Tips And Tricks For Automotive Marketing With Pinterest! 

With over 433 Million People On Pinterest, It’s A Great Way To Reach Your Automotive Marketing Goals.

Pinterest provides a unique opportunity for businesses of all sizes to market themselves - as a visual search engine, Pinterest is ideal for exposing your brand to new potential customers. With 83 percent of Pinterest users having purchased something after seeing it on the site, It's easy to see why Pinterest is a great tool to have in your marketing belt. Let's dive in and see what it's all about!

What’s Pinterest?

Pinterest is a social media platform where users may discover, share, and save visually appealing information that they find inspiring, useful, or entertaining. This is because Pinners utilize the platform to find inspiration. They like to try new things, learn new things, uncover amazing recipes, and are frequently motivated to make their next buy. 

How does it pertain to automotive marketing?

In reality, Pinterest users are more likely to be interested, early-adopter auto buyers. According to an Oracle Data Cloud analysis of new vehicle registration data, Pinterest users are 28% more likely than non-Pinterest users to purchase a new vehicle within the first 90 days, 31% more likely to purchase a new SUV model following a new release, and 13% more likely to purchase a new truck model following a new release. So you’re probably asking yourself why you haven’t heard this before? It’s largely in part due to the fact that Pinterest is a largely female audience, and that men are the more important audience to target when it comes to automotive marketing. Fortunately, that's untrue.

According to a recent study;

• There are 1.4 million more women than men who are licensed to drive in the US Market.
• In the United States, women purchase 62 percent of new autos.
• Last year, women purchased 7.7 million new autos in the US alone.

So we’re starting to see that this is a hugely valuable tool and that the perception of a male dominated market is untrue. You are opening up a new channel for clients and potential customers to find you by creating a Pinterest account for your dealership. Your dealership might immediately benefit from Pinterest's popularity by attracting a large number of new visitors to your website. 

1. Post Awesome Content!

Well no duh, right? Awesome content should always be the goal when it comes to posting, as it will attract more potential customers, but what exactly is considered awesome content on Pinterest? Well, Pinterest is a content driven platform, and users will re-pin your posts if they like it, and there aren't any lead forms to capture them, so it’s reliant on influence solely. Post things like cool car features, new automotive technology, tips on how to maintain or clean their vehicles, etc. The goal is to give them content that’s useful so they’re more likely to engage with your post. 

2. Create Organic Connections Through Re-Pinning!

One of the cool features about Pinterest is that you can re-pin others content allowing you to engage and create meaningful connections with the users of Pinterest. Don’t be afraid to repost content that may not be solely relevant to your bottom line, most users find it annoying when a brand is solely focused on trying to push their services or product, so an easy way to stay engaged is to find content that you like and think is relevant to your market is to re-pin it so others that engage with you can also enjoy it!

3. Plan Your Board!

Because 97 percent of Pinterest searches are unbranded, your brand's boards can help you attract new Pinners who are interested in specific topics or are interested in learning specific things. You're stocking your entire Pinboard with opportunities for others to find you as you construct your boards by filling them with relevant material, so try to develop your own personal Pinterest style, with a different approach and tone for your pins and interactions with your customers, and stay engaged with the platform so you’re always in the loop with what your target audience’s needs and wants are.

Questions about the market, and how this could affect you? Reach out to us below! Also make sure to subscribe to our newsletter here!

Sources:

Olafson, K., 2022. How to Use Pinterest for Business: 8 Strategies You Need to Know. [online] Hootsuite.com. Available at: <https://blog.hootsuite.com/how-to-use-pinterest-for-business/> [Accessed 19 May 2022].

Camacho, M., 2022. Pinterest for Auto Dealers - The Automotive Advertising Agency. [online] The Automotive Advertising Agency. Available at: <https://theautoadagency.com/how-automotive-dealerships-can-use-pinterest-effectively/> [Accessed 19 May 2022].