Digital marketers know about Pinterest – but do they know how to use it to its full advantage? Avin Wong from new social media marketing analytics platform WhichSocial.com discusses the rise of analytics and their potential to unlock successful marketing campaigns
There can be no doubt of the correlation between the rise of analytics tools and social media platforms. For fashion retail brands, networks such as Pinterest are fast becoming an avenue that offers the potential to communicate a brand across a global scale. But while reaching such a wide audience is to be praised, it also makes your brand susceptible to feedback – both good and bad.
However, analytics tools are increasingly providing ways to collate the mass of information bombarding retailers into handy league tables. Through analytics tools, marketers can assess how their brand is performing, as well as analysing their competitors. This very visual and easily accessible format creates a sense of competition amongst those who strive to get the most out of Pinterest.
Pinterest is so new as a marketing channel that there is scope for a huge level of creativity and for brands to really stand out. There's the potential to get it very right – or get it very wrong.
As with any marketing channel, time and resources must be spent to get it right from the beginning – and in order to spend that time and money, marketers must be able to prove that there is a deliverable return on investment. Not only that, but brands are demanding more and more detailed data, such as who influencers are and a traceable path through to a sales conversion.
As the platform develops, how can marketers best facilitate Pinterest and its analytics to step up their game?
Incorporate pinterest strategy into your overall marketing strategy
It’s very easy to start using Pinterest and develop a style and strategy as you go along. However, brands should ensure they do the appropriate research, benchmarking and competitor research before they even set up an account.
Ensure you incorporate Pinterest into existing strategy with the same objectives, goals and brand messages. This will pay dividends when you come to analyse the results of campaigns and compare platforms.
See the potential in a cross-platform campaign and analytics
Choose an analytics tool that is not exclusive to any one social media. Rather, opt for one that has the flexibility to be implemented into your marketing campaign across a range of social media platforms including Twitter and Facebook.
Decide on your measurement objectives from the outset
It’s all very well having analytics, but if you just use it as raw data then they can be completely useless. Marketers must decide what they want analytics to tell them, how they want the information presented and what it will be used to measure before they even decide on an analytics software. Software is becoming more sophisticated these days and can pinpoint very specific information such as the ‘pinned’ path to a sales conversion and identifying individual influencers.
Work out how to integrate your data
Your marketing data must work together in order to really make the most of analytics so it’s important to ensure you can use all of your data from various sources to inform patterns and trends. Pinterest analytics software can give you results of specific marketing campaigns but it can also give you general sales feedback on trends and popularity of new products. By combining results with actual sales data, it can give you a highly effective way of measuring success of campaigns.
Follow up the results from analytics data
Your analytics data should be used to shape future campaigns and inform communications with key influencers. This could be a blogger liaison programme, or simply connecting with key influencers to give them a 10 per cent voucher. It’s a wasted opportunity not to use data to inform future planning and communications of a brand.