With 14.9 million users as of July 2012, Pinterest is certainly a growing social network. But should it be part of your marketing plan? If you answer “yes” to the questions in my Pinterest Marketing Checklist, a Pinterest marketing campaign should probably be in your future.
- Are a significant portion of your customers or influencers women?
- Is your brand related to fashion, art, crafting, event-planning, cooking, travel or something similar?
- Can your brand tell a story with pictures? Do pictures of your products, services or location impress?
What is Pinterest?
Pinterest is all about organizing and sharing pictures of things you like. These pictures are collected in groupings, called “pin-boards.” Users see pictures that friends and brands “pin,” and they “repin” the content if they like it. Pinterest users want to display their style and personality, along with using Pinterest to help them plan events and store ideas.
The overwhelming majority of active Pinterest users are female. There’s some controversy in the media about the truth of this statement, but anyone who has ever visited Pinterest sees the obvious truth of it.
Brands must be careful about marketing on Pinterest– promoting oneself too obviously will ensure your “pins” are ignored. Engage users with stories and environments that subtly include products and services.
Pinterest Marketing Success Story
Fashion brand Anthropologie has made a concerted effort with their Pinterest marketing the last few months. Visitors to the Anthropologie website can pin any product, sharing it with their friends. Importantly, the brand encourages customers to spread the word on Pinterest for them, creating a more authentic, populist campaign (and relinquishing control over what products actually become popular).
Anthropologie took the Pinterest marketing offline, as well. Pages in their catalogues cheekily display collections of pins, with copy, “From oodles of brooches to the pull of Pinterest.”
If you’ve decided to give Pinterest marketing a try, use this Anthropologie example as a start, or contact me for more ideas – firstname.lastname@example.org. For readers who will be in Alaska on October 4, 2012, learn more about social media marketing during my presentation at the Getting Down to Business Sales & Customer Service Conference. Click here to learn more.
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