Tag Archives: Pinterest

5 Builders Using Pinterest in the Building Products Industry

15 Jan

These builders know that homeowners are searching on Pinterest

 A few weeks ago we profiled 10 building product companies that were utilizing Pinterest. Now we want to focus on that final step in the channel – the homebuilder. As a building products CMO, it’s critical to understand how this tool is being utilized by all of your channel partners. If you’re interested in creating a Pinterest account for your company and need an example of how builders are utilizing Pinterest, check out these 5 home builder’s Pinterest accounts.

1. Beazer Homes

  • Pinterest: http://pinterest.com/beazerhomes/
  • As one of the largest builders in America, Beazer utilizes most communication channels. They approach this visual medium by creating boards that are focused on the stage or life situation the homeowner has in their home; from empty nest to growing by 2 Feet (baby), Beazer does an excellent job of showcasing visually how they deliver for a homeowner.

2. Lennar Homes

  • Pinterest: http://pinterest.com/lennarhomes/
  • Another large national builder with many boards on their Pinterest page. Lennar creates boards on the markets they serve as well as company information/history. Lennar utilizes many social channels, but typically have accounts by market, except here on Pinterest, where you can search all the markets on one site.

3. Highland Homes

  • Pinterest: http://pinterest.com/highlandhomes/
  • A builder out of Lakeland, Florida, Highland utilizes Pinterest by using images to showcase the floor plans of their homes as well as boards dedicated to key rooms in the homes like kitchens or master bedrooms. Majority of the pictures come from their homes or the markets they serve.

4. Toll Brothers

  • Pinterest: http://pinterest.com/tollbrothers/
  • As the current homebuilder of the year from Professional Builder Magazine, Toll Brothers is yet another national builder with a presence on Pinterest. Toll Brothers has created a number of boards based on seasonal applications around the home as well as the organizing their homes by their geographical region. As with most builders, they also have a green board.

5. Brookfield Homes

  • Pinterest: http://pinterest.com/brookfieldsd/
  • Brookfield Homes is a San Diego based builder that utilizes Pinterest as more as a consumer. Many of their boards are titled something ‘we love’. Could be landscaping or lighting or color schemes. Different approach than the others we’ve listed, but very well organized.

There are many other builders, both national and local with Pinterest pages. I’ve just highlighted some different approaches to this highly visual social channel. If you have yet created your business then visit this page to get started: http://business.pinterest.com

6 Trends in 2013 for Building Product Marketers, Part 3

19 Dec

Join the Social Conversation

In Part 1 and Part 2 of the series, I’ve discussed 4 trends that you will see in 2013 and what you should utilize to strengthen your business today. Marketing and design departments need to work as a team to provide prospects and customers a better buying experience with a personalized message. With departments working as a cohesive whole, goals and maximum ROI can be achieved in the approaching year.

Trend 5 – Join the Social Conversation

At this point, social media should play a significant role in your building product company’s marketing strategy. Sites like Facebook, Twitter, LinkedIn, Pinterest, and Houzz create unique interaction and engagement between your company and consumers.

Search – The decision-making process starts by researching products reviews, information, pricing, etc. via search engines. Use SEO-friendly keywords on your social media posts to strengthen your company’s SEO rank. Search engines factor everything from your social page names to the content posted on your social sites to your content that’s retweeted.

Websites – Customers value peer recommendations over a corporate message when making a purchasing decision. Allow customers to rate your products and highlight this on your website and share with their social sites. This provides your visitors a voice from real customers.

Email – Social media and email should be incorporated while using a more relatable voice. Make sure content released has a human voice that customers can relate to. Try incorporating the use of social and peer content by linking your product reviews to the email.

Content – Sharing content is important and a tactic your company can utilize. Consider including social sharing links in emails, product guides and other marketing collateral.

Data – The social login is becoming popular when registering on a website because it allows customers to easily connect with their social media account, eliminating long registration forms. You can use this social data by utilizing birthdays and having sales representatives reach out to their customers to create a personalized experience.

Social media provides new opportunities in 2013, and it’s important to utilize the tools that are provided like personalized Facebook advertisements and new sites that could benefit the building products industry like Houzz. Check back to learn about empowering your employees in the marketing department. Investing time and money connects employees plus educates your employees on new tactics and technology to utilize in your business.

Pinterest: 10 Building Product Companies You Should Follow, Part II

2 Nov

5 more brands to check out for examples of successful Pinterest pages

Earlier I shared 5 building product companies you should follow on Pinterest. Here are the final 5 companies that are a great example of running a successful Pinterest account.

6. Fiberon

Pinterest: http://pinterest.com/fiberondecking/

  • As a manufacturer of composite decking, deck railing, and fencing products, Fiberon utilizes Pinterest to show DIY videos and infographics for maintaining a deck, preventing stains, and installing a deck.

7. Andersen Windows

Pinterest: http://pinterest.com/andersenwindows/

  • Andersen has manufactured dependable windows and doors for more than 100 years. Pinterest displays the Andersen window product line by featuring them in a variety of different homes. In addition, a pinboard is dedicated to recycling doors and how to use the doors for decorations.

8. GAF

Pinterest: http://pinterest.com/gafroofing/

  • A manufacturer of commercial and residential roofing, GAF utilizes Pinterest to showcase the different product lines. Other boards have been added to show unique roofs from around the world.

9. Trex

Pinterest: http://pinterest.com/trexcompany/

  • Trex manufactures wood-alternative decking and railing products, and uses Pinterest as a tool for helping inform builders, contractors, and homeowners of product uses. Pinboards also display events like Earth Day with Trex’s recycling and sustainability videos.

10. Pella Windows

Pinterest: http://pinterest.com/pellawindows/

  • Pella has been providing doors and windows for more than 85 years. Pinterest is an outlet for sharing tips for homeowners like saving energy, washing windows, and DIY projects.

Ready to make your company part of Pinterest? Get started today by visiting www.pinterest.com or learn how you can utilize Pinterest.

Pinterest: 10 Building Product Companies You Should Follow, Part I

31 Oct

These brands show what it takes to run a successful Pinterest page

Earlier this year we discussed how you can utilize Pinterest–with 4 million unique visitors daily– to help your company gain and educate customers. As a building products CMO, it’s beneficial to understand how this tool can work with your broader outreach strategy. If you’re interested in creating a Pinterest account for your company and need an example of how others in your industry are using it, check out these 5 building product company’s Pinterest accounts.

1. Owens Corning

Pinterest: http://pinterest.com/owenscorning/ 

  • A manufacturer of insulation and roofing materials since 1938, Owens Corning utilizes Pinterest by using images and videos to showcase the products and how contractors and builders can use the materials. To support the brand’s sustainable products campaign, a Pinterest board is dedicated to energy saving technology that features videos and information about their energy impact.

2. TimberTech

Pinterest: http://pinterest.com/timbertechdeck/

  • TimberTech manufactures low maintenance, safe, and durable decking and railing products. Pinterest is used as a way to display different deck builds for builders, contractors, and homeowners. A board is dedicated to cookout recipes that can be used with a homeowner’s deck to show a fun side to the company.

3. Masonite Doors

Pinterest: http://pinterest.com/masonitedoors/

  • As a source for manufactured doors for more than 80 years, Masonite Doors showcases its company history with a pinboard that features notable company events. Pinboards are also used to inspire builders, remodelers and consumers with ideas how to use the products including ways to decorate front doors.

4. Deckorators

Pinterest: http://pinterest.com/deckorators/

  • As a manufacturer of deck railings and accessories, Deckorators uses Pinterset as a tool to show homeowners what they can do to personalize their deck railings. In addition, Deckorators utilizes Pinterest as an outlet to display promotions like the company deck photo contest.

5. Marvin Windows

Pinterest: http://pinterest.com/marvinwindows

  • Marvin Widows has manufactured made-to-order windows and doors since 1912 and established a reputation for energy efficiency. Pinterest is used as a way to explain their energy efficiency and product line from a pinboard with history of the company to ways to make homes more energy efficient and ways to use their products when remodeling or building a home.

Check back later for an even bigger list of building product companies to follow on Pinterest. To learn more, visit www.pinterest.com.

How building product brands can leverage Pinterest to achieve goals

10 Sep

Pinterest is an opportunity for you to gain fans, educate customers

At the beginning of this year Renae introduced you to Pinterest as a way to build brand recognition, share ideas, research competition and make connections. But now that Pinterest has been popular for over a year (and has nearly 15 million users), I think it’s time to take another look, and see what you should be doing with Pinterest to showcase your brand, your people, and your products.

  • Show your creativity. Pinterest is a great place to show how creative you can be. The use of infographics, videos, e-books, and humorous memes make it easier for people to consume information and more likely that they will share it. Considering 80% of pins are repins, this is essential to the success of your Pinterest efforts. GE does a great job of showing their creative side: http://pinterest.com/generalelectric/
  • Create a “company newsroom” and post all press releases there. In addition, place videos, interviews, and other interesting company information there to ensure it’s easy to find and easy to share.
  • Optimize your pins using SEO-friendly keywords. Because Pinterest is already established and has good SEO, adding the correct keywords will make it easier to find your brand on the web. Make sure you use the appropriate keywords in the title of your pinboard, in the description of each pin and add them as a hashtag. For help with this read this.
  • Create a “company culture” board. Even in our B2B industry, people still buy from people they like and showing your company culture can set you apart from your competitor. Feature photos of employees, activities, tradeshows and more.
  • Run a building products promotion. This can be used as a support tactic to a larger campaign or a separate social campaign to encourage social engagement. To check out some companies that have done this successfully, check out this case study.
  • Create a “company history” board. Especially if you’re company is more established, these nostalgia-based photos can evoke an emotional response to your brand. Show pictures of old offices, products or employees.

Some other basic Pinterest tips:

  • Optimize your Pinterest profile. Make sure your profile accurately and concisely describes what you do as this will help people find you. Ensure it includes keywords to make you more likely to show up in searches.
  • Pay attention to Pinterest’s term and conditions.
  • Do monthly reporting on your traffic and evaluate the leads you receive. This will help you prove ROI and determine whether Pinterest is an important part of your social strategy.

For more information on Pinterest, check out this overview.

A New Social Media Outlet for Building Product Marketers

19 Jan

New service pinterest.com can help you to use virtual pin boards to showcase your building product brand.

Pinterest.com can be used to build brand recognition, share ideas, research competition and make connections. Voted one of the 50 best websites of 2011 by Time Magazine, Pinterest is a social media site, still in beta development, based on ideas and images. While currently a mostly female demographic, it is gaining popularity among a broader audience.

For the building industry, Pinterest can be a resource for putting products in front of consumers, while they are actively seeking inspiration. Pinterest says, “With millions of new pins added every week, Pinterest is connecting people all over the world based on shared tastes and interests.” And HOME DECOR is one of the top categories for pinboards, people are using this site to find ideas and improvements for their homes.

How it works

Anyone can view pin boards that have been posted to the site. A pin board is a collection of images that can link to source sites. You can view an individual’s board or search to view related images.

To create a pin board for others to view you can either request an invite at Pinterest.com OR leave a comment with your email address and we will invite you.

Also featured is a “pin it” button you can add to your bookmarks bar, which according to Pinterest, “ lets you grab an image from any website and add it to one of your pinboards. When you pin from a website, we automatically grab the source link so we can credit the original creator.”

3 rules for marketers using Pinterest

  1. DO use other’s pin boards to research the market.
  2. DO use your pin board to show off projects you are proud of and share ideas.
  3. DON’T post ads or offers. Anything viewed as self promotion will turn off users and violates Pinterest’s rules of etiquette.

Marketers who are smart about using Pinterest can find it a valuable tool for building brand recognition, sharing ideas, and making connections.

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