Too many dealers are jumping on the Pinterest bandwagon without really understanding how to use Pinterest. Our latest video covers the right way (and the wrong way) to use Pinterest, and how you need to approach creating pinnable content. If you’ve got some unique cars on your lot, you’ll definitely want to watch this video.
Hey there. Welcome to this week’s Tuesday Tip Video Clip. We’ve talked about social media in previous videos, but today, we’re talking about Pinterest.
Pinterest is visual, and super popular – and for some reason, we’ve seen tons of dealers jumping on the Pinterest bandwagon lately… but jumping in with no strategy or real understanding not only wastes your time, it makes you look uninformed.
Before you jump in, do a little research. See how people use Pinterest and then figure out if you can use that to your advantage. If it doesn’t fit, or your customers aren’t using it, then you don’t need to waste your time.
Speaking of wasting your time – please don’t put a “Pin It!” button everywhere on your site. No one is going to pin your finance page… or your warranty page… or your contact us page (yes, we’ve seen dealership sites that have done that). We’ve even seen dealers with “Pin It!” buttons on their staff images. Really?
Honestly – the vehicles in your inventory aren’t going to be pinned because there’s nothing exciting or inspiring about them. Unless you’ve got Ansel Adams shooting each of your cars with a large format camera in gorgeous black and white in a sparse yet beautiful desert setting, those cars aren’t getting pinned.
Here’s proof: on Pinterest, look up “cars”. I found a “purple stardust” Ferarri F12. And a matte black Audi R8. A gold Lamborghini. A 48-million-dollar diamond Swarovski crystal covered Mercedes. If you do regularly carry these cars, then Pinterest is your thing, and you should run with it.
Do a search for any car manufacturer, and you’ll see the same kind of thing: gorgeous, professional photos of unique vehicles.
If you’re a classic car dealer, then you should definitely use Pinterest. Your inventory is unique and rare, so it’ll perform well on Pinterest.
If you’re wanting to use Pinterest to share interesting stuff with customers, that’s a different story. If you’ve got some interesting boards with some good pins, that can work for you… BUT – if you’re linking to a Pinterest account that only has a few boards and you haven’t pinned anything in 6 months, get rid of the link. It’s doing you more harm than good.
It’s OK to not be on Pinterest. You don’t have to be active there to have pin-worthy content. Take a look at the things that get pinned, and write some informative blog posts that customers will find interesting. Get some great images into the posts – that’ll help make them more appealing. Share your posts on social media and let the Pinterest users find them and pin them because they think they’re worth pinning – not because you’re shoving a pin button down their throat.
Virtual high five – you just learned something new. As always, if you have questions or comments, leave them down below. Thanks for stopping by, and we’ll see you again next week.