Pinterest is a unique social network that allows users to create "inspiration boards," curating their favorite images and websites for later reference. Because the network is so strongly visually based, it is perfect for things like fashion, beauty, and home design. The nail business, in particular, can see huge benefits from this type of social marketing. Here's why:
1. Easy to Get Started
One of the best things about Pinterest is that you don't have to be a web expert to set it up; virtually anyone can learn how to use it quickly and easily. In just a few minutes, you can have your account set up, so you are ready to start pinning. Then, as you browse the web, you can save photos and how-to's for interesting nail art, the latest cuticle treatments, and anything else related to your business.
You can also create your own pins with photos of your nail art designs or snaps of your salon. Then, you can link the pin to your website, so viewers can learn more about your services and even book an appointment.
Don't let a lack of knowledge about the platform deter you from joining. You can figure out the full details of your Pinterest strategy as you go, gathering followers along the way.
2. Create Specialized Boards
Within the platform, you can create individual boards for all the things you are interested in. This can help to categorize your pins, making them easier for your audience to find. This also allows you to give viewers a better feel for your brand and style.
For a nail salon, you could have boards for unique nail art, beauty products, or even shoes and jewelry to accessorize perfectly painted nails. Depending on the other services your salon offers, you may also want to include spa treatments or makeup tips. You could even include related topics, like fashion, hair care and fitness, or even pin how-to videos from YouTube. Anything that will help your audience look and feel beautiful would be appropriate to include. The point here is to give your audience a sense of what they can expect in terms of style and personality when they come to your salon.
3. Build a Community
Over time, you'll start to develop a following of those who share your sense of style. If you keep your followers engaged with fresh content on a regular basis, they will come to trust your recommendations and consider you an authority in the beauty and personal care industry. Then, when they are ready for a mani-pedi, your salon will be top of mind.
Social media is designed to be just that: social. Don't spend all your time creating your own pins without being involved in the larger Pinterest community. Follow other boards and pinners, and re-pin ideas from your followers on your own boards. The more active you are in the community, the more your followers will engage with your brand.
4. Intuitive Mobile App
You never know when inspiration might strike. You don't want to have to remember to revisit a particular website to create a pin later on. Pinterest makes it easy to update your boards while on the go with its easy-to-use mobile app, available on most smartphones and tablets.
The next time you are browsing through nail design ideas while waiting in line at the supermarket, add a few new pins to your nail art board. If you just tried out a new bath soak that is to die for, create a pin for that. Even if you only have a few minutes, that is more than enough time for a quick re-pin from one of your favorite pinners.
Pinterest has also just announced a Facebook collaboration where you can search for and share pins from Pinterest through Facebook’s Messenger service.
Be sure to keep your boards updated regularly to keep your followers interested. Don't just pin things for the sake of putting up new pins, though; each pin you choose is a reflection of your brand and business, so give it a bit of thought and planning.
5. Harness the Power of Search
With other methods of online marketing, like blogging, it can take a while to build up any kind of following. With Pinterest, on the other hand, you can start garnering attention right away. Because the network is predominantly search-based, you don't need to have a loyal audience to reap the benefits.
Users search for the things they are interested in. Your pins can show up in their search results. They can then re-pin your posts onto their own boards, growing your reach organically. Once a user realizes she likes one of your pins, she will be much more inclined to check out your other pins and boards and even follow your new pins.
To make the most of the social platform's search capabilities, be sure to use hashtags on your pins. Follow other boards and pinners in your niche to see which hashtags currently have the most traction in the areas you want to be recognized for.
Not only can Pinterest be great for your nail salon, but it is also a lot of fun. As you are spreading the word about your services, you'll also be learning new techniques and getting new ideas that will help you improve your offerings to better match what your clients want most. Create a business page today to start drawing more attention to your business.
Jennifer Quinn is an online content executive for Phorest Salon Software. She manages content across several regions, and provides helpful advice and tips for salon businesses trying to build their company and become more productive and efficient to grow in a competitive industry.