When using Pinterest for business, it’s important to explore the way people think while they are on Pinterest. In a recent post on Pinterest’s business blog, correlations were drawn between the way Pinners pin and the “customer journey” when shopping for a product or service. Customers first look around; then, they find something that sparks their interest, an inspiration that then begins to help narrow the scope of their options; finally, customers decide what product or service to spend their money on.
People can use Pinterest in a very similar way. The blog post dubbed these different customer stages as “the four modes” of Pinterest.
1. “Just looking”
In the “Just looking” phase, a Pinner isn’t after anything in particular. There isn’t a specific need to be met with a pin nor a defined goal for their use of the site. The Pinner is merely checking pins out to see if something interests or inspires them; the Pinner may also just be looking around to have something to do or to see what Pinterest might have to offer.
2. “Maybe I could…”
When a Pinner starts thinking, “Maybe I could…,” that person has moved into a different phase. The need or interest is more concrete, but there is no deadline for action. Actually buying the product, doing the action, or getting the service is still in some unknown time in the future. This mode is for people who think they may want to go hot air ballooning, try that new hairstyle, or learn to cook French food, but there is just an interest; no plans have yet been made.
3. “Narrowing it down”
Once a necessary deadline or timeframe is established, the “Narrowing it down” mode kicks in. This Pinner may be looking for DIY party decorations for an upcoming event or may be planning a wardrobe for vacation in two weeks. People in this mindset still don’t know exactly what they want, but they need to figure it out by a time that is closer to the immediate future.
Sometimes, Pinterest users know just what they are searching for and need to get it ASAP. The party may be tonight, and they want to make a chocolate dessert; or their vacation may start tomorrow, and they need some good packing tips to fit all their stuff. Whatever the need, it is clear and needs to be completed quickly. Therefore, these aren’t the Pinners who are going to linger, “shopping” through Pinterest. These Pinners are quickly going to try to find precisely what they’re looking for.
How does this related to Pinterest for businesses?
Businesses should try to pin to accommodate the different ways that Pinners think and use Pinterest. Some pins may try to inspire while other pins are a call to action now. Using Pinterest for business is all about giving people what they are looking for: A good mix of pins can help all Pinners find something that suits them, no matter what particular “mode” or “mindset” they are in. [information source]
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