If you are a community manager, early adopter or social media enthusiast, then the business value of Pinterest may be obvious to you.
However, everyone else in marketing may not share your enthusiasm. But how do you go about convincing them they should jump on board? Here are nine reasons your business should consider marketing on Pinterest.
1. Shift in consumer behavior from search to discovery â€“ Search is great for finding answers. Discovery is great for finding inspiration. Pinterest taps into that phenomenon. As Samil Shah explained on TechCrunch back in November, Pinterest is bringing some of that discovery onlineâ€¦which could lead to a revolution in how we purchase items. Right now we are trained to go to Amazon or Google to find what we want. Pinterest starts before that search, before we even thinking we want to buy a particular product. For example, if I wanted a sound system for my laptop, I might hop on to Pinterest, browse a category devoted to sound systems and then land on a product. Within that discovery phase, however, I may never end up at Amazon since Pinterest drives traffic back to a retailerâ€™s site.
2.Little interaction needed for brands â€“ A legitimate concern for any brand considering jumping into a new social media platform is the resource question: do you have it in the budget to staff? The nice thing about Pinterest is there isnâ€™t a lot of overhead. Outside of pinning, categorizing and tagging images, you donâ€™t have to worry about managing comments or playing the follower game. You can push content at your own pace.
3.Connect with the visual segment of your audience – Pinterest is visual. So it attracts an entirely different crowdâ€¦those who may have an appeal for an image over written words. Why is this important? Consider how content marketers typically engage their audiencesâ€¦through words, videos or audio podcasts. You can open the doors to a new segment of buyers who may be interested in your productâ€¦but not know about itâ€¦by building a community around the images you pin. That can draw others in who are inspired by your account and lead to referrals.
4. Inspires the shy content creator â€“ Pinterest is allowing another segment of the online market get into the action. That segment is the lurkerâ€¦the person who is too shy to create their own blog, comment on other social sites or contribute in any way online. Pinterest is best compared to Tumblr, where most Tumblrs do not create original contentâ€¦but share, or â€œre-blog,â€ other content. Pinterest is a great way for people to express themselves without having to do anything original.
5. Amplifies the content of original creators â€“ The average Tumblr post gets reblogged 9 times. That means itâ€™s reaching far more people than if it remained on its own site. While there arenâ€™t numbers on Pinterest, you can assume the same thingâ€¦content is re-pinned and shared across a wider audience. So if you are an original content creator, sharing that content on Pinterest will amplify its reach.
6. Repinning is the new â€œretweetâ€ â€“Itâ€™s quite possible that you can build a community from simply sharing other peopleâ€™s pinsâ€¦the same way some Twitter power users have built a following off of retweeting or Tumblr users whoâ€™ve reblogged.
7. Tap into niches â€“ As I mentioned above, Pinterest will allow you to pick up on a different segment. You can take this idea of niche marketing further by creating boards specific to particular segments. For example, Crutchfield might create boards around â€œdream man caves,â€ â€œcool clubbingâ€ and â€œladiesâ€™ lounge,â€ which include reader-generated home-based sound systems in these themes.
8. Build your expertise â€“ Even if your brand doesnâ€™t work seamlessly on Pinterest like a lifestyle companyâ€™s might, you can still use it to share your experience and build your expertise in a particular location, industry or relationships. A web strategist like Jeremiah Owyang might create boards around â€œmust-have social media equipment for road warriors,â€ â€œtop people to know in the web analytics businessâ€ or â€œplaces to eat when you attend Conference X.â€
9. Itâ€™s beating out Facebook referrals – Finally, perhaps one of the best reasons for using Pinterest in your social media marketing plans is that it is outperforming Facebook. The general manager of digital for the print magazine Real Life said that Pinterest was a huge source of traffic in October 2011â€¦more than Facebook. Time to re-tool our marketing strategies, donâ€™t you think?
Link to full post:Â https://www.quicksprout.com/2012/02/06/the-marketers-guide-to-pinterest/