When Pinterest first hit the social media scene the A. Bright Idea team learned about what it means for businesses and how it can be used from a strategic standpoint to further market the business, products or services on a new social media platform. At that point, much of Pinterest’s data was based off of projections and other social media case studies.
Now, with a few years in the social media mix – and making real headway for that matter – Pinterest has transformed as a tried and true social media platform serving as a strong marketing tool and connection to target audiences.
During a recent Vocus webinar related to utilizing Pinterest for marketing purposes, the host shared a few successful business case studies – companies who have used and continue to utilize Pinterest – Chobani, Today Show, Martha Stewart, just to name a few.
The Chobani study exemplified how the company uses the social media platform as another form of marketing in this highly competitive industry. Chobani focused efforts on Pinterest (http://pinterest.com/chobani/), generating 26 Pinterest boards and nearly 60,000 followers, making it the leader in Pinterest presence against competitors, Dannon and Yoplait.
Most of the businesses using Pinterest offer services and/or products focused on:
- Recipes (restaurants)
- Hair and make up (salon and spa)
- Fitness (gym or personal trainer)
- Clothing (boutique or even department store)
- Tourism (Chamber of Commerce offices, hotels, tourism websites)
- Home improvement (tips and tricks for painting, hanging, repairs, etc.)
- Furniture and interior design (sample room layouts and color palettes)
- Weddings (bridal boutiques, venues, caterers, etc.)
- Babies (clothes, toys, resources, food, etc.)
So what makes these companies a success story for Pinterest? Well, there are a few significant things to consider for determining if Pinterest marketing makes sense for your business.
- Is your product/service visual?
- Do you have a website to lead viewers back to the source for more information or to purchase?
- Do you have the proper analytics set up to track your Pinterest efforts?
- Will your pins be brand supportive?
- Will your pins be informative? (Will they encourage others to re-pin?)
- Are your pins thought provoking?
- Do your pins provide inspiration?
In addition to these questions, you also need to consider your goals for marketing your products or services and if/how Pinterest can be part of your overall plan. Pinterest offers another medium with the purpose of the following:
- Driving web traffic
- Generating brand loyalty
- Serving as a resource for product/service demonstrations
- Establishing brand personality
- Growing e-commerce
Although there are a lot of options with Pinterest, be sure to be strategic about your goal setting and consider objectives that are reasonable and measurable. Also consider how you can tie Pinterest to your overall social media strategy, for example, using Facebook and Twitter to leverage your Pinterest boards and draw attention to new pins and boards.
One helpful tip to consider when posting to Pinterest for your brand – make your pins the standard width (192 pixels) but longer than normal (up to 800 pixels high), because it will allow the pin to span more of the users page, keeping their attention longer.
As you consider your social media strategy, take a moment to catch up on the latest Pinterest statistics. You might be surprised by what you see!
- 3rd most prominent social media network in the U.S.
- Fastest growing social media site ever
- One of the top 50 sites worldwide
- 10-20% growth per month
- Revenue per pin is up 50% in the past four months
- $180 is the average online order that originated from a pin (higher than Facebook and Twitter)
- Fastest social media for concept digestion by the target audience because of its high visual orientation
- Low barrier to entry (easy to sign up and set up)
- Average time on site per month = 90 minutes
Want more? Review the complete Chobani case study and overall social media strategy in the recent article from Fast Company where Emily Schildt, Chobani’s digital communications manager, shares insight on the company’s strategy and success. http://www.fastcompany.com/1808071/chobani-yogurt-tickles-tastes-pinterest-addicts-and-so-can-your-brand