For all those interested in online marketing, there are a few programs that are as interesting as Pinterest. Of course, social media marketing is also an important concept that will need to be explained, and the same goes with the program itself, its accounts, terminology etc. Most importantly, you will learn how to plan a marketing campaign using Pinterest as well as conduct some successful digital marketing on your own.
About This Guide
The primary audience are beginners, i.e. people with little to no experience when it comes running an online business. This is how you can market whatever business you have going by using Pinterest, but that does not mean that if you already have some experience on this matter there is nothing in here for you. In fact, stick around and you might just learn something new, or at least get an ideal that will do you good later on. Heck, we’ve even tried to make this an interesting reading so there is no reason not to dive in and see what there is to see, right?
Keep in mind though, that we cannot teach you any communication skills, unless you take hints from our approach, but that doesn’t really count. Also, some people are more talented than others, and when it comes to design, imagery and stuff that are related to advertising, these talents can really be put to good use. A lot will be riding on any of these abilities that you might or might not have, in addition to any experience with social media that will also come in handy.
But first, we’ll start explaining some basic concepts to give you an idea of what is going on. First up is digital marketing.
What is Digital Marketing?
This is the kind of marketing that we can expect in this new millennia. Thanks to digitalization and all its perks – such as social networks, added convenience etc. – businesses can now reach out to their clients more directly than ever and it costs them next to nothing. But if you want to get all technical, digital marketing is what you’d call the kind of marketing that uses digital technologies and interacts with the viewers in order to get them to buy whatever it is you are selling.
Whereas conventional marketing involves advertising in the mainstream media, newspapers, magazines, radio and TV, or use business cards and bill boards – digital marketing uses the internet as the primary media in order to reach more people, faster and cheaper than ever. The traditional methods have run their course – they can no longer reach enough people or convince them into anything.
Digital Marketing vs. Traditional Marketing
Let us see how digital marketing improves upon the old-fashioned one.
For one, traditional marketing only sends messages one way – towards the consumers. It does not involve any direct feedback so there is very little the businesses know about the effectiveness of their marketing investments. The old marketing firms would have preferred to keep it this way, for obvious reasons. Meanwhile, with digital marketing messages go both ways. The customers are not only able but are expected to ask follow-up questions regarding your products and services, giving you the ability to engage them in a more meaningful manner. Any feedback is sent directly to the source where it can be acted upon much quicker and more efficiently. This is arguably the best part – the ability to modify the campaign and analyze performance on a global level.
When it comes to communication methods, emails are as far as traditional marketing got in terms of technology. Most of the talking is done over the phone, or letters. On the other hand, digital marketing avoids these methods in favor of live chat, social media and of course it uses email as the middle ground. This difference in methods also means that digital marketing employs advanced tools making everything a lot easier and quicker.
Traditional marketing involves a very specific audience, since it is unable to reach a broad spectrum of customers. And they are mostly based in the relative vicinity of the core operation. Meaning, its scope is limited to a relatively small area. Its digital counterpart is able to reach the masses more efficiently, or target specific groups of people with surgical precision. On the other hand, you can digitally advertise stuff anywhere in the world, and your audience is anyone and everyone.
What is SMM?
Social Media Marketing or SMM for short makes use of social networks such as Twitter or Facebook in order to reach out to their prospective and current customers. It technically falls under the guise of digital marketing, but is a story for itself for the most part. Also, instead of these social networks in general, we are going to be focusing on Pinterest for the purposes of this tutorial.
What makes Pinterest special compared to Facebook’s personalized sharing or Twitter’s short messages, is its focus towards ideas and online businesses. Because of all this, a small or medium business has the best chances on this platform if they are to succeed. Like all social media, it also provides a viable way to express one’s beliefs, ideas and suggestions, and share them with whoever is out there and watching. Anyone willing to learn something new, like which place to visit next, or a new recipe, to master a foreign language etc. can find almost everything and everyone they need on social networks.
Thanks to numerous platforms, you can open an online store with relative ease from just about anywhere on the planet, but reaching your customers might be a bit tricky. Search engine optimization can only get you so far and it takes a lot of time to set up properly – and time is not on your side. This is where social networks come in. If you are capable enough and your products and services are top-notch, a few well-aimed and delivered posts can land you quite a following which you can turn into loyal customers in no time at all.
From that point onward, you let them carry on the good word and attract all their friends and family members, drawing them into the fold while you focus on what truly matters: building a good business and counting that sweet, sweet cash. This is why it does not matter how and where you attract your original following, as long as you manage to do so. Statistically speaking, you are far less likely to succeed on large networks simply because there are too many people using them and they are not that tightly connected to each other. Smaller networks, such as Pinterest, however, offer the most optimal potential for marketing to this original group of people who are by default interested in new ideas and receptive to what you have to say.
How to use Pinterest for Marketing?
These social networks – including Pinterest of course, offer a viable solution to most of the marketing problems you are likely to face early on in developing your online business. You will not be able to afford to pay much for advertising, or be able to service too many people at once. You do not have the means to spread the word on your own or afford to have others do it for you. So, your best bet would be to make a really good product or offer some good service to a group of people and have them do your advertising for you.
You reel in your first batch using engaging post and specific content that is aimed directly at the group of people you seek to attract. This may take some time, effort and resources, but this investment will pay off in the long run. From then on, you rely on them to help your business grow, while your part is to be as good and reliable as you possibly can. Please note that you have to know what you are doing for this to work. If you suck at your job, no amount of followers or social networking will be able to save you.
In this first part, we have talked about digital marketing in general, as well as its advantages over its more traditional counterpart. Compared to the old way of doing marketing, which relied on impersonal ads delivered by unreliable means that may or may not even work, you are presented with a far more affordable solution. Not only is digital marketing more effective in drawing people’s attention, but it is also more informative and engaging than traditional marketing could ever be.
Finally, it costs a fraction of what all those ads and bill boards would set you back, enabling you to invest this money into the quality of your goods and services instead. The only major drawback is that if your products and services are inferior, digital marketing will only inform people about this faster, so this is also something to consider, at least.
You can learn more about Pinterest marketing in our upcoming tutorials. Click here to read part 2 of our complete set of Pinterest marketing.