The Power of Pinterest: Why Businesses Need To Use Pinterest
For some businesses, Pinterest may is implemented in your daily marketing routine and for others, this may not be the case. Whichever side you fall into, it's important to know that there are big benefits for businesses that uncover the power of Pinterest.
What is Pinterest?
Functioning almost like a visual search engine, Pinterest allows you to create boards on your profile which you can organise into themes, topics, etc. Then you can ‘pin’ the images and posts that you want to save, and they will stay on a specific board on your profile for you to refer back to.
For businesses, Pinterest is a great way to promote your business and products with just nice images. By posting your own content, you provide other users with the chance to repin and effectively share your posts for free. As a result, the 'repinning' makes your content accessible to not only those who you are targeting and are actively searching for it but their followers too.
With the ability to easily and organically share content, Pinterest is a brilliant tool for businesses to take advantage of, from start-ups to established brands.
So now you know what Pinterest is, here's how you can use it to help grow your business.
Pinning Down Your Target Audience
Although the majority of Pinterest users are women, one-third of sign ups are in fact men, with the amount of male Pinterest users growing increasingly year on year. The age demographics for users are also very inclusive with the volume of users per age category being almost equal, meaning that no matter how niche your audience may be, you can reach them on on Pinterest.
In order to find your audience you must either:
- Make sure you tag search categories in the content you publish
- Search for pin categories and have a look at what similar businesses to you have tagged (categories) in their posts.
Once you have connected with your audience, you can go into their boards and see what other topics they are interested in and what is trending currently. This helps you to keep up to date with producing relevant, fresh content.
The half lifespan of a pin: 151,200 minutes
The lifespan of a Facebook Post: 90 minutes
The lifespan of a tweet: 24 minutes
This shows that quality content on Pinterest can move around and reach different audiences for a longer period of time.
How to Pin Down Traffic
As one of the biggest social media platforms used today, Pinterest has proven to be a great platform for driving traffic to websites. So, if you know how, gaining traffic to your website through your Pinterest account can be a piece of cake.
One effective way to secure traffic is to link your posts to your website. The Average order from Pinterestis $50 and with 93% of Pinterest users using the platform to plan purchases it is important that you link your site to your pins to make the buying process as easy and accessible as possible.
Another thing that will help with boosting website traffic is getting your Pinterest verified. Once you are verified you can showcase a link to your website that visitors can navigate to.
Besides inserting links to relevant pages on your website, it is also really important to keep SEO (Search Engine Optimisation) in mind when naming posts etc as this can really help boost your visibility. Part of SEO is choosing the right words to include in your content as will help your posts to appear in Google Image search results.
The Importance of Engagement
If you are looking for a boost in your engagement, Pinterest is the perfect place to find it. Commonly used to seek inspiration and discovery, Pinterest is a host to those willing to re-pin- this is when someone effectively 'shares' your pin with a wider audience.
The key element required in enhancing user engagement is quality content. Quality content can allow for your pins longevity in relevance and reach. As Pinterest attracts the curious and inspiration seekers, posting content that serves a purpose is very popular.
For example, posts that either include or link to recipes and DIY ideas are always popular amongst users looking for inspiration and ideas that they can do themselves. However, you need to ensure that the content you post relates back to your business. Posting a recipe pin that has nothing to do with your business may lead to a little engagement but very few or no conversions.
As well as building your presence on Pinterest the conventional way, you can also boost engagement by using paid ads on the app.
To create an ad, all you need is to source a image, create a catchy headline, write a brief description and then select your targeting options. Similar to the targeting options on other social platforms, you can select which categories you want to display under, the demographics of the users and their geographical location.
By creating these ads it can cut out the middleman between you and the targeted audience, this is going to save you both time and money as you are more likely to build your presence and authority a lot quicker.
Pinning = Winning
Pinterest is all about engaging and sharing, so it is the perfect place for building awareness and gaining exposure as it is inviting users to find out more and connect with you. It allows you to do this without being pushy as users will come across your content organically. This works much better than posting content that will majorly reach those who aren’t interested on other social platforms.
Commonly, Pinterest is ignored and shrugged off by the marketing world as something they can operate without. And, although brands can run a successful social media campaign and build a presence without Pinterest, it would be a shame not to take utilise the opportunity to connect to the more inspiration led audience.
So what are you waiting for? Get pinning and #winning.
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