Perks of Pinterest for Business
Social media marketing is set to get more interesting this year. Words and pictures are the new show and tell trends of social networks, and Pinterest is the rising star in the images category. Pinterest is an image based social network which keeps on growing, having attained an increase of 2000% in 2012. comScore notes they had 28 million US visitors in December, up from 25 million in September.
TechCrunch has christened it “Amazon, but social,” and according to the LA Times it is “ranked by Experian as the third-most-popular social network behind Twitter and Facebook.” Its real strength lies in the demographics, which were enough to encourage the Obama campaign to ensure the first lady, Michelle Obama, had an active Pinterest presence. Forbes reports Pinterest is very popular with “college-educated females between the ages of 25 of 44.” Known as a ‘sweet spot’, for brands, due to their purchasing power, and prolific use of e-commerce and social networks.
If this matches your target demographic then Pinterest ought to be a key part of your social media strategy for 2013. The returns, especially for e-commerce companies and brands, justify the investment of time and marketing spend. Wired reports that “a Pinterest user is 72 percent more likely to have found an item to buy on the site than a Facebook user.”
Pinterest however is not the easiest social network to work with for businesses. So far it is yet to release a public API for developers. They only launched a Pinterest for Business portal late last year, in preperation for a long awaited and much rumoured API launch.
Using Pinterest for Traffic
Organic growth won’t happen overnight, but if you share and re-pin images related to your brand, like fashion designer Joy Cho (83 boards, 12.4 million followers, and counting) then using Pinterest will start to generate results. Pinterest users are often self confessed addicts. Minutes turn into hours whilst sharing ideas, inspiration, advice and posting their own content. There are three key ingredients when it comes to engaging on this very active social network – authenticity, humor, and passion. The most successful brands skillfully blend all three within images. These images work best when they are either real, real and funny, or have a definite ‘wow’ factor. Written content also works, within the framework of images, so ensure what you are pinning has visual appeal. Seasonal pins (brands and e-commerce companies noted a definite boost thanks to Pinterst during the holiday season), contest, lists, and tutorials are all examples of strategies which work well for Pinterest power users.
Equally, if you invest in an analytics tool, like Pinster, (recently launched their free beta) then you can gain a valuable understanding of your audience, including how and when best to engage with them. You will be glad you jumped on the Pinterest bandwagon sooner rather than later.
Note from Wade Harman:
I recommend that you get your invitation to Socialrithmic’s new beta called Pinster and get in line for this awesome product. From what I can tell this is going to really boost productivity on your Pinterest site, build engagement, and bring more interaction on your pins.