Pinterest is a great medium to market your organization in an engaging way—and to create visually compelling creative that elevates your organization’s brand. Check out some of our tips on how to make your Pinterest boards successful and the best practices that we as an organization try to follow.
Make your content diverse, but target specific customers: The green building movement involves a variety of players—from developers, to builders, to sustainability advocates, and much more—so we like to curate boards that cover a wide variety of topics. Offering an array of sustainability-related images on our boards actually allows us to target a wider audience and reach specific customers more efficiently. The trick to accomplishing this is to stay organized! Instead of pinning a ton of images with no context, we divide our boards into topic areas with information that specific customers would want. Our diverse boards range from green schools, to health & wellness in building, to green building general information. Each board is designed with a customer in mind!
Cross-promote your pins: To reach a maximum audience, make sure that you share your pins on your other social media channels and that relevant pins link back to your blog or website. In addition, make sure to embed any applicable pins within your blog posts, offering visual and engaging examples to complement your story. All of these steps will help continue the conversation, bring more people into your network and ensure your online audience continues to engage with you.
Be creative! Try different ways to engage your audience: I love to use Pinterest maps to enhance our story in an original way! These visual and informative location-based boards tell a comprehensive story, map areas of interest and create local guides. At USGBC, we use maps to educate our audience about the sustainability movement and to create local guides on the high-performing LEED-certified buildings that are at the heart of our movement. Our maps help our online community learn about green building news in their specific area of interest and are more dynamic than a stand-alone image.
Feature your customers: Use Pinterest to highlight the accomplishments of your customers. We like to showcase specific projects, developers, member companies, community members and other customers who are making a difference in the sustainability movement, transforming the way buildings and communities are designed, built and operated. By promoting our customers stories, we make them feel appreciated and increase their level of engagement.
Check out our Pinterest page to see first-hand how we are using our boards to communicate our message digitally!
As Pinterest continues to evolve, social media marketers are starting to use the site in innovative ways to enhance their collective stories. One way that Pinterest allows you to engage your online community creatively is through the map feature. “Place pins” creates a visual and informative location-based board that tells a comprehensive story, maps areas of interest and creates local guides. These maps connect the visual to the actual, by displaying where pins are in the physical—and not just digital world.
At USGBC, we use Pinterest maps to educate our audience about the sustainability movement and to create local guides on the high-performing LEED-certified buildings that are at the heart of this movement. Our maps help our online community learn about green building news in their specific area of interest.
For example, in recent articles I wrote for our company, I used Pinterest maps to educate our audience about green building in the professional and collegiate sports world. The Pinterest maps I created let viewers discover if their favorite pro-sports teams play in a LEED-certified venue; hear one-of-a-kind stories about the history, resiliency and adaptive reuse of these buildings; keep up-to-date on LEED activity and green building news in the world; and plan a trip to visit a LEED-certified stadium near them!
Check out our Pinterest page to learn more about how we are using our boards to communicate our message digitally!
Everyone: Meet Sarah Buente.
Sarah is one of our awesome team members who specializes in coordinating all the moving parts that go into campaigns, presentations, infographics — well, basically all of our marketing projects. She is super organized, and never misses a deadline.
10 Questions with Sarah
- Describe your role on the USGBC Marketing Team: As a Marketing Project Coordinator, I help manage marketing projects from conception to completion, translating design direction into visually compelling creative. I collaborate with and manage internal/external designers, stakeholders, program liaisons and third-party vendors to create marketing collateral that elevates USGBC’s brand. I also help conceptualize and design digital, multimedia and graphic assets.
- Favorite sport: Soccer, aka the beautiful game, aka fùtbol.
- If you could sing one song at Karaoke Night, what would it be? Piece of My Heart by Janis Joplin.
- Zodiac sign: Pisces.
- How do you stay inspired at work everyday? Knowing that I am supporting a mission that I am passionate about is uplifting. I am also surrounded by some incredibly talented people on my team and the creative work we collaborate to produce keeps me inspired daily!
- You were just gifted a yacht: what would you name it? I’d name it after my favorite book & movie of all-time, Gone with the Wind.
- Best book you’ve read in the past year: This is like choosing your favorite child for me! I’m currently reading my way through the New York Times “1001 Books to Read Before You Die” list, and I’ve knocked off 710 books. My favorite from this year has been “The Red Queen” by Margaret Drabble. My favorite new book on the list was “The Curious Incident of the Dog in the Night-Time” by Mark Haddon.
- Favorite guilty pleasure TV show to watch: Law & Order: SVU.
- 3 things you’d take with you to a deserted island: a soccer ball, sunscreen and a fishing rod.
- Biggest fear: I am terrified of spiders, snakes… and squirrels.
Our innovative Studio team is comprised of marketing strategists, digital analysts, designers and developers. This supergroup is responsible for making sure that USGBC communicates with the world in the most effective and compelling way while maintaining our standards of sustainability. The only way we can accomplish this is through collaboration. Glad you guys took the time to meet Sarah — stay tuned to meet the rest of our talented team members!
Transparency is paramount to the success of any organization. Cultivating an environment of transparency ensures that your company is accountable and remains committed to your mission, while also building credibility with your customers.
It can be difficult and daunting to facilitate such an environment at a larger organization with a constantly expanding staff. At USGBC, our Marketing team has created a staff portal to improve internal communication. This system allows us to share information and resources across departments more efficiently.
Staff can keep up-to-date on the latest statistics and talking points, download aesthetic slide decks and Infographics by topic, and access other important documents—with just one click. As a Marketing Project Coordinator, part of my daily workflow is managing this system, ensuring that the most important resources are accurate and available on the site for other departments. Our Staff Resources page helps our busy department manage our project load more consistently—which prevents us from being inundated with requests by allowing other departments to immediately access the tools they need.
Check out an example of a page below to see how our Marketing team is working to improve internal communication daily!