Do you do online marketing? Is your boss constantly asking you to get on board with the latest, greatest social media? Does your company actually have a Google+ page? Is Pinterest next on your boss’ list of things-that-will-make-your-crap-popular? Excellent. Follow me and let’s discover how everything social media is here to make us buy things and save our e-commerce hides.
Pinterest, for those who haven’t received an invite, is an online pinboard where you curate neat things you see on the web. As an individual, you can find things you love, “pin” them, and use that to plan things like weddings, trips, and menus. Since this is social media, you share what you find. Pinterest forces you sign up using either your Facebook or Twitter account, making it even more social, and most importantly to online businesses, more shareable.
In case you haven’t figured out from Facebook’s IPO, everything you do online is about making other people money. Even creating a fun pinboard of a few things you like. Last week, Mashable reported that Pinterest drives more traffic than Google+, YouTube, and LinkedIn combined. What’s more, Pinterest leans heavily toward women 25-34, so if your brand sells to that segment of the population, Pinterest might just might make you money.
But wait. Is this really going make brands money? Espcially if you are a small, little-known online store? It depends. Like much social media, Pinterest is less about conversions and more about allowing people to get to know your brand and build the relationships that will lead to future purchases. That said, a company’s Pinterest pinboard could turn into that blog your SEO consultant suggested, but that doesn’t really do much for you. In other words, Pinterest is not here to save our online marketing hides.
But if your boss is insisting you spend an hour browsing on Pinterest (and as tasks go, it’s kind of fun), check out these brands to see how visualizing a company’s voice can build relationships with customers.
Of course, if you are an individual using Pinterest, remember that ultimately these products are created so that the man behind the curtain can make money. Each thing you pin, like, and follow plays into this social media marketing game that everyone is so eager to master. How are you going to play?