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Almost Half of Marketing Execs Surveyed Have No Interest in Pinterest



Pinterest may be the hot new trend in social media but 44% of the marketing and advertising execs The Creative Group surveyed said they had no interest in using the site for business.

A tiny 7% said they were currently using the site and slightly more (10%) said they were going to start using the site soon.

Want to hear something really frightening? 18% said they weren’t aware or had never heard of Pinterest. Let me repeat, marketing execs who have never heard of Pinterest. I wonder who their clients are. . .

I understand people who don’t think it’s a good fit for their brand. Pinterest is definitely a better fit for cupcake makers than mechanics, but it’s still a huge part of the social media landscape.

If you’re giving the site a try, The Creative Group offers these three tips for making the most of your space:

Organize your boards wisely. If you want people to peruse your pins, you have to make it easy and intuitive for them to find what they’re looking for. Carefully consider what content you want to showcase, whether it’s a collection of your own print and web work or fascinating infographics you’ve seen, and create a clear, concise title for each board.

This is the key to Pinterest because followers can choose to follow you or follow one of your boards. I might not be interested in everything you’re promoting but if you have a segment that caters to my whims (chocolate, TV, oddities) then I’ll follow that board and eventually learn more about you and your brand.

Create captions. Make sure viewers understand the context of your pins by labeling personal portfolio samples with the client’s name (assuming you have permission), project objective, your role and any positive outcomes. When repinning, comment on why you found the image compelling.

I’ll admit, I’m bad at this and it’s so important. Right now, Pinterest pinners have a bad habit of using only one or two basic words to caption their photos. When you re-pin, it’s easy to drag that same boring caption into your world and that’s no good. Always embellish the label and if it’s your product, make sure the caption includes everything a buyer would need to know.

Build your following. The best way to attract more eyes to your Pinterest page is to engage with other pinners. Follow boards and users with similar interests, and then like, comment on or repin images you find inspiring.

This is the hard part. Even though Pinterest is gaining users by leaps and bounds, getting followers is harder than on Twitter or even Facebook. I think it’s because, right now, there’s a lot of repetition on the site, lots of re-pinning and sharing the same images over and over again. In order to stand out, you have to come up with fresh, eye-catching images, that express who you are as a person or a company. That’s easier said than done.

Recently, I wrote a piece about how Pinterest doesn’t covert. But here I am saying everyone should be on Pinterest. It’s a social media conundrum. All I can say for sure is that images are rapidly becoming a type of internet shorthand like smileys or IM speak. They’re the fastest way to communicate an idea which makes them ideal for mobile. And we all know about how popular mobile is, right?

If you haven’t tried Pinterest, try it now. Because as a marketer, it’s important to know what’s going on, even if in the end you decide it’s not for you.