How to Use Pinterest to “Pin Down” Your Target Audience
The number of social media outlets found on the market today is astounding, leaving many business marketers to give up the nostalgic idea that a customer’s experience is based on face-time alone. With the advent of the internet and the introduction of social media, it just doesn’t pay to not sell your company online.
Recent studies indicate that women are becoming more and more involved in the financial and spending decisions of their families. This means, of course, marketing efforts should be targeted more towards the powerful female shopper. In his recent article, “Holding the Purse Strings,” Ibrahim Ibrahim noted that, “…brands… need to adopt more matriarchal values instead of patriarchal ones. Shopping experiences need to be multi-dimensional, engage all the senses and be based on stories crafted to make more sense of information.”
With this notion in mind, it seems a pertinent and necessary action for smart and serious business marketers to look at social media as a tool for creating content for women shoppers. One of the greatest avenues for this initiative today can be found in the social media phenomenon that is Pinterest. Here are a few tips for using Pinterest to “Pin Down” your target audience:
1. Invest in social media branding. You want to make sure you are consistent across all social media platforms, not just on Pinterest. As pins are a great way to link back to your other content, you don’t want to confuse your potential customer with an appearance that is inconsistent. By sticking to similar color schemes, logos and wording, you should be able to create an online persona that will win over your customers and assure them you are who you say you are.
2. Become familiar with infographics. People aren’t interested anymore in reading tons of unnecessary information. One of the best tools you can use for getting information across in a succinct, friendly and attractive manner is a powerful infographic. If you aren’t sure what an infographic is and need more information on how to create a good one, check out this infographic on mashable.com.
3. Be relevant. Understand what it is that makes your potential customers “tick.” If you are targeting a specific geographical region, take some time to research what’s going on in that area. You should also pay attention to the time of year and gear your information and images to items that are relevant in the here and now. Use your pins to show how you can be of service to consumers right now and in the near future, but try to keep descriptions brief.
4. Build your following. Learn to navigate the system by seeing what others are pinning. Start to “follow” high-profile pinners and businesses who could be potentially useful to your cause. Look for “like” items or services similar to yours and model yours after the ones who are doing it well. Try using guest pinners to promote your content on their own pin boards. Cynthia Sanchez, from socialmediaexaminer.com, has some great tips for building up a successful following.
By investing in social media and the female shopper, your business will be able to expand its reach and turn online browsing into online buying.
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