Why every business needs a Pinterest Halloween

Harness a social meme to rise to the top of the SERPs

Halloween is celebrated across society, every echelon and every age. It’s a social meme that connects all our lives in an age when each individual can choose from a thousand personal opportunities to do their own thing. You may already mention Halloween on social media but a Pinterest presence gives it a more permanent base for years to come.

Pinterest-Halloween-people

Pinterest-Halloween-people-450

Halloween is celebrated across society, every echelon and every age. It’s a social meme that connects all our lives in an age when each individual can choose from a thousand personal opportunities to do their own thing. You may already mention Halloween on social media but a Pinterest presence gives it a more permanent base for years to come.

Around 60% of families in the UK will be getting involved with Halloween this year, spending about £283.4m. While in the US the figures show 71.5% of adults will be celebrating with a total spend of $7 billion.

There’s such a broad spectrum of activities and interests that Halloween has no specific demographic. So there’s a huge breadth of products in these people’s cupboards, and the marketing angles are wide open. With a bit of creative thinking you can give almost any product a Halloween makeover.

A Pinterest Halloween

Halloween is the ideal time for a business to become involved in Pinterest. According to the head of brand, David Rubin, Halloween is one of the most important times in Pinterest’s year. It’s a time where people go online to search for ideas for everything from pet costumes to DVDs.

Pinterest Halloween bat

You could add individual Halloween pins to existing company boards but for a more focused impact you should create a separate Halloween board. In this way individual items add up to a destination for a whole group of new visitors.

Hijacking Halloween

Pinterest Halloween cat on a broom

Similar to the PR technique of hijacking a news story you can harness wider trends to increase your organic search – an example quoted by Hubspot is an employment services company Goodwill Industries of Western Michigan which ranks above retail giants for the search term ‘DIY Halloween Costumes’.

This means actively changing content to reflect Halloween – merely adding a hashtag to the same old content is just going to produce dissatisfied visitors and a higher bounce rate.

The potential increase in traffic to your company board is clear when you consider that nearly one in 10 people in the US will search Pinterest for costume ideas – and there may be few other circumstances where so many people would encounter your product.

Tailoring your content for a Pinterest Halloween audience

Almost 85% of Pinterest users are female under the age of 35, so their search terms may be quite different from what you cater for elsewhere. On Pinterest a core of content deals with fashion, recipes, weddings, beauty, and travel (but a glance at the site shows topics extend far beyond these staples). This means any Halloween angle you adopt for Pinterest should broadly reflect this user group, so steer away from Halloween customisation projects for pipe-smokers.

How to incorporate Halloween into a non-pumpkin brand

Most brands don’t serve the Halloween market, unless your niche happens to be pet costumes or fireworks. You may be unable to see a Halloween angle for your particular product. If it’s not feasible to add a special Halloween product to your range then what you have to do is market your existing products with a Halloween theme. The options range from subtle Halloween styling to overtly humorous Halloween bundles, such as a food retailer offering a garlic accompaniment as a vampire survival kit.

  • Add relevant Halloween keywords to your pin descriptions.
  • Amend post titles and content to reflect Halloween themes, e.g. ‘6 Things that Can Scare Readers off your Email List’.
  • Offer free gifts of Halloween merchandise, such as Halloween food, decorations or toys.
  • Think creatively to re-market your products for social media using Halloween memes, such as a frying pan marketed as a ‘Zombie Survival Kit’.
  • Target your products for a Halloween end-use, such as carpets ‘capable of withstanding a Halloween office party’.
  • Provide a DIY or crafting angle to your products, such as Halloween projects for a manufacturer of pool noodles.
  • Organise a Halloween pinning party with related brands to extend your reach even further.

Your ultimate goal should be to create an attractive Halloween board which is also relevant and entertaining for existing customers, such as this board by Constant Contact, a marketing software company for small business.

A Pinterest Halloween can give your brand a permanent base from which your other social media activities spring. By investing in Halloween you’re engaging with society, and giving it something to search for bigger than the product you put on the shelves.

Donald

Why you need a Pinterest Halloween if you don’t sell pumpkins
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Why you need a Pinterest Halloween if you don’t sell pumpkins
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A Pinterest Halloween gives your brand a permanent base for social media, and gives society something to search for.
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