By now, we’re all aware of Pinterest (and if you’re not, it’s an up-and-coming social network that doubles as an virtual bulletin board that lets you save and share images from across the ‘Net).
Online marketers have, of course, jumped on board and started pinning their images, their sites, their blog posts and their offers, all the better to attract the Pinterst’s main demographic, women aged 25 to 44.
In a business’ ideal world, everyone would love to consume their marketing content. However, these posts, sites and offers aren’t necessarily what these Pinteresters want to see.
Which brings us to the point: should you try to collect email subscribers on Pinterest by pinning your web form?
For our first point, let us consider…
Why People Use Pinterest
The format of the site itself invites users to use it for three reasons:
- Putting together plans for a specific occasion such as a wedding, a new product line or the building of a new house.
- Discovering off-beat, fresh ideas such as this house on a rocky spire or Harry Potter-themed dessert recipes.
- Simply enjoying an abundance of beautifully photographed creative ideas.As Copyblogger explains, “Part of Pinterest’s appeal is that it’s beautiful. Enter the lovely world of Pinterest, and all the troubles of your day-to-day life just seem to slip away in a stream of perfect little black dresses, baby otters and cherubic children who never seem to get dirty or mouth off to their parents.”
Knowing that’s what consumers are looking for, the question is…
How Can A Brand Best Use Pinterest?
Rules for Brands Using Pinterest
– It must be beautiful
– The value must be in the picture itself
– It must not be all me, me, me.
Distilled, they all recommend the same thing. Businesses can attract new fans and followers by:
- Catching their notice them with attractive, interesting pictures
- When they click the picture, bringing them back (Pinterest automatically adds the link for you) to a well-constructed site chock-full of appealing content
- Once the reader is pleased with the site and looking for more, making the sign up option clear (either with a big, bold inline form or a popup form set on a delay (to give the reader a chance to fall in love with the site first)
Coming back to the original question, we now must ask:
So Where Does That Leave Your Web Form?
Answer: back on your site where it started.
Hitting your Pinterest followers with a web form before they know what you’re all about isn’t only ineffective, it’s off-putting. They’re looking for images to pin to their idea boards, not trolling for email subscriptions.
To reiterate one more time, the flow of attracting subscribers is this:
- Catching interest with pictures
- Impressing with a site full of valuable content
- Inviting to sign up for more
Seem like this approach might take a bit more time than popping your web form in front of someone’s face and hoping they’ll realize they must want to sign up?
Seem like this approach might actually draw in some hard-core fans and loyal subscribers who are going to talk up your business and buy from you?
But The Rules are Still Being Made
A new marketing platform (which Pinterest can be considered to an extent) calls for new best practices that are being developed right now.
Weigh in: how do you feel about web forms pinned on Pinterest?