According to comScore, Pinterest is taking the internet by storm – hitting 10 million monthly unique visitors (in the US) and becoming one of the top ten social networks. It’s easy to see why such a site would command attention; the simple and sleek design, image-driven content, and its ease of use makes it the best new way to bookmark online. For me, it has made online bookmarking fun!
We can already see how big brands like Martha Stewart, Whole Foods, and Better Homes and Gardens would be drawn to use the bulletin board-like tool for marketing their brands’ DIY items, recipes, and home décor ideas. But even smaller brands are utilizing the tool too; like using Pinterest to better show their personality, giving their brand more online visibility, and selling products through a new platform.
Before you jump in, know who the audience is.
As with any new tool, you should know what you’re getting yourself into first. Don’t use it just because it’s “the cool new thing” do it because that is where your customers are or because you are going to try to tap into a new customer base.
As we know, the majority of Pinterest users are 18 to 34 year old women (located in the northwest and southeast to be exact). If this is your target demographic then think about how you’d use Pinterest to engage with that audience. If that isn’t your target demographic but you’d still like to try using Pinterest for marketing; take a look at your resources and decide the best way to engage with that new audience. Would another platform be more worthy of your time?
How can it be used for marketing?
It seems like everywhere you look there are blog posts popping up about how this brand and that brand are using Pinterest to market their online business. Here’s a couple of good posts on how brands are engaging with the audience on Pinterest by holding contests, to get feedback on new products, and to promote other sectors of business.
Do your research first – what can Pinterest do in general and what can it do for your business specifically? I like this post, put together by Mashable, that gives tips and tricks to help those getting started with using Pinterest or those looking for advanced tactics. I learned lots of new things from this article!
Track it. Measure it.
This is the golden rule, right? So you’ve decided to use Pinterest as a marketing tool; PLEASE don’t forget to measure the outcome to see if your efforts are paying off.
- Are you getting referral traffic from the site? How much?
- Is that stream of traffic engaging with your site when they get here?
- Are you getting any site conversions from the Pinterest traffic?
Those are all good things to measure and reflect on. Use the information to change up what you’re doing. If you’re getting a lot of good feedback on your Pinterest page but that traffic doesn’t translate to your site, maybe you need to alter your website or create a unique landing page for your Pinterest traffic.
Are you using Pinterest as a marketing tool? Have you seen any local (Maine) brands using it uniquely? Do you think it’ll stick around? Please feel free to share your thoughts in the comments section below.
Flickr Photo Credit: Annie Mole