If you pay any attention to social media, you have heard of Pinterest. It is the hottest new site for sharing with your friends. The concept is fairly simple. You can create ‘boards’ that are akin to physical bulletin boards. On each board, you can post ‘pins’ which can consist of photos or links to websites.
Great! But does your small business need to have a presence on this hot website? That depends. There are a number of reasons that you should consider this:
- Your business relies heavily on ecommerce. Research has shown that referrals from Pinterest lead to larger checkout orders than other social media sites. If you are trying to drive people to your website to sell products, make sure that you have nice, clear photos for your pins.
- Your business customers fit the Pinterest user profile. 67% of users are under the age of 40. 54% of women aged 34-55 are on Pinterest—35% of them have a household income over $100K. Male monthly users have grown 120% this year.
- You want to know what your customers are looking for. Pinterest can help inform you of emerging trends as users tend to pin items that they are thinking about purchasing.
There are a lot of benefits to marketing on Pinterest, but only if it is a fit for your business.
As 2015 comes to a close, there are several lessons that can be learned from large companies who stumbled in their marketing.
- Don’t market your restaurant as being healthy, then ignore food safety. Chipotle learned this lesson the hard way. After claiming early in the year that they were going ‘all natural’ and eliminating GMOs, they suffered from many outbreaks of E coli which sickened over 200 people. Oh, and try not to make your main food items a whopping 1,000 calories. Does not sound very healthy.
- Vet your social media campaign before execution. The internet has an uncanny ability to take any mundane attempt at promotion and turn it against a company. There were many cases of this happening in 2015, including Bud Light’s ‘Up for Whatever’ and #AskSeaWorld.
- Don’t use war to glorify your widget. UnderArmour, in a case of what can only be explained as ‘our Marketing Director was on vacation’, used an icon image from World War II and inserted a basketball theme. Just don’t. Please.
- Manage your promotional links. This includes QR codes and short URLs. When you are done with a campaign, you can’t let these lapse, as Heinz Ketchup learned when a QR code on one of their bottles directed users to a porn site.
- Don’t direct customers to commit a crime. This should be self explanatory. But apparently nobody told Bloomingdale’s. They created an ad that told people to spike their date’s drink when they were not looking.
When all else fails, hire an expert to help. And have a successful 2016!