Could the latest social media addiction in women be the next marketing opportunity for small businesses? Although Pinterest began two years ago, the last few months have produced a 2,000% increase in pageviews (TechCrunch). This growth has not only raised eyebrows, but it has captured the screens of millions of viewers. With that punch, businesses, especially small shops, should give Pinterest more than a second look when considering it as a part of their social media strategy.
What is Pinterest?
Simply, it is an organization and sharing site for interesting content found on the internet. “Pinned” items are clipped items from the web placed into categorized boards where other Pinterest users can view and share them with their network of followers (must include a photo or video). The network is still by invitation only (if you need an invitation contact me here: firstname.lastname@example.org). In addition, the social aspect is expanded so that “Pins” are able to be shared via Facebook and Twitter. Read more about Pinterest
Who uses Pinterest
Pinterest’s primary audience on the site is US women between 25-34 years of age. They have children, a college education and browse primarily from home.
Businessweek describes it like this:
Pinterest has become the favorite website of moms, do-it-yourselfers, home cooks, brides-to-be, and others not generally known for their obsessions with startup fads…70 percent of users are female…
While the Pinterest demographic is rather narrow at this point, there are many businesses that have products and services specifically for this audience. Most larger social media sites have a broad global audience. Because it is difficult to target and engage the right audience, marketing on these platforms can be tedious. One of Pinterest’s strengths is its primary demographic. Purposeful audience engagement can begin immediately.
Can Pinterest help me?
Yes. Small Businesses can especially benefit from the exposure of their organization and discovery of their product/services. More importantly, through these new relationships, they can establish themselves as a “helper” in their niche.
What types of businesses could benefit?
· Fabric & Sewing: Create boards for DIY projects, suggested uses for different fabrics and showcase new products.
· Wedding Planning: Pin useful content to help the future bride with gowns, cakes, decorations, etc.
· Cooking: Recipes abound on Pinterest. Figure out which of them are good and highlight them.
· Interior Design/Furniture: Share pins of well done ideas and showcase unique projects and tips to DIY.
· Photography: Share own photographs. Compliment other photographers by repinning and gain new ideas for an upcoming photo shoot
· Fashion: Share unique fashion ideas and gain inspiration for a new line.
· Travel: Share blog posts of dream vacations. Highlight interesting online photos/articles about exclusive destinations.
You business can:
- Develop relationships with current and potential clients
- Highlight customers’ work and creativity
- Provide links to helpful DIY videos
- Include “Pin it” buttons on your website to encourage pinning of your products/services.
- Share links back to the company blog which highlights its helpful content as well as special deals, events, or catalogs of products
Under their Pin Etiquette, Pinterest cautions using the site merely for “self promotion.” This is why the strategy of businesses needs to be focused on being a helper and expert in their field. Through this relationship, customers and potential customers, will develop positive brand awareness and create useful “word of mouth” promotion.
Examples of Companies using Pinterest
What are your thoughts on using Pinterest for social media marketing?