In our prior post, we introduced you to Pinterest, the fastest growing social web site in history. Pinterest is a virtual bulletin board that allows users to create scrapbooks on the site. Users pin images they find around the Web to their boards. Each pinboard is usually centered around a theme. Users can "clip" design ideas, hairstyles to try, wines they've recently sampled, or music they love. Boards can be shared with friends and strangers. Marketers need to determine if Pinterest should be part of their marketing mix.
Marketers, Be Aware
The good news for marketers is that the original and re-pinned images on Pinterest all link back to the original Web site. Pinners “spread the word” for you. B2C marketers can use these backlinks to draw traffic and support overall SEO efforts.
For B2B companies, the benefits of marketing on Pinterest are less clear and more analysis may be needed to determine whether this is a good place to spend your marketing efforts. Like all social networks, you need to determine if your customers are currently using Pinterest or will likely use it in the near future..
Pinterest is image oriented. It's not meant for text heavy web pages themselves as these will generally not interest “pinners”. If you can tell your story with images and graphics though, Pinterest can work.
Here are some ideas of what might be "pinnable":
- Shots of your products in use, your customers, your employees, special events
- Product demos
- Data charts
Other tactics you can use include:
- Create your pinboards to be in sync with your e-marketing strategy. Include the keywords from your SEO strategy. Make your profile page searchable.
- Pinterest provides a “pin it” button, like the share on Facebook and Twitter. Embed it wherever you want to encourage sharing – website, e-mail, blogs. Add “Follow Me On Pinterest” bar to the social media spot on your web site.
- Don’t forget to be “social”. Re-pin and comment on the pins of others – customers, partners, affiliates.
Pinterest’s rise has been meteoric, but will it flame out? Similar sites have fizzled after their 15 minutes of fame have passed. As will all new social media sites, you need to determine what is right for your business and where your potential customers are socializing.
Want to see a quick webinar for a tour of Pinterest? Click here to register for this free 15 minute webinar.