DIGITAL MARKETING
recommendations. But don’t just take our word that peer recommendation accounts for 50 per cent of the average purchase decision (which is why social media is so important!); Forbes states that, In BlogHer’s annual study on women and social media, 81 per cent trust Pinterest versus Facebook (67 per cent) and Twitter (73 per cent). Why? Because women trust other women in their circles more than anyone else. As a result, 47 per cent of women bought something based on a recommendation from Pinterest whereas only 33 per cent bought because of a recommendation on Facebook.
BRAND EXPERIENCES
From your front office to your property portal feed – you’re working your hardest to make your properties look and feel their best. Unlike the other heavily branded social media platforms, or micro-blogging social platforms like Twitter, Pinterest is virtually unbranded. Your selection of imagery defines your brand presentation. Having your property stock presented visually, at it’s best, in a relatively brand-free social media platform is a revolution!
EMAIL INTEGRATION
Pinterest has recently partnered with MailChimp to provide ‘one-click’ email distribution of your Pinterest boards.
Integrating your social media activity into the wider marketing mix has never been easier.’
Pinterest boards from the beginning with this in mind – placing properties into a logical set of boards based on area, size, lifestyle factors, style, or even street name if you’re big enough!
(For those of you not familiar with Mailchimp, you can utilise any standard HTML template and send out up to 10,000 free emails a month. When your database or email marketing programme exceeds this number – it’s time to get an ‘official’ Mailchimp account.) You’d have to be mad or blind not to see
how this is going to make your life easier as a property marketer. More importantly, it allows you to segment out your property lists and send them in a beautiful email in a single click. Again, it’s vital to organise your
38 JULY 2012 PROPERTYdrum
FRIENDLY Pinterest looks beautiful on mobile and tablets – straight out of the box. If you’re like me (and most other digital users) you’re watching TV while you’re searching the net on your iPad and possibly even answering emails on your phone at the same time. We’ve developed utterly new styles of communication and multi-channel access to media. Never is this more true than when, on a lovely evening in my home, I am forced to watch the European Championships – for instance. I’d rather chew off my arm than miss the opportunity
IT’S MOBILE (AND FOOTBALL)
to have some quality down-time with my partner and family, however – it’s all the better than I can surf for our next potential new home at the same time! In addition, I can easily share the visuals with my friends, who can then ‘re-pin’ these properties if they like them, or leave comments, or share out to the other social networks.
BE SOCIALLY AWARE
As if you needed another reason, Pinterest is also hardwired into Facebook and Twitter, allowing ‘frictionless sharing’ between the three platforms. Integrating your social media marketing into the larger marketing mix has never been easier. So, what are you waiting for? Go on,
get Pinning!
Do you have any views to share?
www.propertydrum.com/articles/Pinterest0712
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