Is Pinterest Right for Your Business?

by admin on November 29, 2012

In my book, I wrote that as marketers, we should keep an eye on Pinterest as it’s currently the fastest growing social network and it is showing no signs of slowing down.

But to be clear, Pinterest marketing is not ideal for every business. Pinterest users consist mostly of women between the ages of 25 and 34 who are relatively affluent (source: Alexa). It’s easy to determine whether your products and services will appeal to the majority of Pinterest users or not. Overwhelmingly female niches such as shoes and designer handbags will do much better than traditionally male ones.

PinterestProducts are also easier to market on Pinterest compared to services. By nature, services are more difficult to depict visually, and users on Pinterest are typically not looking for them. Think about what Pinterest is generally used for. Someone may create a board to organize everything she needs for her upcoming wedding. Someone else might want to redecorate her home and uses Pinterest to find all the products she wants. Yet another user collects low carb recipes on Pinterest to start her diet.

If you as a business sells products in popular Pinterest categories, then it’s simple to effectively market them. For example, Pottery Barn, a store that sells home furnishings and decorations, uses Pinterest to showcase their products. Each of their pictures link directly to the corresponding product page on their website, where the visitor can learn more or buy.

Even if you own a service business, you can still properly market yourself on Pinterest if you are creative and your target demographic fits that of Pinterest. The best way to go about this is to showcase the results of your service. So as a hairdresser, take some photos of your clients after their makeover. Home decor companies can upload photos of professionally redesigned homes, and so on.

It’s important to treat Pinterest as a way to build a community and not a quick way to get sales and leads. It’s going to start off slow, because when you have few to no followers, you’re basically relying on visitors to find your pins by chance. But if you consistently post quality images and videos, you will get followers, likes, and repins in due time. Do not try the age old Twitter trick of following a bunch of random people and hoping that they’ll follow back. It’s ineffective and not a good use of your time. You want people to willingly follow you because they enjoyed your content.

You can of course leverage your existing web and social media presence by converting your current visitors, Facebook fans, and Twitter followers into Pinterest followers.

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