With statistics flying around the web that Pinterest drives more traffic to websites than Google+, YouTube and LinkedIn combined, it’s no wonder marketers are pricking up their ears and taking note.
The relative “new kid on the block” is causing a stir in the world of social media and it’s not hard to see why.
In the first month of 2012 alone it was reported to have had more than 11.7million unique US visitors.
Here at CG we’ve set up our own Pinterest page and have found it a relatively quick and simple channel to maintain. We’ve also found it’s a brilliant way to showcase our design work visually.
But what are the opportunities for businesses here in the UK and how can you make the most of the channel when it comes to marketing?
Don’t be put off by the pictures of puppies in fancy dress. Pinterest does serve a serious marketing function if used correctly and the first step is to understand its place in the overall social media mix.
Before jumping into any social media channel make sure it’s relevant to your customers. Find out if the type of businesses or consumers you work for are using it - you can still search the site even if you’re not a member.
Pin content that your users will find interesting if you want to be followed and repinned. For example, if you’re an eyeshadow manufacturer don’t just pin images of your products in their packaging - pin infographics on how to use them to create celebrity looks or create mood boards of the latest make up trends.
This way your boards will become a resource for consumers, rather than a sales ground.
Don’t just use the channel to push out your own agenda. You’ll get the best results by interacting with users and creating a community. For example, encourage your customers to upload photos of themselves using your products or services and create your own board of these images.
This is something GAP is doing well with its ‘everybody in GAP’ board and it’s making customers aspire to be part of its community.
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