Powerful networking tool not just for fun anymore
Pinterest exploded onto the scene this past year as both a popular social media site for consumers and as a powerful marketing tool for companies.
Completely in line with the very essence of social media, Pinterest’s mission is to “connect everyone in the world through the things they find interesting.” It’s simple to use, it’s fun, and provides ample opportunity for marketers to share their products and services with consumers in a friendly, non-threatening way.
Pinterest allows members to “pin” images, videos and other objects of interest to their “pinboards.” Users can browse other pinboards for inspiration, “re-pin” images to their own collections and/or “like” photos. Currently there are 2.2 million active daily users and 12 million active monthly users. As of March 2012, 90% of Pinterest users were women. However, men have discovered this handy idea-sharing tool and their usage is growing exponentially. Pinterest drives more traffic than Google+, YouTube and LinkedIn combined.
Because of this tremendous growth and acceptance, Pinterest should not be ignored by marketers. True, it might not be for every company out there, but there are several business reasons why you should consider launching a presence on this network of information-hungry consumers. Here are a few:
5 ways Pinterest can be used for business
Build brand personality
Because it is one step removed from your website, a Pinterest page gives a company the freedom to let its guard down a bit and show a lighter, less commercially polished side. Its accessible, friendly format gives visitors some insight into your company culture, the people who work for you, and what your likes and dislikes are outside of the corporate bubble. It gives consumers a better feel for who you really are and builds relationships.
Case Studies
The best way to demonstrate your expertise is by showing previous work and how you solved a specific problem. Since Pinterest is a visual site, this is perfect for uploading pictures of recently completed projects, projects you (or your customers) are working on now and also any customer testimonial videos you might have.
Drive traffic and sell products
Not only can you create pinboards with images of your products or upload product demonstration videos, you can also generate a price banner for your photo by simply adding the $ symbol in your pin description. Don’t forget to add a link back to your website landing page where they can read more information about the product or make a purchase.
Competitions
Run a contest to encourage visitors to create pins of your projects/products/designs that they like and then choose the finalists and get others to vote for what they like. User-generated content is a powerful way to get your audience involved and talking about your company. Attempt to link them to other social sites such as your Facebook page and Twitter account.
Events
If you participate in tradeshows and other special events, use Pinterest to give sneak previews of your displays and to let them know where you will be and when. Include photos and/or videos of previous events you have exhibited at, demonstrating why your display is worth visiting.
The best time to share
According to data from Bitly, the URL shortening service, if you’re doing most of your sharing on Pinterest during office hours, you’re doing it wrong. For best results, the best time to share things on Pinterest is Saturday morning, the time when most Pinterest users are active.
Pinterest has become more than just a fun social media site. It has proven to be a powerful marketing tool for businesses to reach their target audience in a friendly and non-intrusive way. By building brand personality, showcasing case studies, driving traffic and sales, running competitions, and promoting events, companies can leverage Pinterest to their advantage. It is important to note that sharing on Pinterest during non-office hours, particularly on Saturday mornings, can lead to the best results. As Pinterest continues to grow and evolve, businesses should not ignore its potential and consider launching a presence on this network of information-hungry consumers.
Contact Heinzeroth Marketing Group for help getting started with your social media marketing strategy.
