How Financial Advisors Can Use Pinterest to Their Advantage

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We’re all familiar with social media’s All-Stars: Facebook, Twitter, LinkedIn, and YouTube.  However, there’s a fifth player that’s been waiting to join the Financial All-Star Social Team, and this player is Pinterest. Pinterest is a way to organize and share content – related images from all over the web. If someone likes what you’ve pinned, they will re-pin it themselves, but it will always be attached to your company’s profile as it gets passed along. Talk about brand exposure!

Ok, I know what you’re thinking: “a scrapbooking site for financial services?”  Well, yes. While Pinterest is generally known to cater towards woman scouting out new recipes and crafts, this is a good thing!  It’s estimated that by 2019, females will make up 2/3 of America’s wealthy population. Pinterest presents an excellent opportunity to collaborate with these potential clients on a very personal and viral level. So far this year, Pinterest has been the third most used social network in the United States.

If this isn’t enough of a reason to consider adding Pinterest to your Social media plan, here are some more facts that might change your mind:

“80 percent of Pinterest users are women, while 50 percent of all Pinterest users have children.”  Pinterest gives advisors access to this untapped market and their families.

“28.1 percent of Pinterest users have an annual household income of $100,000.”  These users have assets to invest and manage.

Over 1/5 of Facebook-connected users, more than 2 million members, are on Pinterest every day.  These users are connected, engaged in all social media platforms, and they have made it a part of their lifestyle.

“Pinterest hit 10 million U.S. monthly unique visitors faster than any independent site in history.”  Pinterest is only going to continue to grow.  As it does so, businesses will figure out new ways to use this platform to their advantage.

“25 percent of Fortune Global 100 companies have Pinterest accounts.” (http://huff.to/U5s8v0)  BNP Paribas has an extensive collection of pins with more than 600 followers: http://bit.ly/10wWeQ9.

So, now that you know a little more about Pinterest, here are some ways you can use the site for your financial business.

Get visual. Infographs are a great way to share financial information that’s also engaging to look at.

Share your interests. Pinterest helps users connect to others on a deeper level of shared hobbies, aspirations, and values. Consider pinning popular images that you also like. Did you find a quote that you find inspiring? Pin it and I’m sure others will agree.

Show the “ideal life” (or retirement). Users pin pictures of the ideal lifestyle that they want to have. Imagine you’re writing a story for your customer and using images from Pinterest and around the web to illustrate what their story looks like.

Show your personality. Share the inner-workings of your office. Did someone bring in cookies for the staff? Share it!  Does your business have a charity cause? Have a board dedicated to literacy, animal rescue, or whatever it is that your business supports.

Use Pinterest for business. Just like Facebook, a business account allows you to tracks pins and usage with analytics.

The best way to get started with something new is to dive in and get started. The more you start exploring and pinning, the more ideas and connections you will generate. Pinterest helps you grow your online presence, establish your brand, and along the way, you might even find something delicious to make for dinner!


Amy McIlwain is President of Financial Social Media. As an entrepreneur, author, speaker, and worldwide connector, Amy is recognized internationally for radical new ways of thinking about Social Media, PR, marketing, advertising, and customer service. Amy has spent the past six years contributing to the financial industry in advertising sales for Senior Market Advisor and consulting for top insurance companies. With her unique background in both online marketing and financial services, Amy launched Financial Social Media in 2010 to help guide companies through the compliance issues surrounding social media. She is regularly featured in top financial industry publications, blogs, websites, and books.

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