It's time for businesses to reconsider marketing on Pinterest, aka the fastest growing social destination on the net (TechCrunch). When Pinterest first began to establish itself as a viable player in the social media game, legions of marketing and media professionals descended, created profiles, looked around and then they left. Often dismissed as a repository for recipes, pictures of kittens, and potty training tips, Pinterest is possibly the most underestimated, underutilized property in the social media landscape.
Why should Pinterest be included in your online marketing plan?
When you connect with Pinterest's over 25 million users (Business Insider), you're engaging a very powerful demographic. Will you primarily find women using Pinterest? Yes, and that is a very good thing. In fact 19% of female internet users are on Pinterest (Pew Internet). However, don't make the mistake of underestimating Stay-at-home Suzy who pins during her kiddo's naptime or the extensive wedding inspiration boards pinned by Annie the Admin during her lunch hour. These women represent the very influential Chief Purchasing Officers in households all across North America whom marketers should be speaking to (eMarketer).
Who should consider marketing on Pinterest?
Despite a common misconception, marketing on Pinterest isn't just for big retail brands. Here are 5 unlikely services that could raise brand awareness by connecting with users on Pinterest.
1. Plumbing – It may be hard to believe, but there are numerous pins related to plumbing issues. Pinners are looking for advice on fixing and preventing common problems, which means that how-to videos or blog posts with step-by-step pictures offering professional advice of this variety may be appreciated.
2. Housekeeping – Pinners are nutty about organization. So, if you're a housekeeping brand and you'd like to reach out to users on Pinterest, imparting home organizing insider secrets, tips or tricks from experienced, professional tidiers could help you get noticed. Perhaps even creating a Pinterest contest, with an afternoon of your services as the grand prize?
3. Debt Counseling – Money is a hot topic practically anywhere you go online, and Pinterest is no different. Search for budgeting and you'll see limitless results for maintaining a household budget, creating an organized grocery budget, how to plan budget-friendly date nights, etc. Meaning, if you're a debt counselling or financial planning brand, your audience awaits. Offer budgeting advice along with downloadable spreadsheets or free e-books.
4. Cab companies – No one knows a city better than its cab drivers. Photography lovers and researching tourists alike could appreciate photo-filled blog posts about a cabbies eye view of popular or off-the-beaten-path attractions and restaurants in their respective locales.
5. Auto Repair – Pinterest users are very interested in DIY anything, so don't think that they're afraid to get their hands dirty, or oily in this particular case. A savvy auto repair shop with a mind for social engagement might do well marketing on Pinterest. Perhaps a series that details how to perform simple repairs or how to identify basic issues? You'd be surprised to know just how many people don't know how to change a tire.