This is the fifth post in a six part series on Pinterest.
What businesses should use Pinterest?
Most businesses should be able to find a use for this network, but certain industries are a perfect fit for Pinterest based on the visual nature of their offering and what is already popular on the network. These industries include:
- Restaurants (anything related to food)
- Vacation Destinations
- Home Decor
This list is far from comprehesive. After a few days on Pinterest you will likely see other popular pins as well as better evaluate if there is a way to incorporate your business into what is being pinned.
Business benefits of using Pinterest
But how will social media result in profit…
This is a common question in social media, and thankfully as more case studies are published, we are actually getting more definitive proof that social media can clearly increase profits with less expensive and more effective branding, advertising, customer service and by using social media for other business operations. That said, traditional social media networks (we have reached the point where Facebook and Twitter are traditional) are not known for leading to direct sales, especially in the case of first exposure to a product. I have made purchases after seeing just one tweet, but generally, like most consumers, I need to see references to a product multiple times, and then only when I have a significant need, do I make a purchase. Pinterest can accelerate that process.
Path to purchase
For retailers, the path to purchase from a social networks is no more direct than on Pinterest. “See it, like it, buy it” happens frequently (I once again cite the in-depth case study of my wife 😉 ). Even in cases where the path to purchase is not as direct, rarely do you have social network were linking to a for-sale items is done so frequently, you have clear social proof of the desire for the item, you see a picture of it, and where you are only one or two clicks away from being on an e-commerce site.
Perhaps the best gift idea solution ever.
Empathy is a big part of giving gifts. Some of us can put ourselves in the place of the recipient, and come up with something that they would uniquely like to receive. If you are giving a gift to a Pinterest user, you should never again be at a loss for gift ideas. I predict that in 2012, the use of Pinterest to come up with gift ideas will become a massive phenomenon, and this will naturally lead to Pinterest being THE social network that really drives consumer sales.
In the sixth part of this series, I am going to provide further links and resources for exploring Pinterest, but I want to share a few now that stand out.
- Pinterest is now driving more traffic to the Real Simple web site than Facebook . (Link)
- Warbly Parker, the hip but inexpensive eye glass retailer, reports that 11% of their social traffic is coming from Pinterest. 18% from Twitter. (Link)
- Like many early bloggers, Kate Bryan ran a blog that was based around her interests, but it never generated many readers. She blogged about her professions of hair styling and jewelry making, and also her craft projects. Hair styles are extremely popular pins on Pinterest. Kate started pinning her own work and rapidly started getting traffic. In five months she achieve over 14,000 new subscribers to her site as well as getting over one million page views from Pinterest. (Link)
These stories are obviously atypical (especially the last one), but they do point to the amazing upside that exists with Pinterest to drive traffic when original content aligns with viewer interest.
Natural audience segmentation
An honest assessment of my own personal network and @free readers who have signed up with Pinterest, shows that women dominate this network. @free followers on Pinterest are 95% women (compared to 58% on Twitter). And while age is difficult to determine, at least 80% of readers look to be under 30. If that age range is your demographic and what you offer has a visual appeal, you need to at least try Pinterest. As a 30ish male, I think Pinterest has long term potential in almost every demographic (most of us have some desire to collect things and ideas), but right now, this age range and gender is dominating.
Aspirational audience research
@free doesn’t follow back everyone who follows us on Twitter. It would be truly monumental task, but I made the decision to try to follow back @free readers who follow us on Pinterest. While reading thousands of tweets an hour would be difficult, quickly looking through pictures is much easier and also points to the aspirations of what part of the @free audience is interested in and what their goals are. If Twitter is what you are interested in or doing right now, Pinterest is a view into what you want to do with your life. Goals, dreams & fascinations are all on display here. As I shared at a recent Lawrence Social Media Club meeting, I have actually learned a couple things about my wife’s interests that I never would have known without Pinterest (and that is after being together for five years).
How should you use Pinterest for your business?
At a minimum, businesses of all types should put an emphasis of having at least one visually compelling image on any piece of content they produce. This allows you and others to pin the image with a link to your content.
Adapt to the medium
@free is about providing the best of what is free, but it is also about curation in general. In the case of Pinterest, I started by pinning the best permanently free offers. I was working up a list in Trello to create a page on the @free web page to list permanently free offers, but I thought it would also be helpful to put this informaiton on Pinterest. While I will continue adding these free offers over time, I quickly became aware that it wouldn’t be enough content to keep @free active on Pinterest. Because of that, I experimented by re-pinning other useful, fun and interesting pins our readers shared. While the free offers do get repinned, I have found that the highly curated content (we post around 1 pin for every 100 we see) that doesn’t revolve around free gets the most repins and likes. There is certainly the danger of confusing your branding by doing this, but at the same time, you have to adapt to the networks and what makes it so powerful. AMD is active on Pinterest, but not surprisingly is it is difficult for them to compete with normal pin topics that are going to be much more popular and of interest in comparison to pictures of new computer chips.
What resonates with your followers can be unexpected. Once you exstablish a tone for your account, consider experimenting with a few types of pin ideas to see what resonates. With @free, a DIY cinder block bench was our most repinned pin, and I didn’t expect to get more than a few re-pins.
Make it a process
Consistentcy is a key component of any social media plan. Whether you are one person running a small business or have a larger organization, you need to make sure new services allign with your goals and fit into your work flow. This could be as simple as planning to use Pinterest a certain number of times a week or committing some of your free time to pin. In terms of staffing, Pinterest is one of the more enjoyable social networks, so you are likely to find a few people in your organization willing to pitch into the effort.
Despite millions of users on Pinterest, very few brands and businesses have signed up, and of those, very few are active. Remember when I mentioned the traffic Warby Parker was getting from Pinterest? You might have thought they had a massive number of followers. As you can see to the right, as I write this, they only have 211 followers. The newness of businesses on Pinterest presents a unique circumstance were your business can be one of the first to actively use this already established social network.
If you are a business using Pinterest, feel free to post a link to your page in comments. I would also appreciate it if you also put at least a line or two about your experience so far.