Is pinterest right for your business?


Who would have thought, 20 years back, that a directory for college students (read face book) would one day become a 100 billion dollar concept (read Facebook)? The world has changed, and it’s for all to see. It’s a world of interaction, engagement, real-time information, and excitement, and what’s more exciting than information expressed in pictures? So, it’s no wonder that Pinterest, a digital pin-up board, is the new hot thing on the web- so hot that it has churned up 17 million users across the globe, in no time.

Pinterest is going through such an amazing purple patch that in January 2012, Pinterest generated more referral traffic than biggies like LinkedIn, Reddit, YouTube, and Google+. And obviously, it has got brands all revved-up about trying to “optimize their social media campaigns” by including Pinterest, ASAP.

What Pinterest does is simply, and might we add elegantly, is to let you “pin” your favorite photos, videos etc. on to your pinboards to share with other users who might be looking for inspiration for anything, from parties, to dà©cor to recipes, art et al.

From a marketing perspective though, Pinterest is a great way to create awareness, incite conversation, drive traffic, and generate sales of your products. But, Pinterest is neither Facebook, nor Twitter. For that matter it’s not your usual social media site- because it’s about visuals. So, before you go all out on getting it pinned to your social media strategy, there’s a word of caution-Pinterest cannot work the same magic for all businesses, because:

  • Pinterest is a visuals-driven platform and is, therefore, great for interior decorators, designers (graphic, clothing, web, etc.), photographers, makeup artists, florists, and others who can promote their product and services through pictures.
  • As per the Inside Network’s AppData, 97 percent of the Pinterest users are women. In fact, women were primarily responsible for Pinterest’s early success. So, if your target audience is women, then Pinterest is the best place to market your product or service. But, if your brand is targeted towards men, then you really need to have a cracking concept with incredible imagery to grab and hold their attention.
  • Social networking at Pinterest takes a great deal of effort and creativity, as well as of course time.

Pinterest might not offer as much as Facebook or twitter from a hardcore content marketing perspective, but it can certainly be optimized to meet your goals. Plus there’s some really cool stuff you can do with it to boost your visibility, like you can:

  • Create a Product Catalog: Start by creating your brand page on Pinterest and add your product set to it. Make sure you use a display image that makes your brand stand out from other similar products. Add price in product description capitalize on the “gift “dropdown.
  • Create “Pinterest-Only” Product Offerings: Create exclusive weekly offers, which can only be availed on your Pinterest board. Be creative in engaging audience by promoting contests that involve them actively.
  • Publish Brand Info: Pin brand info like event promotions, how to videos and discount coupons to your pinboards to give mileage to your marketing initiative by driving traffic to your website.

Also, marketers can pin promotional videos, infographics, show portfolio of case studies, add interesting description and website links, create boards for client testimonials, customer demographics, etc., encourage people to re-pin their pins, include product prices in the description- all to engage prospects and boost sales.

So, if you think you’ve got a product that can be sold through visuals or just amazing visuals with great concepts to create a buzz about your brand, then Pinterest should definitely have your interest pinned, for now atleast!


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