Are firms ready to exploit Pinterest?

Pinterest meme
If you knew of a social media platform boasting that 93% of its active users utilize it to help them plan purchases, and 87% say they actually made the purchase because they found it on the site, would your firm be on it?

What if the application is just as popular with Millennials as Instagram? Would you take it more seriously if you knew half its users earn over $50,000 annually, with 10% of those visitors making more than $125,000 per year?

What if you discovered that 40% of new signups were male, with the other 60% being female? While the site began more as a way to share design ideas and recipes, it has far outgrown its humble beginnings to become an $11 billion dollar enterprise. Pinterest is the real deal.

Other industries have flocked to Pinterest. Why not your firm?

According to Omnicore, Pinterest attracts roughly 150 million monthly visits in the United States alone. Sure, that somewhat pales compared to Facebook’s astronomical statistics of 2.1 billion users worldwide, but Pinterest’s massive reach means there is a place for professional services to use it in their marketing.

So how would someone in the legal or accounting profession leverage Pinterest? The answer isn’t obvious, but one simple way is to create an infographic with the help of your marketing department or an outside designer. Infographics are fire on Pinterest and an excellent way to demonstrate your thought leadership.

Another way to use Pinterest would be to create a visual resume. Let’s say you are a real estate attorney responsible for helping developers erect amazing buildings, sports arenas, or condos. Pinterest is a great place to show off the body of your work in a visual fashion. An Intellectual Property attorney could demonstrate the trademarks and logos they helped protect (with client permission, of course) while an accountant could show a stack of tax returns they recently completed. Just kidding, of course, but an accountant who assists start-ups with R&D tax credits could feature the logos of innovative companies who have saved money and enjoyed tax benefits due to your financial wizardry. You get the idea.

Since 81% of Pinterest users are female, this is a great opportunity to reach a very specific audience. Leveraging statistics like that go a long way to maximizing your social media output.

Do you really need one more social network? Is it too much? Consider one of the key rules of online marketing: go where your competitors aren’t. If you are in a courthouse, you are going to bump into a lot of lawyers. In that sense, LinkedIn is akin to a courthouse; it’s overflowing with legal types. That means LinkedIn is extremely competitive and the fight for attention is real. Pinterest, however, is wide open. Figure out how to get your firm on Pinterest in a meaningful way, and not only will you get more attention for your law firm, you won’t have to fight for it.

This article was written by Adrian Dayton and Tami Kamin Meyer (who is a personal bankruptcy lawyer and a frequent author on Progressive Law Practice). You can follow Tami on Twitter @girlwithapen and you can follow Adrian @adriandayton. For more ideas on how to bring in more business with social media, check out Adrian’s social media blog https://adriandayton.com

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