Last week, my Pinterest guru hosted a Pin Clinic during which we examined the pinning strategies of some of the most effective Pinterest marketers on the platform. Not only did we scour through pin selections, we also combed through their linked landing pages to discover how they are making it happen. We clicked through platforms produced by high-end food bloggers, cosmetic companies, woo-commerce sites (Did you even know there was such a thing?), interior designers, and yoga masters with an eagle eye to how they addressed the “So What?” Factor.
The “So What?” Factor typifies the what’s-in-it-for-me mindset of the Pinterest user. They come to the platform with their questions, problems, and desires at the forefront of their mind. Then, when intrigued by a well-crafted pin, they click through to discover how the blog post, giveaway invitation, school visit programming, book offers, and/or supplemental educational content might meet their needs. If it resonates, it meets the “So What?” Factor. If not, we have some work to do.
The “So What?” Factor is all about the quality content we offer. Any copy, image, video, or offer we create needs to be created with the intention of establishing a connection with our audience in mind. It’s easy to do, once you get the hang of it. When crafting a post, make sure you address the benefits they will gain by reading it. When promoting a presentation, list the highlights of the event. And, when creating opt-ins, make sure these freebies are something that will make their lives a little bit easier. The “So What” Factor is what makes marketing on Pinterest a slow burn. But, man-oh-man, is it ever worth the effort.
The Mother Of All Questions → "So What?”
