Eccentricity is my Specialty

Pinterest: An Effective Marketing Tool to Attract Young Consumers

Posted by on Aug 31, 2012 in Guest Posts, Social Media, Tools |

Guest Post by Samantha Gray.

Facebook and Twitter are still the most popular social media platforms that internet marketers like to use in order to win over young consumer (who are often said to be the most difficult target audience to attract because they’re “picky). But if they’re smart, internet marketers  should now be investing a little bit more of their time and effort using a new and upcoming social media site called Pinterest—aka “a marketer’s dream.”  That’s because young consumers who love to shop (mostly women but some men too) flock to Pinterest on a daily basis ready to spend their disposable income.

Ok, so the social media/image bookmarking site isn’t that new (it was established late last summer) but with every passing month the site just continues to get more and more users. Currently there are about 10.4 million registered users, according to the most recent statistics available. And like mentioned earlier, most of the users are young— the same young users who refuse to succumb to your marketing techniques on Facebook but fall for them on Pinterest.  It’s not really sure why this is the case, but the fact that Pinterest is bit more transparent might be the reason. Users know that its purpose is to connect buyers with sellers.

So how does it work exactly?

Like the name suggests, Pinterest is a digital pin board that requires users to scour a collection of highly attractive images called “pins.” These pins can be of any item that interests them. For example, if a user thinks a dress featured in the database is extremely cute then he or she can pin it on their profile/ “board.” If they think the couch is to-to-die for and would love to own it one day, they can pin it on their board too.  It’s great when looking for inspiration for weddings and other events too.

So where does the cash flow in?

A smart marketer will make sure that the image is linked to the coinciding store or blog where that specific item in the photo can be purchased or at the very least taught how to make—recipes for example are also extremely popular on the site. Since users can pin whatever they like, marketers don’t seem so pushy because in a way the users are coming to you—unlike Facebook where marketers are invading a user’s Timeline with updates and can be easily seen as annoying.

Of course, it’s your job to make sure you have the most aesthetically pleasing photos of your product and/or services available so someone will want to pin you on their board.

How else can it be effective?

While a user can purchase the item they pinned directly, a user’s friends can make purchases too. Firstly, they can take a peek a specific user’s pin board so they know what items their friend might like come Christmas or their birthday. Secondly, Pinterest integrates with Facebook and Twitter so that users can post their pins on these sites as well. This means that even someone who doesn’t have Pinterest (but has a Facebook or Twitter account) can see a Pinterest pin. If they like what they see, they can purchase the item too. This means you get to expand your target audience without doing too much. Pinterest users will do it for you.

In sum, Pinterest can be a really useful marketing tool to invest in.

Samantha Gray is a freelance writer based in Houston, Texas, who offers college advice to those interested in furthering their studies and careers. She also enjoys writing about various business-related topics like marketing. She can be reached for questions or comments at [email protected]