In a world full of HootSuites and TweetDecks, social media marketers are missing out on one major opportunity – Pinterest Listening. With Pinterest driving more traffic and revenue than Twitter and Facebook, the ability to search and find relevant content, pinners and ideas through a listening tool would be invaluable.
Thanks to tools like HootSuite, you know exactly what users are saying about your brand. By paying attention to your brand mentions, it’s easier to thank advocates, fix issues users are having, and address negative comments in a timely fashion. Although you can see pins coming from your domain thanks to tools like Tailwind, it’s not yet possible to find Pinterest users who are talking about your brand. Perhaps someone made a favorable comparison for your brand in their pin description, but how would you ever know? Without a Pinterest listening tool, brands are missing out on great interactions on a platform with evergreen content.
How amazing would it be to find and pin exactly what you’re looking for? With a Pinterest listening tool, curating boards tailored for your audience would be a cinch. By using the right keywords tailored to the right audience, brands could easily find content relevant to their audience’s taste. When a profile has relevant content, more people will be interested in following it, therefore giving brands a larger audience.
You can find potential customers from Twitter, Facebook, LinkedIn and Google+, so why not use Pinterest for finding leads? Using a Pinterest listening tool to find pins related to certain keywords, will also obviously lead you to users pinning about those keywords. So, not only would you find great content for your profile, you could also find great users to engage with and turn into customers – or maybe even affiliates. Talk about killing two birds with one stone!
Listening tools provide a chance for marketers to find trends around certain brands and keywords. While tools like Google Trends can help map out the popularity of a given term using algorithms and data points, a visual site like Pinterest could be better served by the human eye. A Pinterest listening tool would provide marketers the opportunity to see not only what is being said about a given keyword, but also the ability to see what images are relevant and trending about the topic. Seeing what users are already visually drawn to can help in planning and creating images for your site.
Since you would be able to monitor your own brand with a Pinterest listening tool, why not go ahead and keep an eye on the competition? See what they’re releasing to the public, what users have to say about them, and maybe even find a few users to pull over to your side. By keeping track of their failures and successes, you can learn valuable lessons to apply to your own brand.
How would you use a Pinterest listening tool? Let us know in the comments!
Melissa Megginson is resident Community Manager and Cat Lady at Tailwind, the leading Pinterest & Instagram tool for brands. Melissa specializes in affiliate marketing, public speaking, and making our members look good. Find her on Twitter and Instagram at @MelMegg.