Pinterest? Please Lord, not another social network I ‘need’ for my business!

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Pinterest

When it comes to online marketing it’s easy to be dazzled by the next new thing. New kid on the block Pinterest is garnering lots of hype but is it a source of a whole new audience for your business or should we let this one through to the keeper?

Pinterest combines many of the things people love about Facebook and Twitter but presented in a heavily visual form. Users are invited to ‘Pin’ images that appeal to them both on the site and as they are surfing the net. The social aspect comes with the ability to view and share other peoples pins.

The success of Pinterest has come from requiring users to sign in with their Facebook account with the application then inviting their friends to join in as well. As a result Pinterest has attained in excess of 10 million unique monthly visitors making it the fastest growing site ever to launch in the US.

With such a big audience it begs the questions; should your business have a presence on this new social network.

As always my advice is to first think about your ‘perfect customer’ and only put efforts into areas where you know they are active and would be willing to engage with your brand.

I recommend getting a feel for Pinterest by starting an account having a play around. When you sign-up through your Facebook account, take a note of how many of your customers from your Facebook Page are already members. This one action alone will indicate whether Pinterest is the potential source of valuable connections for your business.

Now take the opportunity to register your business name and write a few paragraphs about your business with a link to your website (don’t forget to include your keywords).

Search for content that might be of interest to your ‘perfect customer’ and get an understanding of their use of this application and the opportunities for your business.

You can even pin the content from your own website including images, video and even blog articles (success here will be greatly increased by having awesome images on your blog posts).

If one of your business colleagues are also on Pinterest then start a board that you can both contribute content to. Also look for opportunities to ‘repin’ (a bit like a retweet on Twitter) the content of other people who have similar interests as it’s a great way to exposure your business to new people.

Although it is early days for this social media platform it has already proven as a great way to access a new audience. This blogger generated more than 46k visitors to his blog from Pinterest alone: http://unskinnyboppy.blogspot.com.au/2011/11/power-of-pinterest.html

How Pinterest fits into your online marketing strategy depends on what percentage of this community represent your ‘perfect customer’ (if at all). So jump on the site and have a look around, this ‘shiny new thing’ might just be the perfect place to connect with a new audience and drive visits to your own site.

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