I don’t consider myself to be a typical 22 year old female. My laundry list of unique facts about myself include traveling to 10 different countries in the last year, sky diving over the Virginia countryside, establishing my own website and blog, owning my own business, and the list goes on and on. Despite my distinct characteristics I do possess one very typical trait of a girl my age; I am a user of Pinterest. I find that much of my free time is consumed by sifting through boards after boards while my boyfriend watches a discovery channel feature on a new Egyptian treasure or a handful of moon dust found in Arizona. Time flies while you are repining a stranger’s ingenious way of keeping all your ribbon clutter free. Most people assume Pinterest is used for just that, killing time, but after reading an article on Hubspot, I am convinced Pinterest can be used as a valuable marketing resource.
In the article Jessica Meher, one of Hubspot’s blog contributors, outlines six useful ways Pinterest can continue and expand your marketing efforts. I found all six points to be true, especially points one, two and five.
1. “Pinterest Converts More Browsers Into Buyers”
I fully agree with Meher when she points out that users of Pinterest are not only looking through products they find interesting but actually purchasing those exact products. How do I know this to be true? Because I am one of the converts. Unlike sites such as Amazon or Etsy, users of Pinterest don’t have to sort through “junk” to find what they like. A user can follow boards that have already pinpointed his or her exact interests cutting browsing time in half if not more. It is like the user has a personal shopper and all he or she has to do is provide a credit card number. By actively using Pinterest, companies can market products to these “personal shoppers” and increase sales.
2. “Pinterest Drives Tons of Traffic”
This idea is directly linked to point number one. If people are repining and buying products they like, they are obviously visiting the site the item is on. I can not tell you how many times I have discovered a new blog I add to my morning visits list or a fun boutique website where I find the perfect gift for my loving mother. Users assume that if the websites that host a product they pinned will offer similar items they will like as well. If a company uses Twitter or Facebook for marketing it is only reaching those who follow or have gone out of their way to like the company’s page. With Pinterest anyone can stumble upon an item and follow it back to the website.
5. “Pinterest Integrates With Your Website, Twitter Account, and Facebook Profile”
Meher shares that by signing up to Pinterest using the same email used for its Twitter account, companies simultaneously share pins that are being tweeted about. Another nifty feature that companies can utilize is the “pin it” button that can be added to websites. Most Pinterest users only use the repin application. By providing an easy and convenient way for users to create a new pin, companies do not have to do the leg work.
By capitalizing on an activity that most people view as a time killer, companies can use Pinterest to subtly market products to a capture audience. But just remember, don’t overdo it.