Pinterest is one of the fastest growing social sites, and many businesses are successfully "pinning" to reach their customers. I was curious about the reasons why some businesses use this social site and why others do not, so I created a short survey.
Twenty-six people responded, with just four having used Pinterest for business. Of those four, two market to other businesses (B2B) and two market to both businesses and consumers (B2C). With such a small group, it's difficult to draw many conclusions, yet the responses provided insights into why some businesses are reluctant to try this new channel, and we get some good advice from those who have been there, done that.
The most common reason for not using Pinterest for business was that it wasn't relevant to their customers or their type of business. As one person commented, it was "...unlikely that Pinterest and my clients would ever intersect." Some felt that Pinterest was more applicable for companies selling products rather than services. Basically, I got the sense that this group considered Pinterest frivolous and not very professional.
From the Pinterest users, we get this advice:
- Sharing content is easy, but keeping focus and having a strategy is not.
- Make sure your customers are actually on Pinterest.
- Check sources, and be mindful of copyright.
While it was a small group, these responses match anecdotal information I've gathered, and they make valid points. Wondering if a particular channel is appropriate for your customers and your business are legitimate concerns. And, like any marketing tactic, you need a plan.
But don't assume your customers aren't on Pinterest, or that it's not suited to your business. Pinterest users skew young and female, yet more and more of my clients fit that description. And many B2B companies have taken to this platform - including those that sell intangibles.
Our customers are getting younger, and B2B is no longer the good old boys' club that it used to be, so take time to reconsider your assumptions. Look at the data, talk to your customers, explore what others are doing and what works for them. Be sure you're making informed - and accurate - decisions.
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