Pinterest. Have you heard? Pinterest is the new social media phenomena that has women ages 25 – 35 pinned to their computers. According to a recent study, Pinterest drives more referral traffic than Google+, LinkedIn, and Youtube combined. Many even believe Pinterest has changed website design forever. Traditional “text content” has been thrown aside and replaced with “content” in the form of pictures and graphics. Talk about a picture being worth a 1000 words (or for marketers a $1000).
Pinterest has elevated “old school” magazine ads into customized word-of-mouth advertising. Users pin pictures or videos of things that intrigue or interest them; things that they may not have time for when they stumbled across it, but will want to revisit later on. And in turn they “share” these interests with friends in their network. The perfect word-of-mouth advertising.
This potentially opens up a new market for companies to reach. A place where the consumer’s interest is readily available. A pin board titled “Summer shoes I want” makes it a no brainer for shoe retailers. There is now a place where consumers are telling you exactly what they are in the market for. For companies that would translate into direct sales. What a gold mine!
So how do marketers make use of this “free” knowledge? For one, their website needs to have some great, powerful images. Everyone likes to look at pretty things but pretty things without a story leaves little to be desired. Your images must show how your product is superior to others. Then Pinterest will do the rest of the work for you. Once you have a few “pins”, your followers will share it amongst their networks and their network’s networks.
With Pinterest driving more referral traffic than other popular sites, marketers need to make their websites sticky. Pinterest can drive traffic to your website, but ultimately it’s up to you to keep the visitor on your website. So creating pertinent landing pages with call to action messaging is a necessity.
Marketers should also keep Pinterest fun and creative to engage their viewers. After all, since the new content marketing is all about storytelling, companies can use this new medium to their advantage. Telling a story visually can leave a strong and memorable impact and who doesn’t want to leave a memorable impact?
So start your pinning engines and let the stories unfold!