Pinterest and Permission Marketing

Pinterest and Permission Marketing

The term permission marketing was coined before social networks exploded in popularity, but its philosophy of inviting customers to come to the business rather than forcing advertising at the customers was tailor-made for the age of social media. While many businesses have begun to find their way around channels like Twitter and Facebook, Pinterest remains something of a mystery for many. Lacking the obvious text prompts for interaction, business owners may scroll through the site and come away with vague ideas that it is a place where people post photos of interior design ideas, recipes and cats. A design firm or restaurant might be able to make the most of such a site, but how can a form of social media that is almost entirely visual work to draw customers in across all types of industries?

Pinterest 

As the old saying goes, a picture is worth a thousand words, and Pinterest can be used to convey a number of messages about a business beyond what the product looks like. The site also has a few advantages over some of the more popular forms of social media including the fact that old posts there are easily accessed unlike on Twitter and Facebook. Even compared to more easily-archived blog posts, it can be superior because potential customers can glance over many pinned photos in a fraction of the time it takes to read a blog post. Another advantage is that unique content creation is not always necessary as long as the original creator is adequately credited. The site also has discussion groups that companies can use to get feedback on new ideas, ad campaigns or products.

How does Pinterest work? In short, a user has a number of boards representing different categories of the user's own creation. Photos or pins have room for short captions and often link back to the original source. So, if a business is not one that lends itself automatically to eye-catching visuals, what are some ways the site can be used in marketing? Infographics and other visuals that convey information about the business or industry can be created and pinned. A board can also give other users information about the day-to-day operations of a business such as showing employees as they go about their days. Visuals can be better than words at giving how-to information. For example, a tyre company might use pictures to show how to judge when it's time to replace tyres or how to change a tyre. See Karen Leland's book below:

 

While the unique visual qualities of the site should be used instead of just adapting blog and Facebook content for the site, it's also worth keeping in mind that much of the same information can be visually replicated. Promotional flyers and similar types of material can be pinned.

  

 As with permission marketing on other social networks, the key to building an audience is seeing it as a long game and engaging with others. Applying these principles to marketing to Pinterest reveal it to be a valuable tool in content, social media and permission marketing. 

 

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Pinterest and Permission Marketing