For people who simply aren’t addicted to the social and visual aspects of pinterest, and have no interest in sharing their discoveries, chances are they’re there strictly for business. I’m writing this mostly from the viewpoint of an Etsy shop owner, however I will include tips for larger businesses as well. This is such a vast subject, that I’m thinking the future may hold a “Part 2”. Lets jump into it, shall we?
First – is Pinterest for me?
If you’re an Etsy shop owner, there is a 90% chance that you’re finding your target market on pinterest. If you were to take all of the demographic majorities and shove them into one person, the person who uses pinterest would be a wealthy 29 year old woman with a child (Sourced), and based on it’s content I’m assuming loves saving money, DIY self accomplishment, healthy recipes and new ideas. This means if you sell powertools, chances are you might not want to spend precious marketing hours here. Here’s a breakdown of the demographics:
- 68.2% are female.
- 28.1% of pinners have an income of over 6 figures (100K). This actually surprised me at first.
- 27.4% are 25-34.
- 50% have children.
This is probably one of the most important aspects of being successful as an advertiser on Pinterst – it’s also probably one of the hardest to master. This is probably the broad idea of this entire post. The average American is exposed to about 350 advertisements in a day (Depending on many variable factors, up to 5,000!), this means that by the time a person sits down to pin- the last thing they want to do is be exposed to blatant advertising. This means you’ll have to find a fun and non-gaudy way to pin your items, while making people actually want to follow you. Here are some ideas:
- Have lots of boards, appeal to as many people as possible. While creating these boards keep two things in mind: 1. Whose my target market? What would they like? and 2: What do I like, what can I manage, and how can I make it personal while keeping my business central.
- Make it unique! It’s impossible to sneeze on Pinterest and not find a “Dream vacation” or “For the kitchen” board. I’ve seen some really interesting ideas, from museum’s to haunted cities. Come up with something that’s never been done before, people are likely to follow these.
- The majority of pins are repins. This means that if you want to be discovered, you need to unlock those curating skills. Be a pin pioneer, not a repinner. Repinning is completely fine when you have no sales motives, it’s easier, and it makes pinning more fun, but when you want to gain followers and ultimately viewers to your brand you’re going to want to discover the next big thing.
- Make your pins look like a small part of what you do on pinterest. Don’t make it obvious that you’re there to advertise, make it look like you’re there for fun, and more importantly HAVE fun. The last two bullet points go into something basic about humans, we like charismatic people. You want to be a leader, not a follower.
Get attention from the big shots
Find the most successful pinners, those with the most followers etc, and get attention from them. Favorite there pins from time to time, follow their boards, comment, etc. They just might return the favor. This once again feeds into the charismatic leader idea. If they do, more are likely to follow. Keep in mind, you DON’T want to look like “OMYGOODNESSIMYOURBIGGESTFAN LOOKIELOOKIELOOKIELOOKIE”, make it natural. Don’t do it constantly or obsessively. Keep a nice, even, low flow. If they’re a seller, you can @mention them, but you’ll want to use this sparingly.
This is probably the most powerful tool you can have as a business owner hoping to market on pinterest. I think this site just has to speak for itself.
It shows you everything you need to know, it gauges your success, and it even rates you (From 1 to 100, mines only 27… We’ll work on that!). While it is currently completely free, the company will be announcing a PinReach Pro soon. http://www.pinreach.com
I’m thinking I’ll do a sequel to this post, so I’m going to keep a few aces up my sleeve. We’ll wrap it up for this week, you can look forward to Candices first post this Monday (I get to preview it this weekend and I’m SUPER excited), and of course next Wednesday we’ll have features, and Friday another enrichment post :).