Our Pinterest Marketing Plan: Part Four: Chemical X

So if you’re following along, our Pinterest Marketing plan for Liberty Jane Clothing has…

1. The Anchor

2. The Offer

3. The Visual Curator

Now let’s talk about our chemical X – The thing we think is going to make our Pinterest presence a powerful marketing tool. Our X Factor. Here is what we are thinking…(and another reason why we love Pinterest)…

People bond with people. People buy from people. People (prefer to) follow people in social media – not just some mass marketed (faceless) Facebook Fanpage updater (read intern) who doesn’t even have permission to actually identify who they really are.

Pinterest is WAY cooler than Facebook, Twitter, or anything else out-there for this one X Factor – The Ability To Bond With Your Customers In A Graceful & Easily Managed Way…”

Can you hear our prior frustrations bubbling up? See, we’ve been here before. As we grew our Facebook Fanpage we had hard choices to make because of it’s obvious limitations. In our opinion Facebook sucks when it comes to positioning yourself as a ‘spokesperson’ seperately from your true ‘personal’ online identity. Do we really want 12,000 Fanpage Fans knowing that we are going to a Mariner’s game? No. So the whole Facebook Profile vs. Fanpage content issue is a bummer. It forces a ‘faux’ you  – the Faux Fanpage You. We had to choose – do we ‘get personal’ with our customers via Facebook on our Fanpage? Or do we keep a personal profile private, and use a somewhat fake customer facing profile where we can put semi-business related stuff out there, but not the personal stuff? And how do you manage all of that? It’s a hassle. It’s dis-integrated, which is always bad. That emotional hassle creates a barrier between us and our customers that is hard to overcome. It’s not simple.

Drum roll please… So in our estimation, Pinterest offers a way for customers, or prospects, to bond with our company’s principal spokesperson, (Cinnamon) in a new and cool way that doesn’t require us to make this type of difficult ‘public/private’ decision. We can build a cool Pinterest Profile, and it’s 100% authentically Cinnamon’s. But it’s not “Hey I’m going to a Mariners game – wooo whooo” type stuff. Her friends can follow her – and so can her online fans. All of them will learn about her in a graceful, (fully integrated), and easily managed medium.  Yeah for simplicity. Yeah for integrated work/life options. Yeah for this amazing new social media marketing tool.

Thank You Pinterest!

Jason Miles is the CEO of Liberty Jane Clothing, a Seattle based ecommerce company, and the author of the Bestselling Pinterest Power book - the definitive book on Pinterest marketing. He regularly partners with leading online groups and sites including, the American Marketing Association, IBM's Connectchat, Social Media Examiner, Profnet, Marketingprofs, and similar groups.

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