by Kirk Wakefield – May 2013
Why your digital marketing manager should be all over Pinterest
The majority of Pinterest users are women (about 2/3rds). What should this tell teams?
A great way to reach women is through Pinterest. Last time I checked, women are an important audience for any sports team. The fact that teams aren’t effectively using Pinterest likely says more about the makeup of the digital marketing team than it does the potential benefits of building out the team’s Pinterest boards with the same intensity as we have our other social media.
What should stand out to you from these Pinteresting facts is that 28% of users are moms with household incomes above $100,000 and that the referral rate from Pinterest dominates other social media.
In addition to directly building and reinforcing fan passion among women, teams should effectively communicate with women because of their influence on joint family decisions, like buying season tickets and influencing media viewing habits.
How can we do a better job?
What teams are doing a good job with Pinterest? Comment below or send an email to suggest follow-up articles on the S3 Report.
A couple of suggestions
Given what’s of most interest on Pinterest now (below), how could teams capitalize on the millions of followers? I’ll start with two ideas: First, partner with a brand who does well in targeting women. Second, start a board on Weddings at the Ballpark.