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Do’s and Don’ts for Marketing With Pinterest

May 29, 2012 by Blair Stover

English: Red Pinterest logo

English: Red Pinterest logo (Photo credit: Wikipedia)

With its rapidly growing popularity among women between the ages of 25 and 34, Pinterest has made its mark as a visual bookmarking tool. Its no wonder that brands are beginning to make their way into Pinterest. Unfortunately, a plethora of them are making mistakes as they attempt to use the site for marketing purposes. Try these ‘Do’s and Don’ts’ to help you market successfully.

Do tap into emotions by telling stories. Build the emotional connection between consumers and your brand. To do this, pin content that reveals your brand personality rather than just your product line. As a social destination, Pinterest is a great place to show how you are involved with community.

If you have the chance not to go into Pinterest alone, create group pinboards and invite people to pin content to your boards. An example of this would be to invite customers to add photos of themselves using your products to your pinboard. You could alos create a contest board to crowdsource pins.


Pinterest (Photo credit: stevegarfield)

Don’t use Pinterest to direct market. The site specifically states that direct marketing, sales, or advertising should not occur. Therefore, you should focus on pinning diverse content to avoid unacceptable overt self-promotions. Try adding seasonal items, ideas for gifts, color coordinated images, and so on to your pinboard. This builds your indirect marketing.

Don’t pin anything and everything. You will want to avoid too much clutter and overwhelm people. Consider content that will interest your target audience and can be somewhat connected to your business. Don’t forget your Pinterest audience is predominantly comprised of women between 25 and 34.

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