Pinterest is a marketing machine, but why? In this post, I will walk you through many different reasons why I believe Pinterest is one of the most powerful platforms to market products or services on the internet.
How Does Marketing Come Into This?
Pinterest serves a slightly different function in social media. It is not the place where you converse to the same degree as with Facebook or Twitter and it is not another blog site. It is a social/visual “virtual pinboard” that allows users to post (pin) images or videos from the web to their own (and others’ boards) and browse Pinterest.
What Pinterest current stats?
- Pinterest boasts 150 million monthly active users, 81% of which are female
- 87% of pinners have purchased a product because of Pinterest, while 72% of pinners use Pinterest to decide what to buy offline. (Statistics via Omnicore.)
- Pinners who actively engaged with an advertiser’s content on the pin-based social network had a 40% larger shopping cart at checkout, according to analysis of three brand clients by real-time information provider Neustar.
- Paid impressions were 30% more effective at driving in-store or ecommerce sales than the next best-performing channel — which happens to be online display ads.
What is Pinterest actually?
- A highly visual channel
- A search engine
- A bookmarking site
- A discovering site
- A shopping destination
- An advertising network
Pinterest is not truly…
- A social media networking site (no, it really isn’t)
- A website to comment and like (these have actually been removed)
Why is Pinterest more than a social media site?
Pinterest serves a slightly different function in social media. It is not the place where you converse to the same degree as with Facebook or Twitter and it is not another blog site. Pinterest is a social/visual “virtual pinboard” that allows users to post (pin) images or videos from the web to their own (and others’ boards) and browse Pinterest.
What type of business works best on Pinterest?
I think business owners don’t feel their business is right for Pinterest because they are not a visual product. Of course a jewelry company, remodeling company or any company that targets women makes sense. But, I have gotten some of the best results for businesses that aren’t as expected.
Our agency has done very well with golf carts, dentists, orthodontists and our own marketing company. Don’t count your business out. Do some research before you just say no to Pinterest. You might just need to get creative!
Brands without a presence on Pinterest are doing themselves a disservice, new research suggests.* Click To Tweet
Why is Pinterest a Marketing Machine?
Comparison to Instagram:
We often hear about Instagram and how much it creates engagement and has had huge growth in the past few years. Instagram is also amazing for brand awareness. That’s why influencers have really jumped on the Instagram scene. They are able to influence their audience to become aware of a company’s product with the power of Instagram. It often creates sales too.
But, the tough area with Instagram is actual click-through. This has improved over the last couple years with Facebook bringing in advertising. Now, instead of just a link on the website, we can have the link inside the post itself.
Now, let’s get back to Pinterest. Pinterest also creates brand awareness, but in addition to this, it offers amazing click-through to a website. If someone clicks on the pin itself, they automatically get taken to the website.
Pinterest creates a massive amount of traffic, conversion and sales for a business.Click To Tweet
Another benefit of Pinterest is the longevity of a pin. Typical longevity on social media is minutes or hours. With paid advertising, this can be lengthened.
Below are the average lifespan of a post or video.
Instagram: 6-13 hours
Facebook: 2-5 hours
Twitter: 18 minutes
YouTube: Weeks or Months (even years)
Pinterest: Weeks or Months (even years)
5 Simple tips to make Pinterest a Marketing Machine
- Pin every piece of content from your website
- Pin your content to multiple boards
- Pin your content and save other pins consistently
- Use Keywords and Hashtags
- Pin graphics that are taller
Sounds simple, right? The majority of businesses do some of these steps, but do not stay consistent. Consistency is the key to growth, reach and engagement on Pinterest. Pinterest is a marketing machine, if you use it the right way.
I recommend 2 options to accomplish the above 5 tips.
OPTION 1: For the do-it-yourself businesses:
I recommend the Tailwind software. Yes, I am an affiliate of this, but I only recommend products I love and use. This is definitely one of them.
Tailwind is a software that schedules your pins, helps you find content and provides detailed analytics. My favorite perk of this tool – You can schedule ahead one image to multiple boards staggered by days or weeks! This helps you pin a lot of pins very consistently.
Side note: They actually can now schedule on Instagram too.
OPTION 2: For the businesses that want more guidance or want your Pinterest Campaign built for you:
We offer Full Service and Partial Service Pinterest Management. We manage multiple Pinterest business accounts on a monthly basis and are currently accepting new clients. We provide detailed reporting stats and stay up on current changes so clients really see results!
We have a number of case studies of successful Pinterest accounts we have managed. One company, after one year on Pinterest, gets 4,000,000 impressions per month and over 10,000 clicks to their website per month. This is all direct from their Pinterest account.
If you are interested in full-service Pinterest management for your business, click the banner below.
Remember – To use Pinterest effectively requires the time and commitment to create visually exciting pinboards and do this consistently!
This was my list as to why Pinterest is a marketing machine. If you are using Pinterest now, what else have you found? If not, aren’t you ready to get started?