What is Pinterest?
If you are reading this post you have probably heard of Pinterest. It is a digital bulletin board that is taking the social platform world by storm. I won’t go into an explanation of how to use Pinterest; that’s well documented, Mashable has a great Pinterest 101 beginners guide.
Pinterest is an engaging site, and according to VentureBeat, data shows Pinterest retains and engages users better than Twitter.
The article New Data: Pinterest Referring More Traffic than LinkedIn, Reddit, Google+ gives stats revealing that Pinterest is driving referral traffic.
How Can Marketers use Pinterest for Inbound Marketing?
Pinterest social media marketing practices are growing exponentially. Many brands and marketing agencies already have a presence on the platform. Without question, Pinterest is not for every brand. Brands that have visual appeal, like photography, weddings, travel, food, design etc will probably find this platform more relevant.
Pinterest and Inbound Marketing practices can be very compatible. Both rely on relevant content strategies to attract and engage audiences. The same principles that are used to attract traffic to a web site can be equally useful on Pinterest.
Pinterest, like any other marketing platform, will be most effective if it is part of an integrated marketing strategy. Brands that engage consumers across multiple platforms will increasingly have a competitive advantage in an increasingly fragmented media landscape.
Here are five ways brands can leverage Pinterest.
Any permission-based marketing initiative should be part of a carefully planned, well-execute
d relationship marketing strategy. Tactically, approaches that are driven by executive mandates can be disastrous because they typically broadcast marketing messages that are not conducive to success on social platforms.
Is Relationship Marketing part of your current product or service offering?
If the answer to this question is no, you may want to make your existing web site more social. Without the benefits of an integrated marketing approach, a single focus on Pinterest, or any other platform, can drain resources and provide less than optimal results.
Relationship marketing is all about relevant communication across the entire buying process; this is particularly important when thinking about content options for Pinterest.
Are you engaged in other social media activity?
Even with a relationship marketing strategy, you may be focused on more traditional mar
keting activities like direct mail or email.
Effective social media activity requires a commitment to provide internal resources and support. There are also cultural implications. Engaging consumers across platforms requires a culture of cooperation and collaboration.
Who is your audience?
The current Pinterest audience is predominantly female; however, as the popularity of the site gains traction that mix will no doubt change. If your product or service offering skews toward males, you may want to be extra cautious or wait before trying this platform.
In addition to the obvious consideration of gender, does your audience participate on social media platforms?
Things to consider when determining whether Pinterest Should be part of your Inbound Marketing
Pinterest is driving significant traffic, engaging users better than many other social media platforms. For those brands considering Pinterest, the real question is “Is there a place for Pinterest in our relationship marketing strategy?”.
If you don’t have a relationship marketing strategy, consider creating one before you decide on any social media platform.
And for those who are considering the platform, here is a good list of do’s and don’ts for brands considering a Pinterest social media marketing strategy.
I’ve found Pinterest useful and engaging. If you have access, feel free to stop by and check out my pins.
What do you think? Are there other questions that need to be addressed?