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Monica Paul

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Pinterest Lab – A Piece of Cake

This was another awesome presentation in the CEO Boot Camp – @OPENForum – last week. All the experts agree that even though we may have one single marketing strategy and message to reach our audience, each channel needs a different approach. And when mentioning channels, I am including other tools like advertising and even our presentations, our marketing structure, image and message must always be aligned, no matter the channel or media used.

When talking about social media, this principle applies exactly the same. Within a customer profile;  we may have different audiences that create different bonds with the different social media. Some of them like the Twitter short messages, while other may like Facebook, and some other may love Pinterest.

So the first tip that the Pinterest guys gave was to ask specific questions for specific social media audiences. These questions help discovering your audience. For example: How did you find that book? The idea is to make your posting a Pinterest-Pinfabulous discovering experience.

Engaging your audience could be done in more than one way. If we get their interest in a massive scale, we are doing things right.

Pinterest is about the human behavior and reactions to images they love. These images may not be their main interest; however it may get their attention. So think: What kind of images may encompass with your business your products and services and also get your audience attention? Have you thought about the images you are using in your blog? This takes us to a new content task: to make sure that your website or blog is using the most appealing images that you may also use in Pinterest. The goal is to come to the right image with the correct message to engage your audience.

In Pinterest engagement and conversation apply, but in a different way. What may be meaningful in Twitter, may not be so appealing in Pinterest, unless the graphic tools are perfectly integrated and aligned with the written content. In this case you would have to consider that you will get the Twitter audience attention through the message and the image, while in Pinterest you will get the attention with the image and the message. Did you see the order of the elements?

It is key to evaluate if your product/services apply to Pinterest. Maybe your audience is more reading oriented, however you can also look for images to illustrate your content and make it appealing to your audience. Also let’s face it, we are in an era when the most arid topic can be presented with images.

Same as in every social media, there are basic tasks that are very important. For example, having a complete and appealing profile, being supportive and reciprocate, having a website or blog aligned with your social media, interesting content, etc. We have already talked about all that which the basis of your marketing strategy.

Consider that Pinterest is about pinning images, so it is about telling stories in graphic canvases; same as in Twitter you can give some cadence to your story and tell it with more than one image. Nevertheless it is very different from Twitter and Google+ you can develop a story with short messages as well; thus it would good to think on your story in a similar way to an advertisement story board.

Something awesome about Pinterest is that you may find many inspiring images that may apply to your own business message; you may always repin them and add your own message in the blurb. This is the optimal thing to do because you are personalizing your pin and at the same time you are supporting someone else and of course growing your network.

Remember that social media is about personalization, so customize your content, give your opinion, share something! Visit business.pinterest.com to more tips on how to use Pinterest to create a brand.

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Monica Paul is a marketer and web developer with 20 years experience in local, regional, and global marketing strategies. In 2001, after eight years working as an employee for several IT companies such as Micrografx and Visio; Monica founded Marcomtec, a division of Magic Masterminds LLC, a marketing firm providing strategy and content services, as well as marketing campaigns in English and Spanish. In 2013 Monica launched Magic MasterMinds (www.magicmasterminds.com), a publishing platform to help writers all over the world to publish and market their books.