Let’s face it. With 25 million users, Pinterest is a social media website that is very difficult to ignore, especially for establishments with a significant female customer base. This translates to about 10 million unique visitors per month, who are predominately young, female, well-educated and have a significant amount of disposable income.
Another impressive fact is that Pinterest users are not simply browsing and pinning images that they like or wish to have. They are actually buying items that they find on Pinterest. According to the Business Insider, individuals who buy items via Pinterest spend an average of $170 per shopping session. For comparison purposes, this is 179% more than Facebook shoppers who spend an average of $95 per session and 243% more than Twitter shoppers who spend $70. These figures alone should be a pretty good wake-up call for businesses of all sizes to consider Pinterest for their marketing mix.
While smaller businesses may be afraid that Pinterest may be too time consuming and present difficulties in tracking return on investment (ROI), many successful and innovative establishments are jumping on board with hopes of capturing a significant portion of the website’s 25 million user base. Some companies are going as far as focusing more attention on their Pinterest page than Facebook. For example, Lowe’s, a home improvement store, has 3.5 million Pinterest followers and 2.5 million Facebook likes.
Another very important metric that is prompting businesses to embrace Pinterest is the fact that 70% of brand engagement is generated by users and only 30% by brands. This can be considered online word-of-mouth, which is one of the most powerful forms of advertising. Think of your Pinterest followers and customers as your online brand soldiers who promote your products, defend your brand, and encourage others to buy from you.
If you are still skeptical, I encourage you to take a few minutes to visit Pinterest and search for some key words relevant to your line of business. I think that you will be pleasantly surprised. So surprised that you will probably want to create a page for your business and begin pinning right away. If you are nervous, don’t be. You do not have to be an expert. That is the beauty of Pinterest…and the fact that it is FREE.
Out of curiosity, I did a search for “Harley-Davidson”, “motorcycle”, “lady motorcycle riders”, and “motorcycle riding gear”. The results blew me away. I was able to find photos of beautiful motorcycles, best riding gear, and fun ride destinations. But, the biggest shocker was the fact that Harley-Davidson Motor Company is NOT active on Pinterest. The company has a Pinterest page, but no boards and only 826 followers. This is a stark contract to the company’s 4.8 million Facebook Page likes. This is a huge missed opportunity for the Harley brand, especially since the company is currently trying to increase its female customer base.
If you are a motorcycle dealer or any business that caters to the biker community, especially lady riders, Pinterest should be of strong interest to you and your staff. It is a simple, yet powerful (and free) vehicle to promote your products, engage with your female customer base, and sell. It is also a lot of fun! If nothing more, try it for at least 30-60 days. I am pretty certain that you are going to notice its potential right away.
HOW TO GET STARTED
As mentioned earlier, you do not have to be an expert to successfully incorporate Pinterest into your company’s marketing mix. Here are a few very basic tips to get you on your way to pinning and selling on Pinterest:
- If you do not have a Pinterest business page, you should create one by going to Pinterest Business Page to get started. This page will give all the details and guide you through the sign-up process.
- Once you create a Pinterest Business Page, think about different categories of products that your business offers and that would be of interest to your female customer base. If you are a Harley dealership, you may want to focus on different lady rider fashions, bikes, and accessories. Think about what your female customers like and want. Also, you may want to create some boards that cater to your male customer base because chances are that majority of your Pinterest female followers have a man in their life that they shop for.
- Use the determined categories from step 2 to to create boards for your page. For example, you can have a board for “tanks and tees”, “earrings”, “bracelets”, “vests”, and other similar categories. To get started, create 3-5 boards just to get your feet wet and add more with time. Start with 3-5 most popular categories.
- After you create your boards, start adding items to each board. You can upload photos from your computer or directly from your website. You should always add a brief description and a link for each item that you add to your boards. This allows your followers to learn more about each item and access it on your website.
- Your final step is to encourage your customers, especially lady riders, to follow you on Pinterest. You can do this via Facebook, Twitter, and any other vehicles that you use to communicate with your customers.
VERY IMPORTANT: It is very important to regularly add fresh content to your Pinterest boards. Your followers want to know what is new at your store. Pinterest pages that do not have new content are considered stale and boring. Be fun, interesting, and accessible. Most importantly, engage with your followers.
Lastly, here are a few examples of Pinterest business pages that cater to the biker community (you can click on each image to access the Pinterest page):
As one final, final piece of advice, please keep in mind that the most successful brands did not become huge on Pinterest in seconds. Success takes time, and Pinterest is not an exception. It is the best idea to set aside 30-60 minutes on slow days to update your Pinterest boards and interact with your followers. Do not be too pushy and focus too much on sales. Start planting seeds and sales will come with time.
And, of course, if you have any questions or need free advice, feel free to e-mail me at firstname.lastname@example.org. I will gladly help you with any of the points mentioned in this post. I want you to love and benefit from Pinterest, and I truly believe that you can do it.