Harnessing the Power of Pinterest for the Female Consumer
You’ve started publishing your content and are ready for integrating social media advertising. One of the most important, and often overlooked, places for corporate blog posts is on Pinterest. If the majority of your blog posts are not “Pinterest-worthy,” then you might want to rethink a few things.
Making Purchase Decisions
Women make over 85% of all consumer purchase decisions and they are an important group to reach. The Pew Research Center reported that 42% of all online women are active on Pinterest. Additionally, Shopify found that 93% of Pinterest users are using the platform to plan their future purchases and orders directly from Pinterest have continued to drastically increase through Pinterest since 2013.
What do all these numbers mean? They mean that Pinterest is not comprised of blushing brides and motivated mothers looking for their next DIY fix. Pinterest users are on Pinterest to plan, and part of their planning will include purchases. Companies that want to reach this driven audience need to create posts that appeal to the Pinterest crowd.
The most popular and Pinned posts on Pinterest are inspirational to the audience. Usually, ideas are unique, but (and most importantly), pictures must be excellent for a Pin to become popular. Pinterest is a great tool because it is like a giant mood or idea board for the average consumer. Do you want to remodel your home or plan your kid’s next birthday party? Pin a bunch of ideas and products and then you won’t ever forget where you saw that perfect tip for painting the trim, best party games for tots or where you can order that adorable wrapping paper you saw. A brand will have to focus on including a variety of excellent images or instructograms for the audience to Pin. The focus is going to be on the picture.
Buy It Now Pins
While it hasn’t yet hit the market for the average business, Pinterest has announced it will be offering Buy it Now promoted Pins. Take the opportunity now to find out what Pins most appeal to your audience. You can then use the top Pinned posts to form Buy it Now Pins. This will make the decision to purchase faster and easier for your consumer.
Engaging the Users
Users can search for Pins by hashtags and keywords, so make sure you are accurately describing your posts on your Pins. Don’t make every Pin about your company products, but offer content that users might be looking for on Pinterest. Engagement is about striking a rapport with your audience that is often communication on your end and loyal responses on the end of your users. Keep looking for images and content ideas that will inspire and benefit your audience.
Writer Bio: Alethea M is a writer at WriterAccess, covering topics that range from marketing and design to photography and chiropractic care. She loves pulling out interesting facts from her corporate blogging research to impress friends at dinner parties.