hotel.
Opportunities to collaborate with travel bloggers
Another reason to add Pinterest to your hotel marketing strategy is to collaborate with bloggers and complementary businesses from the industry.
It’s important o be active at first and regularly publish original content, reshare relevant, legit pins from other users. That way you are signalling Pinterest’s algorithm that you are an active member. In return, Pinterest will give an advantage to your content rather than to someone who comes to the platform occasionally.
When you reshare someone’s content on Pinterest, you are adding more value to your profile. But at the same time boosting the exposure of members who have created that content originally. So it’s a win-win situation.
Because travel is such a popular topic on Pinterest, there are a lot of good travel bloggers that you can collaborate with by resharing each other’s content and creating so-called group boards.
Group boards are niche-related boards – in this case, travel-themed – where multiple accounts contribute by adding their pins and resharing others. That way they help each other increase exposure while at the same time staying active and adding good-quality content to their profile.
You can interact with other users by leaving thoughtful comments, and getting your name in front of their audience that way as well. So don’t neglect the social aspect of it entirely.
I hope this has helped you understand all the benefits Pinterest can bring to your hotel marketing strategy. In the next article, we’ll talk about how to set up a business account on Pinterest for your hotel or travel business – stay tuned!
In the meantime, if you have any questions about hotel and travel marketing, just drop them in the comment section below.
Until next time,