Whether your preferred social media platform is Facebook, LinkedIn or Twitter you will no doubt be aware of the option to pin posts to the top of your feed. Do you use the pinned feature? Or is it an opportunity to impress that is passing you by? If you are a bit lost as to what to pin to the top of your social feeds, never fear this article has some ideas for you:
I know it is really the last topic you want to see more about, we are all heartily sick of the subject, however one of the more important uses for a pinned post is reassurance. Whether it is to tell people you are still operating, inform them of the safety measures you are taking (especially useful for businesses like cleaning companies that can still enter homes) or let your readers know of a restriction, pinning updated information to the top can give your followers the quick answers they are looking for.
Now we have that part out of the way we can focus on “normal” marketing strategies for pinned posts. If you are running a special offer, competition, or have a short term or seasonal offering – pinned posts will ensure your most important content is visible to your feed’s visitors.
Newsletter sign ups
If you write a regular newsletter that gives value to your readers, then it makes sense to highlight this on your social media channels. Using a pinned post to garnish sign ups to your readership can be most beneficial!
We all know a good first impression is very important. What do you want people’s first impression of your business to be? Whatever that looks like you should consider sharing it as a pinned post. This really helps if the name of your business doesn’t immediately tell people what it is you do (like ours). Here is your chance to shine!
If you have a video you are proud of then why not pin it to the top of your social media channel? Whether it is an intro to the business, a product feature or service review video, one of your premises and team or a “how to” video, each will give a different value to your viewers. Try pinning one and see what additional reactions you get.
Especially for newly opened business accounts or for those that want to grow new followers, a good welcome message, thanking people for stopping by, following etc is a very good use of a pinned post. Put yourselves in your target followers’ shoes, what would you want to read if you visited your wall for the first time?
We all have them and if you oversee the marketing on social media, now is not the time to be shy about your USBs. Shout about your Unique Selling Benefits in a pinned post – tell us how great you are, what you can do for us and how wonderful your products/services are!
Often under-estimated, achievements build huge credibility and what is more they are a great opportunity for your followers to congratulate you. Pinning an achievement to the top of your page feed will give those wonderful supporters the opportunity to engage with you in a positive manner.
I am a huge advocate of case studies, or rather I am a huge advocate of showing people just how good you, your business, your products or your services are. A great way to do that is to create a case study. Content like this is often too long to include it all in a single post on the social platforms, so load it up on your website and place a snippet of the study to your social feed with a link to read the full article.
Got an event coming up? Whether you are raising funds for your favourite charity, have a virtual or real event on the horizon – use the pinned post option to help raise awareness!
Top tip: Make sure you schedule in your calendar a reminder to remove or replace your pinned posts – no one wants to know about your Christmas offers in February. Rather than working for you, out of date pinned posts can have a derogatory impact if they are left to fester.
Making The Most Of Your Pinned Posts – Trial and Error
Don’t know which to post to pin first? Why not test and measure? Yes, I know a very typical marketing response. If you think about it, the different social media platforms have very different atmospheres. Even if you are connected to the same people on the various platforms you will find we tend to behave slightly differently on each site. What might work well on Twitter might not be as well received on LinkedIn. Pin your posts on each platform and if they don’t appear to gain much traction after a period of time, then consider swapping them for alternative content – it is entirely feasible that you will end up with different posts pinned on different platforms.
We hope you found this article on pinned posts useful. If you need assistance with your social media marketing then give us a call on 01604 654545, email us on firstname.lastname@example.org or simply search for us on your favourite social channel and send us a message.