Inbound, digital, content, social media
Recently I started actively use Pinterest because I found out that it has a potential to generate significant traffic to my blog. At this moment, I opened 45 boards, pinned more than 1,000 pictures, uploaded over 75 my own photos, and followed 400 interesting boards. Web analytics has already shown some growth in impressions, re-pins, followers, and traffic to my blog.
Pinterest — the third largest social media site after Facebook and Twitter — seems to be not very difficult for understanding and use for marketing purposes. Many common strategies can be applied here. However, I checked if there any different ways of using this media.
I found Phil Stone’s post in his blog where he suggests 3 major strategies — repinning, following and commenting. He didn’t mention “liking” because it has the least value from a marketing standpoint. Maybe. But that strategies are too general and can be used on any social network, aren’t they?
As it is known, Pinterest is one of the top five referring traffic sources for US apparel retailers. Old 2012 study by Shareaholic showed that virtual pins drove almost the same referral traffic than both Twitter, and more than Google+, YouTube and LinkedIn combined.
So, Charles Nicholls, strategists at a shopping cart recovery firm suggested a strategy of “giving away the good stuff” in his 2012 article on Mashable. He has 8 Strategies for launching a brand presence on Pinterest. In addition to reserving space and name for brands he suggests including prices for goods & products to help customers to find particular items for sale. This way Pinterest is obviously becoming nothing more than any other online advertising channel.
Surprisingly, I stumbled upon many suggestions to consider Pinterest as a virtual billboard for advertising, because friend-to-friend suggestions and word-of-mouth promotion actually don’t work in this network. “Pinterest finally seems to know what it is. It’s not a wish fulfillment e-commerce generator, as many had speculated. It is yet another big eyeball ad business. All Pinterest needed was a “buy” button.” – said Erin Griffith in her article for PandoDaily.
OK. Marketers & advertisers will utilize Pinterest too, as they do with any prominent online site. They always want bigger ROI from every outlet. To get you, as a business or brand, going on Pinterest, Maria Peagler, founder of SocialMediaOnlineClasses.com designed the comprehensive list of 64 (!) strategies. I am not sure that anyone will use them all, but this is the great theoretical insight.
What strategies can be for ordinary people, small businesses, entrepreneurs who want to use Pinterest too? I think they need much more simple advice and affordable approach, like this 10 ways of using Pinterest by Karen Leland, author of a book Ultimate Guide To Pinterest For Business (Entrepreneur Press, 2013).
And at the end I’d like to mention a very valuable suggestion by Bob Gilbreath from his article on Marketing Land site: “The best way to look at Pinterest is not as a social platform. Don’t think about developing a “Pinterest Strategy.” Consider Pinterest a media channel for content marketing. The social aspects are simply a means to virally spread awareness of your content.”
I agree with Bob. Any strategy will not work in the social Web if it’s not supported by good and engaging content. So, think about your content marketing first.