Have you heard the hype about Pinterest? If not, this hot, new social-media phenomenon’s 73 million users make it worth checking out. Employing virtual bulletin boards, Pinterest allows users to keep track of their favorite things—recipes, home décor, motivational blog posts, songs, fashion, etc. And while the platform may seem aimed at crafty soccer moms, Pinterest could be a new way to not only promote your brand in a creative way but also target the female demographic.

One way to capture the essence of Pinterest is to say that where YouTube is in the business of videos and Facebook is in the business of friends and fans, Pinterest is in the business of lifestyles. For example, if you’re interested in golf, you can create boards to post your favorite golf articles, clubs and courses. Use it to collect items for your own reference or to share with others. With Pinterest, you can create boards for virtually any type of content.

So, how can you apply it to your business? First, develop an understanding of the lifestyles of your target audience. Perhaps your clients enjoy golf, tennis, fine dining, wine, vacations or sports. Next, create boards for each of those areas of interest to attract prospects. Or, highlight your unique area of expertise by creating a board with tips and articles related to your specialty. (The goal of such a board should be establishing your credibility as opposed to selling your products. But, by doing so, you can position yourself as a trustworthy expert resource.)

As a secondary goal, a board emphasizing your expertise can drive clients to your business website. Once you create a board that captures all of the amazing services you can provide, simply include a link to your site. Because Pinterest is so new in the social-media world, very few financial professionals are making use of the platform. You could be the first to take advantage of this huge audience.

Get to that female demographic. According to Google AdPlanner, 82 percent of Pinterest users are female. If you are interested in accessing the middle-class female demographic, Pinterest can be a gold mine.

Pinterest has a ton of potential for financial advisors. It’s simplicity, addictive nature and utility is unlike any other social-media platform. Not only can you build a relationship with existing and potential clients, you can establish your brand as a valuable informational resource and promote your business to millions quickly and easily.

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Amy McIlwain is a professional speaker on social media and president of Financial Social Media, an online marketing firm specializing in the financial industry. She can be reached through her website at www.financialsocialmedia.com  and on Facebook, LinkedIn, and Twitter.