Pinterest is a popular social media platform, productivity tool, and visual search engine. According to the Pew Research Center, it is the fourth most popular social networking site in the United States with 459 million active monthly users.
Pinterest’s underlying concept is simple: users save and share “pins”, which are online bookmarks of products, images, and videos, on personalized “boards” which are essentially an online visual filing system. With visual search on the rise, this popular social network can have a huge impact on the marketing strategy of any business.
Here are some of the top reasons businesses should utilize Pinterest as part of their marketing strategy:
Improve User Engagement
Pinterest users are very active and because the platform is visually oriented, it’s easy for users to digest information. People typically find scanning through images easier than reading through text-based content, so users are more likely to pin and share products and services that inspire or interest them.
Businesses can leverage this very high level of engagement on the platform. They can post and re-post pins, create boards, comment, and share their products to help them promote their brand and form a stronger relationship with their audience.
Pinterest is the fourth most popular social networking site in the United States with 459 million active monthly users.
Conduct Market Research
A Pinterest business account allows access to detailed analytics, including website and audience insights. Businesses can learn more about the people who see their pins and act on them for a specific date range. They’ll gain insight into their audience’s demographics, location, type of device used, top categories, and related interests. With this information, businesses can better tailor the content they pin and share moving forward.
Drive Website Traffic
Pinterest allows users to link to the page where an image was sourced. If a user finds a pin of interest, they can click on it and be directed to the website where they learn more about the image or product. For businesses, this is an opportunity to drive referral traffic to their websites by posting pins that bring users to a landing page for their products.
Compared to other social media platforms, Pinterest users take fewer steps from discovery to conversion
For businesses that sell physical products, Pinterest is a useful platform for sharing images of their products. The network allows businesses to promote products from their own sites. Product pins can include information such as specs and prices so the user can learn more about the product and brand. Pins that resonate with and offer value to viewers are more likely to spread organically and increase exposure for the brand’s products.
Compared to other social media platforms, Pinterest users take fewer steps from discovery to conversion. A pin can directly lead to the product page where the user can purchase the item. Many users also treat the platform as a visual discovery tool, where they can look for new items to buy.
Businesses can take advantage of the high purchase intent of Pinterest users through the following:
● Posting compelling content that targets both new and existing customers
● Using coupons and photo contests to promote products
● Optimize pins by including targeted keywords in the company’s URL, the About section, the names of their boards, and the descriptions
People typically find scanning through images easier than reading through text-based content, so users are more likely to pin and share products and services that inspire or interest them.
Getting Started With Pinterest
Like any other marketing strategy, marketing through Pinterest requires creativity, originality, and dedication. It’s important for businesses to understand their brand and their audience in order to provide relevant and inspiring pins that drive traffic, leads, and sales. However, with millions of active users, Pinterest is well worth incorporating into any marketing plan no matter the type or size of your business. If you have questions about Pinterest or would like help leveraging Pinterest for your organization, schedule a call today!