How Critical Is Pinterest to Inbound Marketing?
Inbound marketing: The sheer spectrum of possibilities for lead generation can be daunting. Do you know what it takes to tap into today's top marketing channels? To help readers benchmark their knowledge and get on the right track, we asked industry experts what they saw as the seven most important questions about around inbound marketing today, and how marketers should answer them.
How critical is Pinterest to my inbound marketing?
a. Pinterest is a core inbound marketing tactic that should be used by every business.
b. Pinterest is loved by scrapbookers, but is not a significant social network on the Web.
c. Pinterest is this year's MySpace. Once popular, it's now a ghost town.
d. Markets that lend themselves to lush images can get a big payoff from Pinterest if such images are used creatively.
Answer: d. Markets that lend themselves to lush images can get a big payoff from Pinterest if such images are used creatively.
A dark horse in the shadow of titan Facebook, Pinterest has nevertheless quietly grown to become one of the Web's largest social networks. Its secret: Pinterest enables its members to make a graphic splash by putting together collages of their favorite photos online for all to see.
While its charm is lost on some, millions more rabid users and viewers have catapulted the social network onto the radar of every online marketer. Businesses in verticals that naturally generate lush images can truly make a killing on Pinterest, drawing users in with creatively arranged image collages and encouraging them to "click back" to the company for more eye candy-and business.
"If you can evoke an emotion, your pins (pictures you put on Pinterest) will get more 'loves' and re-pins and, over time, you'll get more followers," says Carolyn Goodman, president of San Rafael, Ca.-based agency Goodman Marketing Partners.
"Followers, in turn, become fans and brand evangelists, actively engaging with and promoting your brand in a positive light whenever they can," explains Goodman. "It doesn't always take a professional photographer and stylist, but it does require a good eye for good design that communicates an emotion."
Granted, consumer-facing firms are getting the most bang-for-the-buck on Pinterest. But there's also a place for B-to-B companies, according to Ruth Stevens, founder of New York-based agency eMarketing Strategy. "B-to-B marketers are using Pinterest as an extension of their content marketing programs," Stevens says. "This is a great platform for posting images from various content items, like a screenshot from a video, the cover of a whitepaper, an infographic of research report results, or photos from an event."