In January of this year, I wrote about the “new” thing in social, Pinterest. If you weren’t ready to jump on the bandwagon then, by now, we all know Pinterest is hot and isn’t showing any sign of cooling off! According to one source, total unique visitors to Pinterest increased by 2,702 percent since May 2011.
Most of us realize the uses and advantages for individuals, but what about businesses? Nearly 30 percent of Pinterest users have an annual household income of $100,000 and, according to Search Engine Journal, Pinterest referrals spend 70 percent more money than visitors referred from non-social channels. If that doesn’t convince you, then how about this: 69 percent of online consumers who visit Pinterest have found an item they’ve bought or wanted to buy, compared with 40 percent of Facebook users, according to All Facebook. And, Pinterest itself has recently launched business pages, demonstrating that they plan to become more business-friendly.
There’s been a lot of talk lately about the legalities of pinning—possible copyright issues—and those of us in media-related roles are especially cautious here. The Social Media Law Blog, advised “Users, businesses included, who use Pinterest carefully should be able to navigate the waters successfully and open their products, services, creations, and inspirations up to the rapidly growing base of Pinners. Like any new online service there is some uncertainty and some risk, but by exercising care, much can be mitigated.” For more legal-related information, Ad Age posted a video with a mini-law lesson from Brian Heidelberger (partner and chair, Advertising, Marketing and Entertainment Law Practice of Winston & Strawn).
So, now you’re convinced, but where do you start?
- Listen. Follow other brands that are similar to you. This will help you see what resonates and what doesn’t.
- Then, when you’re ready, you might begin by putting a Pinterest button on your website. This is the easiest way for people to pin your images so they lead back to the source—you.
- You’ll also want to set-up a variety of boards in your business account so that the content is well organized. Keep in mind, according to a number of sources, you have only four seconds to capture your (potential) customer’s attention! Take care that your images are of good quality and the links are direct. Again, make it easy for them—don’t make them hunt.
As with any content, you’ll want to cross-promote via your other social channels, but be wary of “content overload.” You don’t want to train your followers to NOT pay attention to your tweets, posts, etc. And, like your other channels, be a participant—not a pusher—comment and follow-back. Basically, be a good social citizen.
Are you using Pinterest for your business or your client’s business? Do you have tips (or cautionary tales) that would help our readers? Please share!