Created in 2009, Pinterest is a perzonalized media platform, which lets its users to share, manage and sort different images or videos also known as pins. The site is a home to over 70 million people a month and it comes in third place in visits after Facebook and Twitter. Like them, Pinterest can be used not only for personal usage, but also for business marketing. The network leads a big amount of traffic from other websites and marketers should take advantage of this. Additionally, it provides your existing and potential customers with a way to easily discover information about products, promotions and offers. In the following lines, I will share my thoughts on why businesses should use Pinterest to promote themselves, the different features of the platform and how they can be employed in a marketing campaign.
Should businesses be on Pinterest and why?
In order to answer that particular question, we have to examine the purpose Pinterest serves to the users. Basically, the platform is a visual tool, created to help people find inspiration and ideas. They visit it to seek for solutions of problems, which are mostly personal. Furthermore, the site can be considered a search engine used by the users to find more of the things that interests them. Let’s say for example, that a business offers smartphones cases, but is having trouble creating brand awareness and attracting consumers. This is where Pinterest comes to help. Businesses like this one can be easily discovered by potential consumers, who are seeking for a specific thing on the platform. So, the person looking for a good case will type his “question” in the search box of the network and the results will include the above mentioned business. Based on that, we can see that Pinterest is the perfect place for businesses wanting to be noticed, especially small ones, which have limited marketing budget.
Like on every other social media, the most important part of the marketing process on Pinterest is the attraction of followers to your profile. More followers means that your business will get more repins, comments, clicks and likes. Furthermore, this will increase the traffic to your profile and eventually lead to an increase in sales, which we all know is the main goal. The first thing, that attracts people to your profile will be the looks of it. A suitable and quality profile picture (which represents the business’s goals and/or tagline) is essential. In order to cause good first impression, the content you choose to pin should consists only of high-quality images and be about topics that usually are interesting to many people. Adjusting that to fit the traits of your target audience, will also be a good tactic to gain more followers.
If you want to learn of more ways to attract followers, I advise you to check this wonderful guide on Social Media Examiner: 12 ways to get more followers on Pinterest.
A feature definitely worth mentioning. It allows you to check what exactly people pin, assess the performance of pins on your profile and provides you with statistics on impressions, repins and clicks count. Furthermore, you can learn more about your followers’ interests, because it shows data about their “like” activity on the social media. Additionally, you can sort your audience by demographics criteria like: Country, Gender, Language and Age. By analyzing this information, a business can identify possible patterns (for example – a major group of visitors from a specific country) and alter the content it pins accordingly.
This particular feature could be considered to have been inspired by Facebook Ads and Twitter paid advertising. Basically, promoted pins allows for a increase in the reach of a profile’s content. This reach can be customised and aimed at a specific target audience, that can be adjusted by the client. Unfortunately, this feature is still in beta and is currently available only in the US. Pinterest allows for businesses to send their request to join the beta and try it out before the actual release globally. Leading from the success of the other social media platform and their uses of paid advertising, I recommend businesses wanting to establish a good market position on Pinterest to at least get to know the basics of it and try to register for the beta. It may as well be the next big thing in social media marketing.
Even though, a significant amount of images are pinned every day, getting noticed and repinned on Pinterest is not that hard. Thus, using it business can generate brand awareness and gain consumers with almost no cost. The platform has great tools to achieve that and continues to develop itself with the registration of thousands new users every day. And don’t forget, that there is no stronger marketing than the visual one! So businesses, start pinning!