December 11, 2013
Pinterest is a tool that people use to plan their lives— from what they’ll make for dinner this week to the someday vacation of their dreams. To use Pinterest successfully for your brand, think about the interests your business has in common with your customers. For a food company, it might be cooking. For a travel company, it might be vacation planning. For an outdoor goods retailer, it’s likely helping people discover and go on great hikes.
Whatever the interest, people tend to pursue them through four stages:
1. Aspiration: the moment you get inspired to pursue a specific interest (say, taking up golf)
2. Anticipation: the phase where people look into the interest and start prepping to actually do it (like, researching golf clubs).
3. Participation: (this is the fun part!) when people actually participate in the interest they’ve decided to pursue (like, playing nine holes at a local course)
4. Reflection: where people reflect on the activity, maybe by taking a photo and framing it or sharing it on a social network
Pinterest is most often used in the first three stages, and the most successful businesses on our service help people along the journey. They create and curate inspiring content, make it easy to add inspirational and useful Pins from their website and write thoughtful Pin and board descriptions so people can find what they’re looking for.
Marketing on Pinterest isn’t about interrupting people or blasting out brand messages. It’s about identifying how your business fits in with a person’s interests and becoming part of how they pursue and participate in that interest. The businesses that do that well are bound for Pinterest success.
— Kevin Knight, currently Pinning to Fly Fishing