Pinterest is a web-based social network system which allows its users to pin (post) images or pictures to virtual boards that they create according to their interests (Lee, 2011). The social networking aspect of Pinterest takes place when users share images. Moreover, Pinterest is having a Facebook-like interface with Twitter-like metrics, thus enables business to engage customers at a higher level and capture measurable ROI metrics (Loren & Swiderski, 2012). Furthermore, corporations also view social media an important way to reach consumers and thus many companies are adding social media to their marketing strategies to offer more interactivity with their consumers. For example, Ferguson & Greer study in 2015 showed that media organizations use Pinterest to promote themselves and their programs. However, their study also suggested that boards carrying images associated with lifestyle are able businesses to enhance connections with their targeted audiences better than promition-related content. Therefore, Pinterest could be considred as a suitable platform for certain service businesses (e.i. fashion, garderning, home decorating business or event planning) to attract new customers or traffics and also increase brand’s visibility and recognition.
There are several features of Pinterest which allows small businesses to employ and facilitate their digital marketing strategies.
- Adding pins to Twitter and Facebook easily and quickly. For businesseses that already have an Facebook or Twitter account, they are allowed to share the images they pin immediately on Twitter and Facebook. This is not only time saver for marketers in order to have consistent content among all its social platforms, but also increase visibility (Bennett, 2014).
- Promoting business’s pins via Pinterest’s email. Businesses are able to email their pinners, customers or even prospects a pin that they might find helpful or information they might want to see via the Pinterest’s email feature.
- Invluding extra information right on the Pin itself. There are 6 types of Rich Pins which includes app, movie, recipe, article, product and place. Different Rich Pins serve different function, for example, a home designer could use the Product Pins in the Pinterest page which allows the users to purchase for the product directly off of Pinterest by having a blue “Buy It ” button next to the red “Pin It” button (Abdurrahman, 2015).
- Pinterest’s analytics. Similar to google analytics which enable busienesses to gain better understanding about their audience on Pinterest through collected data. Businesses will also receive analytics on the performances of their pins which allows businesses to know what could be made for better performance. Moreover, such feature also benefit the businesses by showing the right visual or content to their targeted audiences and thus increase engagement and sales.
- Adding Pinterest Page widget to companies’s site, so that users who visiting the site will the businesses are on Pinterest and thus increase the number of followers.
(A) What business problem does Pinterest help solve?
(B) Is your audience on it?
(C) What kinds of content are they pinning?
(D) What content do you want to share with them?
(E) Do you have interesting images or graphics that align with your brand?
(F) Do you have the time or resources to dedicate to it?
Source: (Laird, 2012)
Lastly, here is another useful link which provides some tips on creating competitive and powerful visual content on Pinterest. Sharpie could be a great example in using Pinterest more than just promoting or advertising its products but providing handy tips and creative ideas to its audiences and users, thus the content are interesting enough for them to engage with the brand and share the content.
References:
Abdurrahman, S. A., 2015. Want to Know How Pinterest Can Benefit Your Business?. [Online] Available at: https://www.linkedin.com/pulse/want-know-how-pinterest-can-benefit-your-business-suzan [Accessed 22 March 2016].
Bennett, A., 2014. 7 Pinterest Features You Probably Aren’t Taking Advantage Of. [Online] Available at: http://www.business2community.com/pinterest/7-pinterest-features-probably-arent-taking-advantage-0841489#c3ZtUpAxp8USuIPG.97 [Accessed 22 March 2016].
Ferguson, D. A. & Greer, C. F., 2015. Pinning and Promotion: How Local Television. Journal of Promotion Management, 1(21), pp. 64-81.
LAIRD, K 2012, ‘PINTEREST RATE’, Marketing Magazine, 117, 5, pp. 8-10, Business Source Premier, EBSCOhost, viewed 22 March 2016.
Lee, E. (2011, September 20). Pinterest lets people share their passions. San Francisco Chronicle, Business, p. D1.
Loren, J. & Swiderski, E., 2012. Pinterest for Business: How to Pin Your Company to the Top of the Hottest Social Media Network. 1st ed. Indiana: Que Publishing.
Neher, K., 2014. Visual Social Marketing For Dummies. 1st ed. New Jersey: John Wiley & Sons.