Could Pinterest replace face-to-face marketing tactics?

Small businesses may be aware how Pinterest can serve as a marketing tool by promoting a business and product, but experts say it can also serve as a customer relationship management tool that is the modern form of face-to-face marketing tactics.

Because many business owners focus on ecommerce and online strategies to promote a small business, Pinterest CRM tactics may show company leaders how people are reacting to their tactics and how they can improve. Charting all interactions with customers and potential customers using Pinterest may also be beneficial for people who have little knowledge of how CRM tools can benefit their business, including:

- Pinterest users use the site to rave about businesses and products rather than complain about them, so using Pinterest can be an important customer service social media tool that gives companies insight into what people are really saying about their brand. Social media platforms like Twitter and Facebook are usually where the majority of people go to complain.

- Although many businesses realize how valuable a Pinterest account is for a marketing plan, the value has never been greater. There are currently more than 12 million users on Pinterest, and an image's capability to reach thousands - if not millions - of people is real.

- Products like the iGoDigital Pinterest Tracking tool can give business owners insight into the demographics and influence of their pinners, which could provide future monetization and marketing strategies.

- If a small business is looking to increase revenue by using Pinterest, pinning content from affiliate marketing sites like Amazon and Overstock could bring in some extra money. Having organized pinboards with titles like "Gift guide" also drive people to the content, especially around the holidays.

- Pinterest is all about connecting with people, including leaving comments and "repinning" other people's photos. Two-way communication is important on the site, as businesses that self-promote constantly are not well-received by other Pinterest users. People typically connect with company Pinterest pages that are interesting to interact with and show them new content on a regular basis.

"Remember that any [self-promotion] should be subtle and with moderation," according to a Pinterest marketing guide created by marketer James Noble. "Pinterest users do not approve of other users who are exclusively self-promoters and are only primarily engaged in Pinterest for the sole reason of earning money."