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Pinterest And Top 40 Radio

8-27-2012

Theres a reason so many brands and businesses are creating a marketing strategy just for Pinterest: Its a huge traffic driver. Recent statistics show it provides more referral traffic to other websites than YouTube, Google+, and LinkedIn combined.

Whether youre a blogger, a retail boutique, or a radio station, traffic to your website is important. Web traffic makes advertisers happy, and your station may gain new listeners within and outside your market from Pinterest referrals. If your website content is good, those visitors may become regulars. They might listen online, and again in the car when they head to work the next morning. They might even pin your content, increasing your reach yet again.

Almost 70 percent of Pinterest users are female. Fifty percent have children. The age demographic is varied, with 27 percent 25-34, 29 percent 35-44, and 24 percent 45-54. The site receives almost 1.5 million visitors every day, with users spending an average of almost 16 minutes per visit (exceeding Facebooks 12.1 minutes).

Both the demographics and the power of Pinterest as a referral source make it perfect for Top 40 radio. But the nature of Pinterest is different from other platforms. Show up and do what you do on Facebook or Twitter, and youre destined to fail. Treat Pinterest as a whats in it for her experience, and youll be rewarded with the virality of repins, an increase in Web traffic, engaged listeners, and happy clients. Embrace The Top 40 Lifestyle: Get In Her Head Define your stations target listener. Go beyond age and gender to determine what she does during a typical day.What are her interests? What are her problems?  Defining these will help you create a content strategy for your stations Pinterest account.

Eighty percent of pins are repins, meaning Pinterest users are browsing to curate content from pinners they follow (and not always to create organic pins from the Web). This could be thrilling or damaging, depending on the strength of your stations content. The pro: There is a strong chance your content will be repinned if its good. The con: Station-centric content cant be your focus. You wont gain any followers, as only the most devoted P1s will repin a promotional image or DJ blog. Users are looking for content they can identify with to repin as a form of self-expression, or content they can come back to later, like household tips, recipes, or products to purchase.

The most popular categories on Pinterest are Home, Arts and Crafts, Fashion, and Food. Use your listener profile to expand your strategy beyond these. If 50 percent of Pinterest users have kids, and many Top 40 listeners do too, create content for moms. Pin family-friendly events from your websites events calendar to a Pinterest board for your mama listeners, or create a fitness board to help new moms lose weight. Follow the example of WSTR (Star 94)/Atlanta and pin cute kid pics. Use Pinterest to drive traffic back to your website, too, by creating boards that represent features on your website for example, a Sleaze Board, where you can pin entertainment and pop culture news from the station website and other sources.Add content to your website with the Pinterest mindset to ensure stories, promotions, and events have an attractive image to pin. Use teases to ensure your followers will read the full story on your site. While its essential to pin like a listener, dont forget to include content expected from a radio station. Create boards for music you play, concerts in your market, personality blogs, and more.

Can You Sell It? I havent seen a station get a pin or board sponsored yet, but I believe you can. Pinterest is all about visual content. Be picky about which clients you partner with, and choose based on the custom visual content you can provide. If youre weaving clients into a well-developed content strategy, listeners wont care that some content is sponsored. Weddings are a hot category on Pinterest. Partner with a local wedding boutique to share wedding and bridesmaids dresses. Pin their images (with a link to the boutiques site) over a period of time, mingled with other wedding content, like catering and music. You could include a pinned coupon, or a repin promotion to win one of the dresses pinned. Create the content idea first, with your demo in mind, then present it to the client. And be protective of your Pinterest account so it doesnt become a dumping ground for client products and events.

Your followers on Pinterest will be paramount to any future success you have with clients. So create a content strategy and get pinning first, to establish your station as a pinner to follow. Need help? An intern (ahem, pintern) in your demo might not be a bad idea.

Stephanie Winans is a Social Media Strategist and Content Curator for the Randy Lane Company and Stephanie Winans Digital. Learn more at stephaniewinans.com or e-mail her at stephaniewinans@gmail.com.




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