Lately, more companies have been expanding their platforms to Pinterest. Does anyone else see the problem with this? It is annoying. Fashion, makeup, home decor? Yes. Categories where people are constantly looking at for new ideas. You can tell where the market really lies on Pinterest. From a little research I did, I concluded that appliances, TV networks, and brands like Blockbuster are extremely less popular than a brand such as Anthropologie. Some hard numbers: Official GE Appliances - 1,040 followers; Lifetime TV (official) - 2,517 followers; Blockbuster (official) - 1,541 followers. Let's compare this to Anthropologie's followers: 258,546 total followers, a number greater than the first 3 combined. People look to Pinterest for "new." They are not interested in microwaves and stoves (unless decorated wonderfully in a mansion, of course). Companies existing in mature markets where most people already have the goods and aren't going to have to look into buying that good for another 10 years are lacking the attention grabbing feature that a bowl that separates cereal and milk creates. That's why I've created four unique questions to ask yourself before your company enters the Pinterest world.
1. Product or Service? Services are harder to market via Pinterest because of the risk of killing your business through your pins. For example - say Orkin (you know, the bug killers; "here comes the Orkin Man") creates a Pinterest and fills it with DIY ways to keep termites from eating your home. Sure, awesome for consumers to know, but for the business? NO! If people can do that on their own, and you provide the information, what good are you to them? For products, people see it and they want it immediately! That toaster that prints messages on your toast? Yeah it probably burns the toast way too much on the message, but it's cool, right? Way easy to sell. People can't do that on their own. Don't take business from yourself. If this consumers your business' Pinterest site, re-strategize!
2. What is the niche market for my product? Essential to pinning is knowing who will be looking at your pins. With this information, find ways to make yourself available to those pinners, who will frantically re-pin your pins for all of his or her followers to see, who may do the same. This will enable you to spread knowledge of your products far and wide throughout the niche market. Hobby Lobby has tons of followers! They do a great job of creating pinboards for all holidays, etc with ideas. Who is their niche market? Crafters and creative people who love to create new decorations and take on new projects. Hobby Lobby knows this and ensures their content will appeal to this particular market.
3. Can I make this a long term project? Those companies that relentlessly take on the social media world for 4 days and then quit are lacking content to keep it alive. This is embarrassing for the company. Why have a Facebook, Twitter, or Pinterest if you are not constantly giving followers new content to keep them interested? Content consumers want new, now. Daily activity is vital, which takes time and resources. Someone must work diligently to create this content and come up with ideas for pinning. Summarily: don't create a Pinterest to say you created a Pinterest. Eli Lilly (the pharmaceuticals company) has a Pinterest, but with only 23 followers and absolutely NO pins. Someone could come up with some relevant content, such as lifestyles of users of drugs like Cymbalta or Cialis (maybe, not so much Cialis, ha!) who blog, surely there is someone out there! Having it to have it is not useful unless you are going to use it. Keep that in mind for any social media site.
4. Will I be able to link my content to relevant content? No one wants to be spammed. Make sure your pin will be linked to what the consumer expects. Maybe this is your company website where the product and information are displayed. Maybe it is a company blog, or maybe a fan or loyal customer's user-generated blog. People actually delve into these pins and see what it is all about sometimes. If I pin a Food Network recipe for shrimp pasta, I don't want to be led to an in-between site trying to sell me something. Keep this in mind. Consumers expect to see exactly what they are clicking on. This creates a trust between the pinner and the brand, instead of the pinner thinking "Are you kidding me!? Never pinning from them again, I can't even see the recipe I wanted!" They'll return to your Pinterest page for recipes all the time if you can provide this simple step for them.
Of course there are many more things a company can consider before using Pinterest, as well as any other social media site, but these are four critical questions. Don't play social media "keeping up with the Joneses" unless you are actually going to put forth the effort and stay ahead!
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