The Pinterest bug appears to be circulating faster than news of a celebrity breakup. In fact, with more than 5 million users (including myself), Pinterest has grown to become one of the 10 most popular social networking sites, since launching in 2010. With staggering numbers like this, it’s no wonder businesses have started pinning too.
According to a recent report from Shareaholic, Pinterest is driving more traffic to company websites and blogs than YouTube, Google+ and LinkedIn combined. And if women are your business’s target consumer, well then you’ve hit the jackpot, as 70% of Pinterest users are women.
So how does your brand make a presence on Pinterest? The approach is slightly different than business accounts on Facebook and Twitter. Pinterest is not a broadcast mechanism; it’s more about promoting a lifestyle or the idea behind your brand.
“Pinterest calls for a more holistic approach to marketing, and it can be more effective and engaging than traditional advertising because the consumers can really see how your brand fits into their lives. For example, Bon Appetit can’t just pin pictures from the website or magazine, but it can pin images of cooking appliances, beautiful kitchen decor, cutlery, dinner parties and delicious creations or recipes – basically anything related to cooking and food.” – Mashable Business, “Pinterest for Brands: 5 Hot Tips“
Pinterest provides a much softer approach to selling. And even though Pinterest is driving tons of traffic to company website’s, I wouldn’t expect that to equate to lots of immediate sales. Most people go on Pinterest for inspiration, not necessarily to shop. But it still provides a great opportunity for your business to be seen by millions of potential new customers and stay top of mind.
So is Pinterest right for your business? According to the numbers, it seems like every business should be pinning! I would first start with visiting the Pin Etiquette page to help you align your marketing strategy with the Pinterest code of conduct. There are also some drawbacks to consider. For example, if your product or service isn’t particularly visual, you may find it difficult to tie your pins back to your brand. Also, Pinterest doesn’t offer business account or features to differentiate from personal accounts. Still, the best way to find out if Pinterest is right for your business is to set up an account and start pinning!
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