Social networking media has become the latest buzz in e-marketing. Every entrepreneur who is aware of the trends is eager to capitalize on the dramatic public relations coup which results from effective use of such media as Twitter, Facebook, LinkedIn, and Google+. According to the latest news, the most effective of all of these systems may be – Pinterest? What in the world is Pinterest? Have you even heard of it?

Here is the breaking news....

There IS a “new kid on the block”. Pinterest has been in development for a number of months, is currently in Beta testing – and already, it rivals, even beats Facebook, Twitter, LinkedIn and Google+ in some cases. Actually, it overlaps / interacts with them, but Pinterest takes a bit different approach. Rather than posting conversation, users create “pinboards” on their preferred topics, then pin pictures, videos, and screenshots on the appropriate board. (A “board” is, in reality, a collection of “pins” on a common topic.)

Pinterest allows members to follow other members, or to follow topics. Pinterest, unlike competing social media venues, allows you to “filter” the “stuff” from your contacts, ignoring that which is not of interest to you, yet noticing everything which meets your chosen criteria.

In designing your pinboard, you find ways to showcase your products in action, rather than trying to turn the board into an online catalog. For example, if your company rents formal-wear, your pinboard might show elegantly dressed people dancing, dining, etc. If your product line consists of Motorcycle Accessories, you’ll want to show still and action photos – maybe even videos – of bikes some of which prominently display your products. It is up to the individual marketer to find ways of showcasing their products without blatantly commercialized marketing.

The stated goal of Pinterest is to “connect everyone in the world through the things they find interesting”. A well designed pinboard will cause viewers to fall in love with the lifestyle in which your products function – and by extension, they will fall in love with your wares.

In a nutshell, Pinterest can’t be utilized directly to market your product, but thoughtfully designed pinboards will whet visitors’ appetites, and they will come looking for you. Add a few friends whose sites, tweets, Facebook “likes”, etc. offer your links, and they will find you.

Where does Pinterest fit with Inbound and Outbound Marketing?

We explored the topic of Inbound vs. Outbound marketing in a recent blog post. In that article, we commented, “There is actually still a need for some “Outbound” promotional work, as that is often what prompts those inbound searches.” Reference: Inbound vs. Outbound Marketing - What's the Difference?

Pinterest offers a new and better way to do some outbound marketing – right in the midst of an inbound market. In a very real sense, websites with several pinboards are much like a business with several physical billboards. Viewers, though, will “find” your board because they are interested in the topic – so they are not just bored “passers by”, but rather enthusiastic, inbound visitors! And what a billboard you can offer! It will be far more effective than some metal and plastic, painted object in front of a physical store.

In a sense, you could say that Pinterest offers a forest of signboards, but they are welcome, and the passers by are there “on purpose”. You are, in essence, assisting inbound viewers in finding what they really love. Rather than creating a clutter of competing (and often offensive) billboards, junk mail, or e-mailed spam, Pinterest offers an opportunity to interact with others who share a common interest – anywhere on earth – and to readily cross link to “share the love”.
The result is well informed, enthusiastic shoppers who are eagerly searching for your site.

In addition to interesting items that you post, other members have the option of pinning items to your boards, and of linking your boards to their site. They can even embed individual “pins” from your site in their blogs or websites. Pins can be shared through email, Facebook, or Twitter, as well.

Rather than creating unsolicited and unwanted outbound advertising, the Pinterest system enables you to transform your advertising “poster” into a community project. Like minded enthusiasts will actually help you to build your pinboard. Your site will benefit from the efforts of others, many of whom you don’t even know – and from their enthusiasm for a shared common interest.

An extra benefit of this delightful tool is the cost – or rather, the lack of cost. You pay nothing to set up a pinboard. There are some rules, but no fees. Any costs that you may incur are strictly at your discretion. Pinterest could very well prove to be your best marketing tool, and at the same time, it may well be the least expensive.

Visitors will actually help you to build your board!

Yes, it seems almost too good to be true – but visitors will WANT to visit your board – and they will want to help you to make it better. If you do a good job of presenting the joys and pleasures of life with your products – and especially when you attract “pins” from other participants – visitors will also want to visit your store! At that point, “Voila!” curious tourists will have been transformed into inbound customers – just be certain that you are prepared to deal with the traffic.

We should emphasize that Pinterest does not replace the other social interactive networking media. Rather, it capitalizes on them, blends them, and utilizes their strengths – while offering a scope which has been lacking in the others. While you are adding social networking media to your repertoire, DO NOT NEGLECT Pinterest!