The virtual pin board social platform called Pinterest has enjoyed an explosion of popularity this past year, creating cost effective marketing opportunities for small businesses. You just need to be sure your target audience is waiting for you there.
Wedding planning, crafting, cooking, and fashion reign Pinterest usage in North America. According to AppData and Facebook research, 97 percent of Pinterest users on the western side of the pond are women. The data suggests that if your small business products or services can appeal to Internet-consuming women, your small business should be leveraging the marketing opportunities on Pinterest.
However, men currently dominate the Pinterest scene in the United Kingdom (56 percent); topics like SEO marketing, web analytics, and venture capital rule the roost. As a social platform, Pinterest is flexible. While a Pinterest prospect for your steel manufacturing company might not be realistic today, who says it won’t be in six months’ time?
Whether Pinterest seems like a viable marketing solution for your small business or not, having some core knowledge about what the platform can do for corporations could come in handy as the Internet community continues to expand and adapt at a rapid-fire rate.
Here are five tips for small business marketing success with Pinterest:
You can offer users your original documents in a visually attractive way, by using title pages as pins. SocialMediaExaminer.com contributor Mitt Ray suggests gating the content so people can access it only after they have signed up for email alerts or monthly newsletters. It’s a great way to distribute e-books, white papers, and product guides and collect a prospective client list at the same time.
Pinterest contests and conversations should expand to your Twitter, Facebook, and LinkedIn presences. Advertise your Pinterest account on Facebook, or invite users to give feedback on new pins via Twitter. You want to cultivate a thorough and authentic brand persona online. Pinterest can enrich your business “voice.”
Pinterest users are often savvy to marketing trickery, and will filter your profile out if it doesn’t provide anything beyond bland and blatant advertising.
So you have your product range showcased visually on Pinterest-great! Now add new boards with products outside of what you offer, to give users a diverse and genuine resource to draw inspiration from.
That’s the name of the game with Pinterest: engage first, sell later.
Ray, Mitt. “7 Pinterest Tips for B2B Companies.” 20 June 2012. Socialmediaexaminer.com: http://www.socialmediaexaminer.com/b2b-pinterest-tips/
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