Putting the "log" back in Blog

5 Things Pinterest Can Teach a Woodworker

Posted on July 30th, by Andy Brownell in marketing & promotion, Projects. 1 Comment

pinterest_logo_wood1Occasionally, I’m able to merge my professional discipline (advertising & marketing) with my personal passion (woodworking). What seem to be two completely opposed disciplines on the surface, can actually serve as good learning tools, especially if you like tracking data. It allows me to explore, be curious and see what happens when some thought actually goes into the two disciplines. It also makes me better informed when developing content strategies for clients. Opportunities like this have been the most valuable professional learning experiences I’ve had in my 18 year career as an AdMan.

Brands Must Connect with Content Creators

Wood Knife BlockCase in point: I was recently contracted by Rust-Oleum to develop a series of six small craft projects that used a variety of their products—varnishes, paints, stains and penetrating oils—all very common products in a woodworker’s arsenal. Each project featured on their site included a photo, materials, a step-by-step guide and most importantly, social sharing tools. This offered consumers a variety of ways to save and share the content. Beyond their site, and supplemental paid support, I was able to feature the content on my own site as well as social channels, essentially widening the paths of distribution on behalf of the brand. I do feel compelled to say that I was really impressed with the ease of application and quality of finish their spray paints had. I’ve always been a fan of their Watco products (Danish and Teak Oils), but have integrated paints into some more recent work, inspiration thanks  in part to Rust-Oleum.

Teak Bathroom Floor MatTeak Bathroom Floor Mat

One of my six projects, a burmese teak bathroom floor mat, used their specially formulated Watco Teak Oil to protect it. Once live, this project quickly began to stand out as the best performer of my six. I evaluated this by reviewing the following metrics:

Total Repins: 110 (16 from my own board, and another 94 from the Rust-Oleum site.)

Re-pin Rate: 126.9 calculated based on (total repins/total followers) x 1000

Google Organic Search Position: 3rd out of 93,600 search results (based on searches for “teak bathroom floor mat”)

Granted, most people repining the content won’t take on building a teak bathroom floor mat from scratch, but that doesn’t really matter. Why? Because their Watco Teak Oil product is now associated with finish and care for an extremely popular item in many people’s homes. Modifiers of “oil” and “finish” also return positive results leading to Rust-Oleum’s site.

The 5 Things Pinterest Has Taught Me

While this very small experiment only scratches the surface of Pinterest’s ability to drive tangible business results for a brand, it does lead to a five key (often interconnected) principles worth considering as a marketer:

  1. Content and it’s related Pinterest activity has a compounding and evergreen effect for a brand, creating demand
  2. Pinterest drives tangible results of engagement and social sharing (re-pinning) well beyond the initial Pin
  3. Google search rank (based on keyword results) can be further driven by social sharing
  4. Relevant and credible content creation and distribution strategies influence Google organic search results
  5. Search results within Pinterest can further propagate awareness and traffic for a brand if the content is right

What Can You Learn?

Comment below with a link to a popular project pin of yours that has done exceptionally well and we can talk more about the reasons for it’s success.


One thought on “5 Things Pinterest Can Teach a Woodworker

  1. Andy:
    Very good practical advice backed up by some data.
    I have it on my list to integrate Pinterest into site marketing/promotion. It will be interesting to see how Houzz and Pinterest compare in terms of site traffic.
    Thanks again.

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