In the world of social media, new ideas and platforms pop up seemingly daily; however, only a few ever gain traction and stick. One of the most recent social-media platforms to garner some big buzz is Pinterest, a sort of online corkboard where users (including companies) can post up pictures to share with the world. As more and more companies employ departments dedicated to managing social media and content marketing, the smaller guys are wondering if they should be on Pinterest and what their strategy should be.
The truth of the matter is that you need a social-media strategy, not a Pinterest strategy. Pinterest—if right for your company—should fold into what you’re already doing and plan to continue doing moving forward. Each component you employ should relate to your overall approach and support your brand identity. That is to say that, while Pinterest may be a powerful way to interact with customers, you should be smart about how you incorporate it into your overall marketing strategy.
Pinterest reinforces social media’s move away from a reliance on straight content and toward a more striking visual identity. Just look at Facebook, which recently made the new Timeline mandatory for all business pages. Say what you will about the changes and the challenge with everything not being laid out in a linear fashion; this move is a hugely visual leap that promotes pictures and graphic design. Much like 99% of websites, Facebook Timelines greet visitors with a huge banner (called a cover). Since Facebook has made it quite clear calls to action and contact information are not Kosher on those covers, companies have had to share their value proposition visually. Is your company prepared to capture customers with a clear visual identity?
And that’s the message of Pinterest and Facebook: Online customers want immediate gratification with minimal effort—and pictures provide that. Pinterest adds the extra benefit of tying pictures (pins) to the website where the picture lives, allowing companies to drive business to a specific destination.
If you’re unclear if and how to incorporate this new visual identity into your online marketing, give us a call. We’ll help you create or upgrade your approach so it’s cohesive, targeted, and produces results.