How to use the Pinterest products to do the marketing drive purchase behavior

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Last week, the news of the class Pinterest website was endless.

News One

Online content sharing services Shareaholic released the latest data show that in June, social photo-sharing sites Pinterest contributed more than Twitter, social web recommendation engine StumbleUpon, Bing and Google.　Over the past year, Pinterest's monthly independent visitors have grown from 700,000 to nearly 20 million, the equivalent of half the Twitter user. (The point I'm trying to spit out is that Twitter doesn't do well.) )

News Two

July 10, Petal Revision, strengthen home, travel and other closely related to consumption of interest classification, then sent Micro Bo said: "The recent weeks to think about Pinterest and a lot of E-commerce site cooperation, personal feeling of the petals in the direction of the recommended engine, through interest to gather like-minded, thus triggering possible follow-up consumption, It is estimated that the next step will be to cooperate with some domestic e-commerce websites. ”

News Three

July 10, Sina Weibo launched a similar Pinterest product "micro-magazine", and to a small number of users sent an invitation to inform.

So what is a class Pinterest site?

Take Pinterest as an example, it takes the picture video as the basic constituent element, allow users to "pin" pictures and videos to the collection they created "pinboard", pictures and videos can be the site to forward the content of others to upload, can also be collected from outside the station, people can be the "pin" forwarding, Comments, likes. "Pinboard" of the parent set for the site set a good classification, users themselves or others can be "pinboard" classification. The bottom of the page automatically load without paging function, so that users constantly discover new content.

Many foreign reports show that Pinterest can not only enhance the user's brand perception, but also drive the purchase behavior. on how to use the class Pinterest website to do social marketing, there have been many studies abroad, recently has been concerned about, combined with some of the existing research results, talk about how the brand should use this kind of website to do marketing.

#1 Share your Merchandise

The most basic way is to share your product with others on the Pinterest website. By creating brand-owned goods or service collections, tap consumers ' subconscious interest in consumption and promote the purchase transformation. At present, many consumer communities in the country, such as Beauty said, Mushroom Street is this way. This waterfall flow display is very suitable for users to browse aimlessly under the premise of the situation, users only need to continue to drag and drop the page, see the interest of goods like or repin. Data show: Pinterest is not only to enhance the user's brand perception, it also drives the purchase behavior. About 25% of the users said they had purchased products found on Pinterest.

Also, don't forget to place the collection you created (Pinboard) into the appropriate categories to better be found by other users.

#2 create a collection related to large events

Put the important marketing events of the brand in a collection and highlight the guests and important participants in the event. On the one hand, and micro-bo single information is too small, this approach to marketing events have a systematic introduction; On the other hand, guests and important participation in the event are involved in interacting with this set, thus creating a viral spread effect.

#3 set up a brand video collection

Put your brand's products, services, or viral marketing videos in a collection. At present, each kind of Pinterest website video is through the browser plug-in or the address bar bookmark the way the website related video collects, cannot upload directly. But it is worth mentioning that more and more Web sites support the acquisition of video to Pinterest. At present, in addition to Youtube,vimeo also support the sharing of video to Pinterest.

Effective #4 and blog

I have written an article on the impact of different social media on consumption, which refers to the importance of the blog for brand Marketing, then how the value of the blog in the class Pinterest site to reflect it? The images you use in your blog can also be shared into the Pinterest Web site, with compelling or participatory images that will make people curious about this blog and further click on the brand blog to learn more.

The effect of visual viral transmission #5 use of data graphs

The data graph is very easy to arouse the user's attention. Data graphs in specific areas, especially technical or industry analysis, are very popular. Jeff Bullas, a well-known foreign technology blogger, said: "He has 97 data graphs on the Pinterest, and he finds that the information charts bring a significant amount of traffic to his blog, and some times the same amount of traffic that Facebook brings." ”

#6 do two times to spread information

When you upload your product to a class Pinterest site, you need to do everything you can to maximize information and bring traffic to your site. When creating a collection name and filling out a collection description, use the target keyword to affect the target consumer. You can also share your brand's image on the Pinterest web site with other social networking sites such as Twitter, which brings more traffic to your site and increases the search engine rank for your site.

#7 Active and user interaction

In fact, the class Pinterest Web site, to a certain extent, is a kind of "photo Exchange", since it is social, it is unavoidable with the user interaction. When you see other users forwarding, comments like your share, please actively interact with and express your gratitude. Focus on users who match your brand temperament. and encourage users to upload brand-related pictures. Overall, the more the brand encourages user interaction, the more harmonious the relationship with the user.

Pinterest is not everything.

Said so many brands how to use the class Pinterest website to do marketing, but still want to say a little, Pinterest waterfall flow form is not suitable for any brand. Not to say Pinterest fire, then any brand can participate. If your brand doesn't have a picture or video content, or if your brand doesn't need to be visually visible, then you might find it difficult to do marketing through this kind of website. Similarly, is not any website is suitable to use Pinterest this kind of picture mainly waterfall flow display form, if a website is the text content and the deep reading mainly, then this waterfall flow display way is not very suitable for displays the text. For Pinterest, it is worth other websites to learn not only the form of waterfall flow, but the classification and clustering of interests and personalized recommendations for users ' interests.

What is your point of view?

Are you going to use a Pinterest website? Do you think it's worth it? What is the value to you? If you are a branding promoter, do you already have plans and programs for marketing on such sites? My microblog @ Bubu, I'm looking forward to hearing your opinion.

Please comment and share your views.

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This article is from @socialbeta "social product" columnist @ Bubu

This article link: http://www.socialbeta.cn/articles/how-to-pinterest-products-marketing-2012.html