Thursday, April 26, 2012

5 reasons why CPG marketers should use Pinterest


Here are five reasons your brand should consider marketing on Pinterest.
  1. Shift in consumer behavior from search to discovery – Search is great for finding answers. Discovery is great for finding inspiration. Pinterest taps into that phenomenon. As Samil Shah explained on TechCrunch back in November, Pinterest is bringing some of that discovery online…which could lead to a revolution in how we purchase items. Right now we are trained to go to Amazon or Google to find what we want. Pinterest starts before that search, before we even thinking we want to buy a particular product. For example, if I wanted a sound system for my laptop, I might hop on to Pinterest, browse a category devoted to sound systems and then land on a product. Within that discovery phase, however, I may never end up at Amazon since Pinterest drives traffic back to a retailer’s site.
  2. Little interaction needed for brands – A legitimate concern for any brand considering jumping into a new social media platform is the resource question: do you have it in the budget to staff? The nice thing about Pinterest is there isn’t a lot of overhead. Outside of pinning, categorizing and tagging images, you don’t have to worry about managing comments or playing the follower game. You can push content at your own pace.
  3. Connect with the visual segment of your audience - Pinterest is visual. So it attracts an entirely different crowd…those who may have an appeal for an image over written words. Why is this important? Consider how content marketers typically engage their audiences…through words, videos or audio podcasts. You can open the doors to a new segment of buyers who may be interested in your product…but not know about it…by building a community around the images you pin. That can draw others in who are inspired by your account and lead to referrals.
  4. Repinning is the new “retweet” –It’s quite possible that you can build a community from simply sharing other people’s pins…the same way some Twitter power users have built a following off of retweeting or Tumblr users who’ve reblogged.
  5. It’s beating out Facebook referrals – Finally, perhaps one of the best reasons for using Pinterest in your social media marketing plans is that it is outperforming Facebook. The general manager of digital for the print magazine Real Life said that Pinterest was a huge source of traffic in October 2011…more than Facebook. Time to re-tool our marketing strategies, don’t you think?
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