People like photos. It’s why every smartphone has a camera. It’s why every tourist has a Canon Rebel, or a point-and-shot, or a selfie stick. It’s why, as of July 2015, Pinterest, the most popular photo-sharing social media medium, has 72.8 million active users.
With 93% of Pinners shopping online in the past six months, marketers plan to increase efforts on Pinterest this year. Restaurants in particular, need to jump on this train. You “eat with your eyes,” which is why food is the most searched and most pinned category.
Marketing your restaurant on Pinterest, then, is a no brainer. Whether you’re new to Pinterest, or have an account, these 5 tips will surely help you along the way.
Compared to other categories of pins, recipe pins have the highest click-through rate, a whooping 42%. So first, create a recipe board on your restaurant’s Pinterest account.
Of course, they don’t have to be your restaurant’s recipes. But they should relate to the food you serve. When you do add recipes, whatever they may be, always include an embedded link to your website or blog.
Pin Places Related to Your Restaurant
You don’t have to just pin food. Pinterest has an abundance of high quality travel photos that make a wanderer drool.
Pin travel destinations that relate to the food you sell. If you’re a Japanese steakhouse, pin photos of Tokyo. An Italian restaurant? Pin photos of Cinque Terre or Assisi, or Roma. Sell Greek food? Find photos of the Aegean island or Mykonos. Evoke in customers feelings toward the place where your food originates.
Pinterest is good for photos, but it’s also good for finding infographics with “how-to” guides for living a healthier life. If healthy living, exercise, and dieting are your values, then re-pin these infographics.
But the infographics don’t have to be related to dieting. They don’t even have to relate to food. If your restaurant serves Southern American home-cooked biscuits, find infographics that relate to the South. “10 Ways to Know You’re a Southerner,” could be one example.
Pin Local Events
While not the best place to broadcast local events, Pinterest is certainly a good place to show what happened. If you know a local photographer at the event, consider repinning his or her photos. And, of course, if an advertisement for the event circulates around Pinterest, don’t hesitate to repin it, either.
Pin Your Food Photos
Last but not least, if you have photos to drool over, certainly use Pinterest to start the drooling. But first consider categorizing your food photos and your Pinterest boards. The more specific your boards, the more discoverable your photos. A board with dessert-related content will be less discoverable than one with just pictures of tiramisu.
Also, if you want to optimize simultaneously your Pinterest and your website, embed a link to your website into your photos. That way, when Pinterest users click on your photos, Pinterest sends them straight to your website.