Welcome to Day 3 of the 31 Days to a Better Pinterest Page.
For day 3 you will be focusing on creating your ideal customer profile and how he or she is going to fall in love with your Pinterest page. Sounds exciting doesn’t it?
Create Your Pinterest Account for Your Favorite Customer
I read an article on Copyblogger that really stuck in my head, and it discussed about writing for your ideal fan. Instead of trying to write for the masses, if you could write for one particular person, who would I be writing for? What type of characteristics would she have? And why would she want to share your content?
It made me think of writing and my Pinterest profile in a different light. Yes, I still write in my own voice, but at the same time I wondered, was there a single person that I was writing for?
In marketing, it’s not uncommon for marketers to create that one single buyer persona that they want to attract into their business. Marketing departments will sit down, and brainstorm about a buyer persona and determine what her day is like and how a product or service fits into her lifestyle.
A master at crafting these buyer personas is the yoga clothing company, Lululemon. They create a single female person in mind and fron there they determine what her income levels is, what she eats, how she lives, her career choice, what type of values she has, what type of activities she enjoys, what type of vehicle she drives, what type of problems she runs into in her daily life, and so much more.
They basically try to understand their customer better than she understands herself. This is no easy feat. And if you’re expecting to get it right the first time, chances are…you won’t. Even with Lululelmon, it’s about tweaking the buyer persona, adding characteristics that fit the buying personality, and taking away characteristics that don’t work. But it’s always an organic process, until they’ve found one that works.
Lululemon’s Pinterest Account Mainly Focuses on One Customer
By doing this, it helps clarify their marketing strategy. They can shape their marketing strategy around this.
Looking at Lululemon’s Pinterest account, it’s very clear that it’s not all about yoga and yogaware, they’ve prepared a Pinterest account for a specific type of person.
Based on their boards, I deduce that their ideal customer they are trying to relate to on Pinterest is someone who is female, who does yoga, who has health as their priority and that exercise, not just yoga, is part of her regular regiment, does not have children, is most likely brunette, enjoys traveling a lot, is conscious of the type of make up she wears and prefers all natural and eco friendly products, enjoys eating healthy foods and is into the latest healthy food trends such as eating avocado and quinoa.
What Lululemon has done, and done extremely well, is that they have not only created a resource for their customers on Pinterest, but they’ve created a lifestyle Pinterest account.
After looking at their account, it gave me a WOW moment in my life. I had pinned a lot of resources, but the truth is that I didn’t know who I was exactly I was pinning for.
Take a Look Back in History
I started to look back at my previous customers and clients to gather data and to see if there were any interesting commonalities and problems they had. I also looked at societal trends, and didn’t want to be of help in just her business, but also how I could help enhance her lifestyle.
One of the boards I created was about how to De Stress from Business, and one focused on Happiness and Success. Being a small business owner can be stressful, and it’s always helpful to have reminders to take breaks, breathe, and relax. But for me that’s just the beginning, I still have a long way to go to flush out who she is.
For today, take the time to think about who that one person you’re pinning for. What type of content would help solve their immediate problems? What problems does she have overall that you can help be a resource with as well, in a way that make sense to her and your business.
Take the time to think about how she carries about her day. What would she do first thing in the morning, what would she do in the afternoons. When is she most likely going to check out your business? What does she do on weekends? How would this person most likely hear about your business? What type of values would she hold.
Yes, it’s a lot of questions, but once you know, it will make it so much easier to create boards, because you’re going to be creating boards and content for that one person to start with to help grow your following and niche.
Remember to Stay on Brand and On Strategy with Pinterest
For example, there are a lot of busy business moms out there, and if you’re a furniture company that has a board titled 30 minute meals, because you know a resource like that can help save time for moms, that’s great, but it’s too disjointed from what your business and branding is about.
However if you created a board that’s about how to save time when furniture shopping, this can be a valuable resource.
Think of who that one person you are pinning for, and see if your boards are reflecting that.
(Please don’t misunderstand that you can’t use Pinterest to market to your secondary market, but the first few boards should be a resource to people who you want to do business with.)
Day 3: Actionable Step
Take 20 minutes out of your day to think about who your ideal customer would be. Think about how their lifestyle would be like, but also ground it with data from previous customers.
The good thing about this exercise is that you can just enjoy a cup of coffee or tea while you write. Remember, this is also the type of customer you would enjoy serving.
Tailwind’s article about how to block a user on Pinterest has been repinned over 1000 times. It’s helpful, especially if you’re finding that a person is taking your pins and counterfeiting them. Or if someone is just annoying you in general. Stupid spammers and trolls.
Do you have a Pinterest resource that’s amazing. Please feel free to share it in the comments!
Latest posts by Vincent Ng (see all)
- 7 Costly Mistakes Businesses Make on Pinterest (P2P Episode 16) - September 4, 2014
- Go Find a Pinterest Marketing Buddy - September 2, 2014
- The Benefits of Repinning Old Pins on Pinterest - August 30, 2014