Does Your Business Need Pinterest?

By Lindsay Dicks

Pinterest is the newest darling of the social media world – and with good reason! Pinterest boasts 70 million users, 23 percent of whom use it every day. User demographics are overwhelmingly female (80 percent) and mainly from the U.S. (60 percent). The average time spent on the site is 14.2 minutes.

That’s a large, captivated audience with substantial buying power that you could be in front of. But, the question still remains, is Pinterest a good fit for your business? Before jumping into Pinterest, here are some questions to ask yourself:

  • Do you have a large female clientele? As mentioned, 80 percent of Pinterest users are female. If you sell men’s health products or farm equipment, Pinterest may not be your target audience.
  • Do you currently use a lot of visuals? Pinterest is a visual platform. All items are shared via picture and those pictures click through to content. If you use a lot of charts, infographics and photos to showcase your business or product already, Pinterest might be a good avenue for you to explore.
  • Can you find a way to make Pinterest your own? As with any social media site, the emphasis is on social. This means that it is not meant to be simply a marketing channel where you sell to people, but an open forum where you share content that relates to you, your company and your industry.

Within this framework, many brands have found a way to pin creatively. Baylor Health Care System created dozens of boards with healthy recipes, advice and inspiration, while finance leader Dave Ramsey has a Get Out of Debt board containing helpful tips, tools, articles and support.

Do you have the time to maintain a Pinterest account? Pinterest is free, fun to explore and has the potential to refer a lot of traffic to you. However, creating and maintaining your boards takes a time commitment. In order to be successful, you need to be sure you have an hour or so each week to devote to curating and adding to your boards.

Once you have decided to take the Pinterest plunge, jump in and explore! Get a few boards started, start following the boards of others, like pins, comment on pins and share great pins via your Twitter and Facebook accounts. In no time, you will be a Pinterest master.

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