Wednesday, 1 May 2013
Certainly one of the smaller social media networks that you’re going to be marketing on, but one of the most powerful strictly because of the built-in demographics that it caters to, effective marketing on Pinterest can be a bit of a challenge for folks not used to the laserlike targeting that you need to be successful.
While you can very often spend just the bare-bones drawing up a targeted ad on Facebook, Twitter, or Google Plus simply because of the sheer volume of people who will see it, you need to spend a significant amount of time creating the perfect marketing effort when you’re talking about Pinterest.
Laserlike focus is absolutely essential
With 80% of their user base made up by women, much of the heavy lifting has already been done for you. This cuts out half of the population entirely, and allows you to tailor your messages specifically towards women.
And while that’s fantastic news, you’ll need to dig a little bit deeper – and often times significantly deeper – if you’re going to have real breakout success on Pinterest. You need to know exactly who you’re trying to reach, what they enjoy and what they’re looking for, and what caters specifically to their needs or problems. This is the perfect platform to specialize on, and you’ll want to keep your Pinterest board as clean and clear of any distractions or content that doesn’t serve the overall theme or message as much as possible.
Spend time promoting your product as well as others to build real relationships
Maybe more than any other social network, the value of relationships on Pinterest cannot be
understated. Without a band of other promoters helping to boost your business as you help to boost there’s your sure to fail when you use Pinterest for your marketing efforts.
While you don’t have to become best friends forever, it won’t hurt to reach out and interact with other people in noncompeting – or even competing – industries to see if you can forge a partnership that is mutually beneficial. Think of this as an effective online joint venture, where you’re both helping each other get more business and increase each other’s bottom lines in a win-win situation.
The worst thing that you can do is indiscriminately spam people boards or act like you don’t care about the community behind Pinterest. This will set the people who use this platform each and every single day on fire, and you will feel the wrath of the relationships and connections that they’ve been able to establish the moment that you overstep these boundaries.
Tightly integrate with other social networks to boost your reach
There are numbers that point to the fact that pins that get Facebook likes convert at incredibly higher numbers than those that don’t, pointing to the simple answer that you need to integrate with Facebook and other social media networks as much as possible. This doesn’t mean that you should shift your focus from using Pinterest whatsoever, but that you need to ensure you are covering all the bases when it comes to making this micro social network payoff.