August 13, 2013

Pinterest logo on ribbonPinterest is a rapidly growing social networking site, with the potential to rapidly spread your goods and services with viral popularity. The question for most Internet marketers is, how do you take advantage of the popularity and success of Pinterest to market your business?

Be recognized as an authority

The good news is you don’t have to create all of the content you share on Pinterest. Instead, you can combine your existing content, such as videos on your YouTube channel or posts on your blog, with content from other people that you link to. The key is that all of the content you link to must be of the highest quality. Therefore, the first step for your marketing plan is to identify which people and companies already on Pinterest represent the best of your industry. The second step is to identify those people and companies who are not on Pinterest that are also leaders in your industry. If you’re lucky, they will have a Pin-it plugin on their blog or website that allows you to easily create a link back to their information. Otherwise, you’ll need to create the pin yourself. When choosing what to pin, use the criteria that every item must be useful, educational, helpful, and relevant. Create a number of different boards to address common concerns of your customers, or create boards that appeal to the needs of your previously created marketing personas.

Expand your audience

The methods of expanding your audience on Pinterest are similar to the standard Internet marketing strategy of joint ventures. Just as when you choose a joint venture partner, when you choose a Pinterest co-marketing partner, you should choose one that has a similar but not competing niche. Determine what you can offer, and what you can gain from them, to make sure both sides are benefitting. The two main items of currency in Pinterest are number of followers and perceived authority and legitimacy. If you are already recognized as an authority, or if you have other sources of legitimacy such as being a leading edge product in your industry, you can bestow some of that authority and legitimacy on another Pinner. In exchange, their followers will see the pins they make on your behalf, ideally then becoming your followers.

Use pins worth sharing

An excellent pin that is worth sharing can end up being shared 100 times more than the number of your followers. Since the goal of posting pins to your boards is to drive traffic back to the original sources, these excellent pins succeed admirably. To create a pin worth sharing, the content it links to first has to be useful, solving a problem, inspiring, or appealing to a desire. Next, use an image that concisely summarizes the point of the original content, and make the associated text clear and compelling.





Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: Icon from Free Ribbon Social Media Icons BY designbolts)

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