Most companies have tapped into the potential of social media platforms by now. They have a Facebook page, an Instagram account, and a Twitter feed. They may even have hired a small business marketing employee who specializes in engaging followers using these tools. Pinterest is another popular social media choice, but it doesn’t make sense for every business. Could your company attract new fans in the Pinterest world? Here are some of the factors to consider before getting in with pins.
Is it Right?
Pinterest is not a perfect fit for every company’s small business marketing plan. However, it might be beneficial for more companies than you’d think. Pinterest is primarily a visual social media platform, with a high percentage of pretty photos making up the boards. That mean if you sell a product or service that has the ability to be photographed in a picturesque way, Pinterest could be a good tool. However, even if you don’t sell something lovely to look at, there are plenty of companies that use typography, aspirational ideas or other approaches to create pin-worthy images. If you decide to create a company profile on Pinterest, make sure you have a staff member or time yourself to keep it updated.
Check Your Audience
Another important factor in small business marketing involved knowing your ideal customer. Do you sell mostly to men or women or both? Three-quarters of Pinterest users are women. About half are mothers, and the half are single or engaged. Although there are some very young users and older users, most are ages 20-45, so you are looking at Generation X and Millennials. They are a visually inclined bunch that is looking for intriguing products and ideas. If that model fits your business, Pinterest is perfect for you. If not, there is still a chance being on Pinterest could be beneficial, it will just take a bit of creativity.
Do it Right
If you spend some time on Pinterest with small business marketing in mind, you will start to understand the tone that Pinterest pins and boards tend to take. The approach is usually about aspirational images. That can mean a beautiful home with gorgeous interior decorating or a rustic sign with an inspirational quote written on it. Think about how your company’s products can be manipulated to fit the Pinterest style. If you sell items that solve a common problem, highlight those features. If you make a product that’s attractive, hire a professional photographer to create images. Even if you sell raw materials, you can highlight finished products that can inspire pinners to try them out. Make sure the photos are high quality and high resolution to increase their chances at spreading.
Method to the Madness
After you embraced Pinterest, what can you expect in terms of return on investment? That’s difficult to say, because establishing your company ethos and attracting followers is a slow process. But at the very least, you should expect increased customer visibility and a spike in visitors to your website. Remember, that’s the goal: get pinners to click through to your company site so they can become potential customers. You also want to let people know that your business has a human face who is ready to interact with them in a positive way.
Behind the Scenes
Part of your small business marketing plan should be about tracking the effects of Pinterest on your website. Check your analytics to see how many people are finding your company site after seeing a pin on Pinterest. You can also find out which photos on the business site are routinely being pinned by Pinterest users. These insights can offer valuable information about your target audience and new leads. When you see who is looking at your Pinterest boards, be sure to follow them so you can monitor whether and how they are spreading the word about your products. Joining Pinterest can be a boon to your business if your products are a good match and you take a proactive approach to engaging other pinners. The growth in popularity might be slow, but if you stick with it, you likely will see increased traffic to the company website and maybe even a few new loyal customers. They, in turn, can tell their friends and other pinners about your exciting offerings. In addition to learning how to use Pinterest as part of your small business marketing, you can learn how to make solid hiring decisions and improve your companies using the resources at Mighty Recruiter as a guide.