Pinterest Marketing: How to Use for Military Members and Veterans

How to Use Pinterest for Business Marketing

Introduction to Pinterest Marketing

Why Pinterest?

Why Pinterest, you ask? Pinterest is a potent tool that transcends the boundaries of just being a creative outlet. It’s more than just pinning images of delectable recipes or the latest fashion trends. It’s about connecting, sharing, and exploring in a way that resonates with a vast audience, including the military community. It’s a platform ripe with opportunities for savvy business people, and here’s why:

1. Visual Storytelling: Unlike other platforms, Pinterest’s focus is on visuals. It’s about telling your story through images, infographics, and videos. For military members and veterans looking to start a business, this is a chance to showcase products, services, or causes close to the heart of the military community.
2. A Platform for Growth: With over 400 million active users, Pinterest isn’t just a niche community; it’s a thriving marketplace. By utilizing it properly, you can reach an audience that shares your values and interests.
3. High Engagement Rates: Pinterest users are known for their engagement. They search, pin, and share content actively. Imagine your military-themed product being shared across various boards and reaching a crowd that genuinely cares!
4. Long Content Lifespan: Unlike a tweet or a Facebook post that may get buried within hours, pins can remain visible and relevant for a much longer time. This is especially advantageous for targeting a specific community, like military members and veterans.
5. Seamless Integration with Other Platforms: Pinterest can be easily linked to other social media platforms and websites, creating a network that funnels traffic precisely where you want it.

Targeting Active-duty Military and Veterans

Now, let’s get down to business, soldier! The question is, how can Pinterest be the secret weapon for targeting active-duty military members and veterans? What makes this platform so apt for reaching and engaging this specific audience?

1. Understanding the Audience: Military members and veterans share a unique bond, a camaraderie that’s forged in shared experiences and values. Pinterest allows you to create boards that reflect these common interests and passions.
2. Building Trust: By curating content that resonates with military life, you are not just selling a product or service; you are building trust. You are showing that you understand and appreciate the community.
3. Creating Opportunities: Whether it’s a product specifically designed for military members, a service catering to veterans, or information on starting an online business as a way to create additional income streams, Pinterest can help you reach the right people.
4. Community Engagement: Engage with other military and veteran-focused profiles. Collaborate, comment, and share content to build a network that thrives on mutual support.

So, are you ready to take advantage of Pinterest’s battlefield? Whether you’re an active-duty service member or a veteran who’s been there and done that, the potential for growth, connection, and success is at your fingertips. It's time to pin your way to victory!

Setting Up a Pinterest Business Account

Starting a Pinterest Business Account is akin to setting up a command center for your military-focused business. It’s where you’ll launch your strategies, monitor your victories, and adjust your tactics. Let’s break down the process:

Step-by-step Guide

1. Create or Convert Your Account

• Starting Fresh: If you’re new to Pinterest, you’ll need to create a business account from scratch. Simply go to the Pinterest business page and click on “Join as a business.”
• Converting an Existing Account: If you already have a personal Pinterest account, you can convert it into a business one. This allows you to retain your existing followers and pins.

1. Verification Process

• Email Verification: Pinterest will prompt you to verify your email. This adds credibility and assures that you’re a genuine entity.
• Website Verification: By verifying your website, you’ll gain access to analytics to see how your content performs. Follow Pinterest’s verification instructions, and if you’re targeting military service members, ensure your website reflects this focus.

1. Adding Business Details

• Business Name: Choose a name that resonates with military members and veterans.
• Profile Picture: Consider using an image that reflects military themes or your specific product/service.
• Description: Write a compelling description that speaks to military service members. Make it clear why they should follow you and what value you offer.
• Location: If you have a physical location, add that as well. If you’re online only, specify that you serve military members globally or nationally.

1. Personalizing Your Profile

• Creating Boards: Create boards that cater to military interests, such as military equipment, veterans’ resources, fitness, or entrepreneurship.
• Adding Pins: Start by adding pins that reflect your focus. Whether its products designed for military personnel or services tailored to veterans, make sure they align with your audience.

1. Connect with Social Media

• Link your Pinterest account with other social media platforms, such as Facebook and Twitter. This helps you maintain a consistent, military-focused message across all channels.

1. Utilize Analytics

• Pinterest provides analytics for business accounts. Monitor how your pins perform within the military community, which pins get the most engagement, and who your audience is.

1. Set Up Ad Account (Optional)

• If you’re looking to run paid promotions, you’ll need to set up an ad account. Be mindful of how you target your ads to reach military members and veterans.

Creating Effective Pins for Pinterest Marketing Campaigns

Designing Pins for Military and Veterans

Creating pins that resonate with military members and veterans isn’t just about showcasing products or services; it’s about communicating a message that’s tailored to a unique and honorable community. Here’s how to design pins that will not only attract but also engage this specific audience:

1. Understand the Audience

• Value and Tradition: Recognize the values that bind this community together. Consider themes such as honor, duty, camaraderie, and sacrifice.
• Interests and Needs: What are the specific interests of military members and veterans? Are they seeking resources, networking opportunities, fitness tips, or business ideas? Pin content that aligns with these needs.

1. Choose the Right Imagery

• Reflecting Military Life: Use visuals that resonate with military life, whether it’s the uniform, equipment, insignia, or scenes from life on base or deployment.
• Inclusion: Reflect the diversity of the military community by including various ethnicities, genders, ranks, and roles.
• Quality: Ensure the images are high resolution and professionally presented. Remember, quality reflects credibility.

1. Crafting the Message

• Concise and Powerful Headlines: Write headlines that get straight to the point. Evoke emotions or create curiosity.
• Subtext: Include brief descriptions or subtext if necessary. Remember, the military community appreciates clarity and directness.

1. Incorporate Branding

• Logo: If applicable, include your logo subtly. Make sure it doesn’t overpower the main message.
• Color Scheme: Consider using colors that are commonly associated with the military, such as olive green, navy blue, or neutral tones.

1. Add Calls to Action

• What’s Next?: Guide your viewers on what to do next. Are they to read a blog post, visit a product page, or sign up for a newsletter specifically tailored to veterans?

1. Create Various Pin Types

• Standard Pins: For general content, product display, or blog sharing.
• Video Pins: Share video content that might include testimonials from military members, tutorials, or narratives that resonate with veterans.
• Story Pins: Share a series of images or videos that tell a story, such as a veteran’s transition to civilian life or success stories of military entrepreneurs.

1. Utilize Tools and Templates

• Consider using design tools like Canva, which offers templates and elements that can make the design process smoother. You can find or create templates that resonate with the military theme.

1. Monitor and Analyze Performance

• Feedback Loop: Keep an eye on how your pins perform. What resonates with your military audience? What doesn’t? Adjust your strategies accordingly.

Utilizing Keywords: Targeting the Military and Veteran Community

When it comes to Pinterest marketing, keywords aren’t just a tool for SEO; they’re the compass guiding your audience to your content. For military members and veterans, utilizing the right keywords is crucial to ensuring that your pins reach the very people you want to engage. Here’s how to navigate this terrain:

1. Identify Your Target Keywords

• Research and Analysis: Tools like Google’s Keyword Planner or Pinterest’s search bar can help you discover what keywords military members and veterans are looking for.
• Community Specific: Think about the unique interests and needs of this community. Keywords like “veteran entrepreneurship,” “military fitness,” or “transitioning military career” could be highly relevant.

1. Implement Keywords in Strategic Locations

• Pin Titles: Include your target keywords in the titles of your pins.
• Pin Descriptions: Craft engaging descriptions that naturally incorporate your chosen keywords.
• Board Titles and Descriptions: Don’t overlook these areas; they too can be optimized with keywords that resonate with military personnel and veterans.
• Your Profile: Your business name and description can also be optimized with relevant keywords.

1. Use Keywords in Hashtags

• Create Hashtags: Consider creating unique hashtags that reflect your military-focused brand or community.
• Research Existing Hashtags: Explore existing hashtags related to military life, veterans’ resources, or similar themes to gain exposure.

1. Consider Long-tail Keywords

• More Specific Targeting: Long-tail keywords are phrases that are longer and more specific. For example, instead of “veteran,” you could use “veteran small business grants.”
• Lower Competition: Often, long-tail keywords have lower competition, making it easier to rank and reach your specific audience.

1. Monitor Keyword Performance

• Use Analytics Tools: Platforms like Google Analytics or Pinterest Analytics can help you monitor which keywords are driving traffic and engagement.
• Adjust Strategy as Needed: If certain keywords aren’t performing, don’t hesitate to adjust your strategy. The battlefield is ever-changing, and so must your tactics.

1. Consider Seasonal or Trending Keywords

• Stay Updated: Certain keywords might trend during specific times, like Veterans Day or Military Appreciation Month. Capitalize on these opportunities.

1. Avoid Keyword Stuffing

• Keep It Natural: Your audience, especially those in the military community, will appreciate authenticity. Overloading your content with keywords can feel forced and deter engagement.

Utilizing keywords is a strategic exercise that requires precision, understanding, and continuous adaptation. For a community as specific and honorable as military members and veterans, the effort you put into this endeavor reflects your commitment to serving them effectively.

How to Use Boards: Strategizing for Military and Veteran Engagement

Creating boards that appeal to military interests is key. Consider boards like “Military Fitness” or “Veterans Entrepreneurship.”

Pinterest boards aren’t just a collection of pins; they’re a tactical operation where you deploy content to engage, inform, and inspire your military and veteran audience. Here’s how to use boards like a seasoned commander:

1. Identify the Mission: What Are Your Boards For?

• Engagement Boards: Create boards that foster engagement within the military community, such as boards about military history, shared experiences, or support networks.
• Resource Boards: Consider boards that serve as resources for veterans, like boards on job opportunities, entrepreneurship, education, or healthcare.
• Product or Service Boards: Showcase what you offer, tailored to the needs and interests of military personnel and veterans.

1. Create and Name Your Boards

• Naming Strategy: Be clear and compelling. A board named “Military Entrepreneurship 101” resonates more with your audience than a vague name.
• Categorize Properly: Choose a category that fits the board’s theme, helping Pinterest’s algorithm understand its content.

1. Design Your Boards with a Military Touch

• Cover Images: Choose or design cover images that reflect military themes or resonate with veterans.
• Descriptions: Craft descriptions that echo the ethos of duty, service, and community.

1. Add Pins Strategically

• Quality Over Quantity: Don’t just pin for the sake of pinning. Ensure each pin aligns with the board’s mission and resonates with your audience.
• Utilize Rich Pins: Rich Pins provide more information right on the Pin itself. For example, a product Rich Pin could include real-time pricing, availability, and where to buy — ideal for military discounts or special offers.

1. Collaborate with Other Military-Focused Pinners

• Create Collaborative Boards: Invite other pinners who focus on military and veteran content. This enhances community engagement and brings diverse perspectives.
• Engage with Collaborators: Like, comment, and repin collaborators to foster a sense of community.

1. Monitor and Analyze Board Performance

• Track Engagement: Use Pinterest Analytics to see which boards are performing well and why.
• Adjust Strategy: If a board is not engaging your military audience, don’t hesitate to adjust or even retire that board.

1. Promote Interaction with Audience

• Ask for Input: Consider asking your military and veteran followers what they would like to see or learn about.
• Create Community Boards: Allow followers to contribute to certain boards, creating a shared space for stories, resources, or inspirations.

1. Utilize Board Sections (Optional)

• Subdivide Boards: If you have a broad topic, like “Veteran Resources,” consider using sections to create subdivisions like “Healthcare,” “Education,” and “Job Opportunities.”

Using boards on Pinterest Marketing is akin to leading a tactical mission. With careful planning, collaboration, and strategic deployment, your boards can become powerful tools to engage, inform, and inspire military members and veterans.

Strategies for Promotion and Growth: Mobilizing Your Military and Veteran Audience

Collaborating with Others

In the vast battlefield of Pinterest Marketing, collaboration isn’t just an opportunity; it’s a strategic alliance. For those targeting military service members and veterans, it brings together different voices, resources, and strengths. Here’s your comprehensive guide to collaborating with others:

1. Identify Potential Allies

• Military and Veteran Influencers: Look for individuals who have significant influence within the military community.
• Organizations and Brands: Seek out businesses, nonprofits, or other groups focused on supporting military personnel and veterans.
• Community Leaders: Consider collaborating with leaders of military family groups, veteran associations, or other community-based entities.

1. Create Collaborative Boards

• Invite Contributors: Once you’ve created a board, you can invite other Pinterest users to contribute. Ensure the board’s mission aligns with your collaborators’ focus.
• Set Clear Guidelines: Clearly communicate what content is appropriate for the board and what isn’t.

1. Engage in Guest Pinning

• Host Guest Pinners: Invite military influencers, veterans, or other relevant parties to pin to your boards for a day or week.
• Guest Pin on Others’ Boards: Offer to contribute to other users’ boards that align with your focus.

1. Utilize Group Messaging

• Coordinate Efforts: Use Pinterest’s group messaging to communicate with collaborators, plan strategies, or share information privately.
• Foster Community: Keep the conversation going and build relationships with those who share your mission.

1. Promote Each Other’s Content

• Share and Repin: Actively engage with your collaborators’ pins by sharing and repining.
• Cross-Promotion on Other Platforms: Consider promoting each other’s content on other social media platforms or websites.

1. Collaborate on Contests or Giveaways

• Joint Contests: Plan and host contests that might appeal to military members, veterans, and their families.
• Provide Incentives: Offer special incentives that resonate with the military community, such as discounts on military gear or donations to veteran support organizations.

1. Share Resources and Insights

• Exchange Expertise: Perhaps one collaborator has deep insights into military transition, while another excels in veterans’ healthcare. Share these resources to enrich your collective content.
• Conduct Joint Research: Collaborate on researching trends, needs, or interests within the military community.

1. Acknowledge and Celebrate Collaborators

• Give Shoutouts: Regularly acknowledge and thank your collaborators. Highlight their contributions and expertise.
• Celebrate Milestones Together: Reach a significant number of followers? Hosted a successful contest? Celebrate these victories together.

Collaboration in Pinterest Marketing is akin to forming strategic alliances in a military campaign. When targeting military service members and veterans, it enables you to harness diverse strengths, reach broader audiences, and make a more significant impact.

Joining Group Boards: Forming Battalions on the Pinterest Front

Joining group boards on Pinterest is akin to enlisting in a battalion, where multiple pinners unite for a shared purpose. For those targeting the military and veteran communities, it’s a way to connect, contribute, and expand your reach. Here’s your guide to joining group boards:

1. Identify Relevant Group Boards

• Search for Military-Related Boards: Use Pinterest’s search function to find group boards related to the military, veterans, or related interests.
• Review Board Descriptions: Read the descriptions to ensure that the board’s focus aligns with your content and target audience.

1. Evaluate the Group Board’s Activity

• Check Engagement: Look at the number of pins, comments, and followers to assess how active the board is.
• Review Content Quality: Ensure that the content aligns with your values and is of high quality.

1. Request to Join

• Follow Instructions: Many group boards have specific instructions in the description on how to join. Follow them precisely.
• Contact the Board Owner: If instructions aren’t provided, you can often contact the board owner directly through Pinterest.

1. Contribute Meaningfully

• Pin Relevant Content: Your pins should align with the board’s theme and the interests of military service members and veterans.
• Engage with Other Pinners: Like, comment, and repin from the group board to foster community and collaboration.

1. Monitor Your Engagement

• Track Your Pins: Keep an eye on how your pins are performing within the group board.
• Adjust Strategy: If a group board isn’t benefiting your goals, consider focusing on other boards that align better with your target audience.

1. Adhere to Group Guidelines

• Respect the Rules: Most group boards will have rules or guidelines. Follow them to maintain a positive relationship with the board owner and other contributors.
• Avoid Over-Pinning: Be mindful not to dominate the board with your pins, as this may be seen as spammy.

1. Utilize Group Boards for Networking

• Connect with Like-Minded Pinners: Group boards often attract pinners with similar interests. Use this as a networking opportunity, especially with those focusing on the military community.
• Build Collaborative Relationships: Beyond pinning, consider reaching out to other pinners for further collaboration or mutual promotion.

1. Consider Creating Your Own Group Board

• Invite Military and Veteran Pinners: If you see a gap in the existing group boards, consider creating your own and inviting others who focus on military-related content.

Joining group boards on Pinterest isn’t just about expanding your reach; it’s about becoming part of a community, especially one as close-knit and respected as the military and veteran communities.

Paid Advertising Options: Deploying Tactical Campaigns for Military Engagement

When you’re targeting a specific and honorable group, such as military personnel and veterans, investing in paid advertising on Pinterest can be a strategic maneuver. Here’s how to execute a paid advertising campaign with precision and impact:

1. Understand Your Target Audience

• Demographics and Interests: Identify the specific demographics, interests, and needs of military personnel, veterans, and related communities.
• Tailor Your Ads: Create ads that resonate with this audience, such as highlighting military discounts, featuring veteran testimonials, or showcasing military-themed products or services.

1. Choose the Right Advertising Option

• Promoted Pins: These are regular pins that you pay to be displayed to more people. They’re perfect for highlighting content that specifically appeals to military audiences.
• Promoted Video Pins: If you have video content, such as interviews with veterans or demonstrations of military-related products, this option can be effective.
• Promoted Carousels: Use multiple images to showcase a range of products or tell a story relevant to military life.

1. Set Targeting Parameters

• Interest Targeting: Select interests that align with military lifestyles, such as outdoor activities, fitness, family support, or career development.
• Keyword Targeting: Use keywords related to military and veteran interests to help your pins appear in relevant searches.
• Demographic Targeting: You may wish to target specific age groups, locations, or other demographics that align with your military-focused campaign.

1. Design Compelling Creatives

• High-Quality Images: Use crisp, clear images that reflect the professional and dignified nature of military service.
• Strong Call-to-Action (CTA): Incorporate CTAs that motivate and appeal to military values, such as loyalty, honor, and community.

1. Determine Your Budget

• Assess Your Resources: Set a budget that aligns with your goals and the value you place on reaching this unique audience.
• Optimize for Performance: Regularly review your ad performance and make necessary adjustments to get the most from your budget.

1. Monitor and Analyze Performance

• Use Pinterest Analytics: Track how your ads are performing with your target military and veteran audience.
• Adjust as Needed: Be ready to refine your ads, targeting, or budget based on the data.

1. Consider Seasonal or Event-Driven Campaigns

• Military Holidays and Events: Plan campaigns around significant military dates like Veterans Day, Memorial Day, or Armed Forces Day.
• Welcome Home Campaigns: If your product or service aligns, create specific campaigns targeting returning service members.

Paid advertising on Pinterest is not merely a marketing effort; it’s a targeted mission to connect with a community bound by service, sacrifice, and integrity. By understanding, respecting, and aligning with military values and interests, you can create a campaign that resonates and engages.

Analyzing Performance: Commanding Your Pinterest Campaign with Intelligence

In the complex field of Pinterest marketing, analysis is your command center. Here’s a step-by-step guide to analyzing your Pinterest campaign, particularly when focusing on the military and veteran community:

1. Set Clear Goals and KPIs

• Define Success: What does success look like for your military-targeted campaign? Is it increased engagement, more followers, or specific actions taken by the users?
• Identify Key Performance Indicators (KPIs): These could include click-through rates, repins, engagement with military-related content, and conversion rates.

1. Utilize Pinterest Analytics

• Access Vital Data: Pinterest Analytics provides essential information on your pins’ performance, audience engagement, and trends over time.
• Audience Insights: Dive into who is engaging with your content. Are you reaching military service members, veterans, and their families as intended?

1. Monitor Engagement with Specific Content

• Track Military-Related Pins: Keep an eye on how pins specifically designed for the military community are performing.
• Assess Comments and Shares: Review the comments and shares on these pins to gauge how well they resonate with your target audience.

1. Analyze Traffic and Conversion

• Use Tools like Google Analytics: Connect Pinterest to third-party analytics tools to track the traffic from Pinterest to your site and monitor conversion.
• Assess Lead Quality: Are the leads from Pinterest genuinely interested in military-focused products or services?

1. Evaluate Paid Advertising Performance

• Monitor Ad Metrics: If you’re using promoted pins or other paid advertising, keep track of how these are performing in terms of impressions, clicks, and conversions.
• Compare Ad Spend vs. Return: Assess whether the investment in targeting the military community is providing an adequate return on investment (ROI).

1. Benchmark Against Competitors

• Identify Key Competitors: Who else is targeting the military community on Pinterest? What can you learn from their approach?
• Evaluate Your Performance: Compare your performance against key competitors to understand where you stand in the market.

1. Adjust Strategy Based on Insights

• Iterate and Optimize: Regularly review your analysis to make informed adjustments to your strategy.
• Test Different Approaches: Don’t be afraid to test different pins, boards, or advertising strategies to see what works best for your military-focused campaign.

1. Report and Communicate Findings

• Create Regular Reports: Summarize your findings in a clear and concise way, focusing on what matters most to your military and veteran engagement.
• Share Insights with Your Team: Ensure that everyone involved understands the performance, challenges, and opportunities in reaching this unique audience.

Analyzing performance on Pinterest isn’t just about numbers; it’s about understanding how your content resonates with those who have served and continue to serve. By paying attention to the details, respecting the unique characteristics of this audience, and adjusting your strategy accordingly, you can create a campaign that truly honors and engages.

Conclusion

Recap

We’ve discussed how to set up an account, create pins, and strategies for promotion, specifically for military service members and veterans.

Call to Action

Ready to take command of your financial future? Start using Pinterest for your business's marketing today. Build your empire, soldier!

Originally published at https://www.corranforce.com on August 2, 2023.